An Integrated S O R Framework of Influencer Marketing in Indian Markets

Abstract

Influencer marketing has become indispensable in brand communication strategy, especially in digitally saturated markets. However, much of the theory and empirical work flows from Western, East Asian and urban Indian contexts. This paper delineates an integrated conceptual framework for influencer marketing in tier II Indian technology markets using the case of Apple and Xiaomi in Bilaspur, Chhattisgarh as the contextual illustration. Based on the Stimulus-Organism-Response paradigm, source credibility theory, social proof and social identity as well as cross cultural consumer behaviour research, influencer marketing is theorised as a multi stage, socio culturally embedded process, rather than a simple linear effect. The framework indicates that influencer marketing strategy influences through influence attributes-relatability, credibility, expertise; and these are important internal consumer states- reach and engagement, awareness, perception, attitude, that influence purchase decisions for technology brands. It is assumed that socio cultural factors (cultural values, family influence, social norms, lifestyle and community dynamics) moderate the strength and direction of some key relationships owing to the collectivist and family centred being of Indian tier II cities. The learnings from the Bilaspur case, which compares Apple’s premium, expertise driven campaigns with Xiaomi’s value oriented, relatability focused campaigns, are discussed with reference to brand–context fit and influencer–audience fit. The paper presents a S-O-R framework for influencer marketing in technology brands. It explores consumers and influencers within Bilaspur, a small city in India. The theoretical S-O-R framework relies on social media capital theory and socio cultural theory. It contributes to influencer marketing theory.