🔖 “Influencer marketing effectiveness: giving competence, receiving credibility” by authors Fernanda Polli Leite and Nicolas Pontes of The University of Queensland Business School, and Bruno Schivinski of RMIT University.
This study reveals how intimate self-disclosure in travel influencer recommendations affects credibility perceptions. Key findings from the experiment include:
☑ Intimate content can reduce influencer credibility when it seems incongruent with their expertise.
☑ Content-expertise congruence mediates this effect — the more aligned the content is with perceived expertise, the higher the credibility.
☑ Competence need fulfillment moderates this dynamic: When followers feel competent, content-expertise alignment boosts credibility.
A must-read for influencers and marketers navigating the balance between personal stories and professional authority! 🤳📢
Read here: https://lnkd.in/g2z9QCTC
ANZMAC | The fine line of intimacy: How personal is too personal for travel influencers?
