Article: Marketing effectiveness in emerging Mekong markets: an fsQCA of influencer-led sustainable branding Journal: International Journal of Business and Emerging Markets (IJBEM) 2026 Vol.18 No.8 pp.30 - 53 Abstract: This study examines how influencer marketing configurations enhance sustainable branding effectiveness in five emerging Mekong markets. Drawing on configurational theory and green brand authenticity, fuzzy-set qualitative comparative analysis was applied to survey data from 2,305 consumers in Cambodia, Laos, Myanmar, Vietnam and Thailand. Five conditions were analysed: source credibility with green authenticity, message quality, channel fit, communication strategy integration and sustainability attitude. The findings show that no single condition is necessary; instead, sustainable brand response emerges through multiple configurational pathways. Cross-national analysis reveals distinct emerging-market logics, including content-driven, system-driven, channel-anchored, mature-fragmented and transitional patterns. The study contributes to emerging-market marketing research by showing that sustainable branding effectiveness depends on context specific configurations rather than universal best practices, and offers actionable strategic recipes for managers operating across heterogeneous emerging markets. Outcomes reflect self-reported brand response orientations rather than observed behavioural change. Inderscience Publishers - linking academia, business and industry through research

Title: Marketing effectiveness in emerging Mekong markets: an fsQCA of influencer-led sustainable branding

Authors: Ronnaphop Nopsuwan

Addresses: Department of Accounting and Management Science, Faculty of Business Administration, Southeast Bangkok University, 298 Sanphawut Road, Bang Na, Bangkok 10260, Thailand

Abstract: This study examines how influencer marketing configurations enhance sustainable branding effectiveness in five emerging Mekong markets. Drawing on configurational theory and green brand authenticity, fuzzy-set qualitative comparative analysis was applied to survey data from 2,305 consumers in Cambodia, Laos, Myanmar, Vietnam and Thailand. Five conditions were analysed: source credibility with green authenticity, message quality, channel fit, communication strategy integration and sustainability attitude. The findings show that no single condition is necessary; instead, sustainable brand response emerges through multiple configurational pathways. Cross-national analysis reveals distinct emerging-market logics, including content-driven, system-driven, channel-anchored, mature-fragmented and transitional patterns. The study contributes to emerging-market marketing research by showing that sustainable branding effectiveness depends on context specific configurations rather than universal best practices, and offers actionable strategic recipes for managers operating across heterogeneous emerging markets. Outcomes reflect self-reported brand response orientations rather than observed behavioural change.

Keywords: emerging markets; influencer marketing; SDGs branding; fsQCA; consumer behaviour; brand response.

DOI: 10.1504/IJBEM.2026.154501

International Journal of Business and Emerging Markets, 2026 Vol.18 No.8, pp.30 - 53

Received: 27 Apr 2026
Accepted: 22 May 2026
Published online: 30 Jun 2026 *

Title: Marketing effectiveness in emerging Mekong markets: an fsQCA of influencer-led sustainable branding

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