Degree

Doctor of Philosophy (PhD)

Department

Manship School of Mass Communications

Document Type

Dissertation

Abstract

Despite influencer marketing's growing significance, brands face challenges in identifying the most effective influencers for their campaigns. This dissertation addresses a gap in influencer marketing engagement literature, focusing on the determinants of consumer engagement in social media interactions.

The impact of specific characteristics found within the proposed influencer marketing sender-receiver communication model on eight behavioral social media engagement metrics is analyzed through a non-traditional content analysis of 218 Instagram influencers utilizing AI analytics platforms. Results reveal several characteristics that significantly affect behavioral engagement, while others have conflicting effects, highlighting the complex nature of the IM industry. Eight hierarchical regressions showed that influencer (sender) characteristics were the strongest predictors of engagement, followed by follower (receiver), message, and platform (channel) characteristics, suggesting that the influencer and their followers are more important than the message posted or platform utilized.

Results suggest that the quality of interactions and perceived authenticity are essential, reinforcing that the influencer who sends a message is more important than the message itself. This research also contributes to IM literature by offering an adapted theoretical model that explains the innerworkings of influencer marketing. For practitioners, the findings suggest a strategic shift towards valuing quality influencers with high-quality audiences in the influencer selection process and campaign development. This approach will bring more meaningful and effective engagement, benefiting influencers and brands in the competitive digital marketing landscape.

Date

7-13-2024

Committee Chair

Jeong, Yongick

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Available for download on Sunday, July 13, 2025

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