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Sammanfattning: Despite influencer marketing being an increasingly popular marketing communications strategy for practitioners today, little academic research has explored how to best execute influencer marketing campaigns in order to generate the highest advertising effectiveness and consumer-­-perceived value. By looking at influencers as celebrity endorsers who are applying an advertising approach perspective, the purpose of the thesis is to investigate what combination of type of influencer and type of advertising message is most suitable in picture-­-based and video-­- based content community settings respectively. A quantitative experiment was conducted with 416 respondents, by exposing eight respondent groups to real life picture-­-based and video-­-based content customized after type of influencer and type of advertising message. The results showed that while type of message didn't affect the outcome, the type of influencer, mediated by parasocial interaction and source credibility, showed evidence of having a positive effect on both advertising effectiveness and consumer-­- perceived value of advertising for both picture-­-based and video-­-based content. Consequently, the results indicated type of influencer to be more important than type of advertising message for generating higher advertising effectiveness and consumer-­-perceived value of influencer marketing campaigns.