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Despite the growing popularity of influencer advertising among advertisers, little is known regarding influencer advertising effectiveness, particularly in relation to advertising design factors. The current research seeks to address this gap by exploring how influencer presence (whether or not the influencer appears in the ad) and ad source (whether the brand or the influencer posts the ad to social media) interact with consumer age to influence self–brand connections. It suggests that influencer presence can positively influence self–brand connections; however, the effectiveness of influencers is limited for younger consumers. It highlights the importance of building self–brand connections through influencer advertising by showing a positive relationship with brand attitudes and likelihood to spread electronic word-of-mouth.

Using Influencers to Build Self–Brand Connections: The Impact of Influencer Presence, Ad Source, and Consumer Age