Thematische Bibliographien / Social media micro influencer

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Auswahl der wissenschaftlichen Literatur zum Thema „Social media micro influencer“

Autor: Grafiati
Veröffentlicht am 25. Juni 2021
Zuletzt aktualisiert am 5. Februar 2022

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Zeitschriftenartikel zum Thema "Social media micro influencer"

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Pornsrimate, Kanyawee, und Anon Khamwon. „How to convert Millennial consumers to brand evangelists through social media micro-influencers“. Innovative Marketing 17, Nr. 2 (27.04.2021): 18–32. http://dx.doi.org/10.21511/im.17(2).2021.03.

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Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural equation modeling revealed that four core characteristics of social media micro-influencers (i.e., authenticity, the meaning of the influencer, specific content, and secret sharing) were a significant antecedent of brand engagement and brand love, which, in turn, mediated the pathway from social media micro-influencer characteristics to brand evangelism. Understanding what social media micro-influencers mean to Millennials offers the promise of improving brand evangelism through more precise market analysis and market strategy. In the discussion, the paper introduces a three-stage building method towards brand evangelism through social media micro-influencer, including: (1) the stage of selecting influencers; (2) the stage of constructing intense emotional responses to the brand (brand engagement and brand love); and ultimately (3) the stage of becoming a brand evangelist. Lastly, limitations and future directions were discussed.
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Ithnin, Norrabiyah, Nur Hazwani Mohd Muhridza, Siti Rahmah Abdullah, Nur Afifah Mohd Rosli und Siti Noraisyah Jamal. „Persuasive Strategies on Social Media: A Case of Malaysian Social Media Influencer Asma Nasarudin“. LSP International Journal 7, Nr. 2 (30.11.2020): 71–87. http://dx.doi.org/10.11113/lspi.v7.16344.

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Social media influencers, or SMIs are on the rise in this age of ubiquitous Internet. SMIs as independent third-party endorsers utilise platforms such as social media, blogs, etc. to influence the attitudes of their audiences. SMIs have a powerful role in promoting or demoting a brand and/or organization to their followers as they can influence perceptions and even the purchasing power of their audiences. This phenomenon is obvious from the resonance of social media users with SMIs reviewing products, services and social trends on their social media accounts. SMIs document or visually narrate what they do in their daily life via photo and video-sharing applications in social networking sites (SNS) such as Instagram and YouTube. In order to become a ‘micro celebrity’, the influencers embed commercials and celebrity culture into their postings. This study aims to investigate the persuasive devices used by one Malaysian social media influencer through her social media postings using the five elements in the Electronic Eloquence Model (EEM). A thorough qualitative analysis was conducted to identify the strategies implied within the embedded media content of Malaysian SMI Asma’ Nasarudin. The data selected for analysis were gathered from her Instagram and YouTube video postings from October 2018 to December 2018. A total of five postings were carefully selected. Textual and visual analyses were conducted to investigate the persuasive strategies and devices. Findings demonstrated that all five elements of EEM appeared in the social media postings.
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Valsesia, Francesca, Davide Proserpio und Joseph C. Nunes. „The Positive Effect of Not Following Others on Social Media“. Journal of Marketing Research 57, Nr. 6 (03.06.2020): 1152–68. http://dx.doi.org/10.1177/0022243720915467.

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Marketers commonly seed information about products and brands through individuals believed to be influential on social media, which often involves enlisting micro influencers, users who have accumulated thousands as opposed to millions of followers (i.e., other users who have subscribed to see that individual’s posts). Given an abundance of micro influencers to choose from, cues that help distinguish more versus less effective influencers on social media are of increasing interest to marketers. The authors identify one such cue: the number of users the prospective influencer is following. Using a combination of real-world data analysis and controlled lab experiments, they show that following fewer others, conditional on having a substantial number of followers, has a positive effect on a social media user’s perceived influence. Further, the authors find greater perceived influence impacts engagement with the content shared in terms of other users exhibiting more favorable attitudes toward it (i.e., likes) and a greater propensity to spread it (i.e., retweets). They identify a theoretically important mechanism underlying the effect: following fewer others conveys greater autonomy, a signal of influence in the eyes of others.
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Prasetya, Mohammad Reza. „Self-presentation dan kesadaran privacy micro-influencer di instagram“. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 4, Nr. 1 (05.03.2020): 239. http://dx.doi.org/10.25139/jsk.v4i1.2301.

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Instagram is a platform that can be used to express online self-presentation by uploading contents. Micro-influencers also perform the self-presentation to maintain their existence on social media. However, we cannot be sure if everything shown in social media are actual representation of the influencer’s real lives. Social media users also threatened by privacy issue. This research attempted to find out self-presentation strategies applied by micro-influencers on Instagram, as well as the differences between front stage and back stage by using dramaturgy theory by Erving Goffman. This research also studied the privacy awareness of micro-influencers on Instagram. The results of this study indicated that micro-influencers only display positive content on Instagram. The study also revealed that there are differences between front stage and back stage shown by micro-influencers on Instagram. Then, this study also found that both influencers are concerned of their privacy on Instagram. Consequently, they use privacy features offered by Instagram.
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Rodprayoon, Nachayapat. „Communication Via Self-disclosure Behavior of Micro-influencers on Social Media in Thailand“. Modern Applied Science 14, Nr. 2 (27.01.2020): 49. http://dx.doi.org/10.5539/mas.v14n2p49.

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Technology and human way of life have changed through eras and time, just like business operations that require marketing in order to develop to have their spaces in the consumers’ minds. It can be seen that with the time passes, marketing communication tools also change. Currently, it is unavoidable to rely on internet technology to help in the marketing process through the use marketing communication tools called “Marketing Communication”, done through social media.  The website has created a model of society, allowing consumers to search for information on their own based on the direct experiences of those who have used that products, influential people in ideas or influencers, which play a huge role in the distribution of news and information. Therefore, various agencies/ organizations are persuading these influencers to participate in activities, organized to help. The influencer will publish information and create word-of-mouth online. As the importance of the behavior of the group of people that are classified as micro-influencers have increased rapidly, information dissemination through micro-influencers has become an important tool in communication that marketers rely on by using consumers to communicate with consumers. Therefore, there are studies of forms of identity disclosure, level of disclosure, social capital, and social support of self-disclosure behavior of individuals, who are micro-influencer. It is beneficial to entrepreneurs, including marketers to study about aforementioned topics in order to plan communication to consumers by choosing to use consumers as messengers in order to make that communication most effective. The research was conducted in-depth interviews with 30 micro-influencers on social media via Facebook, between 24-38 years old, with 500 - 10,000 followers. The research found that Social support is the main reason that micro-influencers have revealed themselves on social media via Facebook. Meanwhile, it is also a way to learn about self-disclosure forms on social networks of influential people at the micro level or micro-influencers on order to be used as a tool for marketing communication in the current marketing world, especially the form of marketing communication in Thailand through social media.
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Silalahi, Ayuphita Tiara. „Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion“. Humaniora 12, Nr. 1 (30.03.2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.

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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings show that Instagram is a preferred social media platform in Indonesia for local companies to promote their brands by selecting micro-influencers as part of the communication strategy. Four distinctive characteristics outline the themes of Instagram micro-influencer that are seen as primary factors for the brands to utilize in ensuring effective brands’ communication strategy. The research concludes that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals and the high intensity of engagement between the influencer and their followers is the core strength for the success of the communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy.
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Berne-Manero, Carmen, und Mercedes Marzo-Navarro. „Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability“. Sustainability 12, Nr. 11 (27.05.2020): 4392. http://dx.doi.org/10.3390/su12114392.

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Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.
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Vatanasakdakul, Savanid, Chadi Aoun und Yuniarti Hidayah Suyoso Putra. „Social Media in Micro-Enterprises“. Journal of Global Information Management 28, Nr. 3 (Juli 2020): 184–203. http://dx.doi.org/10.4018/jgim.2020070110.

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Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research.
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Shen, Zheng. „A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers“. Journal of Research in Interactive Marketing 15, Nr. 2 (31.05.2021): 181–99. http://dx.doi.org/10.1108/jrim-10-2019-0161.

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Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.
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Henninger, Claudia Elisabeth, Panayiota J. Alevizou und Caroline J. Oates. „IMC, social media and UK fashion micro-organisations“. European Journal of Marketing 51, Nr. 3 (10.04.2017): 668–91. http://dx.doi.org/10.1108/ejm-08-2015-0599.

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Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.
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Dissertationen zum Thema "Social media micro influencer"

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Zietek, Nathalie. „Influencer Marketing : the characteristics and components of fashion influencer marketing“. Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.

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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.
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Olsson, Emmie, und Julia Thor. „Söndagsbrunch och fredagslunch : En semiotisk bild- och textanalys av influencers matbilder på Instagram samt responsen från följarna“. Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38979.

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Den här studiens problemformulering grundar sig i de underliggande maktstrukturer som finns på den sociala plattformen Instagram. Studien fokuserar på hur framstående Instagramprofiler, så kallade influencers, presenterar sina matbilder. Syftet är att undersöka vad influencers matbilder kommunicerar, och se vad det finns för underliggande meningar i bilderna och dess bildtexter. Dessutom vill vi öka förståelsen för hur bilderna kan mottas av följare på Instagram genom att titta på kommentarsfälten. Tidigare forskning inom området visar att unga användare av Instagram ofta gilla-markerar det de vill ha men inte själva kan få. Detta kan till exempel vara bilder föreställande nyttiga måltider eller en lyxig livsstil. Andra studier visar att unga följare blir avundsjuka på de bilder influencers publicerar eftersom deras bilder ofta föreställer ett liv i konstant lyx. Tidigare forskning har även fokuserat på självpresentation på sociala medier och hur influencers använder sin maktposition när de väljer vilka bilder de publicerar.Studiens teoretiska ramverk utgår från multimodal kritisk diskursanalys (MCDA), som har till syfte att undersöka underliggande maktstrukturer i samhället, i vårt fall på Instagram. Även teorin om självpresentation och social interaktionism används för att kunna se på problemet från två olika perspektiv, dels från influencers och dels från följarna.Materialet som studeras består av sammanlagt åtta bilder inklusive bildtexter och kommentarer. Fyra unga, kvinnliga influencers har valts ut och vi har studerat två bilder från vardera influencer för att få en djupare analys. En semiotiskt bild- och textanalys tillämpas för att kunna analysera bilderna, bildtexterna samt kommentarerna och sätta dessa i kontext till problemet. Analysmodellen består av fyra teman: objekt, omgivning, bildtext och kommentarer. Studien finner att de matbilder som influencers publicerar ofta visar välorganiserade, gärna nyttiga måltider i sällskap med andra, ofta på en restaurang eller ett café. Samtliga bilder ger sken av en lyxbetonad livsstil och bildtexterna är i de flesta fall i relä eller förankring med bilderna. Följarnas respons visar på uppmuntran och utläses som positiv.
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Pärlhem, Elias, und Johan Rutberg. „Influencer Marketing : A mixed method study on the effectiveness and spread of influencers“. Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70012.

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This mixed method study set out to investigate how businesses in the fashion and apparel industry can optimize working with two types of influencers; micro-celebrities who rely on their personality to influence, and opinion leaders who rely on their expertise to influence. This was explored through three different research questions. The first research question was a quantitative look at influencers on Instagram, to see if there were any difference in effectiveness and spread between opinion leaders and micro-celebrities. The second and third research questions were a qualitative look through the eyes of influencer marketing experts with the goal of finding out how to maximize the effectiveness and spread of opinion leaders and micro-celebrities on Instagram. The quantitative results found no difference in effectiveness and spread between opinion leaders and micro-celebrities on Instagram. The qualitative results further found that industry experts do not make a distinction between influencers in the way proposed by the study. Instead they viewed each influencer as a unique personality, where the fit between influencer and brand as well as long-term relationships were key factors for success. Suggesting that the expert/personality dichotomy is secondary to well-established brand fit. Because of this, the research questions and purpose were revised to better match the results. The theoretical and practical application of this study is that a larger focus on building long-term relationships to create a win-win relationship for both influencer and brand is a requirement for success. This also requires a well-considered fit in a campaign involving an influencer, as it is important the image of the influencer matches the image of the brand. However, more research is needed to investigate the intricacies of working with relationship-building and fitting influencers to a brand.
Denna studie syftar till att undersöka hur företag i mode- och klädindustrin kan optimera arbetet med två typer av influencers; mikrokändisar som förlitar sig på sin personlighet för att influera, och opinionsledare som är beroende av sin kompetens för att influera. Detta undersöktes genom tre olika forskningsfrågor. Den första forskningsfrågan var en kvantitativ undersökning om inflytande på Instagram för att se om det fanns någon skillnad i effektivitet och spridning mellan opinionsledare och mikrokändisar. Den andra och tredje forskningsfrågan var en kvalitativ blick utifrån influencer-marknadsföringsexperter med målet att ta reda på hur man kan maximera effektiviteten och spridningen av opinionsledare och mikrokändisar på Instagram. De kvantitativa resultaten fann ingen skillnad i varken effektivitet eller spridning mellan opinionsledare och mikrokändisar på Instagram. De kvalitativa resultaten visade att branschexperter inte skiljde mellan influencers på det sätt som studien föreslog. Istället betraktade de varje influencer som en unik personlighet, där matchningen mellan influencer och varumärke samt långsiktiga relationer var viktiga faktorer för framgång. Vilket tyder på att frågan om expertis eller personlighet är sekundär till en väletablerad matching. Detta stod i stark kontrast till tidigare forskning. På grund av detta har forskningsfrågorna och syftet reviderats för att bättre matcha resultaten. Framtida teoretisk och praktisk tillämpning av denna studie visar att ett större fokus på att bygga långsiktiga relationer för att skapa ett vinn-vinn-förhållande för både influencer och varumärke är ett krav för framgång. Detta kräver också en genomtänkt matchning eftersom när en influencer används för en kampanj är det viktigt att influencerns image matchar varumärkets image. Mer forskning behövs dock för att undersöka processen med att bygga relationer och matcha influencers till ett varumärke.
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Lundberg, Amanda, und Amelie Wiklund. „Influencer Marketing : En kvalitativ studie om vilka faktorer som är viktigast vid samarbete på Instagram“. Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-69543.

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Användandet av sociala medier ökar kraftigt och har under de senaste åren blivit en viktig del i människors vardag. Detta ger företag en möjlighet att använda sig av sociala medier i sin marknadsföring och är en av de mest populära strategierna just nu är när företag samarbetar med influencers i sin marknadsföring. Detta kallas influencer marketing. Dock finns det svårigheter för företag att hitta rätt influencer att samarbeta med och det finns olika faktorer som behöver värderas innan ett samarbete startar. Forskningsfrågorna som har besvarats i denna studie är vilka faktorer företag anser är viktigast samt vad konsumenterna anser är viktigt när företag samarbetar med influencers på Instagram. Räckvidd, relevans samt resonans är tre faktorer som tidigare studier visar har betydelse samt är viktiga vid influencer marketing. Studien genomfördes med en kvalitativ ansats i form av fokusgrupp med konsumenter samt intervjuer med marknadsförare som arbetar på företag inom mode- och skönhetsbranschen i Sverige. Denna information utgjorde den empiriska data som studien består av. Resultatet av studien visar att både konsumenterna och företagen inom mode- och skönhetsbranschen värderar faktorn relevans högst. Konsumenterna anser att det viktigaste är att influencern är trovärdig samt kunnig om produkten personen marknadsför, medan företagen värderade högst att influencerns image speglar företagets. Förslag till fortsatt forskning är att studera vad influencers tycker är viktigast när de väljer företag att samarbeta med. Det skulle vara intressant att veta influencernas åsikter angående detta och om även de värderar relevansen högst.
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Hermansdotter, Mikaela, und Jesper Cederlind. „Tick tack, Tik Tok. Hög tid attlära känna den moderna tidensopinionsbildare : En kvalitativ studie om unga influencers på mobilappen TikTok“. Thesis, Stockholms universitet, Marknadsföring, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-164994.

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Det faktum att unga människor, genom sociala medier, i allt större utsträckning erhåller makt att påverka har kommersialiserats av företag genom marknadsföringsmetoden influencer marketing. Merparten av forskningen kring influencer marketing fokuserar dock på företag eller följare – men vad vet vi egentligen om hur dessa influencers själva betraktar fenomenet och sin roll? Vad är det egentligen som driver influencers under 18 år? Denna studie ämnar besvara dessa frågor och därigenom tillhandahålla viktig insikt kring hur företag bäst förhåller sig till gruppen unga influencers. I studien medverkar fem influencers i åldrarna 14–17 år från mobilappen TikTok, där de i skrivande stund har mellan 172 000 till 2,3 miljoner följare. Studien visar på en relativt medveten grupp unga individer med god förståelse för sin roll i marknadsföringssystemet, likväl som för sin roll som opinionsbildare och influencer. Generellt uppvisar de en negativ uppfattning till reklam i allmänhet men en positiv inställning till influencer marketing. De innehar vidare stark kritisk inställning till det som de identifierar som missbrukande av rollen influencer. Trots att influencers främst tycks drivas av personlig vinning så har de en tydlig önskan att fungera som förebild och inspirationskälla. Influencers tycks vidare i stor grad drivas av inre motivationskällor och uppvisar stor personlig integritet samt selektivitet vid val av företagssamarbeten. Ett framgångsrikt samarbete bör därför upplevas som självvalt, innehålla rätt typ av budskap samt ge visst utrymme för egna tolkningar.
The fact that young people, through social media, has increasingly been given the power to influence has been commercialized by companies through the marketing method influencer marketing. However, most of the research on influencer marketing focuses on companies or followers – but what do we really know about how these influencers themselves regard the phenomenon and their role? What is it that drives influencers under the age of 18? This study aims to answer these questions and thereby provide important insights about how companies best relate to the group of young influencers. The participants in the study, which are aged between 14 and 17, are active on the mobile app TikTok. At the time of writing, they have between 172,000 to 2.3 million followers on the platform. The study shows a relatively conscious group of young individuals with a good understanding for their role in the marketing system, as well as their role as opinion leaders and influencers. Generally, they show a negative view of advertising in general but a positive attitude to influencer marketing. They also have a strong perception of possible negative aspects, that they identify as an abuse of the role influencer. Despite the fact that influencers mainly seem to be driven by personal gain, they have a clear desire to act as a role model and source of inspiration. Influencers seem to be strongly driven by internal sources of motivation and therefore show great personal integrity as well as selectivity to collaborations with companies. To achieve a successful business collaboration, the cooperation should therefore be perceived by influencers as self-chosen, contain the right kind of message and finally give enough room for the influencer’s own interpretations.
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Horanage, Chathushee Purnima Jayamila, und Miia-Riikka Hautala. „Does The Content Format Matter? : A study of how Social Media Micro-Influencers’ content format persuades the followers’ information processing route in the Engagement and Purchase Intention“. Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85963.

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The increased importance of social media influencers in marketing activities has been evident in recent years. The purpose of the thesis was to understand the cognitive processing of social media micro influencers’ content and the resultant behavioral outcome of follower engagement and purchase intention. Specifically, it has aimed to evaluate if the format of the content had an impact on cognitive processing and ascertains the resultant outcomes of engagement and purchase intention. Elaboration likelihood model (ELM) adapted to social media, was used, and adopted in the study in order to understand and evaluate the purpose as well as the information process of individuals. The research was narrowed down to the micro-influencers in the fashion and beauty industry sharing content, as the industry's high usage of influencer marketing and disseminating persuasive messages on Instagram. The research was conducted by using the Experimental Vignette Methodology (EVM) in a quantitative experiment. By doing so, it enabled the research to examine the participants' response to natural stimuli with quantitative results. A questionnaire together with exposure to three stimuli were used as instrumental in the collection of data. The sample was collected through social media platforms, mainly Instagram and Facebook, and via email to the students of LTU. The collected data was later analyzed, through SPSS, in two levels: impact and hypothesis testing. The impact measurement was analyzed by using repeated measures ANOVA and later the multilinear regression analysis to test the independent variables of content format relation to the dependent variables of engagement (comment and like) and purchase intention (tendency and likelihood). The findings indicated a support to the existing theory of ELM, by confirming the importance of the argument quality in the persuasive message. High lighting in the importance of text content format,in both engagement via commenting and purchase intention, when the information is processed through the more long-lasting central route. The results contributed to current literature in micro influencer and social media influencer marketing by extending the literature in persuasive messaging in relation to the content format. The research provided practical implications with insights into the cognitive processing of content and its implications in consumer engagement and purchase intention to both managers as well as to the content providers, social media influencers. The study presented relative information for content creation, communication and opened possibilities for further research in persuasive messaging in the micro media influencer segment.
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Davidsson, Agnes, Klara Berglind und Elin Persson. „Influencermarknadsföringens processer : En studie om influencermarknaden ur ett aktörsperspektiv“. Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23451.

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Användningen av influencers på sociala medier har kommit att bli en populär strategi imarknadsföringssyfte bland företag i många olika branscher. Företagens användande avkända personer i marknadsföringssyfte är ett sedan länge tilltaget begrepp, men under det senaste decenniet syns influencermarknadsföring tillträda som ett alternativ till traditionell celebrity endorsement och är en stor del av den digitala marknadsföringen som görs idag. Influencers kallas de personer som besitter förmågan att influera andra människors beteende och köpintentioner. Trots att många företag idag implementerat influencermarknadsföring is in övriga marknadsföring saknas idag strategiska ramverk för beslutsfattande och utvärdering av influencersamarbeten. Syftet med denna studie var därför att undersöka förhållandet mellan köpare, det vill säga företag, och säljare, i.e. influencer för att sedan utreda hur företag värderar och utvärderar influencers i samband med ett samarbete. Denna kvalitativa studie undersöker marknaden för influencermarknadsföring och dess aktörer samt värdeutbyten. Vi utreder hur företag värderar och utvärderar influencers genom semistrukturerade intervjuer för att ta reda på hur det ideala samarbetet kan se ut och vilka aspekter som behöver förfinas eller tilläggas i processen. Tresvenska och ett amerikanskt detalj- och modehandelsföretag, samt fyra svenskamikroinfluencers intervjuades. Därefter gjordes en sammanställning av resultaten i kombination med tidigare forskning och sekundärdata. Resultaten visar att mikroinfluencers fördel på marknaden ligger i deras förmåga att skapatilltro hos konsumenten vilket i sin tur förbättrar köpintentionen. Det framkommer även att mikroinfluencers genererar förhållandevis bättre engagement rate än makroinfluencers, då följare upplever mikroinfluencern som personligare och mer lättillgänglig. Vidare visarstudiens resultat på en trend hos företagen som tyder på att betalda samarbeten är ett fenomen som är på väg att försvinna för att ge plats åt gifting, som innebär att influencern genomförsamarbetet i utbyte mot produkter istället för pengar. Förslag på vidare forskning är att genomföra ytterligare intervjuer med influencer som har en större följarskara då denna studie endast samlar empiri från mikroinfluencers. Ytterligare ett sätt att vidare undersöka influencers värdeaspekter är att kombinera den nuvarande studien med kvantitativa experiment som till exempel insamling av influencerdata.
Influencer marketing is a prevalent way of marketing today and has been for the last decade, with digital usage continuing to grow in terms of social media. Although this not so new form of digital marketing is a must for companies to interact with consumers every hour of the day, discussions are being held about influencers efficiency compared to their high cost. This qualitative study examines the market for influencer marketing and its participants and pinpoints how companies value these digital opinion leaders that supposedly connect with consumers in a personal and transparent way. The purpose of this study is to gain insight and understanding in how the market is today and how the future of influencer marketing will be, to see that value aspects are defining the ideal influencer candidate from acompanies point of view. Three swedish and one american retail and fashion companies were interviewed about their decision making process when working with influencer marketing including how they find the right influencer and what variables they find valuable seeing to the influencers qualities. In addition four swedish micro influencers were interviewed on the same themes as the companies, except the questions were answered from their perspective to gain insight from another angle of the influencer marketing sphere. This essay is written in Swedish and seven out of eight interviews were held in Swedish. The results showed the power of the influencer is paradoxically decreasing as the phenomenon is growing and companies are showing hesitancy against engaging in paid collaborations. The findings also showed that gifting, whereas companies still work with influencer to spread their commercial message but the payment consist only of free products, is becoming a more desirable way to market their brand due to the low costs and risks. The companies were under the impression that gifting micro influencers instead of engaging in paid collaborations with micro och icon influencers led to the same conversion rate because the smaller size influencers had better engagement with their followers. Suggestions for further research is to implement interviews with influencers of a wider range of follower amount, since this study only included micro influencers with 8000 followers at most. Another way to further examine the value aspects of the influencer and its effectiveness is to combine this qualitative study with quantitative experiments in form of tracking influencers statistics.
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Quiterio, Capeli Marilia. „Micro-influencers’ impact on engagement levels for fashion retail brands on Instagram“. UNF Digital Commons, 2019. https://digitalcommons.unf.edu/etd/884.

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With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands’ accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were analyzed to provide insight in what kind of posts generates higher engagement levels: motivational posts, product posts, model/catalog, micro-influencer, influencer, or none of the above. A content analysis was conducted and after all the posts were coded, the top 100 with the highest engagement levels were submitted to a frame analysis so common patterns and themes could be recognized among the top engagement posts.
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Virkkunen, Paula, und Elsi Norhio. „Becoming a Social Media Influencer : Describing the journey of becoming a successful social media influencer“. Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44168.

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Freedman, Skiöld Felicia, und Saba Hossein-Chi. „Du Är Vad Du Delar : En kvalitativ studie i hur tre svenska mikro- influencers på Instagram ser på sin roll i och med kommersialiseringen“. Thesis, Luleå tekniska universitet, Institutionen för konst, kommunikation och lärande, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-68540.

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Det digitala samhället kännetecknas av konstant utveckling och snabb föränderlighet, vilket har skapat rollen influencer: En person som används av företag och varumärken för att marknadsföra produkter eller tjänster. Denna studie fokuserar särskilt på influencerns egen bild av sitt yrke och genom att tematisera frågor utifrån teorier rörande kommersialisering, självpresentation, deltagarkultur och opinionsbildning. I studien undersöks hur tre utvalda svenska influencers inom mode och skönhet på Instagram ser på sin roll i och med kommersialiseringen vilket analyseras utifrån samma teorier inom medie- och kommunikationsvetenskapen som har nämnts ovan. Studien genomförs genom kvalitativa forskningsintervjuer där influencerna själva är utgångspunkten. Genom studien blir det tydligt att förstå hur kommersialiseringen har påverkat mediesamhället och tidigare roller har bytts ut. Kändisar är inte bara längre skådespelare och artister, opinionsledare behöver inte längre vara traditionella medier, en person kan ha olika roller i olika mediesammanhang och annonsering är inte längre något som går från producent till konsument. Utvecklingen av både medier och sociala kanaler har förändrat medielandskapet helt och de gränserna mellan avsändare och mottagare suddas ut. Det är inte bara marknadskommunikationen som har monopol på forskning rörande annonsering och marknadsföring. Avlutningsvis visar studien att influencerna har en sammansatt och komplex roll som uppstått i och med kommersialiseringen och är en följd utav en konvergens av det digitala medielandskapet.
The digital society is characterized by constant development and rapid change, which has created the role influencer: A person used by companies and brands to market products or services. This study focuses on influencers own image of their occupation and by thematising issues based on theories of commercialization, self-presentation, participatory culture and opinion formation. The essay is exploring how three selected Swedish influencers in fashion and beauty at Instagram are looking at their role in commercialization which is analyzed on the basis of the same theories in media and communication science that have been mentioned above. The study is conducted through qualitative research interviews where the influencers themselves are the starting point. Through the study it becomes clear to understand how commercialization has affected the media community and previous roles have been replaced. Celebrities are no longer just actors and artists, opinion leaders no longer need to be traditional media, a person can have different roles in different media contexts and advertising is no longer something that goes from producer to consumer. The development of both media and social channels has changed the media landscape in so much as the boundaries between senders and recipients are being erased. It is not only market communication that has a monopoly on research relating to advertising and marketing. Lastly the study shows that influencers have a composite and complex role that has emerged through commercialization and is a consequence of a convergence of the digital media landscape.
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Bücher zum Thema "Social media micro influencer"

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Fries, Peter J. Influencer-Marketing: Informationspflichten bei Werbung durch Meinungsführer in Social Media. Springer, 2019.

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Publishing, Cool Goodplan Gift. Look at You Becoming a SOCIAL MEDIA INFLUENCER and Shit: A Funny Gift Notebook for SOCIAL MEDIA INFLUENCER, Birthday Gift Idea for SOCIAL MEDIA INFLUENCER, Appreciation Notebook Journal for Writing and Note Taking for Friends, Coworkers and Family. Independently Published, 2020.

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Influencer: Building Your Personal Brand in the Age of Social Media. Citadel, 2018.

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Hennessy, Brittany. Influencer: Building Your Personal Brand in the Age of Social Media. Blackstone Audio, 2018.

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Joan, Smith. Instagram Influencer and Advertising: A Social Media Marketing Guide Book, Grow You Personal Brand and Become a Perfect Influencer. Independently Published, 2020.

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Peace, Sierra. Content Creator's Planner: Blogger Workbook and Social Media Influencer Daily Content Creation Scheduler. Independently Published, 2020.

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MARSHAL, Chris. Social Media Marketing: Become an Expert Influencer Using Facebook, Youtube and Instagram; How to Use Social Media for Business; How to Build Your Personal Brand. Independently Published, 2020.

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Lammenett, Erwin. Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Springer Gabler, 2019.

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Sun, Huatong. Global Social Media Design. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190845582.001.0001.

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Social media users fracture into tribes, but social media ecosystems are globally interconnected technically, socially, culturally, and economically. At the crossroads, Huatong Sun, author of Cross-Cultural Technology Design, presents theory, method, and case studies to uncover the global interconnectedness of social media design and reorient universal design standards. Centering on the dynamics between structure and agency, Sun draws on practices theories and transnational fieldwork and articulates a critical design approach. The culturally localized user engagement and empowerment (CLUE2, or CLUE-squared) framework extends from situated activity to social practice and connects macro institutions with micro interactions to redress asymmetrical relations in everyday life. Why were Japanese users not crazed about Facebook? Would Twitter have been more successful than its copycat Weibo in China if not banned? How did mobilities and value propositions play out in the competition of WhatsApp, WeChat, LINE, and KakaoTalk for global growth? Illustrating the cultural entanglement with a relational view of design, Sun provides three provocative accounts of cross-cultural social media design and use. Concepts such as affordance, genre, and uptake are demonstrated as design tools to bind the material with the discursive and leap from the critical to the generative for culturally sustaining design. Sun calls to reshape the crossroads into a design square where differences are nourished as design resources, where diverse discourses interact for innovation, and where alternative design epistemes thrive from the local. This timely book will appeal to researchers, students, and practitioners who design across disciplines, paradigms, and boundaries to bridge differences in this increasingly globalized world.
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Hanes, Michael. Social Media Marketing: A Beginners Guide to Leveraging Facebook, Twitter, Instagram, and YouTube to Become an Influencer and Grow Your Business! Ingram Publishing, 2020.

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Buchteile zum Thema "Social media micro influencer"

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Gebel, André. „Influencer Marketing“. In Social Media im Tourismusmarketing, 69–93. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31078-3_6.

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Kreutzer, Ralf T. „Influencer-Marketing“. In Social-Media-Marketing kompakt, 33–43. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4_3.

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Leban, Marina, und Benjamin G. Voyer. „Social media influencers versus traditional influencers“. In Influencer Marketing, 26–42. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-4.

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Sbai, Adil. „TikTok – der neue Stern am Social-Media-Himmel“. In Influencer Marketing, 95–126. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31892-5_5.

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Sharma, Rashmi. „Like-influencer framework“. In Contemporary Issues in Social Media Marketing, 258–70. 1 Edition. | New York : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315563312-19.

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Schall, Heidi. „Social Media in Influencer Relations“. In Xpert.press, 141–59. Berlin, Heidelberg: Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-18410-9_13.

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Närvänen, Elina, Tytti Kirvesmies und Elina Kahri. „Parasocial relationships of Generation Z consumers with social media influencers“. In Influencer Marketing, 118–35. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-10.

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Deges, Frank. „Influencer im Kontext von Social Media“. In Quick Guide Influencer Marketing, 13–31. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8_2.

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Ganguly, Kaushik Kumar. „Influencer Marketing in Social Media Context“. In Interdisciplinary Research in Technology and Management, 416–19. London: CRC Press, 2021. http://dx.doi.org/10.1201/9781003202240-65.

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Deges, Frank. „Influencer Marketing als Baustein der Social-Media-Strategie“. In Quick Guide Influencer Marketing, 33–41. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8_3.

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Konferenzberichte zum Thema "Social media micro influencer"

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Leonardi, Simone, Diego Monti, Giuseppe Rizzo und Maurizio Morisio. „Mining micro-influencers from social media posts“. In SAC '20: The 35th ACM/SIGAPP Symposium on Applied Computing. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3341105.3373954.

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Ardhanariswari, Kartika Ayu, Ninik Probosari und Ari Wijayanti. „Branding Strategy By Social Media Ads And The Implementation Of Intellectual Property Rights In Wonogiri Coffee SMES (UMKM)“. In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.189.

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In fact, many Micro, Small, and Medium Enterprises (MSMEs/UMKM) are not yet aware of the importance of branding for competitiveness and not aware of the importance of protecting intellectual property rights and more focused on aspects of product sales. Micro, Small, and Medium Enterprises (MSMEs/UMKM) play an important and strategic role in building the national economy. Seeing the fairly good conditions above, it turns out that the existence of Coffee MSMEs in Wonogiri Regency, Central Java still has several obstacles, namely in branding / promotional media and also protection of Trademark Intellectual Property Rights. Because it is very important for every Coffee MSME to have a strategy and approach that is clear and unique to an identity to be poured into branding through social media or other digital media. To strengthen coffee MSMEs in Wonogiri Regency, one of the important strategies to implement is to provide awareness dissemination of the importance of branding/brands for MSMEs and also assistance in branding through social media as the identity of MSMEs. Branding strategies need to be done in order to build the image and identity of the products produced by MSMEs that are able to influence consumers to have positive perceptions of the products, characters, abilities, appearance and offers that are being promoted. The last most important problem for MSME actors is that there is no awareness of the importance of legal protection regarding Intellectual Property Rights regarding Trademarks, Copyrights, and Industrial Designs. So there is a concern that the product is plagiarized by others or is prosecuted legally because there are products that have the same trademark.
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Gräve, Jan-Frederik, und Annika Greff. „Good KPI, Good Influencer?“ In SMSociety '18: International Conference on Social Media and Society. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3217804.3217931.

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Zheng, Cheng, Qin Zhang, Sean Young und Wei Wang. „On-demand Influencer Discovery on Social Media“. In CIKM '20: The 29th ACM International Conference on Information and Knowledge Management. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3340531.3412134.

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Hidayati, A., R. Winarni, D. Pratama und A. Nurfarkhana. „Social Media Influencer in Wayang Performance: the Punakawan“. In Proceedings of 1st Workshop on Environmental Science, Society, and Technology, WESTECH 2018, December 8th, 2018, Medan, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-12-2018.2283899.

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Gribovod, Ekaterina. „Mediatisation as a Driver of Big Data Growth“. In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-62.

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The possibilities and consequences of the application and penetration of information technology in different spheres of society are of particular interdisciplinary interest in today’s academic environment. The methodological basis of the study was a combination of informational, comparative, systematic and conceptual approaches. Besides that, the secondary data analysis method was employed. This article examines mediatisation as an important factor in accelerating the accumulation of big data in the digital age. With the emergence of new media and the digitalisation of modern media space, researchers have recorded a process of ‘deep mediatisation’. It is noted that, in domestic practice, the main emphasis in the study of the phenomenon of ‘Big Data’ is on its technical aspect, while socio-humanitarian characteristics and effects are revealed to a lesser extent. The article represents an attempt to consider ‘Big Data’ technology as a symbolic and authoritative resource of the information society. Mediatisation and big data are interrelated. On one hand, ‘Big Data’ technology allows for the identification and measurement of quantitative indicators of the mediatisation process (e.g. active social media audience, etc.) and facilitates the processing of the findings. Mediatisation, on the other hand, facilitates the accumulation of heterogeneous data and, as a theoretical concept, allows for the implications of big data technology to be identified and for social institutions to be adapted to it. In addition, mediatisation is changing the paradigm of the private and individual aspects in media space as a result of the growth in the volume, storage and reproduction of social information in the digital society, the lowering of the barrier of access to the media age, and the emergence of new actors of communication: micro-subjects (e.g. Influencers).
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Tauhid, Syafi Muhammad, und Yova Ruldeviyani. „Sentiment Analysis of Indonesians Response to Influencer in Social Media“. In 2020 7th International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE). IEEE, 2020. http://dx.doi.org/10.1109/icitacee50144.2020.9239218.

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Dogan, Mustafa, Omer Metin, Elif Tek, Semih Yumusak und Kasim Oztoprak. „Speculator and Influencer Evaluation in Stock Market by Using Social Media“. In 2020 IEEE International Conference on Big Data (Big Data). IEEE, 2020. http://dx.doi.org/10.1109/bigdata50022.2020.9378170.

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N. Agu, Monica, Stephen Nabareseh und Christian Nedu Osakwe. „Investigating Web Based Marketing in the Context of Micro and Small-Scale Enterprises (MSEs): A Decision Tree Classification Technique“. In InSITE 2015: Informing Science + IT Education Conferences: USA. Informing Science Institute, 2015. http://dx.doi.org/10.28945/2201.

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This paper presents the findings of an exploratory study of web based marketing (WBM) usage predictor variables in the context of micro and small-scale enterprises (MSEs). By means of a cross-sectional field study, a structured questionnaire was used to elicit responses from 267 enterprises situated in the South East Region of Nigeria. The main rationale for this study is to provide a vivid description of pertinent variables that are most likely to influence an enterprise’s consideration of the relevance and/or implementation of WBM. Against this backdrop, the authors used the decision tree classification technique of data mining to build a predictive model. One of the interesting findings in this study seems to show that service-oriented enterprises that have a social media presence and are equally headed by highly educated women have a higher proclivity of engaging in WBM. By and large, our findings provide an understanding of idiosyncratic factors that impact on WBM non (usage) by enterprises. Lastly, our findings have implications for practitioners and policy makers in developing countries, particularly that of Nigeria.
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10

Barnes, Stuart, und Richard Rutter. „Using Big Data and AI to Examine Product Engagement in Social Media Influencer Posts“. In 2019 4th International Conference on Information Technology, Information Systems and Electrical Engineering (ICITISEE). IEEE, 2019. http://dx.doi.org/10.1109/icitisee48480.2019.9003991.

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