Influencer fit post vs celebrity fit post: which one engages Instagram users more?

Purpose - The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research. Methodology - To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer-product vs fit of celebrity-product). Findings - The results showed the superiority of the fit of influencer-product over the fit of celebrity-product on users' engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer-product post on users' engagement. Practical implications - The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted. Value - This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.