The impact of influencer marketing on brand perception: a study of Jordanian
Mohammad,A. A. S., Ait yassine, F. L. Y., al-fugaha, Z. N. A., Alshurideh, M. T.,Alajarmeh, N. S., Al-Momani, A. A., ... & Al-Adamat, A. M. (2024).
In Business Analytical Capabilitiesand Artificial Intelligence-Enabled Analytics: Applications and Challenges inthe Digital Era, Volume 1 (pp. 363-376). Cham: Springer NatureSwitzerland.
This chapter explores the impact of influencer marketing on brand perception among Jordanian consumers, using a structural equation modeling (SEM) approach with survey data from 455 respondents. The study conceptualizes influencer marketing as comprising four dimensions—similarity, likeability, attractiveness, and trustworthiness—while brand perception serves as the dependent variable. Results reveal that all four factors significantly and positively influence brand perception, with trustworthiness emerging as the strongest predictor (β = 0.398), followed by similarity, likeability, and attractiveness.
The findings emphasize that influencer marketing effectiveness in Jordan is shaped by cultural context. Consumers value authenticity and cultural alignment, making influencer selection crucial. Brands are advised to collaborate with influencers who authentically embody local traditions and values, thereby reinforcing credibility. Authenticity is highlighted as a cornerstone, as Jordanian consumers seek genuine connections reflective of their societal norms.
The research also underscores community engagement as a vital component. Given Jordan’s close-knit society, campaigns that foster dialogue and communal interaction enhance resonance. Influencers who create localized content not only strengthen brand perception but also foster loyalty.
The study’s theoretical contribution lies in validating influencer credibility as a multidimensional construct affecting brand perception. Practically, it advises brands to prioritize culturally sensitive influencer collaborations, ensure transparency, and encourage long-term relationships to sustain positive brand associations. Ultimately, the chapter positions influencer marketing as a powerful strategy for shaping consumer attitudes in culturally rich markets, while cautioning against risks such as controversies or misaligned endorsements.
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