AN INVESTIGATION OF THE ROLE OF INFLUENCER MARKETING IN THE GROWTH PERFORMANCE OF FMCG BRAND

Abstract

In today's dynamic marketing landscape, influencer marketing has become an important driver of growth for Fast-Moving Consumer Goods (FMCG) brands. This study focuses on the role of influencer marketing in enhancing FMCG brand growth, particularly in the Malaysian market. Influencers develop authentic connections with their followers, establishing trust that enhances brand reputation, which is critical factor for FMCG products where quick decisions are based on trust. Influencers skilled at targeting specific demographics, ensuring the brand's message reaches its intended audience, optimizing return of investment (ROI). Their original and engaging content effectively highlights FMCG product features, benefits, and usage, enhancing consumer education. This research identifies the impact of influencer marketing variables on FMCG brand sales, aiding marketers in optimizing strategies. A quantitative survey method was used, collecting data from active social media users. Variables examined include Number of Followers, Originality of Content, and Follower-Brand Fit. Results reveal that Originality of Content has the most significant positive impact on campaign success, followed by Follower-Brand Fit, while the Number of Followers has a minor or negligible effect. These findings provide marketers and researchers with valuable insights, highlighting the importance of content originality in influencer marketing success for FMCG brands. In summary, influencer marketing remains an important tool for FMCG companies to boost brand awareness and sales, with content originality as a key driver of success.