abstract
- The aim of this study was to measure the impact of YouTubers’ credibility and congruence in consumers’ attitude towards the brand. The population of the study involved students enrolled in Portuguese higher education in 2019. Among a total of 385,247 students, a non-probabilistic sample for convenience of 1,642 was se-lected. The results showed that the congruence of the YouTuber with the brand (t = 17.253; p-value = 0.000), the congruence of the YouTuber with the consumer (t = 4.521; p-value = 0.000) and the YouTuber credibility (t = 4.550; p-value = 0.000) are predictors of consumers’ attitude towards the brand. Moreover, the congruence of the YouTuber with the brand has shown to be a good predictor of consumers’ attitude towards the brand and an even better predictor when com-pared to the congruence of the YouTuber with the consumer and to the YouTuber credibility. Finally, the value of R2Adjusted shows that these predictors account for 58.6% of consumers’ attitude towards the brand. A greater credibility of the in-fluencer, a greater congruence of the influencer with the brand and a greater con-gruence of the influencer with the consumer are characteristics that assume a de-cisive and positive role in consumers’ attitude towards the brand.