Unveiling the Dynamics of Consumer Attention: A Two-Stage Hybrid MCDM Analysis of Key Factors and Interrelationships in Influencer Marketing

Abstract

In recent years, influencer marketing has taken over traditional brand advertisements on social media platforms, combining word-of-mouth marketing with celebrity endorsements. However, there has been limited academic research on the key success factors in influencer marketing. This paper used a hybrid MCDM model that integrates the Delphi method and the decision-making trial and evaluation laboratory (DEMATEL) approach. Through a two-stage empirical study, the research aims to explore the crucial success factors in influencer marketing. This study focuses on the Taiwanese market. The target respondents for the survey are consumers in Taiwan who have purchased products or services based on recommendations from key opinion leaders (KOLs) or internet celebrities. This systematic research framework not only pinpoints key factors that capture consumer attention towards influencers, but it also illustrates the inter-relationship of structure and improvement directions among these factors. According to results, the key factors include influencer reputation, credibility, degree of key opinion influence, attractiveness, popularity, consistency between influencers and brands, fan engagement level, and informativeness. Finally, businesses can consider five aspects to be the purpose of collaboration, product type, target audience for the product, characteristics of the influencer’s creative content, and media attributes. By comprehensively considering these aspects, businesses can determine the appropriate format for collaborative content. This decision can then guide how influencers communicate with consumers, effectively conveying brand information to the relevant target audience. The research findings provide fresh and significant insights in the field of influencer marketing studies.