Abstract

Influencer advertising is a rapidly emerging strategy that is revolutionizing the way brands leverage influencers to promote products and engage customers. However, extant research has not fully addressed the impact of influencer advertising on luxury brands. In this research, we examine whether influencer advertising can have an impact on purchase decisions for luxury consumers, based on the different types of influencers (mega vs. micro). Using three experimental studies, we explore the impact of influencer advertising on purchase decisions involving luxury consumers. Our research examines how the congruity between the influencer type and the degree of conspicuity in the advertisement contributes to the purchase decision, and demonstrates evidence that luxury brand consumers are heterogeneous in their needs, wants, and desires. In doing so, we provide actionable long-term strategies to managers and practitioners, along with future research directions to academicians.

摘要

有影响力的广告是一种迅速兴起的策略，它正在彻底改变品牌利用有影响力的人来推广产品和吸引客户的方式。然而，现有研究尚未完全解决影响者广告对奢侈品牌的影响。在这项研究中，我们根据不同类型的影响者（大型影响者与微型影响者）来研究影响者广告是否会对奢侈品消费者的购买决策产生影响。通过三项实验研究，我们探讨了影响者广告对涉及奢侈品消费者的购买决策的影响。我们的研究探讨了影响者类型和广告中的显眼程度之间的一致性如何影响购买决策，并证明了奢侈品牌消费者的需求、愿望和愿望是不同的。在这样做，