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International Journal of Advertising
The Review of Marketing Communications
Volume 41, 2022 - Issue 1: Influencer Marketing
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Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification

Loes JanssenDepartment of Communication and Cognition, Tilburg University, Tilburg, the NetherlandsCorrespondence[email protected]
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Alexander P. SchoutenDepartment of Communication and Cognition, Tilburg University, Tilburg, the NetherlandsView further author information
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Emmelyn A. J. CroesDepartment of Communication and Cognition, Tilburg University, Tilburg, the NetherlandsView further author information
Pages 101-127 | Received 23 Nov 2020, Accepted 07 Oct 2021, Published online: 28 Oct 2021

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