3. What role does influencer- generated content play on consumers’ engagement?

Consider how it is relevant to individuals’ motivations? Influencer marketing aims at transforming influencers into brand advocates (Messiaen 2017), establishing long- lasting relationships with consumers (De Veirman et al. 2017). In order to refrain from posts being used as stimulation, where consumers are not gaining enjoyment from posts, social media managers and influencers should strive to work on content relevant to the influencers’ target audience, complete with information that consumers are able to share with friends, and encourage socialization. Influencers should aim to encourage two- way communication with consumers by liking posts or comments to ensure audience support is valued. Furthermore, if the aim of the brand- related content is to drive contribution through reward, competition winners should clearly be announced to ensure it is not received as a hoax post. Managers should also aim to create a strong brand community, through exclusive pages or posts surrounding the influencer due to the motive of FOMO and there may be an increase of engagement if post- millennials feel they have a social belonging and are part of a larger society.

GOODFOODS is a US- based company that has worked with influencers since 2017; it is an environmentally friendly food brand known for its all- natural guacamole, snack dips, and juices. The niche company needed to find a way to build its online presence, brand awareness, and drive sales of its not- so- well- known products.

In 2017, the niche company jumped on the influencer marketing bandwagon and successfully used the power of influencers to boost brand awareness and lift sales.

With the help from Linqia, an influencer marketing agency, and a media company FRWD, GOODFOODS picked a total of 60 digital creators in niches ranging from food, lifestyle, home, and parenting to produce original content and recipes using GOODFOODS products.