INFLUENCER MARKETING EFFECTIVENESS IN DEVELOPING COUNTRIES: TRUST, ENGAGEMENT, AND PERFORMANCE OUTCOMES

Abstract

Influencer marketing has become a key growth lever for brands in developing countries where social media penetration is high and consumer trust in traditional advertising may be weaker. However, evidence on “what works” remains fragmented because effectiveness is shaped by informal trust networks, platform algorithms, and resource constraints that differ from developed markets. This article synthesizes prior research and proposes a context-sensitive framework explaining how influencer characteristics (authenticity, credibility, audience fit) shape trust and engagement, which in turn drive performance outcomes (purchase intention, conversions, and brand equity signals). The paper outlines testable hypotheses and a practical methodology for empirical validation, offering measurement guidance and managerial implications for selecting influencers and designing campaigns in data-scarce environments.