The impact of influencer congruence on consumer purchase intent

Finding an adequate match between a brand and influencer is a delicate art that can ultimately impact consumer purchase intent, according to a study published in the Journal of Consumer Behavior.

Influencer marketing can have an impact on purchase intent where brands find the right endorser – and take into account whether they should be appealing to a consumer’s “authentic” or “ideal” self.

These were among the findings of a study published in, entitled that used a survey of over 500 consumers in Germany to explore the importance of the “congruence” – more commonly known as the “fit” – between influencers and: 

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