Influencer-Based Marketing Strategies For Increasing Consumer Engagement

Fadly Rachim; Nyoman Dwika Ayu Amrita; I Kadek Sara Mandiyasa

doi:10.31851/jmwe.v23i3.22797

Authors

Fadly Rachim Ngurah Rai University Bali, Indonesia.
Nyoman Dwika Ayu Amrita Ngurah Rai University Bali, Indonesia.
I Kadek Sara Mandiyasa Ngurah Rai University Bali, Indonesia.

DOI:

https://doi.org/10.31851/jmwe.v23i3.22797

Abstract

Influencer-based marketing has become one of the main strategies for increasing consumer engagement. With the rise of social media, influencers play a significant role in shaping consumer opinions and preferences toward a product or brand. This study aims to analyze the effectiveness of influencer-based marketing in enhancing consumer engagement, as well as the strategies companies use to optimize the benefits of collaborating with influencers. The research method used is a literature review by examining various relevant scholarly sources. The findings indicate that influencer-based marketing can increase engagement by up to 60% compared to conventional marketing strategies through mechanisms of trust, emotional connection, and credible recommendations.

Keywords:

Influencer Marketing, Consumer Engagement, Social Media, Digital Marketing.

References

Amrita, N. D. A., Mandiyasa, I. K. S., Suryawan, T. G. A. W. K., Handayani, M. M., Nugroho, M. A., Puspitarini, E. W., Haro, A., Purbaya, M. E., Rivai, D. R., Munizu, M., Saktisyahputra, Mustikadara, I. S., Syaepudin, Kurniasari, I., Wibisono, L. K., & Judijanto, L. (2024). Digital Marketing : Theory, Implementation, and the Future of Digital Marketing.

Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(2744), 1–15. https://doi.org/10.3390/su15032744

Atiq, M., Abid, G., Anwar, A., & Ijaz, M. F. (2022). Influencer Marketing on Instagram: A Sequential Mediation Model of Storytelling Content and Audience Engagement via Relatability and Trust. Information, 13(345), 1–19. https://doi.org/10.3390/info13070345

Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70(103149), 1–12. https://doi.org/10.1016/j.jretconser.2022.103149

Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61(102585), 1–11. https://doi.org/10.1016/j.jretconser.2021.102585

Chaffey, D., & Chadwick, F. E. (2022). Digital Marketing Strategy, Implementation, and Practice.

Che, S., Jin, X., Sheng, G., & Lin, Z. (2025). Seeking effective fit: The impact of brand-influencer fit types on consumer brand attitude. Journal of Retailing and Consumer Services, 84(104188), 1–12. https://doi.org/10.1016/j.jretconser.2024.104188

Cialdini, R. B. (2022). Influence “The Psychology of Persuasion.”

Du, Y., Rui, J. R., & Yu, N. (2023). How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance. Psychology Research and Behavior Management, 16, 1315–1329. https://doi.org/10.2147/PRBM.S406558

Gu, C., & Duan, Q. (2024). Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective. Humanities and Social Sciences Communications, 11(587), 1–17. https://doi.org/10.1057/s41599-024-03127-w

Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2025). Social media influencer marketing: foundations, trends, and ways forward. In Electronic Commerce Research (Vol. 25, Issue 2). Springer US. https://doi.org/10.1007/s10660-023-09719-z

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Linqia. (2023). The State of Influencer Marketing 2023 : The Evolution of Influencer Marketing.

Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(15), 1–12. https://doi.org/10.1057/s41599-023-02512-1

Pozharliev, R., Rossi, D., & De Angelis, M. (2022). Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality. European Journal of Marketing, 56(3), 922–948. https://doi.org/10.1108/EJM-09-2020-0719

Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature review. Indian Journal of Marketing, 51(10), 27–42. https://doi.org/10.17010/ijom/2021/v51/i10/166439

Trunfio, M., & Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 2021(3), 267–292. https://doi.org/10.1007/s43039-021-00035-8

Waltenrath, A. (2024). Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement. Electronic Markets, 34(8), 1–24. https://doi.org/10.1007/s12525-023-00679-8

Xing, W., Wang, S., Liu, X., Jiang, J., Zhao, Q., Wang, Y., Zhang, Y., & Gao, C. (2023). Prevalence and management of hypertension in Central China: a cross-sectional survey. Journal of International Medical Research, 51(1), 1–10. https://doi.org/10.1177/03000605221148905

Zniva, R., Weitzl, W. J., & Lindmoser, C. (2023). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research, 23(3), 1485–1514. https://doi.org/10.1007/s10660-022-09653-6.