A master thesis from Aalborg University
Followers' Perceptions of Influencer Authenticity and Their Influence on Purchase Decisions Case Study: Orange Cameroon Influencer Marketing Strategy
Author(s)
Term
4. Semester
Publication year
2025
Submitted on
2025-06-01
Pages
48 pages
Abstract
This thesis explores followers' perceptions of influencer authenticity and purchase decisions within Orange Cameroon’s influencer marketing strategy. Drawing on an abductive, qualitative design, I conducted nine semi-structured interviews (seven consumers, one influencer, and one Orange Cameroon staff) and a netnographic analysis of comedian-turned-influencer Godisz Fungwa’s Facebook posts. Data were analysed using thematic-narrative coding, grounded in Social Influence, Elaboration Likelihood, and Para social Interaction theories and content analysis. My findings reveal that followers interpret authenticity through responsive two-way interactions (prompt comment replies), the use of local dialect (Pidgin and Cameroonian French), and candid discussions of service limitations. These cues significantly boost engagement; viewers report daily check-ins, active participation in polls, and frequent sharing of behind-the-scenes content. Authentic endorsements also translate into concrete behaviours: many participants switched to Orange Cameroon after watching influencer demonstrations, while trust buffered price sensitivity and fuelled peer-driven trials. Persuasive content strategies like humorous storytelling, cultural references, and clear calls to action further enhance the impact of promotional posts by making them feel like entertainment rather than hard sells. This research contributes to theory by illustrating how authenticity cues activate parasocial closeness and influence processing routes and offers practical guidelines for brands: foster genuine dialogue, localize messaging, embed product mentions in narratives, and align content timing with audience routines. Overall, authenticity emerges as a critical driver of digital marketing success in emerging-market settings.
Keywords
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