The effect of influencers on marketing effectiveness

Abstract

This study explores the effectiveness of influencer marketing as a promotional strategy in the Ugandan market. With the rise of social media platforms, influencers have become essential intermediaries between brands and consumers. The research aims to evaluate how influencer characteristics—such as credibility, authenticity, and audience connection—influence consumer purchasing behavior and brand perception. Using a quantitative approach, data was collected through a structured questionnaire in google forms was distributed to social media users in Uganda. The findings indicate that consumers are more responsive to influencers who appear trustworthy, relatable, and authentic. Furthermore, the study reveals that influencers with strong parasocial relationships (i.e., perceived closeness and familiarity) have a greater impact on consumer decisions than traditional advertising methods. Despite challenges such as content saturation and lack of regulation, the study concludes that influencer marketing is a powerful tool for brand awareness and engagement in Uganda. The research offers practical recommendations for brands aiming to optimize their influencer strategies, including a focus on niche targeting, transparency, and long-term collaborations.