Advertising Effectiveness by Social Media Influencer Type: The Moderating Role of Consumer Social Comparison Orientation
An influencer is an individual who can impact the potential customers of a brand/product by assisting marketing activities (Brown & Hayes, 2008). As social media provides a network to reach a large population of consumers in a short time, influencer marketing has become prominent (Evans, Phua, Lim, & Jun, 2017). Thus, it is imperative for brand managers to relay their marketing messages to right influencers for their brands/products. This study attempts to understand the effect of social media influencer type on advertising effectiveness. In so doing, this study examines the moderating role of consumer social comparison orientation.