Impact of Influencer Marketing on Customer Engagement in the Organic Food Sector: An Empirical Investigation

Abstract

This study examines the influence of influencer marketing on customer engagement in the organic food industry among urban consumers. The study aims to determine whether influencer marketing significantly influences customer engagement in the context of organic food and beverages. A quantitative, cross-sectional research design was adopted, and data were collected from 324 valid respondents using a structured questionnaire and a non-probability sampling approach. The study proposed one hypothesis stating that influencer marketing has a significant positive influence on customer engagement. Influencer marketing was assessed through credibility, attractiveness, content quality, homophily, and parasocial interaction, while customer engagement was measured through cognitive, affective, and behavioural dimensions. Structural equation modelling was used to test the proposed relationship. The results revealed a strong positive and statistically significant influence of influencer marketing on customer engagement (β = 0.757, p < .001), with influencer marketing explaining 61.2% of the variance in customer engagement. Therefore, the proposed hypothesis was supported. The findings indicate that favourable perceptions of influencer marketing are associated with stronger customer engagement with organic food-related content. The study provides useful implications for understanding influencer marketing effectiveness and for organic food marketers seeking to strengthen consumer engagement through influencer-based communication.