Design and evaluate an influencer marketing campaign's impact on brand engagement

Thesis Abstract

In the rapidly evolving landscape of digital marketing, influencer engagement has emerged as a pivotal strategy for enhancing brand visibility and consumer interaction, yet empirical evidence on its effectiveness remains fragmented and context-specific. This study addresses the critical need to systematically design and evaluate influencer marketing campaigns to understand their impact on brand engagement, focusing on establishing best practices and theoretical underpinnings that can inform future marketing strategies. The primary aim is to assess how influencer-driven content influences consumer engagement metrics and perceptions of brand authenticity within the context of apparel retailing. To achieve this aim, the study formulates specific objectives (1) to identify key elements of effective influencer marketing campaign design; (2) to measure changes in brand engagement indicators—such as brand awareness, attitude, and purchase intent—post-campaign; (3) to analyze the mediating role of perceived influencer credibility and authenticity; and (4) to develop a conceptual model linking campaign design, influencer characteristics, and consumer engagement outcomes. The research adopts a mixed-methods approach, integrating a quantitative experimental design with qualitative insights to provide a comprehensive understanding of the phenomena. The quantitative component involves a quasi-experimental design with a sample of 400 young adult consumers aged 18–30, randomly assigned to control and experimental groups, recruited from urban university settings. Data collection instruments include a structured questionnaire measuring brand engagement variables, perceived influencer credibility, and authenticity, validated through pilot testing and confirming high reliability scores (Cronbach’s alpha > 0.85). The experimental group is exposed to a meticulously crafted influencer marketing campaign featuring five popular influencers with distinct credibility profiles, aligned with the campaign’s strategic objectives. Pre- and post-intervention surveys are administered to capture changes in perceptions and behaviors. Qualitative data are gathered through thematic interviews with 20 consumers and key informants within the influencer marketing industry, aiming to contextualize quantitative findings and explore nuanced perceptions regarding campaign effectiveness and authenticity. Data analysis employs descriptive statistics, paired sample t-tests, multiple regression analysis, and structural equation modeling (SEM) to test the hypothesized relationships derived from the Uses and Gratifications Theory and Source Credibility Theory. The SEM will elucidate direct and mediated effects of influencer authenticity and credibility on brand engagement metrics. It is anticipated that results will demonstrate that well-designed influencer campaigns positively influence brand awareness, attitude, and purchase intention, with influencer credibility serving as a significant mediating factor. The findings are expected to reveal that campaign elements such as message consistency, influencer-product fit, and perceived authenticity significantly predict consumer engagement levels. These insights are expected to contribute to the theoretical understanding of influencer marketing’s mechanisms, filling existing gaps in empirical research particularly within the retail sector. The study's contribution lies in providing an empirically validated model that links specific campaign design features and influencer traits to consumer engagement outcomes, offering valuable guidance for marketers seeking to optimize influencer strategies. The main conclusion underscores the importance of aligning influencer authenticity and credibility with campaign objectives to foster genuine consumer engagement. Based on the results, recommendations include adopting rigorous influencer selection criteria, emphasizing authenticity in messaging, and integrating consumer feedback for iterative campaign refinement. Future research avenues are suggested to explore cross-sectoral applications and longitudinal impacts of influencer marketing strategies. Overall, this study advances both scholarly knowledge and practical guidance, fostering more effective and authentic influencer marketing practices in contemporary digital environments.