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Jul 23, 2024
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Abstract
Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Yong, S. C. S. C., Gao, X., & Poh, W. S. (2024). The Effect of Influencer Marketing on Consumer Engagement and Brand Loy-alty. International Journal of Multidisciplinary: Applied Business and Education Research, 5(7), 2357-2364. https://doi.org/10.11594/ijmaber.05.07.02
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Alvarez, C. and Fournier, S. (2016), “Consum-ers’ relationships with brands”, Current Opinion in Psychology, 10, 129-135.
Association of National Advertisers. (2018). Advertisers love influencer marketing: ANA study.
Awang, Z., Afthanorhan, A., & Mamat, M. (2016). The Likert scale analysis using parametric based Structural Equation Modeling (SEM). Computational Methods in Social Sciences, 4(1), 13.
Bianchi, C., & Andrews, L. (2018). Consumer engagement with retail firms through so-cial media: An empirical study in Chile. International Journal of Retail & Distribu-tion Management, 46(4), 364–385.
Byrne, E., Kearney, J., & MacEvilly, C. (2017). The Role of Influencer Marketing and So-cial Influencers in Public Health. Proceed-ings of the Nutrition Society, 76(OCE3). https://doi.org/10.1017/s0029665117001768
Chen, K. J., Lin, J. S., & Shan, Y. (2021). Influ-encer marketing in China: The roles of parasocial identification, consumer en-gagement, and inferences of manipulative intent. Journal of Consumer Behaviour, 20(6), 1436-1448.
Coursaris, C., Van Osch, W. & Balogh, B. (2016). Do Facebook likes lead to shares or sales? Exploring the empirical links between so-cial mediacontent, brand equity, purchase intention, and engagement. Systemscienc-es (HICSS), 106, 3546-3555
Dippner, A. (2018). How Much Is My Face Worth? Neoliberal Subjectification, the Beauty Economy, and the Internet Celeb-rity Culture in China. ASIEN: The German Journal on Contemporary Asia, 147, 38-63.
Grafström, J., Jakobsson, L., & Wiede, P. (2018). The impact of influencer marketing on consumers' attitudes.
Javornik, A., & Mandelli, A. (2012). Behavioral perspectives of customer engagement: An exploratory study of customer engage-ment with three Swiss FMCG brands. Journal of Database Marketing & Custom-er Strategy Management, 19(4), 300-310.
Kaplan, A. & Haenlein, M. (2010). Users of the world, unite! The challenges and oppor-tunities of Social Media. Business Hori-zons. 53(1), 59-58.
Kaplan, A., & Mazurek, G. (2018). Social media. Handbook of media management and economics, 273-286.
Kang, J., Hong, S., & Hubbard, G.T. (2020). The role of storytelling in advertising: Con-sumer emotion, narrative engagement level and word-of-mouth intention. Jour-nal of Consumer Behaviour, 19(1), 47-56
Kemp, E., Porter III, M., Anaza, N.A., & Min, D.J. (2021). The impact of storytelling in cre-ating firm and customer connections in online environments. Journal of Research in Interactive Marketing. 15(1), 104-124
Li, D. (2017). How 'wang hong' internet celeb-rities have transformed Chinese retail. Business Insider.
Oh, C., Roumani, Y., Nwankpa, J., & Hu, H. (2017). Beyond likes and tweets: Con-sumer engagement behaviour and movie box office in social media. Information and Management, 54(1), 25–37.
Pride, W. M., & Ferrell, O. C. (2021). Founda-tions of marketing. Cengage Learning.
Shen, X., Wang, G.H., Yang, T.F., & Zhong, S.Y. (2016). Woguo wanghong xianxiang de fazhanlishi, tezhengfenxie yu zhiliduice” (The development history, feature analy-sis and governance contra measures of Internet Celebrities in China), Journal of Intelligence, 35(11), 93–98
Syed A.S, Shoukat M.H., Ahmad, M.S., Khan, B. (2024). Role of Social Media Technologies and Customer Relationship Management Capabilities 2.0 in Creating Customer
Loyalty and University Reputation. Jour-nal of Marketing for Higher Education. 34(1), 344-367
Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25(5), 424–434.
Taylor, C. R. (2020). The urgent need for more research on influencer marketing. Inter-national Journal of Advertising, 39(7), 889-891
Van der Westhuizen, L. M. (2018). Brand loyal-ty: exploring self-brand connection and brand experience. Journal of Product & Brand Management. 27(2), 172-184
Yong, S.C.S.C., Huan, R.T., Poh, W.S., Osman, M., Ng, D.C.W. (2023). Assessing The Factors Influencing Consumer Behaviour in E-Commerce Platforms. International Jour-nal of Multidisciplinary: Applied Business and Education Research. 4(10), 3725-3725