Influencer content is deeply ingrained in consumers’ daily routines and essential to influencer marketing strategies. Yet, marketers are increasingly dissatisfied with their influencer marketing outcomes, suggesting a need to clarify what makes influencer marketing content effective at driving product purchases. In this webinar, Moffett and Fennell will propose that the key lies in the two-dimensional consumer–influencer touchpoint experience. This experience is defined as consumers’ immediate, self-relevant reactions to influencer marketing content and is comprised of parasocial presence and lifestyle inspiration dimensions. Moffett and Fennell will walk through a unique, large-scale Taguchi-designed experiment, a controlled experimental validation study, and field experiment, which collectively provide robust empirical evidence in support of this newly proposed experience model and its two dimensions. They will also discuss how this experience model emerged across a diverse set of influencer marketing content configurations comprised of a variety of visual (e.g., image colorfulness), linguistic (e.g., emotional language), and marketing cues (e.g., engagement call to action), offering marketers and influencers a design guide for content that amplifies touchpoint experiences and increases product purchases.