Review

Volume 3(2), Year, 81‒90

https://doi.org/10.53623/jdmc.v3i2.350

The Role of Influencer Marketing in Building Authentic

Brand Relationships Online
Ifeanyi Okonkwo1*, Emmanuel Namkoisse2
1College of Humanities and Social Sciences, Abia State University Uturu, Abia, Nigeria
2Facuty of Economics and Mangement, University of Bangui, Avenue des Martyrs Bangui, Bangui, Central African Republic

*Correspondence: [email protected]

SUBMITTED: 5 November 2023; REVISED: 20 November 2023; ACCEPTED: 24 November 2023

ABSTRACT: Influencer marketing is a dynamic digital strategy that leverages social media
influencers to promote products or brands to a targeted audience. It has evolved with the rise
of platforms like Instagram, YouTube, and TikTok, providing individuals a stage to build
substantial followings. Brands now collaborate with influencers to connect authentically with
their demographics. Over time, influencer marketing has progressed from endorsements to
include sponsored content, product placements, and influencer-generated material,
emphasizing authenticity and trust in influencer selection. The objective of this review is to
explore the dynamics of influencer marketing, from its evolution to its ethical considerations,
effective campaign crafting, risk mitigation, and future trends, emphasizing its significance in
the digital age. In the influencer marketing landscape, there are various influencer types,
including celebrities, micro-influencers, and nano-influencers. Celebrities offer broad reach but
may lack personal connection, while micro-influencers engage specific niche audiences, and
nano-influencers have hyper-local, engaged communities. Crafting effective influencer
campaigns entails defining clear objectives, selecting the right influencers, creating engaging
content, implementing a multi-channel approach, and fostering audience engagement.
Measuring success beyond vanity metrics focuses on quantifiable outcomes for a more accurate
evaluation. Mitigating risks involves addressing authenticity, regulatory compliance, audience
relevance, content quality, metrics, scalability, and potential negative publicity, ensuring
successful influencer partnerships. Future trends include virtual influencers and AI-driven
campaigns, with influencer marketing evolving toward authenticity and long-term
partnerships.

KEYWORDS: Influencer marketing; social media influencers; authenticity in marketing;

ethical considerations; digital marketing evolution

1. Introduction

Influencer marketing is a dynamic and evolving digital marketing strategy that leverages the
reach and credibility of social media influencers to promote products, services, or brands to a
targeted audience. This strategy has undergone a significant transformation over the years.
Initially, influencer marketing was closely aligned with celebrity endorsements, where well-

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known figures from various fields would endorse products or brands. However, it has since
evolved to encompass a broader range of influencers, including micro-influencers with smaller
but highly engaged followings in niche markets. The evolution of influencer marketing can be
traced to the rise of social media platforms, such as Instagram, YouTube, and TikTok, which
provided a stage for individuals to build substantial online followings. Brands soon recognized
the potential of collaborating with these influencers to authentically connect with their target
demographics [1, 2].
As influencer marketing matured, it moved beyond mere endorsements to include
sponsored content, product placements, and influencer-created content. Authenticity and trust
became key factors in influencer selection, as audiences sought genuine connections between
influencers and the products they promoted. Influencer marketing now encompasses various
forms, including influencer partnerships, affiliate marketing, and influencer-generated content.
Metrics and data analytics have become central to measuring the effectiveness of campaigns,
ensuring a return on investment. The definition of influencer marketing continues to evolve
with the ever-changing digital landscape, incorporating new platforms and technologies. With
the growing importance of transparency, audience engagement, and relatability, influencer
marketing remains a powerful tool for businesses seeking to connect with their target audience
in an increasingly competitive online world [3, 4].
In the realm of influencer marketing, there are several distinct types of influencers, each
with its own unique characteristics and advantages: Celebrities are the well-known figures from
the entertainment, sports, or public domain, with a massive following both online and offline.
Celebrity influencers are typically macro or mega influencers, with followers ranging from
hundreds of thousands to millions [5]. They offer broad reach and visibility but may lack the
personal connection and authenticity that other, smaller influencers can provide. Brands often
collaborate with celebrities for brand awareness and to tap into their fan base (Table 1).

Table 1. Differences between celebrities, micro-influencers, and nano-influencers.

Aspect Celebrities Micro-Influencers Nano-Influencers
Follower Count Millions of followers Thousands to hundreds Hundreds to a few thousand
Reach Wide and extensive Niche or specific Hyper-localized
Engagement Moderate to low High Very high
Trust and Lower due to celebrity status Higher due to niche Very high due to personal
Authenticity
Audience Niche Varied and broad interests Specific interests Extremely localized
Cost of Expensive Affordable to moderate Affordable
Collaboration
Brand Alignment Generally used for brand Ideal for niche markets Ideal for local or grassroots
awareness promotion
Campaign Scale Suitable for large-scale campaigns Ideal for targeted campaigns Best for small-scale, local
campaigns
Typical Content May include sponsored posts, Authentic, personalized content Personalized content often
product endorsements, and related to specific niches focused on local or community-
advertisements related subjects

Micro-influencers, with follower counts ranging from a few thousand to a hundred

thousand, cater to more specialized and niche audiences. Despite their limited reach, they
compensate for this by fostering higher engagement levels and relatability. These influencers
typically center their content around specific topics or interests, cultivating dedicated and
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trusting followers whose allegiance imparts greater weight to their recommendations and
endorsements. As a result, brands frequently engage with micro-influencers to effectively
target particular niche markets [6]. On the other end of the spectrum, nano-influencers represent
a recent addition to the influencer landscape, boasting the smallest follower counts ranging
from a few hundred to a few thousand. What distinguishes nano-influencers is the localized
and highly engaged communities they cultivate. Their followers often have a personal
connection with them, fostering a robust sense of trust. Nano-influencers prove particularly
advantageous for local businesses or brands seeking authentic, grassroots promotion. The
primary advantage lies in the substantial level of trust and personal connection they can
establish with their audience [7].
In the digital age, influencer marketing has become increasingly important for several
reasons [2, 8] such as: (1) Authenticity and Trust: Influencers are often seen as more authentic
and trustworthy sources of information and recommendations than traditional advertisements.
Audiences often perceive influencers as peers or experts in their niches, leading to a higher
level of trust in their endorsements. (2) Reaching Target Audiences: The digital landscape is
vast, and it can be challenging for brands to cut through the noise and reach their specific target
audiences. Influencers offer a way to tap into niche markets and demographics effectively.
Micro and nano-influencers, in particular, have highly engaged and specific follower bases. (3)
Content Creation: Influencers are skilled content creators who produce engaging and relatable
content. Collaborating with influencers allows brands to leverage this expertise to create
content that resonates with their target audience. This content can take various forms, from
blog posts and videos to social media posts and live streams. (4) Increased Brand Awareness:
Influencer marketing can significantly boost brand visibility and awareness. When influencers
promote a brand or product to their followers, it can lead to increased recognition and interest
in the brand. (5) Conversion and Sales: Influencers can drive consumer action, including
purchases. Their recommendations and endorsements can result in higher conversion rates and
sales for the products or services they promote. (6) Content Diversity: Collaborating with
influencers adds diversity to a brand's content strategy. It allows brands to tap into different
communication styles, aesthetics, and tones, making their content more engaging and relatable.
(7) Social Proof: Influencer endorsements provide social proof. When people see influencers
using and endorsing a product, they are more likely to perceive it as valuable and worth trying.
(8) Measurable ROI: The digital age offers numerous tools for tracking and measuring the ROI
of influencer marketing campaigns. Brands can analyze engagement rates, click-through rates,
conversion data, and more to evaluate the effectiveness of their campaigns. (9) Cost-Effective:
Working with influencers can be cost-effective compared to traditional advertising methods,
especially when collaborating with micro or nano-influencers. Brands can reach a highly
engaged audience without the high costs associated with mainstream advertising. (10) Global
Reach: Influencer marketing allows brands to reach global audiences. The digital age has
eliminated geographical boundaries, enabling influencers to connect with followers worldwide,
making it possible for brands to expand their reach. The objective of this review is to explore
the dynamics of influencer marketing, from its evolution to its ethical considerations, effective
campaign crafting, risk mitigation, and future trends, emphasizing its significance in the digital
age.

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2. Transparency and Disclosure

Transparency and disclosure stand as critical ethical considerations within the realm of
influencer marketing, playing a pivotal role in upholding honesty, trust, and legal compliance
in the dynamic digital landscape. Central to this domain are the guidelines established by the
Federal Trade Commission (FTC), aimed at enabling consumers to differentiate between
organic content and sponsored posts. Within the sphere of influencer marketing, transparency
entails the explicit and conspicuous disclosure of any financial or material connection between
the influencer and the brand. This typically involves the use of clear language, such as "#ad"
or "Paid partnership with [Brand]," to unequivocally signal to the audience that the content is
sponsored. Such transparent disclosures serve to prevent deceptive advertising practices,
contributing to the maintenance of credibility for both influencers and brands. Furthermore,
transparency extends beyond financial connections to encompass the authenticity of the content
itself. Audiences anticipate influencers to deliver genuine opinions and experiences, even in
the context of product promotion. Failing to disclose sponsored relationships not only carries
the risk of legal consequences but also poses a threat to the erosion of trust. Ethical influencer
marketing practices underscore the importance of transparency, ensuring that audiences receive
truthful and reliable information. This commitment to transparency serves the interests of both
consumers and the industry at large. Maintaining trust with audiences through transparent
disclosures stands as a foundational principle in influencer marketing and resonates across
various digital platforms [4, 9]. It is essential for several reasons as shown in Figure 1.

Figure 1. Fundamental principle in influencer marketing and across various digital platforms.

Honesty and integrity or transparent disclosures demonstrate a commitment to honesty

and integrity. When influencers openly communicate their relationships with brands and the
fact that they have been compensated for promoting a product or service, it creates an
atmosphere of trust. This trust is a valuable currency in the influencer-consumer relationship.
Transparent disclosures empower audiences to make informed decisions. When audiences can
clearly distinguish between organic content and sponsored posts, they can better evaluate the
authenticity and credibility of the influencer's message [10]. This empowers consumers to
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make choices that align with their preferences and values. Many regulatory authorities,
including the FTC in the United States, require influencers to disclose their relationships with
brands [11, 12]. Non-compliance can result in legal consequences. Maintaining transparent
disclosures not only builds trust with audiences but also ensures compliance with relevant
regulations. Influencers who consistently use transparent disclosures tend to build stronger and
longer-lasting relationships with their audiences. When audiences feel that they can trust an
influencer, they are more likely to engage with their content over time. For both influencers
and brands, credibility is a valuable asset. Transparent disclosures help preserve the credibility
of influencers, ensuring that their recommendations are taken seriously by their followers. It
also safeguards the reputation of the sponsoring brand, as consumers appreciate transparency
in marketing partnerships. Transparent disclosures contribute to the overall integrity of the
influencer marketing industry. When influencers and brands prioritize transparency, it sets a
standard for ethical conduct that benefits the entire ecosystem [13].
Inadequate disclosure in influencer marketing can have significant consequences,
particularly when it comes to brand credibility. When influencers fail to transparently
communicate their financial or material relationships with brands in sponsored content, the
following negative outcomes can occur. First and foremost, the audience may perceive the
influencer's endorsement as disingenuous, eroding trust in the influencer and, by extension, the
sponsoring brand. This can lead to a loss of credibility for both the influencer and the brand,
impacting their reputations in the eyes of their respective followers and consumers. Moreover,
inadequate disclosure can result in legal repercussions, as regulatory authorities like the FTC
in the United States mandate clear and conspicuous disclosures. Non-compliance with these
regulations can lead to fines, legal actions, and further damage to brand credibility. In the long
term, a lack of transparency may deter consumers from engaging with an influencer's content
and could even result in a loss of followers. Thus, transparent disclosure is not only an ethical
obligation but also a crucial safeguard for maintaining and enhancing brand credibility in the
world of influencer marketing [3, 12].

3. Crafting effective influencer campaigns.

Crafting effective influencer campaigns involves strategically planning, executing, and

measuring campaigns to achieve specific marketing objectives through influencer partnerships
(Figure 2). Defining clear campaign objectives is the foundational step in influencer marketing.
It involves setting specific, measurable, and realistic goals for your influencer campaign.
Whether you aim to boost brand awareness, drive sales, promote a new product, or achieve
other objectives, a well-defined goal provides direction and helps you measure success. Clarity
in objectives guides influencer selection, content creation, and campaign evaluation. Selecting
the right influencers is a pivotal strategy. It begins with thorough research to identify
individuals who are aligned with your brand's values, target audience, and campaign objectives.
Assess their authenticity, engagement levels, and the demographics of their audience. The right
influencers should resonate with your brand's message and have a natural rapport with the
audience you intend to reach. The goal is to ensure that the influencer's followers are genuinely
interested in the products or services you're promoting. Engaging content creation is a
collaborative effort between the brand and the influencer. A well-defined campaign brief is
essential to communicate your brand's message, goals, and guidelines. While providing clear
direction, brands should also allow influencers creative freedom to infuse their personality and
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style into the content. This approach ensures that the content feels authentic and resonates with
the influencer's audience, making it more engaging and relatable. Expanding the reach of your
influencer campaign through a multi-channel approach involves using various marketing
platforms. Beyond the influencer's social media channels, consider cross-promotion on your
brand's own social media profiles, email marketing, blog posts, and even offline channels like
events or print materials. This comprehensive strategy maximizes the campaign's visibility and
impact by reaching audiences across diverse touchpoints. Audience engagement is the key to
creating a meaningful and interactive influencer campaign. Encouraging influencers to actively
interact with their followers by asking questions, running contests, hosting giveaways, and
promptly responding to comments and messages builds a sense of community. Audience
engagement fosters trust and increases the likelihood of followers taking the desired actions,
such as making purchases or sharing the content [8, 14, 15].

Figure 2. Strategy for crafting effective influencer campaigns.

3.1. Aligning influencer content with brand goals and messaging.

Ensuring the alignment of influencer content with brand goals and messaging represents a
foundational pillar within a robust influencer marketing strategy. This strategic imperative
involves meticulously coordinating the content created and disseminated by influencers to
seamlessly integrate with the brand's core values, overarching objectives, and distinctive
messaging. The significance of this alignment is underscored by several compelling reasons.
Primarily, brand consistency is upheld through this alignment, guaranteeing that the audience
receives a cohesive and unified message. This cohesion is paramount for establishing and
reinforcing brand identity, contributing to a more enduring and recognizable presence in the
minds of consumers. Moreover, content that faithfully mirrors the brand's message possesses
enhanced relevance and resonance with the audience, fostering heightened engagement and
efficacy. A pivotal advantage of this alignment is the authenticity it imbues into the content.
When influencer-generated content aligns with the brand's messaging, it exudes a greater sense
of credibility and trustworthiness, bolstering the overall authenticity of the marketing effort.
Additionally, such alignment signifies a profound comprehension of the brand's identity by the
influencer, further elevating their credibility in the eyes of the audience. Lastly, the strategic
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alignment of influencer content with brand messaging eliminates any potential ambiguity or
mixed signals in communication. This precision ensures that the conveyed message is clear,
straightforward, and consistently reinforces the brand narrative. In essence, the alignment of
influencer content with brand messaging emerges as a multifaceted strategy that not only
enhances brand identity but also fortifies audience engagement and trust [7, 16].

3.2. Measuring campaign success beyond vanity metrics.

To measure the success of an influencer campaign effectively, it's crucial to go beyond vanity
metrics and focus on quantifiable, tangible outcomes. Vanity metrics like likes, shares, and
followers can be misleading and don't provide a comprehensive view of the campaign's impact.
Instead, a more in-depth approach includes tracking metrics such as conversion rates, sales,
lead generation, and audience engagement. This approach allows brands to calculate the real
return on investment (ROI) from their influencer campaigns, aiding in assessing the financial
effectiveness of the strategy. Moreover, metrics related to audience engagement, such as
comments and click-through rates, reveal the extent to which the campaign genuinely resonated
with the audience and motivated them to take meaningful action. Evaluating the increase in
brand mentions and social media followers helps gauge the campaign's effect on brand
awareness. Examining conversion data, such as sign-ups and purchases, offers insights into the
campaign's influence on consumer behavior. Additionally, measuring the long-term impact of
the campaign on customer loyalty, repeat business, and brand perception provides a
comprehensive understanding of the campaign's lasting influence. Measuring campaign
success beyond vanity metrics provides a more accurate and insightful evaluation of the
campaign's real-world impact and its contribution to the brand's objectives [1, 5, 17].

4. Mitigating Risks and Challenges

Mitigating risks and challenges in influencer partnerships is a crucial aspect of influencer

marketing. Addressing these potential pitfalls ensures that influencer campaigns are not only
effective but also minimize the chances of negative outcomes. One of the significant risks is
authenticity and brand alignment. To mitigate this, brands should invest time in selecting
influencers who genuinely align with their values and objectives. This involves thorough
influencer vetting to ensure that the influencer's content and persona resonate with the brand's
identity. Furthermore, providing influencers with comprehensive campaign briefs, clear
content guidelines, and creative freedom is essential to maintain authenticity while adhering to
the brand's values. Regulatory compliance is another challenge. Influencer marketing is subject
to various regulations, especially concerning the disclosure of paid partnerships. Brands need
to educate influencers about these requirements and ensure that they clearly communicate their
financial or material relationship with the brand. Regular monitoring and cooperation with
influencers can help ensure compliance and mitigate potential legal risks. The relevance of an
influencer's audience is a significant consideration. Collaborating with influencers whose
audience demographics and interests align with the brand's target market is essential. To
mitigate the risk of inadequate audience relevance, thorough audience analysis is necessary
before engaging in influencer partnerships [4, 18, 19].
Content quality and authenticity can vary among influencers. Brands should take
measures to mitigate this risk by setting clear content guidelines, providing feedback, and

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collaborating closely with influencers throughout the content creation process. Regular quality
checks and monitoring can help ensure consistency in content quality. Relying solely on vanity
metrics for measuring campaign success can be misleading. To mitigate this risk, brands should
measure campaign success based on quantifiable outcomes, such as conversion rates, sales,
lead generation, and audience engagement. This approach provides a more accurate
representation of the campaign's impact, helping brands make informed decisions and optimize
future campaigns. Scalability and efficiency in influencer campaigns can be challenging,
especially as campaigns grow. To mitigate this, brands can leverage influencer marketing
platforms and software that streamline processes, manage influencer relationships, and track
campaigns efficiently. This ensures scalability while maintaining the quality of influencer
campaigns. Finally, addressing the risk of negative publicity or backlash is vital. Public
backlash or negative publicity can occur if an influencer's actions or statements conflict with
brand values. Brands should mitigate this risk by having contingency plans in place, including
a crisis communication strategy, to address any unforeseen issues swiftly and effectively [2, 4,
20].

5. Future Trends and Innovations

5.1. Emerging trends in influencer marketing.

In the ever-evolving landscape of influencer marketing, several exciting trends are on the
horizon. Two of these trends include the rise of virtual influencers and AI-driven campaigns.
Virtual influencers are computer-generated characters that are designed to look and behave like
real people. They provide brands with a new level of creative control and can be utilized for
24/7 engagement with audiences. Additionally, artificial intelligence (AI) is becoming
increasingly integrated into influencer marketing strategies. AI-driven campaigns offer
advanced analytics and data insights, allowing brands to make more informed decisions about
influencer selection, content strategy, and audience targeting. These trends signify a shift
towards more innovative and tech-driven influencer marketing strategies, as brands seek to stay
ahead in the competitive digital landscape [21, 22].

5.2. The evolving role of influencer marketing in brand-consumer relationships.

Influencer marketing is no longer just a promotional tool; it's a catalyst for building deeper and
more authentic brand-consumer relationships. Consumers are now more discerning, seeking
genuine connections with brands. Influencers play a pivotal role in bridging this gap by
providing relatable, trustworthy, and authentic content. This trend is pushing influencer
marketing towards being a key component of a brand's long-term strategy for engaging and
retaining customers. Brands are also focusing on long-term partnerships with influencers,
moving beyond one-off campaigns to build enduring relationships that reflect shared values
and resonate with consumers. The future of influencer marketing lies in its ability to foster
meaningful connections between brands and consumers, creating a sense of belonging and
loyalty [21, 23].

5.3. Predictions for the future landscape of influencer-brand partnerships.

Looking ahead, influencer-brand partnerships will continue to evolve and adapt. Brands will
increasingly prioritize authenticity over follower counts, recognizing that micro-influencers
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and nano-influencers with smaller but more engaged audiences can provide excellent results.
Furthermore, the influencer marketing ecosystem is likely to become more regulated, with
stricter guidelines and transparent disclosure practices. The integration of e-commerce and
social commerce will play a more significant role, with influencers driving direct sales through
their content. Additionally, expect influencer marketing to expand into newer platforms and
formats, such as live streaming, virtual reality, and augmented reality experiences. The future
landscape of influencer-brand partnerships promises to be dynamic, tech-driven, and marked
by a deeper focus on trust, transparency, and building lasting connections with consumers [22,
24].

Acknowledgments

The authors thank Abia State University Nigeria for facilitating this study. Collaboration from
University of Bangui Central African Republic is highly appreciated.

Conflicts of Interest

The authors declare no conflict of interest.

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