Impact of influencers on brand performance: a case of Haig Clubman in South Africa.

Abstract

The aim of this study was to determine the impact of influencers through on the brand performance of Haig Clubman whisky. Influencer marketing is a relatively new concept in marketing and not much information was available to prove its efficacy. The increased allocation of advertising budgets to influencer marketing by brands such as Haig Clubman is what prompted the study. The study used both qualitative and quantitative research approaches. For the qualitative study, the interviewed participants were the Haig Clubman influencers based in different parts of South Africa. Semi- structured interview questions were prepared, and data collection concluded through in- depth interviews. The quantitative part of the study was conducted in one location, a tavern in Khayelitsha, Cape Town. A questionnaire was utilised and there were 117 respondents. The findings of the study showed consistency in both the qualitative and quantitative results respectively. The study revealed that influencer marketing has a positive impact on the performance of Haig Clubman. It also found that when compared to traditional advertising, influencer marketing had a better impact on consumer’s decision to buy Haig Clubman. Furthermore, the study revealed that influencer marketing is even more effective than celebrity endorsements; however, the type of influencer matters and the nano and micro-influencers are the most effective type of influencers. Nano-influencers are those with less than 5,000 followers on social media while micro-influencers are those with less than 10,000 followers.