Seeking effective fit: The impact of brand-influencer fit types on consumer brand attitude

Collaborations between brands and social media influencers enhance the transmission of brand messages to consumers. However, the effectiveness of influencer marketing varies depending on the functional fit and image fit between brands and digital influencers. Therefore, this study aims to examine the differential impacts of functional fit and image fit between brands and digital influencers on consumer brand attitude. Across three studies, we found that both functional fit and image fit positively influence consumer brand attitude, with functional fit exerting a stronger effect than image fit. Certainty and pleasure mediate the impact of brand-influencers fit on consumer brand attitude, moderated by cognitive styles. Specifically, the field-independent cognitive style moderates the effect of functional fit of brand-influencers on certainty, while the field-dependent cognitive style moderates the effect of image fit of brand-influencers on pleasure, subsequently influencing brand attitude. This research offers valuable guidance for brands in formulating effective influencer marketing strategies.