Webinars
MSI Webinar: Designing Influencer Marketing Content for Enhanced Consumer Experiences and Brand Performance
Influencer content is deeply ingrained in consumers’ daily routines and essential to influencer marketing strategies. Yet, marketers are increasingly dissatisfied with their influencer marketing outcomes, suggesting a need to clarify what makes influencer marketing content effective at driving product purchases. In this webinar, Moffett and Fennell will propose that the key lies in the two-dimensional consumer–influencer touchpoint experience. This experience is defined as consumers’ immediate, self-relevant reactions to influencer marketing content and is comprised of content relatability and content inspiration dimensions. Moffett and Fennell will walk through a unique, large-scale Taguchi-designed experiment, a controlled experimental validation study, and field experiment, which collectively provide robust empirical evidence in support of this newly proposed experience model and its two dimensions. They will also discuss how this experience model emerged across a diverse set of influencer marketing content configurations comprised of a variety of visual (e.g., image colorfulness), linguistic (e.g., emotional language), and marketing cues (e.g., engagement call to action), offering marketers and influencers a design guide for content that amplifies touchpoint experiences and increases product purchases.
speakers
Dr. Moffett is an Assistant Professor of Marketing at the University of Kentucky. She is a research fellow at the Sales and Marketing Strategy (SAMS) Institute, an affiliated researcher with the Center for Sales and Marketing Strategy at the University of Washington, and the incoming Vice Chair and Chair-Elect of the American Marketing Association TechSIG. Dr. Moffett’s work focuses on relationship marketing theory and strategy, with an emphasis on data privacy and digital communication in both domestic and international markets. Her multi-method research has been published in leading journals, including the Journal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, European Journal of Marketing, and Harvard Business Review. Her work has been featured in a Marketing Science Institute webinar and covered in media outlets such as Yahoo News, WARC, and Fast Company. Dr. Moffett serves on the editorial review board of the Journal of the Academy of Marketing Science, was named a 2025 Marketing Science Institute Young Scholar, and received the 2026 Research Excellence Academic Impact Award from the University of Kentucky. She has also received multiple teaching awards at both the department and college levels, including a student-nominated honor.
Patrick Fennell is an Assistant Professor of Marketing at the Coles College of Business, Kennesaw State University. After working in the fields of advertising and corporate communications in the consumer electronics industry, he received his Ph.D. from Louisiana State University. As an academic, Professor Fennell's primary research interests include retailing and services phenomena. Fennell utilizes a variety of empirical approaches and statistical methods in his work. At Kennesaw State University, Fennell teaches marketing research to undergraduate students.