How influencer stereotypes impact brand stereotypes: a multilevel perspective on stereotype content transfer

Although the formation and behavioral consequences of brand stereotypes have been the focus of recent research, little is known about whether and how social media influencers shape the content of brand stereotypes in terms of warmth and competence. Building on associative learning theory, and drawing on stereotyping and influencer marketing literature, we develop and test a multilevel model of (a) the transfer of consumer stereotypical perceptions of influencers to their stereotypical perceptions of brands, and (b) the moderating impact of influencer–brand fit on the aforementioned stereotype content transfer. In a large empirical study of 40 brands, 80 influencers, and 815 consumers, we find that influencer stereotype content indeed transfers to the brand, both in terms of warmth and competence perceptions. Furthermore, the degree of the influencer–brand fit enhances the transfer of warmth perceptions but not of competence perceptions. Our findings contribute to the emerging literature on stereotype content transfer and offer managerial insights for selecting social media influencers.