Instagram influencers and brand attitude (9/10)

Instagram influencers with high numbers of follows may be likable and popular, but are they the best choice as brand ambassadors? This study shows influencers who follow very few accounts can negatively affect their likeability. For brands promoting divergent products, Instagram influencers with high numbers of followers may not be the best choice because it decreases the brand’s perceived uniqueness and consequently brand attitudes.

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