The impact of congruence on consumer engagement with brands on social media

Abstract

This study examines the mechanisms behind the effectiveness of influencer marketing on social media and its role in shaping consumer engagement. Therefore, the study surveyed 703 Tunisian consumers on Instagram, analyzing different forms of congruence (brand-influencer, brand-consumer, and influencer-consumer) and their impact on consumer engagement with brands on social media. The study's findings reveal that consumer engagement significantly influences brand image and visit intention. However, while influencer-consumer congruence and brand-influencer congruence strongly affect engagement indicators, brand-consumer congruence does not show a significant effect on consumer engagement. Consumer engagement acts as a key mediator, positively influencing brand image and visit intention. These results offer valuable insights for marketing professionals seeking to optimize their social media influence strategies, particularly regarding influencer selection and the importance of fostering authentic connections with target audiences.