Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96.
Consumers across the globe are today relying heavily on peer-to-peer communication, a factor that has impacted the growth of influencer marketing. As a result, organizations are have increased their spending on influencer marketing to help push their products sales. About 75% of marketers are using influencers as a means to spread word of mouth about their services and products on social media platforms (Hughes, Swaminathan, & Brooks, 2019). Although influencer marketing has experienced a tremendous growth, it is important for brands to examine properly the factors that drive success of influencer marketing. Sharing of content by influencers can be authentic or sometimes deceptive and not organic at all. Consequently, the return on engagement ROE for any organization using influencer marketing will highly be dependent of the campaign intent, campaign incentives, expertise, and hedonic content. Hughes et al. (2019) and campaign incentives on ROE. By taking into consideration the factors, organizations can increase ROE for influencer marketing campaigns.