Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment

Abstract

This study evaluates the impact of influencer marketing on consumers. Although online influencers are long established in German B2C markets, research in the field is scarce. Marketing managers are unsure how influencer marketing strategies should be drafted and which influencers should be recruited in order to maximize their marketing efforts at the consumer level. Based on a review of previous theoretical and empirical literature, a mixed method empirical study comprising semistructured interviews with three German fashion influencers and a consumer survey (N = 385) among the followers of these influencers are conducted to evaluate the impact of influencer activity on consumer followership, brand awareness and purchase intention. Results indicate that the intensity of influencer network involvement, intrinsic influencer motivation, authenticity of communication style and the real-life character of influencer posts increase the dependent variables. Hence, the empirical study has contributed to identify the most important determiners for the German B2C fashion influencer segment. Marketing managers are strongly advised to select influencers adequately and organize their marketing strategy in correspondence with their company and products.