Influencer Marketing and Consumer’s Lifestyle Branding: The Mediating Role of Audience Perception

Abstract

This study examines how influencer marketing affects consumer lifestyle branding in Tanzania, focusing on the role that audience perception plays. The research uses Source Credibility Theory, Social Learning Theory, and Perception Theory. It collects and analyses data from a group of Tanzanian urban young people, using a quantitative method with Partial Least Squares Structural Equation Modelling (PLS-SEM). The measurement model results showed that the constructs were reliable and valid. The structural model analysis showed that influencer marketing affects audience perception (β = 0.686, p < 0.001). Perception then affects lifestyle branding (β = 0.564, p < 0.001). The mediation analysis revealed that audience perception mediates the relationship between influencer marketing and lifestyle branding (β = 0.387, p < 0.001). The model showed average explanatory power (R² = 0.471 for perception, R² = 0.318 for branding). It also showed good predictive relevance. The findings highlight the significance of genuine influencers and credibility in shaping brand identity adoption. Companies should invest in long-term influencer partnerships, create content that fits the culture, and manage perception with a plan. This study adds to the literature about digital branding in Sub-Saharan Africa and it shows that perception acts as a link between marketing influence and lifestyle alignment.