Tangled in influence: uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis

Purpose Driven by the exponential growth in the online engagement of consumers, it has become essential for brands to promote their products and services through online influencer marketing (OIM) campaigns. OIM stems from the integrated marketing communications (IMC) theory, and in addition to the benefits, OIM campaigns pose certain challenges for brands. Therefore, this study identifies and prioritizes the OIM challenges from the lens of the IMC theory. Design/methodology/approach The author examined the literature and identified 12 challenges in the context of the IMC theory. Following the collection of feedback from 22 industry professionals, the highlighted challenges were ranked using a unique causal impact analysis technique called the grey influence analysis (GINA). Findings The study revealed that negative brand association risk, influencer authenticity and credibility assessment, cost and return-on-investment management, and campaign performance management are the most influential individual OIM challenges. Whereas a collective categorical analysis revealed that the challenges pertaining to audience-centered and channel-centered IMC pillars are the most significant. Research limitations/implications The study focused on OIM campaigns in general, rather than any specific industry. Consequently, the findings may not be replicable in specialized industries. Practical implications The study’s findings could help marketing managers boost OIM campaign execution in line with the IMC by focusing on brand alignment, credibility evaluation, and performance accountability of online influencers. The study encourages ethical and transparent influencer practices through a responsible online communication system. Originality/value As one of the first applications of GINA in OIM, this study broadens its scope to the wider domains of digital marketing and branding.