- Article
I Wish I Could Be Like Her/Him! How Self-Congruence Stimulates a Desire to Mimic
- Li Xiao,
- Aysha Saleem,
- Sana Muhammad Tariq,
- Junaid Ul Haq and
- Mengmeng Guo
2 November 2021
Influencer marketing acquires customers who follow their favorite celebrities, who have shared beliefs and opinions. This research explores the self-motives and influencer-related factors that lead to influencer congruence. Influenced customers subse...