The impact of influencer marketing on consumer based brand equity

Abstract

Purpose: The purpose of this research is to understand the effects of influencer marketing on customer based brand equity and investigate consumer’s willingness to post user generated content that will improve the effectiveness of this form of marketing communication, so that brand custodians can fully understand the opportunities that social media provides on generating electronic word of mouth that will have an impact on customer based brand equity. Research problem: There is currently limited literature that has defined influencer marketing, justified an investment of marketing budgets into this form of marketing and explored its effect on consumer based brand equity. Therefore, the gap identified that will be addressed by this research report seeks to investigate the effects of influencer marketing on CBBE and investigate consumers’ willingness to post UGC specifically in a South African context. Research Methodology: A quantitative (n=228) research methodology was used to achieve the aim of this study by measuring the magnitude of the variations between the main variables. Data for analysis was collected through the use of online surveys distributed via social media platforms. Results: The key findings showed that both hypothesis were accepted and four out of the six research questions were significant. Hypothesis one validated that there is an association reflecting that influencer marketing has a positive effect on consumer based brand equity. Hypothesis two showed significant correlations between influencer marketing and consumers’ willingness to posting brand promoting content on social media. Implications: The key contributions substantiates influencer marketing as an impactful marketing investment that has a positive effect on consumer’s engagements with brand communications, influence on brand choice, shaping of brand perception’s and improvement of customer’s willingness to post brand promoting content.