The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification

Influencers are non-celebrity individuals who gain popularity on social media by posting visually attractive content (e.g., photos and videos) and by interacting with other users (i.e., Followers) to create a sense of authenticity and friendship. Brands partner with Influencers to garner engagement from their target consumers in a new marketing strategy known as “Influencer marketing.” Nonetheless, the theoretical underpinnings of such remains...