The objective of this paper is to examine how Influencer Promotional Content (IPC) induces Brand Evangelism (BE), mediated by Consumer-Influencer Engagement (CIE). With the notion that brand evangelism revolves around freely communicating positive information, ideas, and feelings about a specific brand to others in hopes of influencing their consuming behavior — the researchers will investigate which of the hypothesized characteristics and attributes displayed by influencers (attractiveness, expertise, and trustworthiness)  and their content (topicality, novelty, understandability, reliability, interestingness, and authenticity) affect engagement with their followers, which subsequently induces brand evangelistic behaviors (purchase intention and brand referral) in those followers. The study surveyed active social media users aged 18 to 60 residing in Iligan City, Philippines, who had previously purchased products promoted by influencers they follow on Facebook, YouTube, TikTok, and Instagram. The research instrument was adapted from established measures in the literature, drawing on various related studies. The data were analyzed using the statistical software tools Jamovi and SMART PLS-SEM. The main findings of this study revealed that some characteristics of influencer promotional content have a substantial impact on CIE that leads to the inducement of BE, namely; the perceived novelty, understandability, and interestingness of content. By testing two models, the mediating role of CIE was proven to have an impact on the inducement of BE. The current paper aims to fill a gap in Philippine literature, pioneering studies exploring the impact of IPC mediated by CIE on BE, aiding influencers in creating effective promotional content, assisting brands in developing sustainable marketing strategies, and providing insights for marketing professionals. 

• Brand Evangelism

• Influencer Promotional Content

• Consumer-influencer Engagement

• Information Relevance Theory

• Source Credibility Theory