Impact Of Influencer Marketing On Brand Equity In Social Media Platforms

Abstract

Online influencer marketing has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its level of influence, effectiveness on brand equity. To fill this gap, this article first describes the phenomenon’s background, defines, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from consumer interviews, the authors propose that influencer marketing can be understood as the level of influence (including reach, engagement, trust & credibility, content quality & effectiveness, brand influencer collaboration, platforms effectiveness, purchasing influence) to enhance a firm’s marketing communication effectiveness. The study considered brand equity as antecedents of effectiveness of influencer marketing. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.