Influencer marketing: affiliation, credibility and brand control

Narong Li ()
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Narong Li: South-Central Minzu University

A chapter in Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023), 2023, pp 318-332 from Springer

Abstract: Abstract The use of social media, such as Instagram to market and sell products and services is growing. Businesses can communicate with consumers more openly and interactively when they use social media influencers. Currently, an increasing number of influencers are purchasing fake followers to boost their traffic and exposure on social media, causing consumer suspicion and resistance, which gradually makes brands pay more attention to brand marketing control. Thus, this paper discusses the affiliation among influencers, potential consumers and brands, as well as influencer reliability and brand management. It is found that the cumulative number of influencer postings may have an inverse effect on marketing performance and that the number of posts reflects the level of brand-influencer correlation, suggesting that brand credibility may be negatively affected by excessive correlation. It also showed that, amongst influencers and followers, the influence of likes data on engagement rate varied over periods, influencing influencer reliability and even brand credibility. It can be useful for businesses to regularly modify their brand marketing techniques or influencers they work with.

Keywords: Influencer marketing; Instagram; affiliation; engagement rate; word-of-mouth; credibility; marketing strategy; brand management (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-298-9_35

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