THE IMPACT OF INFLUENCER

MARKETING ON BRAND
PERCEPTION IN GLOBAL
SOCIAL MEDIA CAMPAIGNS
Consumer Behaviour Focus

International Marketing

Fenja Tapprich
Marius Lauer
Zoé Bleitrach

2024-12-06
Table of Contents
1 Introduction............................................................................................................................... 1

2 Understanding Brand Perception ................................................................................................ 1

2.1 Definition of Key Drivers....................................................................................................... 1

2.2 The role of Social Media in Influencer consumer behaviour .................................................... 1

2.3 The relationship between Brand Identity and Perception ....................................................... 2

3 How Influencers Shape Consumer Behaviour ............................................................................... 2

4 Influencer Marketing’s Role in Global Campaigns ......................................................................... 3

4.1 Reaching Global Audiences: Cultural Sensitivity and Localization ............................................ 3

5 Challenges of Influencer Marketing in Global Campaigns .............................................................. 3

5.1 Managing Cross-Cultural Differences .................................................................................... 3

5.2 Negative Impact of Misaligned Influencers on Brand Perception............................................. 3

5.3 Addressing Consumer Skepticism and Trust Issues ................................................................. 4

6 Measuring the Effectiveness of Influencer Marketing ................................................................... 5

7 Future Trends in Influencer Marketing......................................................................................... 5

7.1 AI and Virtual Influencers ..................................................................................................... 5

7.2 Personalized Content and Niche Marketing ........................................................................... 5

7.3 Sustainability and Purpose-Driven Influencer Campaigns ....................................................... 5

8 Conclusion ................................................................................................................................. 5

References ................................................................................................................................... 5

Fenja: Part 2 and 3

Zoe: Part 4 and 5

Marius: Part 6 and 7

1 Introduction

2 Understanding Brand Perception

Brand perception refers to how a brand is viewed by shareholders, customers and employees.
Emotional associations, brand personality, and consumer trust are crucial in positioning a
company competitively and supporting it to retain that position. Brand Perception shapes the
potential customers attitudes towards purchasing a company’s products or services, which
ultimately can be developed through various methods, including modern and traditional
marketing (Citation1). Modern Marketing through social media platforms such as TikTok,
YouTube, or Instagram form consumer’s perception by highlighting a brand’s authenticity,
attractiveness, and credibility (Citation2). The brand’s identity is closely linked to its
perception and appeal towards the target audience.

2.1 Definition of Key Drivers

Nevertheless, brand perception is measured with different drivers, such as quality, brand
image, social proof and consumer experience. Each of them are individually measured and
eventually linked to one another. (Not quiet sure how to define those effectively, suggestions
would be great, or if I should define other key drivers)

2.2 The role of Social Media in influencing consumer behaviour

Influencers play a substantial role in today’s marketing environment, as they shape
consumers’ perceptions and interest in products or services through recommendation and
endorsement. Social media platforms in addition enable a two-way interaction, allowing
companies to reach their target audience directly or through intermediaries like influencers.
This dynamic empowers users to influence brand perception; the most accessible method is
through likes and comments, providing immediate feedback which is additionally visible to
other consumers and impacts perception beyond the advertisement itself. Additionally,
consumers can interact with each other in the comment section or dedicated chatrooms,
discussing brand-related topics, share experiences and opinion, both negative and positive.
Given the real-time nature, consumer participation can rapidly affect a brand’s image and
reputation, especially when posts or discussions go viral across platforms.

A particularly important component of social media is user-generated content (UGC), which

is defined as openly available content created and shared by consumers through photos,
reviews or videos (Constantinides & Fountain, 2008; Keller, 2009, as cited in Cheregi, 2018).

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UGC can reach a wide audience, effectively and often permanently influencing consumer
perception and behaviour regarding the product or service. Especially young individuals are
notably influenced by UGC and influencers, as they tend to imitate and cope their favorite
online personalities and rely more heavily on online opinions than personal recommendations
(citation4).

In summary, social media has developed a significant community during the last decade,
securing a indispensable position in influencing consumers via its content, if professionally
produced or consumer created.

2.3 The relationship between Brand Identity and Perception

Brand Identity and Perception are to differentiate, as Brand Identity is a distinctive set of
brand associations created maintained by a brand strategists (Ind,1990; Srivastava, 2011).
Ideally, brand image and identity align, encompassing aspects such as brand vision, culture,
positioning, personality and relationships (Srivastava, 2011). However, brand image refers to
the sum of all impressions an individual gains from various sources, which ultimately form
how the product is perceived in their mind (Srivastava, 2011). Furthermore, it is essential to
manage brand identity actively to prevent it from being influenced by external factors that
could change the image and identity negatively (Srivastava, 2011, p.343).

With the rise of social media, especially during the pandemic, Influencers became
increasingly important for consumers and company’s regarding advertising and product
recommendations.

Overall, sustaining a strong and positive brand perception, alongside a rememberable brand
image and identity drives to long term success, as customers will develop loyalty (citation3).
An attractive brand identity will not only keep the target audience engaged but also will
attract a potential new audience as the brand’s overall perception evolves and expands.

3 How Influencers Shape Consumer Behaviour

• Trust, credibility, authenticity

• Emotional connections between influencers and Audiences

• Social proof, as followers mimic and copy their favorite influencer preferences

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4 Influencer Marketing’s Role in Global Campaigns

4.1 Reaching Global Audiences: Cultural Sensitivity and Localization

In a world of increasing interconnection, companies are extending their services beyond their
borders, requiring localization efforts to adapt their products or services to various markets.
Cultural sensitivity refers to the recognition, understanding and adaptation to cultural
disparities, norms, values and traditions present in a specific region and the recognition of
language differences.

When localizing, it is essential to consider cultural sensitivity, as it plays a crucial role in

shaping consumer behavior and preferences. What may be acceptable in one culture may not
be acceptable in another. Taking cultural sensitivity into consideration demonstrates respect
for local culture and building trust with the target audience. This is positive since it can lead
to greater adoption of the product or service offered.

5 Challenges of Influencer Marketing in Global Campaigns

5.1 Managing Cross-Cultural Differences

According to the article “Impact of influencer marketing on brand perception” (Rishank
Gupta) on the International journal for multidisciplinary research, partnering with local
influencers who have a strong presence and influence in the area can help reach the target
audience more effectively. Influencers can have a deep understanding of their audience and
their expectations and can captivate and engage their followers. Choosing an influencer can
be ideal for increasing brand visibility and awareness in new markets. An example of a
campaign made by an influencer who has had success in cultural adaptation is the Nike
campaign for the pro hijab collection. This campaign aimed to promote a range of sports
clothing intended for Muslim athletes. The local Middle Eastern influencer who promoted this
campaign is athlete Zahra Lari. The brand took into account the cultural and religious
specificities of the region, which allowed the audience to connect with the campaign, to feel
understood, included and respected. This allowed Nike to strengthen its brand image.

5.2 Negative Impact of Misaligned Influencers on Brand Perception

When a brand creates partnerships and associations with influencers who do not correspond to
the values or image of the brand, this can harm its perception among consumers. One of these
risks is that an influencer makes a cultural or translation error, or simply behaves

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inappropriately in relation to the values or beliefs of the region. This leads to negative
reactions from consumers, which can cause them to lose confidence or even esteem in the
brand.

We can take the example of Chiara Ferragni during the espresso campaign in China. The
Chinese found that his way of communicating with the audience was not adapted to their
culture, that it was disconnected from reality. In addition, the campaign was launched on the
Chinese national day and was criticized because Chiara Ferragni made no mention of it,
which was perceived as disinterest in Chinese customs.It is essential for brands to choose
influencers who authentically embody their values and who have a good reputation in the
targeted culture.

5.3 Addressing Consumer Skepticism and Trust Issues

For a marketing campaign to be successful, it is essential that it is punctuated by authenticity
and trust. This is possible when influencers commit to promoting products or services that
they trust and that they really like. Indeed, one of the concerns of partnerships and campaigns
promoted by influencers is the fear of insincerity. Consumers have difficulty knowing if the
influencer is sincere and sharing their true opinion, or if they are sharing what the brand asked
them to say in exchange for money. Consumers tend to be positively influenced by
influencers and campaigns that prioritize transparency and honesty in their words,
storytelling, as well as the relevance of the content and the personal connection with the
influencer.

Glossier, a makeup brand created in 2014, is an example showing that it has successfully
exploited the influence of influencers by strengthening consumer confidence. Glossier used to
work with micro influencers, these are influencers who generally have a smaller number of
followers. They have a higher engagement rate and more authentic relationships with their
audience. These influencers are often seen as more approachable and credible, which can
build consumer trust. By working with influencers, often micro influencers, who align with its
brand values who share the use of products in their routine, Glossier amplified its message
and taped into the authenticity and credibility of these individuals. By reposting real users'
experiences, Glossier fosters a sense of inclusivity, driving brand advocacy.This strategy has
boosted sales but also created trusting and loyal customers.

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6 Measuring the Effectiveness of Influencer Marketing

7 Future Trends in Influencer Marketing

7.1 AI and Virtual Influencers

7.2 Personalized Content and Niche Marketing

7.3 Sustainability and Purpose-Driven Influencer Campaigns

8 Conclusion

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