Driving Business Growth with Influencer Marketing

Team  Prof. Flora GU   Prof. Fine LEUNG

Department of Management and Marketing

Technological advances have fuelled the rise of influencer marketing, where firms leverage online influencers to enhance brand performance. Research undertaken at the University has established the conceptual foundation of influencer marketing and identified factors driving its effectiveness.

One of China’s top ten female care companies, used these insights to rejuvenate its brand image, increasing its core customer base aged 18–25 from 35% to 42%. Another example from a born-digital cosmetics brand with over 40 million customers worldwide, aimed to optimize marketing spend. By implementing the research recommendations, they have increased their influencer campaign conversion rate from 4% to 10% since early 2023.