Influencer Marketing and Consumer Engagement: A Study of Instagram and YouTube Campaigns

This paper investigates the application and impact of influencer marketing on consumer engagement across Instagram and YouTube campaigns. In an era of increasing digital connectivity, social media platforms have become pivotal for consumer information and recommendations, positioning influencers as key intermediaries. Drawing upon a Master’s thesis, this study employs a descriptive research design, utilizing a structured questionnaire administered to 106 respondents to gather insights into consumer perceptions, preferences, and behaviors. Key findings indicate that influencer marketing predominantly resonates with younger, digitally engaged demographics, with Instagram and YouTube being dominant platforms. While engagement is often moderate, nearly half of respondents reported making purchases based on recommendations. Humor, authenticity, and expertise emerged as the most valued influencer traits. The study highlights platform-specific engagement patterns, with Instagram fostering immediate interactions and YouTube enabling deeper, cognitive engagement. Despite challenges such as diminishing trust and reliance on proxy metrics, the research provides actionable insights for brands to cultivate stronger, more authentic consumer relationships and optimize their multi-platform influencer strategies for enhanced engagement and potential conversion.