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Influencer marketing: theories that can increase credibility, and enhance engagement.
(Durham University, 2024-09-06) Aljezani, Renad; Price, Graeme
The marketing landscape has been reshaped by the rise of social media and its influencers, especially with Instagram emerging as a leading platform for influencer marketing. This study aims to study nano influencers (influencers with less than 10,000 followers), and the ways theories can enhance their engagement by establishing credibility. Using Parasocial relationships, social comparison, and attitude homophily, and credibility theories. The research identifies strategies to leverage these strategies to enhance the perceived authenticity and reliability of influencers. Using mixed method approach, including quantitative data collection via surveys and using metrics to calculate the engagement for the posts to conduct the analysis, the research highlights content preferences among international students and key factors driving user engagement. Results indicates that reliability, authenticity and interactive content foster stronger connections with audience, driving higher engagement rates. Aligning practical applications with theoretical insights, this study offers actionable recommendation for nano influencers and brands to optimize credibility on digital performance.
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