Examining the success factors of influencer marketing campaigns in the food and beverage industry: an empirical study

Purpose This research offers actionable insights for brands aiming to optimize their influencer marketing approaches. Companies are advised to focus on collaborating with influencers whose values and messaging align with their brand identity. The study underscores that credibility and audience relevance are key drivers of campaign effectiveness. To achieve this, marketers should adopt rigorous evaluation processes to verify that selected influencers genuinely connect with and reflect the preferences of their target demographics. Design/methodology/approach Quantitative deductive research was used to investigate the Social Comparison Theory. The questionnaires were administered electronically through convenience sampling. Four hundred and eighty-eight questionnaires were analysed using SmartPLS to test the proposed hypotheses. Findings The study revealed that consumers place greater trust in products endorsed by influencers. Trusted influencers’ recommendations drive sales growth, while products promoted by relatable influencers experience higher purchase intent. Engaging social media content, such as visually compelling posts or videos, further amplifies sales performance. Influencers with polished, appealing profiles also boost product sales. Additionally, an influencer’s social media appeal positively shapes audience perceptions of their authenticity, relatability, and credibility. Practical implications This study aimed to investigate the key success factors of influencer marketing campaigns within the Saudi Arabian food and beverage (F&B) industry. Specifically, it sought to empirically examine the impact of distinct influencer attributes, namely perceived credibility, perceived similarity, social media attraction, and overall perception of the influencer, on consumer purchase intention and subsequent purchasing behaviour, guided by the theoretical frameworks of Social Comparison Theory and Source Credibility Theory. Originality/value This study reveals how influencers impact consumer behaviour among Saudi consumers in the food and beverage industry. It pinpoints specific factors, such as social media attraction and perceived credibility, that drive purchase intention and actual buying decisions. The study offers valuable insights for crafting effective influencer marketing strategies tailored to Saudi Arabia, emphasizing the role of credible and relatable influencers. It strengthens Social Comparison Theory by demonstrating that Saudi consumers mimic the behaviours and draw inspiration from influencers they observe, linking social comparison to marketing outcomes.