Currently, the influencer marketing is an industry with an approximate value of 8 billion dollars, which is expected to double by the end of 2022, having acquired an increasing relevance for the brands that wish to create notoriety, but also a stronger emotional connection with their consumers, and, thus, stimulate their purchase intention.
In the case of an industry with very rapid growth, it is natural that the concept of influencer has evolved. Recently, when choosing a influencer, brands no longer consider the number of followers as a key criterion, giving more value to other criteria, such as the congruence between the influencer and the target audience of the brand or between the brand image and the influencer.
In an investigation recently carried out in co-authorship with Samuel Pinto Sá and Carla Carvalho Martins, we sought to understand how the congruence between a particularly relevant dimension of the brand / consumer image and the influencer - gender, influences consumers' attitude towards brand collaborationinfluencer and your intention to purchase the promoted product.
In this regard, it is important to note that, while sex is based on biological differences, gender is culturally defined and refers to the personality traits associated with masculinity and femininity. Recent studies have shown that gender is a fundamental dimension of the brand / consumer image, which tends to influence brand responses, including on social networks. In this study, which focused on fashion brands, we also tried to understand whether the congruence between the biological sex of the influencer and the consumer affects their response to influence marketing.
The results indicate that collaboration between brands and influencers is evaluated more favorably by women, and that there is a preference of both sexes for influencers female. These results are in agreement with the statistics that show that 84% of the influencers snot women, who women tend to follow more influencers Fashion and that as influencers females generate more likes and comments.
Furthermore, the results indicate that the greater the compatibility between the gender of the consumer and the influencer, the better the response to influence marketing. On the other hand, the results show that the congruence between the gender of the brand and the influencer it has an even more significant impact on the attitude towards collaboration and the purchase intention of the promoted product.
Through this study, it was possible to conclude that the fit between the gender of influencer consumer is more relevant to determining the success of a marketing strategy influencer marketing than the fit between the sex of influencer and the consumer.
Additionally, this study highlights the importance of marked congruenceinfluencer, indicating that it is essential that brands choose influencers whose personality traits are consistent with those of the brand. Thus, brands with a strong male identity must collaborate consistently with influencers with a male profile, and brands positioned as female with influencers with a female profile, regardless of their gender. These conclusions will be decisive for the design of a strategy for influence marketing effective.