Influencer Driven Strategies for Regaining Customer Trust and Loyalty in Established Brands

Authors

  • Didik Rahmadi Haluoleo University, Indonesia

DOI:

https://doi.org/10.56209/jommerce.v3i4.122

Keywords:

Customer Trust, Demographic Factors, Influencer

Abstract

This study looks at the presumption that influencer-driven strategies are efficient in rebuilding purchasers’ trust and devotion for fixed brands. Adopting a dual-process strategy, we tested the influence of authenticity, engagement, and knowledge of influencers on consumers’ responses. Simple analysis showed that there was a huge expansion of ‘agree with’ and loyalty rankings after adopting influencer-driven techniques. These were supported by inferential analyses, which included t-tests, regression, correlation, ANOVA and ANCOVA. The effects revealed that influencers without doubt influence purchaser believe and loyalty, with authenticity as the biggest predictor of accept as true with. Likewise, demographic components were once again observed to understate the efficiency of those strategies. This look at responds to an important gap in the literature by showing the rehabilitative affordance of influencer advertising for a spectrum of purposes beyond pure promotion. The findings given provide specific guidance for the brands that seek to revitalize their reputation and create loyal customer base via competent influencer marketing collaborations.

References

Abraham, J. S. E., Floreto, S. J. L., Pagkalinawan, M. I. B., & Etrata, A. E. (2022). Consumer perception on influencer marketing efforts of brands in the beauty and cosmetics industry. International Journal of Social and Management Studies, 3(2), 105-118. https://doi.org/10.5555/ijosmas.v3i2.122

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374. https://doi.org/10.1108/RIBS-07-2020-0089

Ansari, S., & Gupta, S. (2021). Customer perception of the deceptiveness of online product reviews: A speech act theory perspective. International Journal of Information Management, 57, 102286. https://doi.org/10.1016/j.ijinfomgt.2020.102286

Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of business research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008

Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067

Borchers, N. S., & Enke, N. (2022). “I've never seen a client say:‘Tell the influencer not to label this as sponsored’”: An exploration into influencer industry ethics. Public relations review, 48(5), 102235. https://doi.org/10.1016/j.pubrev.2022.102235

Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer celebrification: How social media influencers acquire celebrity capital. Journal of advertising, 50(5), 528-547. https://doi.org/10.1080/00913367.2021.1977737

Brown, D., & Hayes, N. (2008). Influencer Marketing. Routledge. https://doi.org/10.4324/9780080557700

Busenbark, J. R., Graffin, S. D., Campbell, R. J., & Lee, E. Y. (2022). A marginal effects approach to interpreting main effects and moderation. Organizational Research Methods, 25(1), 147-169. https://doi.org/10.1177/1094428120976838

Carrillat, F. A., Legoux, R., & Hadida, A. L. (2018). Debates and assumptions about motion picture performance: A meta-analysis. Journal of the Academy of Marketing Science, 46, 273-299. https://doi.org/10.1007/s11747-017-0561-6

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255

Clinton, V., Taylor, T., Bajpayee, S., Davison, M. L., Carlson, S. E., & Seipel, B. (2020). Inferential comprehension differences between narrative and expository texts: a systematic review and meta-analysis. Reading and Writing, 33, 2223-2248. https://doi.org/10.1007/s11145-020-10044-2

Fakhreddin, F., & Foroudi, P. (2022). Instagram influencers: The role of opinion leadership in consumers’ purchase behavior. Journal of promotion management, 28(6), 795-825. https://doi.org/10.1080/10496491.2021.2015515

Farrell, J. R., Campbell, C., & Sands, S. (2022). What drives consumers to engage with influencers?: Segmenting consumer response to influencers: Insights for managing social-media relationships. Journal of Advertising Research, 62(1), 35-48. https://doi.org/10.2501/JAR-2021-017

Ganassali, S., & Matysiewicz, J. (2021). Echoing the golden legends: Storytelling archetypes and their impact on brand perceived value. Journal of Marketing Management, 37(5-6), 437-463. https://doi.org/10.1080/0267257X.2020.1831577

Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. Plos one, 16(3), e0249286. https://doi.org/10.1371/journal.pone.0249286

Hsieh, J. K., & Li, Y. J. (2020). Will you ever trust the review website again? The importance of source credibility. International Journal of Electronic Commerce, 24(2), 255-275. https://doi.org/10.1080/10864415.2020.1715528

Janssen, L., Schouten, A. P., & Croes, E. A. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International journal of advertising, 41(1), 101-127. https://doi.org/10.1080/02650487.2021.1994205

Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of advertising, 43(2), 181-195. https://doi.org/10.1080/00913367.2013.827606

Kapitan, S., Van Esch, P., Soma, V., & Kietzmann, J. (2022). Influencer marketing and authenticity in content creation. Australasian Marketing Journal, 30(4), 342-351. https://doi.org/10.1177/18393349211011171

Keshavarz, H. (2021). Evaluating credibility of social media information: current challenges, research directions and practical criteria. Information Discovery and Delivery, 49(4), 269-279. https://doi.org/10.1108/IDD-03-2020-0033

Khan, S., Zaman, I., Khan, M. I., & Musleha, Z. (2022). Role of Influencers in Digital Marketing: The moderating impact of follower’s interaction. Gmjacs, 12(1), 15-43. https://doi.org/10.59263/gmjacs.12.01.2022.218

Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133

Kim, E. A., Shoenberger, H., Kwon, E. P., & Ratneshwar, S. (2022). A narrative approach for overcoming the message credibility problem in green advertising. Journal of Business Research, 147, 449-461. https://doi.org/10.1016/j.jbusres.2022.04.024

Kim, H. J., Barnitz, R. A., Kreslavsky, T., Brown, F. D., Moffett, H., Lemieux, M. E., ... & Cantor, H. (2015). Stable inhibitory activity of regulatory T cells requires the transcription factor Helios. Science, 350(6258), 334-339. https://doi.org/10.1126/science.aad0616

Laufer, D., & Coombs, W. T. (2006). How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues. Business Horizons, 49(5), 379-385. https://doi.org/10.1016/j.bushor.2006.01.002

Lee, J. A., & Eastin, M. S. (2020). I like what she’s# endorsing: The impact of female social media influencers’ perceived sincerity, consumer envy, and product type. Journal of Interactive Advertising, 20(1), 76-91. https://doi.org/10.1080/15252019.2020.1737849

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420

Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of marketing, 86(6), 93-115. https://doi.org/10.1177/00222429221102889

Lohse, K. R., Sainani, K. L., Taylor, J. A., Butson, M. L., Knight, E. J., & Vickers, A. J. (2020). Systematic review of the use of “magnitude-based inference” in sports science and medicine. PloS one, 15(6), e0235318. https://doi.org/10.1371/journal.pone.0235318

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

Murphy, K. R. (2021). In praise of Table 1: The importance of making better use of descriptive statistics. Industrial and Organizational Psychology, 14(4), 461-477.

Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008. https://doi.org/10.1016/j.digbus.2021.100008

Ouvrein, G., Pabian, S., Giles, D., Hudders, L., & De Backer, C. (2021). The web of influencers. A marketing-audience classification of (potential) social media influencers. Journal of Marketing Management, 37(13-14), 1313-1342. https://doi.org/10.1080/0267257X.2021.1912142

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

Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of marketing management, 36(3-4), 279-298. https://doi.org/10.1080/0267257X.2019.1708781

Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., ... & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81-98.

Shin, E., & Lee, J. E. (2021). What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?. Journal of Business Research, 132, 416-428. https://doi.org/10.1016/j.jbusres.2021.04.022

Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008-1024. https://doi.org/10.3390/jtaer16040057

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

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0

Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89-97. https://doi.org/10.1016/j.indmarman.2020.03.003

Wielki, J. (2020). Analysis of the role of digital influencers and their impact on the functioning of the contemporary on-line promotional system and its sustainable development. Sustainability, 12(17), 7138. https://doi.org/10.3390/su12177138

Xie, Y., & Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572-589. https://doi.org/10.1002/mar.20289

Downloads

Published

2023-12-28