The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework

DOI

10.2991/assehr.k.211220.383How to use a DOI?

Keywords

Influencer marketing; brand engagement; parasocial relationship; credibility; immersion

Abstract

With the development of social media, influencer marketing has become a new and efficient brand marketing strategy that interests marketing managers. To better understand the impact of influencer marketing on brand engagement, this paper proposes a dual-route effect research framework based on prior literature. The model suggests that the parasocial relationship positively affects the source credibility during the content interaction between the audience and the influencer, and then the source credibility enhances brand credibility. In addition, content immersion increases brand content enjoyment. Both brand credibility and brand content enjoyment would ultimately cultivate brand engagement. The paper provides a potential framework of influencer marketing evaluation for future research and gives managerial implications.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Siti Liu
PY  - 2021
DA  - 2021/12/24
TI  - The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework
BT  - Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
PB  - Atlantis Press
SP  - 2219
EP  - 2224
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211220.383
DO  - 10.2991/assehr.k.211220.383
ID  - Liu2021
ER  -