Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob reveal how influencer marketing’s success hinges on aligning the right influencer with the right product for the right audience.

Topics covered:   

• [01:05] “Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products and Consumers”
• [01:21] Examples of good and bad promotion
• [04:35] Influencers in the 18th century
• [05:38] What makes an influencer campaign successful?
• [08:30] The difference between an influencer and a celebrity 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. *Journal of Business Research, 132*, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067.  
 

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