The Effectiveness of Influencer Marketing and the Level of Audience Engagement on Social Media: A Field Study
DOI:
https://doi.org/10.31185/wjfh.Vol21.Iss1/Pt1.866Keywords:
Influencer marketing, social media, audience engagement, digital credibility, consumer behavior.Abstract
The research problem focuses on examining the relationship between the effectiveness of influencer marketing and the level of audience engagement on social media. It addresses the observed variation in the impact of influencer marketing campaigns and their ability to establish sustainable relationships with the target audience.
The study aimed to assess the effectiveness of influencer marketing in building connections with the target audience, identify factors influencing purchasing decisions for advertised products, and explore the nature of audience interaction with content presented by influencers.
A descriptive-analytical approach was employed, utilizing an electronic questionnaire to collect data from a stratified random sample of 100 social media users in Iraq, aged 18–45.
Key findings include:
- The age group 20–30 years constituted the largest proportion of users at 42%.
- Instagram emerged as the most used platform (38.1%), followed by TikTok (30%).
- Entertainment and leisure were identified as the primary motives for following influencers, with a mean score of 3.86.
- 86% of participants reported making purchases based on influencer recommendations, with 62.7% describing their experiences as positive.
- Analysis revealed a strong correlation between trust levels and repeat purchases, with independent variables explaining 48.2% of the variance in purchasing behavior.
- Credibility and honesty were highlighted as the most important audience expectations (38.8%).
The study recommends enhancing credibility and transparency in influencer marketing, developing balanced content that combines entertainment with useful information, and establishing mechanisms to document user experiences and measure satisfaction with advertised products.
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