The Relationship Between Influencer Marketing and Perceived Brand Performance of Filipino-Owned Beauty Brands’ Marketing Employees

Abstract

Influencer marketing is a type of integrated marketing communication strategy (IMC) that shaped how brands connect, engage, and influence consumers through key opinion leaders (KOLs). This study takes a correlational and cross-sectional approach to examine how influencer marketing is assumed to affect perceived brand performance of Filipino-owned beauty brands’ marketing employees. A pilot tested questionnaire was distributed among marketing employees responsible for influencer marketing. Using this instrument, relationships between the variables, namely influencer marketing and its key elements, KOL choice, social media campaign decisions, and entrepreneurial orientation; and brand performance were investigated. The assumptions of resource-based theory (RBT) by Jay Barney were used as a framework that presume organizational resources prompt a sustainable competitive advantage. In this study, influencer marketing was operationalized as the organizational resource strategy and perceived brand performance as the perceived organizational outcome. The findings revealed that Filipino-owned beauty brands had strong KOL choice, social media campaign decisions, entrepreneurial orientation, and brand performance. Moreover, it found that there was a moderate positive relationship between KOL choice and brand performance, and entrepreneurial orientation and brand performance. However, it observed no significant correlation between social media campaign decisions and brand performance. Future studies are recommended to investigate how the influencer marketing elements affect financial brand performance to extend research.