A new study by researchers from the International School of Management, “Decision-making factors for responsible, consumer-focused influencer marketing,” combines qualitative interviews with industry experts and a quantitative survey of consumers to provide insights into the decision-making processes of brands, influencers, and agencies. The research identifies five crucial factors determining the success of influencer marketing partnerships. 

Led by Virginia Vogt, Audrey Mehn, Vera Donner-Sander, and Jens Perret, the study highlights authenticity, reputation, reliability, responsibility, and communication as the key elements that shape successful collaborations between brands and influencers.

1. Authenticity emerges as a critical factor, with 64.1% of consumers rating honesty as highly influencing their evaluation of influencer cooperation and purchasing behavior. The research indicates authenticity encompasses credibility, integrity, continuity, and symbolism for brands and influencers. “Honesty, not deceiving consumers, and keeping one’s value promises are rated as the most essential attributes for authenticity, with an average value of 4.8 out of 5 for brands and influencers,” the researchers report.
   
2. Reputation plays a significant role in partner selection, with 81.6% of consumers stating that brands’ social responsibility is essential. The study finds that 66.6% of consumers perceive a brand’s reputation more positively when it assumes social responsibility.
   
3. Reliability is rated as extremely important by industry experts, scoring an average of 4.6 out of 5. They reveal that reliability encompasses trustworthiness, strategic alignment, and consistent communication. Influencers particularly value quick response times and precise messaging from potential brand partners.
   
4. Responsibility is another crucial factor, rated 4.3 out of 5 by experts. They found that consumers expect brands and influencers to demonstrate social responsibility and ethical behavior. Influencers express concern about potential spillover effects from cooperating brands, highlighting the importance of careful partner selection.
   
5. Communication emerges as a new category from the qualitative interviews, with analysts emphasizing the importance of respectful interaction and creative exchange between partners. The research indicates that effective communication is essential for building trust and successful collaborations.

The study also explores the impact of parasocial relationships between influencers and their followers. 73% of surveyed consumers know basic information about their favorite influencers, such as marital status. A close parasocial relationship correlates positively with purchasing behavior after viewing influencer collaborations.

“A close relationship is significantly related to the use of an influencer discount code and the purchase of an advertised product,” the researchers note.

The report highlights differences in decision-making processes between brands and influencers. While brands focus on rational factors and measurable outcomes, influencers often prioritize personal feelings and the potential impact on their audience when selecting partners.

“Influencers tend to choose their partners according to feelings, while companies choose based on rational factors,” the study states.

The research also reveals potential challenges in influencer marketing. Some consumers generally distrust influencer collaborations, with 22.7% of survey participants indicating they would purchase a product advertised by an influencer they follow. The full report is available here.