Abstract
This article examines the influence of influencer marketing on consumer behaviour within the restaurant sector, focusing on the comparative effects of cause-related marketing (CRM) and service quality messages. Anchored in Social Influence Theory, the study explores how messages disseminated by micro and macro influencers impact digital engagement and patronage intentions. Employing a robust methodology across three in-depth studies, which include qualitative insights and quantitative experimental surveys involving 555 participants, the findings reveal that CRM messages significantly enhance digital engagement and patronage intention. Macro-influencers generally achieve higher engagement due to their extensive reach and perceived authority. Conversely, while macro-influencers exert a stronger influence on patronage intention for service quality messages, micro-influencers are more effective in driving patronage intention for cause-related messages due to their perceived authenticity and closer relationships with followers.
The research also elucidates perceived message authenticity and digital engagement mediating roles. The results indicate that perceived authenticity significantly mediates the relationship between message appeal, digital engagement, and patronage intention. Specifically, cause-related messages are seen as more authentic, increasing digital engagement and patronage intention. Moreover, digital engagement acts as a mediator, amplifying the effect of perceived authenticity on patronage intention. These findings highlight the intricate roles of influencer type and message content in shaping consumer behaviour, offering valuable insights for developing effective influencer marketing strategies in the restaurant industry. These insights provide practical implications for marketers strategically leveraging different influencer types and prioritising CSR-focused content to enhance consumer engagement.
Keywords: Influencer marketing, consumer behaviour, restaurant industry, cause-related marketing, service quality messages, digital engagement, patronage intention, perceived authenticity, Social Influence Theory, micro-influencers, macro-influencers