Conclusions, theoretical and managerial implications
| Conclusions | Theoretical contributions and managerial implications |
|---|---|
| Influencers’ fit posts are deemed more effective than celebrities’ fit posts in engaging Instagram users with the fit posts | The research extended a deeper understanding of how brands might collaborate with Instagram influencers to promote their products. Influencers can be more effective product endorsers than celebrities in marketing campaigns on Instagram A fit of influencer–product can reinforce companies’ brand reputation, expand audience engagement and upsurge conversions |
| Highly involved Instagram users have more efficiency in promoting the fit posts advertised by influencers | Presenting products that match the influencer’s style is a marketing action more effective for engaging users highly involved with Instagram Companies should develop their database, knowing who their customer is and how they behave. When a brand wants a good advertising strategy, it is detrimental that they learn more about their followers on Instagram and respond to it accordingly |
| Conclusions | Theoretical contributions and managerial implications |
|---|---|
| Influencers’ fit posts are deemed more effective than celebrities’ fit posts in engaging Instagram users with the fit posts | The research extended a deeper understanding of how brands might collaborate with Instagram influencers to promote their products. Influencers can be more effective product endorsers than celebrities in marketing campaigns on Instagram |
| Highly involved Instagram users have more efficiency in promoting the fit posts advertised by influencers | Presenting products that match the influencer’s style is a marketing action more effective for engaging users highly involved with Instagram |
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