INFLUENCER MARKETING AND PERSUASIVE PRINCIPLES IN ENGAGING AND RETAINING USERS

INSIGHTS FROM THE ONLINE GAMBLING MARKET

Abstract

This study aimed to understand how influencer marketing operates in attracting and retaining users ononline betting platforms, based on Cialdini’s principles of persuasion. The research employed a quantitative approach through an online questionnaire composed of Likert-scale and multiple-choice questions. The sample consisted of 72 respondents, 47 of whom reported following digital influencers. The results indicated that the principles of authority (r = 0.872), scarcity (r = 0.800), and commitment and consistency (r = 0.800) showed the highest correlations, standingout as the most influential for user adherence and retention. Affinity (r = 0.756) and social proof (r = 0.726) alsodemonstrated relevance, especially in fostering emotional connections with influencers. In contrast, the principle ofreciprocity showed less impact on retention, suggesting that material benefits do not ensure continued engagement. The analysis revealed that users are more influenced by campaigns that combine influencer credibility, promotions, and a sense of belonging. Instagram emerged as the main platform for exposure to such content. It is concluded thatinfluencer marketing strategies based on multiple persuasive principles can be more effective in attracting andretaining users in highly competitive digital environments. The study contributes to the understanding of consumerbehavior in the digital context and suggests paths for future, more in-depth, and multidisciplinary research.