The Three Congruence Perspectives and the Effects of Social Media Influencers on Consumer Behavior: A Belgium–Croatia Comparison

Scientific research has been expanding around social media influencers, trying to identify and describe different mechanisms that explain their effects on consumer behavior. Several authors researched the importance of perceived congruence between social media influencers, brands, and followers and tried to establish the relationship between different congruence dimensions and consumer behavior. The purpose of this study is to explore the factors contributing to a strong connection between the three and analyze the effect of social media influencers engaged in the world of fashion on consumer behavior constructs such as brand attitude, intentions of forwarding and following, and buying behavior. Additionally, a cross-country comparison was performed in order to define different consumer behavior patterns between consumers in Croatia and Belgium. A qualitative methodology was applied, and interviews were conducted with 20 participants, 10 from Croatia and 10 from Belgium. Findings suggest that a good match between social media influencers, brands, and followers is essential for followers to develop trust. The most highlighted characteristics that serve as a basis for the assessment of congruence between the three were authenticity, credibility, and honesty. Significant differences between Croatia and Belgium were found in consumer behavior patterns.