Exploring Influenceability: Key Factors Shaping the Effectiveness of Social Media Influencer Endorsements

Abstract

Purpose: This study explores how different factors collectively influence the effectiveness of social media influencer endorsements as well as shaping consumer behavior and brand perception.
Study design/methodology/approach: The research employs a qualitative hybrid thematic approach, integrating inductive strategies from interviews with a deductive framework based on existing theories. This method allows for a thorough exploration of the factors affecting influencer endorsement effectiveness.
Sample and data: The sample includes 14 female Instagram users, aged 18-30, selected through non-probability purposive sampling. Semi-structured interviews were used to gather data.
Results: Four key themes emerged: Influencer Fame, Engagement, Credibility, and First Impressions. Fame is shaped by content quality, follower count, and message value. Engagement builds trust through interactive, meaningful content. Credibility is tied to perceived expertise, trustworthiness, and authenticity. First impressions strongly influence consumer perceptions.
Originality/value: This study fills a gap by examining multiple factors simultaneously, offering a comprehensive understanding of influencer effectiveness and valuable insights for marketers seeking to refine their strategies.
Research limitations/implications: The study’s qualitative nature and specific demographic limit generalizability. Future research with larger, more diverse samples and quantitative methods is recommended. Additionally, the fast-changing social media landscape may challenge the ongoing relevance of findings, suggesting the need for longitudinal studies.