Author(s) :

Betty Mandyanga.

Volume/Issue :

Abstract :

This study examines the role of influencer marketing on marketing performance of Coca-Cola in Dar es Salaam, Tanzania. The study was guided by three specific objectives i.e. examining the role of influencers ‘expertise on marketing performance; analysing the role of celebrity product endorsement on marketing performance, and examining the role of influencers’ trustworthiness on marketing performance. A quantitative approach and cross-sectional design were employed, with data collected through structured questionnaires from 381 Coca-Cola customers selected via snowball sampling. Statistical analysis involving correlation tests and multiple linear regression was employed for this study. Key findings indicate that influencer expertise significantly enhanced brand understanding. Celebrity endorsements demonstrated the strongest impact on marketing performance, and Influencer trustworthiness positively influenced brand awareness. The study concludes that influencer marketing especially celebrity endorsements significantly boost Coca-Cola’s marketing performance in Tanzania. Recommendations include prioritizing expert influencers to foster innovation and ad recall, investing in celebrity partnerships aligned with brand values to maximize reach, and enforcing transparency in promotions to build trust. Further research should explore digital strategies for influencer efficacy across Tanzania’s diverse regions. Keywords: Marketing Performance, Influencer Expertise, Celebrity Endorsements, Influencer Trustworthiness

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