How does influencer marketing build up the engagement between brand and followers?

Minh T.H. Le

International Journal of Internet Marketing and Advertising, 2024, vol. 21, issue 1/2, 3-25

Abstract: Influencer marketing is a vital and effective marketing channel for developing a brand relationship on social media platforms. Influencer marketing is successful because of its diversity, innovation, and proximity to customers. Nevertheless, previous research has not shown a connection between the various facets of brand participation. The purpose of this study was to determine how the credibility, competence, content, interaction, lifestyle, and brand congruence of influencers affect cognitive, emotional, and behavioural brand engagement and lead to increased purchase intention. An online questionnaire was used to gather data, and it was circulated across various online platforms and social media platforms. The data was then analysed using the structural equation model (SEM). According to the research, there is a number of factors that help to grow the followers' brand engagement with influencers. These factors include credibility, knowledge, content, interaction, lifestyle, and brand congruence. In addition to that, the practical and theoretical ramifications of the results are discussed in this paper.

Keywords: influencer's life style; influencer-brand congruence; influencer's interaction; influencer's content; cognitive; affective; and behavioural brand engagement. (search for similar items in EconPapers)
Date: 2024
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