Understanding Consumer Behavior in Emerging Functional Beverages: Influencer Marketing, Brand Awareness and Kombucha Consumption in Uganda

Abstract

This study examined the association between influencer marketing and consumer behavior towards kombucha drinks in Southwestern Uganda, with particular emphasis on the mediating role of brand awareness. A cross-sectional quantitative research design was employed. Data were collected from 346 kombucha consumers using a structured questionnaire and analyzed using SPSS and Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that influencer marketing was positively associated with both brand awareness and consumer behavior. Brand awareness was found to partially mediate the association between influencer marketing and consumer behavior, suggesting that consumers exposed to influencer marketing tend to exhibit more favorable consumer behavior through higher levels of brand awareness. The cross-sectional design and the study’s focus on one geographical region limit the generalizability of the findings. Future research should employ longitudinal and cross-cultural designs to provide further evidence regarding these relationships. From a practical perspective, marketers should develop influencer marketing strategies that strengthen brand awareness through consistent messaging, enhanced brand visibility and meaningful consumer engagement, particularly for emerging functional beverages such as kombucha. The study contributes to the literature by demonstrating the mediating role of brand awareness in the association between influencer marketing and consumer behavior within a developing market context, thereby extending understanding of the cognitive mechanisms underlying influencer marketing effectiveness