Influencer marketing effectiveness: the mechanisms that matter

Abstract

Purpose The continued evolution of influencer marketing has created a need to better understand influencer marketing effectiveness. With brands increasingly partnering with influencers, research is yet to provide an integrated perspective examining the critical role of both parties. This study aims to draw on the source credibility model and signaling theory to explain the mechanisms that matter in influencer marketing effectiveness. Design/methodology/approach The proposed model of influencer marketing effectiveness is analyzed using partial least squares with data from 281 followers of social media influencers. Findings The authors establish influencer characteristics of popularity and attractiveness as heuristic cues that inform judgments of influencer efficacy. Further, category involvement and altruistic motives for collaboration are shown to moderate followers’ reliance on these heuristic cues. Then, a sequential mediating effect demonstrates the critical roles of the influencer and partner brand in three desired outcomes: enhanced perception of brand authenticity, enhanced brand engagement and positive attitudes toward influencer posts. Research limitations/implications Future research should consider other heuristic cues that could inform influencer efficacy judgments and switch the focus toward the partner brand’s impact on such judgments. Practical implications A step-by-step visual framework is presented to help marketers and influencers translate these findings into key responsibilities for developing more effective and collaborative partnerships. Originality/value Besides presenting an integrated perspective, signaling theory provides an original lens for explaining influencer marketing effectiveness, addressing the need to expand the theoretical boundaries of influencer marketing research.

Virtual influencer marketing: the good, the bad and the unreal

“…When interacting with real-life influencers on social media, consumers pay attention not only to the content that influencers share but also to who influencers are as individuals (Hugh et al, 2022;. Real-life influencers can exhibit interest in different topics, such as fashion, and travel, or take stands on societal issues, such as politics and veganism.…”

How social media influencer collaborations are perceived by consumers

“…Originally developed to understand the dynamics between individuals who engage in an exchange with asymmetrical information (Spence, 1973), signaling theory suggests that extrinsic cues can be used to communicate information to reduce perceived uncertainty (Wells et al, 2011). Signals can be sent to convey information that is not readily observable such as the qualities and effectiveness of social media influencers in general (Hugh et al, 2022). Consumers can use the numbers displayed for a specific post (e.g., likes, comments) or in an influencer's bio (e.g., number of followers, number of people the influencer is following, number of posts) to ascertain an influencer's status.…”

Real men don’t share (online): perceived neediness and the frequent-posting femininity stereotype

“…When so-called "ordinary" users share information on social media, their potential rewards are typically limited to attention from and connection with those in their existing networks (McCain and Campbell, 2018;O'Sullivan and Richardson, 2020). In contrast, social media "influencers" are often incentivized to post for prospects of financial gain (Hugh et al, 2022) and tend not to engage as much with their followers (Lanz et al, 2019). More broadly, influencers already receive a great deal of attention and, therefore, have less need for more.…”