The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers

Influencer advertising is a rapidly emerging strategy that is revolutionizing the way brands leverage influencers to promote products and engage customers. However, extant research has not fully addressed the impact of influencer advertising on luxury brands. In this research, we examine whether influencer advertising can have an impact on purchase decisions for luxury consumers, based on the different types of influencers (mega vs. micro). Using three experimental studies, we explore the impact of influencer advertising on purchase decisions involving luxury consumers. Our research examines how the congruity between the influencer type and the degree of conspicuity in the advertisement contributes to the purchase decision, and demonstrates evidence that luxury brand consumers are heterogeneous in their needs, wants, and desires. In doing so, we provide actionable long-term strategies to managers and practitioners, along with future research directions to academicians.