Followers' Perceptions of Influencer Authenticity and Their Influence on Purchase Decisions Case Study: Orange Cameroon Influencer Marketing Strategy
Author
Tani, Loratin Mengven
Term
4. Semester
Publication year
2025
Submitted on
2025-06-01
Pages
48
Abstract
This thesis examines how followers judge an influencer's authenticity and how that shapes buying decisions within Orange Cameroon's influencer marketing. Using a qualitative, abductive approach, I combined nine semi-structured interviews (seven consumers, one influencer, and one Orange Cameroon employee) with a netnographic analysis (study of online posts and communities) of comedian-turned-influencer Godisz Fungwa's Facebook posts. I analyzed the data with thematic and narrative coding, guided by theories of Social Influence, the Elaboration Likelihood Model (how people process messages deeply or via quick cues), and Parasocial Interaction (a one-sided feeling of closeness with a media figure), alongside content analysis. The findings show that followers read authenticity through responsive two-way interaction (prompt replies to comments), the use of local dialects (Pidgin and Cameroonian French), and open talk about service limitations. These signals significantly increase engagement: people report checking in daily, voting in polls, and frequently sharing behind-the-scenes content. Authentic endorsements also lead to action: many participants switched to Orange Cameroon after watching influencer demonstrations; trust reduced sensitivity to price and encouraged peer-led trials. Persuasive tactics such as humorous storytelling, cultural references, and clear calls to action amplify the impact by making promotional posts feel like entertainment rather than a hard sell. The study contributes by showing how authenticity cues foster parasocial closeness and shape information-processing routes, and it offers practical guidance: encourage genuine dialogue, localize messages, weave product mentions into narratives, and time posts to match audience routines. Overall, authenticity emerges as a key driver of digital marketing success in emerging-market settings.
Dette speciale undersøger, hvordan følgere vurderer en influencers autenticitet, og hvordan det påvirker køb i Orange Cameroons influencer-markedsføring. Med en kvalitativ, abduktiv tilgang kombinerede jeg ni semistrukturerede interviews (syv forbrugere, én influencer og én medarbejder fra Orange Cameroon) med en netnografisk analyse (studie af onlineindhold og -fællesskaber) af komikeren-der-blev-influencer Godisz Fungwa's Facebook-opslag. Dataene blev analyseret med tematisk og narrativ kodning, informeret af teorier om social indflydelse, Elaboration Likelihood Model (hvordan folk bearbejder budskaber dybt eller via hurtige cues) og parasocial interaktion (en ensidig oplevelse af nærhed til en medieperson), samt indholdsanalyse. Resultaterne viser, at følgere aflæser autenticitet gennem lydhør tovejskommunikation (hurtige svar på kommentarer), brug af lokale sprog (Pidgin og camerounsk fransk) og ærlig tale om tjenesternes begrænsninger. Disse signaler øger engagementet markant: folk fortæller, at de tjekker ind dagligt, stemmer i afstemninger og ofte deler indhold bag kulisserne. Autentiske anbefalinger fører også til handling: mange deltagere skiftede til Orange Cameroon efter at have set influencerens demonstrationer; tillid dæmpede prisfølsomhed og fremmede forsøg via venner. Overbevisende greb som humoristisk fortælling, kulturelle referencer og tydelige opfordringer til handling forstærker effekten ved at få reklamer til at føles som underholdning frem for hårdt salg. Studiet bidrager ved at vise, hvordan autenticitetssignaler skaber parasocial nærhed og former, hvordan budskaber bearbejdes, og det giver praktiske råd: fremme ægte dialog, lokalisere budskaber, flette produktomtaler ind i fortællinger og planlægge opslag, så de passer til publikums rutiner. Samlet set fremstår autenticitet som en nøglefaktor for digital markedsføring i vækstmarkeder.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
Keywords