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Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective

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  • Chenyu Gu

    (Minjiang University)

  • Qiuting Duan

    (Shanghai University)

Abstract

Influencer advertising has emerged as an integral part of social media marketing. Within this realm, consumer engagement is a critical indicator for gauging the impact of influencer advertisements, as it encompasses the proactive involvement of consumers in spreading advertisements and creating value. Therefore, investigating the mechanisms behind consumer engagement holds significant relevance for formulating effective influencer advertising strategies. The current study, grounded in self-determination theory and employing a stimulus-organism-response framework, constructs a general model to assess the impact of influencer factors, advertisement information, and social factors on consumer engagement. Analyzing data from 522 samples using structural equation modeling, the findings reveal: (1) Social media influencers are effective at generating initial online traffic but have limited influence on deeper levels of consumer engagement, cautioning advertisers against overestimating their impact; (2) The essence of higher-level engagement lies in the ad information factor, affirming that in the new media era, content remains ‘king’; (3) Interpersonal factors should also be given importance, as influencing the surrounding social groups of consumers is one of the effective ways to enhance the impact of advertising. Theoretically, current research broadens the scope of both social media and advertising effectiveness studies, forming a bridge between influencer marketing and consumer engagement. Practically, the findings offer macro-level strategic insights for influencer marketing.

Suggested Citation

  • Chenyu Gu & Qiuting Duan, 2024. "Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03127-w
    DOI: 10.1057/s41599-024-03127-w
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    1. Erika Fernández-Gómez & Paula Neira Placer & Beatriz Feijoo Fernández, 2024. "New mobile advertising formats targeting young audiences: an analysis of advertainment and influencers’ role in perception and understanding," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-9, December.
    2. Huynh Thi Thuy Giang & Luu Tien Dung & Huynh Thuy Tien & Chung Tu Bao Nhu, 2024. "Customer empowerment and engagement on sharing platform in the retailing sector: testing the mediating effects of service innovation and platform trust," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-21, December.

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