Influencer Authenticity: Unraveling The Impact On Modern Marketing
Abstract
This research investigates the dynamics of influencer authenticity and marketing effectiveness on consumer engagement and trust within PT. Unilever Indonesia, Tbk - Depo Makassar. Utilizing a quantitative research design with a sample of 130 consumers, path analysis using Smart PLS software was conducted to examine the direct and indirect effects of influencer authenticity and marketing effectiveness on consumer engagement and trust. The results reveal significant positive relationships between influencer authenticity and both consumer engagement and trust, highlighting the importance of genuine influencer engagements in fostering consumer connections and confidence in brands. However, while marketing effectiveness positively influences consumer engagement, its impact on consumer trust is not statistically mediated by engagement. These findings underscore the necessity for Unilever to prioritize authentic influencer partnerships and refine marketing strategies tailored to the unique characteristics of the Makassar market to enhance consumer trust and drive long-term brand loyalty and success.
Keywords : Influencer Authenticity, Marketing Effectiveness, Consumer Engagement, Consumer Trust
References
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[2] Ambili K, “Navigating growth: Unraveling the interplay between marketing strategies and social media in the economic development of nations,” Int. J. Sci. Res. Arch., vol. 10, no. 2, pp. 1144–1151, 2023, doi: 10.30574/ijsra.2023.10.2.1088.
[3] T. Bastrygina, W. M. Lim, R. Jopp, and M. A. Weissmann, “Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry,” J. Hosp. Tour. Manag., vol. 58, no. February, pp. 214–243, 2024, doi: 10.1016/j.jhtm.2024.01.007.
[4] H. T. Sutiono, A. K. Hayumurti, and S. Harjanti, “Parasocial Interaction as a Mediator : Unraveling the Influence of Social Media Influencers on Purchase Intentions,” Asia Pacific J. Manag. Educ., vol. 7, no. 1, pp. 125–140, 2024.
[5] K. Yang, E. Menchaca, and B. Esquivel Lizarraga, “Unraveling the Role of Social Media Influencers’ Characteristics in Increasing Consumer CSR Engagement: A Perspective from Social Learning Theory,” Proc. 57th Hawaii Int. Conf. Syst. Sci., vol. 1, pp. 4838–4847, 2024, [Online]. Available: https://hdl.handle.net/10125/106723
[6] L. D. Hollebeek, W. Hammedi, and D. E. Sprott, “Consumer engagement, stress, and conservation of resources theory: A review, conceptual development, and future research agenda,” Psychol. Mark., vol. 40, no. 5, pp. 926–937, 2023, doi: 10.1002/mar.21807.
[7] L. D. Hollebeek, M. Sarstedt, C. Menidjel, D. E. Sprott, and S. Urbonavicius, “Hallmarks and potential pitfalls of customer- and consumer engagement scales: A systematic review,” Psychol. Mark., vol. 40, no. 6, pp. 1074–1088, 2023, doi: 10.1002/mar.21797.
[8] L. Robert, C. Cheung, C. Matt, and M. Trenz, “Short video marketing: What, when, and how short branded videos facilitate consumer engagement,” Internet Res., vol. 28, pp. 829–850, 2020.
[9] A. A. A. B. Iskandar Yahya Arulampalam Kunaraj P.Chelvanathan, “Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach,” J. Eng. Res., pp. 1–53, 2023.
[10] M. K. Daoud, M. Al-Qeed, A. Y. A. Bani Ahmad, and J. A. Al-Gasawneh, “Mobile Marketing: Exploring the Efficacy of User-Centric Strategies for Enhanced Consumer Engagement and Conversion Rates,” Int. J. Membr. Sci. Technol., vol. 10, no. 2, pp. 1252–1262, 2023, doi: 10.15379/ijmst.v10i2.1425.
[11] R. Zniva, W. J. Weitzl, and C. Lindmoser, “Be constantly different! How to manage influencer authenticity,” Electron. Commer. Res., vol. 23, no. 3, pp. 1485–1514, 2023, doi: 10.1007/s10660-022-09653-6.
[12] J. Arnesson, “Influencers as ideological intermediaries: promotional politics and authenticity labour in influencer collaborations,” Media, Cult. Soc., vol. 45, no. 3, pp. 528–544, 2023, doi: 10.1177/01634437221117505.
[13] H. Shoenberger and E. Kim, “Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity,” Int. J. Advert., vol. 42, no. 2, pp. 368–383, 2023, doi: 10.1080/02650487.2022.2075636.
[14] K. Agustian, R. Hidayat, A. Zen, R. A. Sekarini, and A. J. Malik, “The Influence of Influencer Marketing in Increasing Brand Awareness and Sales for SMEs,” Technol. Soc. Perspect., vol. 1, no. 2, pp. 68–78, 2023, doi: 10.61100/tacit.v1i2.54.
[15] Y. Joshi, W. M. Lim, K. Jagani, and S. Kumar, Social media influencer marketing: foundations, trends, and ways forward, no. 0123456789. Springer US, 2023. doi: 10.1007/s10660-023-09719-z.
[16] F. Shoushtari, E. Bashir, S. Hassankhani, and S. Rezvanjou, “Optimization in marketing enhancing efficiency and effectiveness,” Int. J. Ind. Eng. Oper. Res., pp. 12–23, 2023, [Online]. Available: http://ijieor.ir
[17] S. Barta, D. Belanche, A. Fernández, and M. Flavián, “Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience,” J. Retail. Consum. Serv., vol. 70, no. July 2022, 2023, doi: 10.1016/j.jretconser.2022.103149.
[18] N. Yanti Andriani et al., “Grand Preanger Bandung Effective Marketing Communication Strategy in the Staycation Program,” J. Ekon., vol. 12, no. 01, pp. 48–53, 2023, [Online]. Available: http://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1063
[19] C. Schamp, M. Heitmann, T. H. A. Bijmolt, and R. Katzenstein, “The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses,” J. Mark. Res., vol. 60, no. 1, pp. 189–215, 2023, doi: 10.1177/00222437221109782.
[20] D. Taufik, M. A. van Haaster-de Winter, and M. J. Reinders, “Creating trust and consumer value for true price food products,” J. Clean. Prod., vol. 390, no. December 2022, 2023, doi: 10.1016/j.jclepro.2023.136145.
[21] V. Singh and S. K. Sharma, “Application of blockchain technology in shaping the future of food industry based on transparency and consumer trust,” J. Food Sci. Technol., vol. 60, no. 4, pp. 1237–1254, 2023, doi: 10.1007/s13197-022-05360-0.
[22] W. Quan, H. Moon, S. (Sam) Kim, and H. Han, “Mobile, traditional, and cryptocurrency payments influence consumer trust, attitude, and destination choice: Chinese versus Koreans,” Int. J. Hosp. Manag., vol. 108, no. December 2021, p. 103363, 2023, doi: 10.1016/j.ijhm.2022.103363.
[23] C. W. Ki, T. C. Chow, and C. Li, “Bridging the Trust Gap in Influencer Marketing: Ways to Sustain Consumers’ Trust and Assuage Their Distrust in the Social Media Influencer Landscape,” Int. J. Hum. Comput. Interact., vol. 39, no. 17, pp. 3445–3460, 2023, doi: 10.1080/10447318.2022.2097785.
[24] A. K. Singh et al., “Modeling the Nexus Between Perceived Value, Risk, Negative Marketing, and Consumer Trust With Consumers’ Social Cross-Platform Buying Behaviour in India Using Smart-Pls,” J. Law Sustain. Dev., vol. 11, no. 4, pp. 1–24, 2023, doi: 10.55908/sdgs.v11i4.488.
Published
2024-04-23
Section
Articles
Copyright (c) 2024 Agnes Dini Mardani, Evrina Evrina, Bella Hartati
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
