Influencer marketing effectiveness in Malta’s food & beverage industry : consumer engagement, trust and purchase behaviour

Abstract

This study examines the effectiveness of influencer marketing in Malta’s food and beverage industry, focusing on how influencer credibility, consumer trust, engagement, exposure, and influencer type shape consumer behaviour. While influencer marketing has become a key part of modern digital marketing, much of the existing research focuses on larger international markets and often explores these factors individually rather than as a whole. This research addresses that gap by examining how these elements interact within Malta’s small and socially connected market, offering insight into an area that has received limited academic attention. A quantitative research approach was used, based on a positivist philosophy and a deductive research design. Data was collected through an online questionnaire distributed to social media users in Malta aged 18 to 35, producing 99 valid responses. The responses were analysed using descriptive statistics, reliability testing, and Pearson correlation analysis to examine relationships between the main variables and test the study’s hypotheses. The findings show that influencer marketing has a clear impact on consumer behaviour in Malta’s food and beverage sector. Influencer credibility was strongly associated with consumer trust, while trust and engagement were found to be the strongest factors influencing purchasing decisions. Exposure to influencer content also had a positive effect, although its influence was weaker, suggesting that visibility alone is not enough to significantly drive consumer action. The study also found that consumers viewed micro-influencers more favourably than macro-influencers, often perceiving them as more authentic, relatable, and trustworthy. Overall, the findings suggest that trust and authentic connections with audiences play a major role in making influencer marketing effective within Malta’s food and beverage industry. For businesses, this means that working with influencers who are seen as genuine, credible, and able to connect with their followers may be more valuable than simply choosing those with large followings or posting promotional content frequently. This study also offers useful insight into influencer marketing in Malta, particularly within a smaller market where social connections can have a stronger influence on consumer behaviour.