Reengaging Customers through Influencer Partnerships Strategies and Outcomes for Big Brands

Dita Damayanti

doi:10.56209/jommerce.v3i2.125

Authors

Dita Damayanti Haluoleo University, Indonesia

DOI:

https://doi.org/10.56209/jommerce.v3i2.125

Keywords:

Influencer Marketing, Customer Engagement, Purchase Intentions, Statistical Analysis, Marketing Strategies

Abstract

his study investigates the effectiveness of various influencer marketing strategies in reengaging customers for large brands. Utilizing a quantitative approach, the research involved a comprehensive online survey distributed through email and social media, gathering data from respondents. The study examined four key strategies: sponsored posts, product reviews, giveaways/contests, and collaborative content. Statistical analyses, including regression, ANOVA, and correlation, were employed to assess the impact of these strategies on customer engagement and purchase intentions. The results indicate that giveaways and contests are the most effective in enhancing engagement and purchase intentions, with significant correlations found between influencer credibility and engagement metrics. These findings address existing gaps in the literature by providing empirical evidence on the relative effectiveness of different strategies and the importance of influencer attributes. The study offers practical insights for brands seeking to optimize their influencer marketing efforts and suggests avenues for future research.

References

Abeza, G., O’Reilly, N., Finch, D., Séguin, B., & Nadeau, J. (2020). The role of social media in the co-creation of value in relationship marketing: A multi-domain study. Journal of Strategic Marketing, 28(6), 472-493. https://doi.org/10.1080/0965254X.2018.1540496

Agustin, C., Nahdiah, S., & Pratama, G. S. (2022). The Influence of Brand Ambassador toward Purchase Intention of Fila on Social Media. https://doi.org/10.5220/0011245500003376

Al Khasawneh, M., Abuhashesh, M., Ahmad, A., Masa’deh, R., & Alshurideh, M. T. (2021). Customers online engagement with social media influencers’ content related to COVID 19. The effect of coronavirus disease (COVID-19) on business intelligence, 385-404. https://doi.org/10.1007/978-3-030-67151-8_22

Barber, A. T., & Klauda, S. L. (2020). How reading motivation and engagement enable reading achievement: Policy implications. Policy Insights from the Behavioral and Brain Sciences, 7(1), 27-34. https://doi.org/10.1080/02671522.2020.1767184

Barron, L. (2021). The return of the celebrity fashion muse: Brand endorsement, creative inspiration and celebrity-influenced design communication. Fashion Theory, 25(6), 757-776. https://doi.org/10.1080/1362704X.2019.1656946

Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability, 12(11), 4392. https://doi.org/10.3390/su12114392

Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3), 102041. https://doi.org/10.1016/j.pubrev.2021.102041

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003

Chen, J. M., & Rehman, M. U. (2021). A pattern new in every moment: The temporal clustering of markets for crude oil, refined fuels, and other commodities. Energies, 14(19), 6099. https://doi.org/10.3390/en14196099

Curran, N. M., & Chesnut, M. (2022). English fever and coffee: Transient cosmopolitanism and the rising cost of distinction. Journal of Consumer Culture, 22(2), 551-570. https://doi.org/10.1177/1469540521990869

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035

Eisend, M., Van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A meta-analysis of the effects of disclosing sponsored content. Journal of Advertising, 49(3), 344-366. https://doi.org/10.1080/00913367.2020.1765909

Ferraro, T., dos Santos, N. R., Moreira, J. M., & Pais, L. (2020). Decent work, work motivation, work engagement and burnout in physicians. International Journal of Applied Positive Psychology, 5(1), 13-35. https://doi.org/10.1007/s41042-019-00024-5

Ghosh, D., Sekiguchi, T., & Fujimoto, Y. (2020). Psychological detachment: A creativity perspective on the link between intrinsic motivation and employee engagement. Personnel review, 49(9), 1789-1804. https://doi.org/10.1108/PR-12-2018-0480

Hesse, A., Schmidt, H. J., & Baumgarth, C. (2021). How a corporate influencer co-creates brand meaning: The case of Pawel Dillinger from Deutsche Telekom. Corporate Reputation Review, 24, 191-204. https://doi.org/10.1057/s41299-020-00103-3

Huang, Y. T., Kavanagh, S. R., Scanlon, D. O., Walsh, A., & Hoye, R. L. (2021). Perovskite-inspired materials for photovoltaics and beyond—from design to devices. Nanotechnology, 32(13), 132004. https://doi.org/10.1088/1361-6528/abcf6d

Ibáñez-Sánchez, S., Flavián, M., Casaló, L. V., & Belanche, D. (2022). Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 28(5), 469-486. https://doi.org/10.1080/13527266.2021.1929410

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-02-2019-2280

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208. https://doi.org/10.1080/19392397.2016.1218292

Khan, A., Singh, S., Singh, B., & Kaur, A. (2023). Theoretical Underpinnings of Energy Security and Energy Diplomacy in Global Context: Reconnoitring India’s Position. In India’s Energy Diplomacy in Eurasia: Geopolitical and Geo-economic Perspectives (pp. 1-56). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-99-8281-3_1

Ki, C. W., Chow, T. C., & Li, C. (2023). Bridging the trust gap in influencer marketing: Ways to sustain consumers’ trust and assuage their distrust in the social media influencer landscape. International Journal of Human–Computer Interaction, 39(17), 3445-3460.https://doi.org/10.1080/10447318.2022.2097785

Ki, M. (2020). Epidemiologic characteristics of early cases with 2019 novel coronavirus (2019-nCoV) disease in Korea. Epidemiology and health, 42. https://doi.org/10.4178%2Fepih.e2020007

Lee, A., Gong, H., Duquenne, P. A., Schwenk, H., Chen, P. J., Wang, C., ... & Hsu, W. N. (2021). Textless speech-to-speech translation on real data. arXiv preprint arXiv:2112.08352. https://doi.org/10.48550/arXiv.2112.08352

Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of global fashion marketing, 11(3), 232-249. https://doi.org/10.1080/20932685.2020.1752766

Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of business research, 140, 439-458. https://doi.org/10.1016/j.jbusres.2021.11.014

López-López, I., Palazón, M., & Sánchez-Martínez, J. A. (2021). Why should you respond to customer complaints on a personal level? The silent observer's perspective. Journal of Research in Interactive Marketing, 15(4), 661-684. https://doi.org/10.1108/JRIM-04-2020-0090

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160. https://doi.org/10.1215/08992363-2798379

Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, 151, 119786.

Ozuem, W., & Willis, M. (2022). Influencer marketing. In Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities (pp. 209-242). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-94444-5_10

Ozuem, W., Willis, M., Howell, K., Lancaster, G., & Ng, R. (2021). Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective. Psychology & Marketing, 38(5), 794-818. https://doi.org/10.1002/mar.21470

Pfajfar, G., Shoham, A., Małecka, A., & Zalaznik, M. (2022). Value of corporate social responsibility for multiple stakeholders and social impact–Relationship marketing perspective. Journal of business research, 143, 46-61. https://doi.org/10.1016/j.jbusres.2022.01.051

Rather, R. A. (2019). Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 32(2), 116-135. https://doi.org/10.1080/08911762.2018.1454995

Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-time versus repeat tourism customer engagement, experience, and value cocreation: An empirical investigation. Journal of Travel Research, 61(3), 549-564. https://doi.org/10.1177/0047287521997572

Renton, M., & Richard, J. E. (2020). Entrepreneurship in marketing: Socializing partners for brand governance in EM firms. Journal of Business Research, 113, 180-188. https://doi.org/10.1016/j.jbusres.2019.03.012

Shah, D., & Murthi, B. P. S. (2021). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, 125, 772-779. https://doi.org/10.1016/j.jbusres.2020.06.062

Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181-199. https://doi.org/10.1108/JRIM-10-2019-0161

Singh, J., Crisafulli, B., & Xue, M. T. (2020). ‘To trust or not to trust’: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011

Vatavwala, S., Kumar, B., Sharma, A., Billore, A., & Sadh, A. (2022). Customer disengagement in business-to-business markets: A framework for analysis. Industrial Marketing Management, 105, 114-130. https://doi.org/10.1016/j.indmarman.2022.05.018

Weingart, P., Joubert, M., & Connoway, K. (2021). Public engagement with science—Origins, motives and impact in academic literature and science policy. PloS one, 16(7), e0254201. https://doi.org/10.1371/journal.pone.0306474

Wies, S., Bleier, A., & Edeling, A. (2023). Finding goldilocks influencers: How follower count drives social media engagement. Journal of Marketing, 87(3), 383-405. https://doi.org/10.1177/00222429221125131

Wong, Z. Y., & Liem, G. A. D. (2022). Student engagement: Current state of the construct, conceptual refinement, and future research directions. Educational Psychology Review, 34(1), 107-138. https://doi.org/10.1007/s10648-021-09628-3

Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147. https://doi.org/10.1080/15252019.2020.1769514

Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory. Journal of Marketing, 84(1), 32-51. https://doi.org/10.1177/0022242919888477