Unveiling the Dynamics of Consumer Attention: A Two-Stage Hybrid MCDM Analysis of Key Factors and Interrelationships in Influencer Marketing

Yu-Jing Chiu (), Ling-Shiuan Hong, So-Ra Song and Yu-Chao Cheng ()
Additional contact information
Yu-Jing Chiu: Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan
Ling-Shiuan Hong: Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan
So-Ra Song: Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan
Yu-Chao Cheng: Innovation and Intellectual Property Management, Singapore University of Social Sciences, 463 Clementi Rd., Singapore 599494, Singapore

Mathematics, 2024, vol. 12, issue 7, 1-22

Abstract: In recent years, influencer marketing has taken over traditional brand advertisements on social media platforms, combining word-of-mouth marketing with celebrity endorsements. However, there has been limited academic research on the key success factors in influencer marketing. This paper used a hybrid MCDM model that integrates the Delphi method and the decision-making trial and evaluation laboratory (DEMATEL) approach. Through a two-stage empirical study, the research aims to explore the crucial success factors in influencer marketing. This study focuses on the Taiwanese market. The target respondents for the survey are consumers in Taiwan who have purchased products or services based on recommendations from key opinion leaders (KOLs) or internet celebrities. This systematic research framework not only pinpoints key factors that capture consumer attention towards influencers, but it also illustrates the inter-relationship of structure and improvement directions among these factors. According to results, the key factors include influencer reputation, credibility, degree of key opinion influence, attractiveness, popularity, consistency between influencers and brands, fan engagement level, and informativeness. Finally, businesses can consider five aspects to be the purpose of collaboration, product type, target audience for the product, characteristics of the influencer’s creative content, and media attributes. By comprehensively considering these aspects, businesses can determine the appropriate format for collaborative content. This decision can then guide how influencers communicate with consumers, effectively conveying brand information to the relevant target audience. The research findings provide fresh and significant insights in the field of influencer marketing studies.

Keywords: multiple-criteria decision-making (MCDM); decision-making trial and evaluation laboratory (DEMATAL); influencer marketing; social media; consumer behavior; brand perspective (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2227-7390/12/7/981/pdf (application/pdf)
https://www.mdpi.com/2227-7390/12/7/981/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jmathe:v:12:y:2024:i:7:p:981-:d:1363598

Access Statistics for this article

Mathematics is currently edited by Ms. Emma He

More articles in Mathematics from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().