ABSTRACT
Influencer marketing has become an attractive method for brands thanks to its lower budget and process ease. However, choosing the influencer who provides a good match with the brand is quite a strategic decision that directly affects the attitude and behavior of the consumer towards the product and the brand. This chapter examines the factors the brands should take into consideration while choosing the influencers they collaborate with. The authors propose a definition of the “right influencer” with respect to consumer perception. Moreover, a conceptual model of consumer-based, influencer-based, and brand-based antecedents and consumer-based behavioral consequences is presented. In addition to providing a framework for future academic research, the objective of this chapter is to guide brand managers who are seeking the right fit between the influencer and the brand.
