The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

Abstract: Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. Findings A significantly larger effect for influencer marketing compared to paid social media advertising was found on five out of eight customer-based brand equity dimensions. Influencer marketing also has a significantly higher effect on customers’ willingness to post brand-promoting user-generated content, compared to paid social media advertising. Theoretical Contributions This study has contributed to the literature by validating influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. As part of this study, scales have been developed for influencer marketing and customers’ willingness to post brand-promoting user-generated content. Managerial Implications The findings support managers further use of influencer marketing to strengthen brand associations, perceived quality, leadership and differentiation. Using influencer marketing also increases customers’ willingness to engage in posting brand-promoting content on social media. Originality/Value The thesis brings originality in presenting an initial attempt to synthesise a definition for influencer marketing, as well as scale development for both the as fore mentioned but also customers’ willingness to post brand-promoting user-generated content on social media.