Literatura académica sobre el tema "Influenceurs – Marketing"
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Artículos de revistas sobre el tema "Influenceurs – Marketing"
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Marty, Stéphanie. "« Swipe up » et « codes promo » : quand les influenceurs donnent vie à un storyliving dédié aux marques". Communication & management Vol. 18, n.º 1 (18 de junio de 2021): 47–65. http://dx.doi.org/10.3917/comma.181.0047.
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Vernette, Éric y Élisabeth Tissier-Desbordes. "Le repérage marketing des influenceurs dans les réseaux sociaux Des dangers de l’ignorance aux risques de l’à peu près…". Décisions Marketing N° 67, n.º 3 (1 de agosto de 2012): 5–8. http://dx.doi.org/10.3917/dm.067.0005.
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Hastiana, Arlin Tri y Rifelly Dewi Astuti. "Analisis Pengaruh Kredibilitas Influencer Marketing Terhadap Minat Beli Pada Industri Skincare Merek Lokal Indonesia". Journal of Economic, Bussines and Accounting (COSTING) 7, n.º 1 (29 de julio de 2023): 399–409. http://dx.doi.org/10.31539/costing.v7i1.6646.
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ABSTRACT
The purpose of this study is to explore the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise and similarity) on purchase intention through the mediating role of brand awareness, trust in influencer post, also cognitive and affective online engagement in Indonesian local brand skincare industry. The population of this study entails all social media users who have bought local skincare in Indonesia within 1 month and follow the influencers marketing who promote the brand in their social media account. The total number of respondents who were collected was 1,270 respondents, however only 968 respondents were taken for further measurements. The data was analyzed by SEM-PLS. The study demonstrates a very excellent fit for the data and the influence of expertise, trustworthiness, attractiveness, and similarity of influencer on brand awareness, trust in influencer’s post, online engagement, and purchase intention. This research is proved additional dimension of influencer credibility (similarity) besides three commonly used (expertise, trustworthiness and attractiveness). Another contribution of this research is that it succeeded in validating the credibility of which influencers influence the target market for local skincare brands in Indonesia.
Keywords: Influencer Credibility, Brand Awareness, Trust, Engagement, Purchase Intention
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Shahzad, Aamir, Hamza Rashid, Atif Nadeem, Muhammad Bilal y Wisal Ahmad. "Social Media Influencer Marketing: Exploring the Dynamics of Follower Engagement". Journal of Policy Research 12, n.º 4 (31 de diciembre de 2023): 1–8. http://dx.doi.org/10.61506/02.00120.
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This study explores the dynamic realm of influencer marketing, a transformative force in contemporary digital marketing. Influencer marketing harnesses the power of social media influencers (SMIs) to endorse products, services, or causes, reshaping the consumer-brand relationship. Despite extensive research in this field, a critical aspect remains underexplored: the factors and processes influencing follower engagement. The study utilizes a qualitative research approach, employing triangulation to synthesize existing literature and conduct focus group discussions. This study introduces an integrative framework encompassing "Influencer Content Characteristics," "Source Characteristics," and "Psychological Characteristics." These dimensions shed light on the multifaceted influencer marketing landscape, providing insights into how influencers shape trust, connections, and persuasive impact. The study offers a deeper understanding of follower engagement, empowering marketers to craft more effective influencer strategies in the ever-evolving digital sphere. As the global influencer marketing industry continues its meteoric rise, this research becomes increasingly pertinent, forecasting a promising future for influencer marketing's role in brand engagement and consumer decision-making.
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Belanche, Daniel, Marta Flavián y Sergio Ibáñez-Sánchez. "Followers’ reactions to influencers’ Instagram posts". Spanish Journal of Marketing - ESIC 24, n.º 1 (20 de febrero de 2020): 37–54. http://dx.doi.org/10.1108/sjme-11-2019-0100.
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Purpose The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns.
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Isti Raafaldini Mirzanti, Icha Isana Febriana,. "Instagram Influencer Selection Analysis on the SME’s Brand Campaign in Indonesia using Correlation Analysis (Case Study: IAM.ID)". Psychology and Education Journal 58, n.º 1 (1 de enero de 2021): 3455–61. http://dx.doi.org/10.17762/pae.v58i1.1285.
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The number of Small Medium Enterprises (SMEs) in Indonesia reached 64,194,057 units in 2018 and made a good impact on Indonesia’s economy. However, it turns out that SMEs face various problems, such as business strategy, marketing, and branding. Only 12% of SMEs currently use digital as one of their platforms and most of these businesses are still in stagnant condition. Currently, SMEs are starting to use influencers as their marketing strategy on Instagram. However, it is difficult to find a suitable influencer for their product or service due to so many influencers with various categories. The market potential in this field is quite high considering that Indonesia has the largest number of social media users in the world, especially Facebook and Instagram. Globally 5-10 billion USD marketing is done through influencer marketing in 2020, 65% of companies plan to use more influencer marketing and 92% of customers trust personal recommendations more than conventional advertising. An analysis was conducted of the selection of Instagram influencers on the brand campaign in Indonesia through a case study from IAM.ID. This company provides solutions in the fields of influencer marketing and technology with influencers data analytics. IAM.ID services include content creations, endorsement, store visits, and influencer’s community. In this research, the hypothesis is based on the level of engagement and influencer category. Influencers are considered more effective if they match the advertised brand. Influencer data analytics are obtained from engagement rate (ER) influencers, the number of followers, influencer categories, and content analysis. Brand analysis is obtained from brand preferences obtained through questionnaires. Then a correlation analysis was carried out on the ER campaign and the result was that both the number of followers and ER influencers had a strong relationship to the ER campaign. Besides, the suitability of the influencer category can also be checked using content analysis.
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Dey, Anindita. "Influencer Marketing: Popularity of Brand Posts Among Youth using Instagram in Guwahati, Assam". Indian Journal of Mass Communication and Journalism 3, n.º 3 (30 de marzo de 2024): 16–21. http://dx.doi.org/10.54105/ijmcj.c1069.03030324.
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Influencer marketing involves companies working with online influencers to promote their products. Other influencer marketing collaborations are less concrete; influencers have massive online and social media followings. Some people have hundreds of thousands (if not millions) of followers. It is still likely that many of them will appear to be ordinary people. They may have just a thousand followers, or even fewer in some cases. Nevertheless, they will have established their reputation as industry experts. Depending on their field of expertise, these are the ones who produce the most interesting social postings. They publish the most beautiful content and create the most exhilarating movies, and host the most interesting and informative online debates. The purpose of this thesis is to explore how popular Instagram influencers are, to study the efficiency of influencer marketing in promoting a certain product, and its future in the marketing sector. In addition, the study attempts to investigate customers' review behaviours, desired qualities of influencers, and the reasons behind their activities. We used an objective technique with qualitative and quantitative data to achieve the goal of this study. The information was acquired through a questionnaire and Interviews with the influencers. Influencer marketing is most effective when top influencers and story specialists are seen to be trustworthy. Furthermore, it was discovered that influencers have significant influences on consumer behaviour when it comes to information search and alternative recognition.
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Nguyen, Cuong, Tien Nguyen y Vinh Luu. "RELATIONSHIP BETWEEN INFLUENCER MARKETING AND PURCHASE INTENTION: FOCUSING ON VIETNAMESE GEN Z CONSUMERS." Independent Journal of Management & Production 13, n.º 2 (1 de abril de 2022): 810–28. http://dx.doi.org/10.14807/ijmp.v13i2.1603.
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The exploration of social media among Gen Z has promoted the development of influencer marketing in emerging markets. This study aims to determine how influencer marketing would impact Vietnamese Gen Z consumer’s purchase intention. This study employed quantitative research and used Exploratory Factor Analysis (EFA) to analyze the data. The data collection process is conducted online with a sample size of 250 Gen Z respondents. The respondents are aware of the impacts of influencer marketing on their purchase intention. The respondents are exposed to influencer marketing on social media and had experiences with online shopping. The study analyzes five factors that would influence Gen Z’s consumer purchase intention: perceived influencers’' credibility (CRE), the relevance between products and customers (RE), the entertainment value of influencers' content (ENT), perceived expertise of influencers (EXP) and peer’s review and recommendation (PEER). This study's findings concluded that 4 out of 5 factors had influenced Gen Z purchase intention: perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation. There is no statistical evidence to conclude that the relevance between products and customers (RE) impacts Vietnamese Gen Z’s consumer purchase intention. Remarkably, peer’s review and recommendation (PEER) is the most vital factor impacting Vietnamese Gen Z's consumer purchase intention. Managerial recommendations are provided to improve influencer marketing's effectiveness on purchase intention among Vietnamese Gen Z consumers.
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Satpathy, Abhilash, Ansuman Samal, Kilaru Madhavi y Raju Agrawal. "The Role of Influencer Marketing on Consumer Buying Decision". ECS Transactions 107, n.º 1 (24 de abril de 2022): 12373–80. http://dx.doi.org/10.1149/10701.12373ecst.
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The purpose of this research is to identify how influencer marketing can influence buying behavior of the consumers. To find out the same, primary data collection method was followed in this research work. Sample size was 66 however, 50 complete responses were received. From the responses it was found that most some participants directly buy products recommended by influencers while most of them check reviews about that product before buying it. Some consumers compare recommended products with other products before buying and some consumers check the price before buying. Therefore, from this information it can be concluded that influencers can positively influence buying behavior of the consumers. However, several factors affect this. For example, higher number of followers ensures that an influencer influences consumer. However, if influencers are paid for product promotion, then it cannot influence consumer buying behavior. On the other hand, area of expertise of the influencers also plays a major role in influencing buying behavior of the consumers. Besides, if an influencer is from a same country with the followers, then the influencers can easily influence their buying behavior.Keywords: Influencer marketing, consumer buying behavior, consumer-buying process, buying behavior of followers
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Bonus, Alexis Keith, Jasmin Raghani, John Kenneth Visitacion y Mary Caroline Castaño. "Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses". Journal of Business and Management Studies 4, n.º 1 (5 de marzo de 2022): 189–202. http://dx.doi.org/10.32996/jbms.2022.4.1.22.
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Influencer Marketing has become a trend recently. Influencers have loyal fan bases who trust their taste in products and support them through their endorsements. With the rising number of start-up businesses in the country, this study was conducted to discover whether or not Influencer Marketing affects the brand awareness and reputation of start-up businesses and the consumer's purchasing behavior. The study focused on five Influencer Marketing factors: influencer's online presence, influencer's expertise, content attractiveness, consumer's desire to mimic, and consumer's preferred platform. Using a quantitative research method, the study revealed that all five factors are essential to consumers and have a low to moderate positive relationship with one another. However, only three have a significant impact on increasing the brand awareness and reputation of start-up businesses: Influencer's Online Presence, Consumer's Desire to mimic, and Consumer's Preferred Platform.
Tesis sobre el tema "Influenceurs – Marketing"
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Hellerstedt, Julia y Emina Mujkanovic. "Influencer Marketing: När gränsen mellan rekommendation och reklam suddas ut : En studie om hur Influencer Marketing påverkar konsumenters köpprocess". Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-150910.
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Bakgrund Konsumenters förtroende för traditionella marknadskommunikationer sjunker. Företag försöker därför hitta nya sätt att nå fram till konsumenter. En marknadskommunikation som vuxit fram till följd av detta är Influencer Marketing, vilken innebär att inflytelserika individer influerar människor på sociala medier. Influencer Marketing är dock fortfarande en gråzon och studier inom området är begränsade. Syfte: Studiens syfte är att, genom att undersöka konsumenter, erhålla en djupare förståelse för hur deras köpprocess påverkas av Influencer Marketing genom att identifiera och förstå faktorer som påverkar deras inställningar och handlingar som ett resultat av Influencer Marketing. Genomförande: Studien har utförts genom en trianguleringsmetod, vilken innebar en datainsamling genom en kvantitativ enkät och tio kvalitativa intervjuer. För att kunna kartlägga och analysera konsumenters köpbeteende i relation till Influencer Marketing, ställdes frågor kopplade till syftet. Slutsats: Studien fastställer att främst personliga faktorer, psykologiska faktorer och sociala faktorer påverkar konsumenters uppfattning av influencers och följaktligen Influencer Marketing. Studien visar att konsumenter med en positiv uppfattning av influencers, i stor utsträckning värderar och tillgodogör innehåll via Influencer Marketing, vilket i sin tur leder till att deras köpprocess förkortas. Vidare visar studien att motsatsen gäller för konsumenter med en negativ uppfattning av influencers. Studien fastställer även att köpprocessen är en iterativ process istället för en statisk ordning.Background: The consumers trust in traditional marketing communications is decreasing. Therefore, companies try to find new ways to reach the consumers. A marketing communication that has blossomed as a result of this is Influencer Marketing, which means that influential individual influence people on social media. However, Influencer Marketing is still a gray zone and research within the field is limited. Purpose: The purpose of the study is to, by researching the consumers, gain a deeper understanding for how their buying process is affected by Influencer Marketing by identifying and understanding the factors that affect their attitudes and behaviors as a result of the marketing communication. Completion: The study has been conducted by a triangulation method, which has involved data collecting through a quantitative survey and ten qualitative interviews. In order to map and analyze the consumers buying behavior in relation to Influencer Marketing, questions were asked in regard to the purpose of the study. Conclusion: The study displays that mainly the personal factors, psychological factors and social factors affect the consumers’ perception of influencers and hence of Influencer Marketing. The study shows that the consumers with a positive perception of influencers, value and appropriate content via Influencer Marketing to a larger extent, which in return shortens their buying process. Furthermore, the study shows that the case is the opposite for the consumers with a negative perception of influencers. The study also displays that the buying process is an iterative process instead of a static order.
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Dahlkvist, Victor. "Influencer marketing: Long-term collaborations on Instagram : A case study". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-300373.
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More and more companies have started to use influencers on social media platforms for promoting their product or service, in exchange for a compensation. While this has enabled reach for a low cost, it is the nature of the authentic endorsement that has made the marketing channel so efficient. This thesis seeks to investigate how different collaboration types, depending on size and length, impacts the financial performance of Instagram influencer collaborations. In addition, it investigates what underlying factors that might be prevalent in impacting these collaboration types. The thesis is conducted as a mixed method descriptive single case study, utilizing both quantitative and qualitative data. To understand the financial performance of influencer collaborations, data from three consecutive years from the case company are presented and analyzed. To understand what characteristics that impacts this outcome, interviews with marketing professionals are used together with relevant previous literature in the field of influencer marketing. It is found that long-term collaborations have a higher return compared to short-term, along with other useful advantages of collaborating long-term. Additionally, it was found that influencers with more followers tend to have a lower financial return, but can be more efficient in other aspects, such as promoting the brand. Lastly, contributions based on the findings for both theory and practice are presented.Fler och fler företag har börjat att använda sig av influencers på sociala medieplattformar för att lyfta fram deras produkt eller tjänst i utbyte för kompensation, kallat influencer marketing. Medan det här har möjliggjort räckvidd för en låg kostnad, är det naturen av den autentiska ”omfamningen” av varumärket som gjort marknadsföringskanalen effektiv. Den här uppsatsen söker att förklara hur olika samarbetstyper, beroende på antalet följare som influencern har samt längden på samarbetet, påverkar det finansiella resultatet av influencersamarbeten på Instagram. Därtill, så undersökes vilka underliggande faktorer som ytterligare kan påverka utgången av de olika samarbetstyperna. Fallstudien genomfördes med en blandad metodologi, baserat på både kvantitativ och kvalitativ data. I ett försök att kunna förstå det finansiella resultatet av influencersamarbeten, används data från tre påföljande år som presenteras och analyseras. För att förstå vilka attribut som påverkar utfallet av det finansiella resultatet, intervjuas marknadsförare för deras professionella insikt. Upptäckterna visade att långsiktiga samarbeten med influencers har en högre avkastning jämfört med korta, tillsammans med andra fördelar med lånsiktiga samarbeten. Utöver det upptäcktes det att influencers med fler följare tenderar att ha en lägre avkastning men kan vara användbara på andra sätt, exempelvis för att främja varumärket. Till sist, så beskrivs bidrag för både forskning och praktik baserat på uppsatsens upptäckter.
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Eliassi, Sarzeli Hero y Emma Jändel. "Influera mera : En studie om olika aktörers syn på digital marknadsföring genom influencers via sociala medier". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54481.
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Författare: Hero Eliassi & Emma Jändel Handledare: Åsa Lindström Examinator: Bertil Hultén Kurs: Examensarbete 30hp, Civilekonomprogrammet inriktning marknadsföring, Linnéuniversitetet Kalmar, VT 2016. Forskningsfråga: Hur ser olika aktörer på användandet av influencers sociala mediekanaler i digital marknadsföring? Syfte: Syftet med detta examensarbete är att analysera användandet av influencers och deras sociala mediekanaler i digital marknadsföring. Fenomenet kommer att undersökas utifrån fyra aktörers perspektiv; influencer marketing-byråers, handelsföretags, influencers och konsumenters perspektiv, för att utforska hur man kombinerar synsätten från de olika aktörerna och på så sätt har möjlighet att effektivisera marknadsföringen genom influencers. Vi ämnar tolka de olika aktörernas syn på denna typ av marknadsföring för att bidra med implikationer till handelsföretag som använder sig av eller funderar på att marknadsföra sig genom influencers sociala mediekanaler och influencer marketing-byråer som agerar mellanhänder mellan handelsföretag och influencers. Vidare ämnar vi även bidra med implikationer till influencers som genomför denna marknadsföring. Metod: Detta examensarbete har haft en kvalitativt inriktad fallstudie med en induktiv ansats och ett explorativt syfte. Databildningen har bestått av en litteraturstudie och en empirisk undersökning genom semistrukturerade intervjuer och fokusgrupper. Det empiriska materialet som erhölls analyserades genom en kvalitativ dataanalys. Resultat & slutsatser: Vi kan konstatera att de fyra aktörerna ser på influencer marketing som ett effektivt marknadsföringssätt som föredras framför företags egen marknadsföring. Vad som framkommer är att ett antal krav bör tas i beaktning för att budskapen presenterade av influencers ska nå ut till den tänkta målgruppen. För att budskapen ska mottas av konsumenter som trovärdiga bör matchning ske mellan varumärken och influencers, samarbetena bör vara genuina och inspirerande, budskapen bör passa in i den kontext där de marknadsförs och balans bör finnas mellan personlighet och professionalitet. Teoretiska och praktiska implikationer: Examensarbetets teoretiska implikationer består av en reviderad undersökningsmodell där viktiga aktörer och aktuella sociala mediekanaler för influencer marketing presenteras. De praktiska implikationerna består av en TRIMPP- modell där begreppen trovärdighet, relevans, inspiration, matchning, personlighet och professionalitet presenteras som viktiga vid skapandet av influencer marketing-kampanjer. Nyckelord: Influencer marketing, influencers, sociala medier, digital marknadsföringAuthors: Hero Eliassi & Emma Jändel Supervisor: Åsa Lindström Examiner: Bertil Hultén Course: Master Thesis in Marketing 30 ECTS, Business Administration and Economics Programme, Linnaeus University Kalmar, Spring 2016. Research question: How does different actors view the usage of influencers’ social media channels in digital marketing? Purpose: The purpose of this thesis is to analyze the usage of influencers and their social media channels in digital marketing. The phenomenon will be studied from the perspective of four different actors; influencer marketing-agencies, companies, influencers and consumers, to be able to examine how to combine the different actors’ views in order to make influencer marketing more effective. We aim to interpret the different actors’ views of influencer marketing to be able to provide implications to companies using or thinking about using influencer marketing and to influencer marketing-agencies that act as intermediaries between companies and influencers. We also aim to provide influencers with implications. Method: This thesis had a qualitatively oriented case study with an inductive approach and an explorative purpose. Data formation consisted of a literature review and an empirical study through semi-structured interviews and focus groups. The empirical data obtained was analyzed through a qualitative data analysis. Results and conclusions: We can conclude that the four actors view influencer marketing as an effective marketing method which is preferred over companies' own marketing. A number of requirements should be taken into consideration when producing influencer marketing-campaigns in order for the messages to reach out to the intended audience. For the messages to be received by the consumers as credible matching must occur between brands and influencers, the cooperation should be genuine and inspiring, the messages should fit into the context in which they are presented and balance should be found between personality and professionalism. Theoretical and practical implications: The theoretical implications of the thesis consists of a revised research model with key stakeholders and relevant social media channels for influencer marketing. The practical implications are made up of a TRIMPP-model in which the concepts of trustworthiness, relevance, inspiration, matching, personality and professionalism are presented as important in the creation of influencer marketing- campaigns. Key words: Influencer marketing, influencers, social media, digital marketing
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Kreuger, Amanda y Sabina Broman. "Influencer Marketing : Relationen mellan företag och Influencers". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14576.
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Idag är sociala medier en stor del i dagens samhälle och det kan ses mer eller mindre som en självklarhet är ständigt vara uppkopplad. Dessa sociala plattformar har öppnat upp för en ny typ av marknadsföring, nämligen Influencer Marketing. Genom denna form av marknadskommunikation ger influencers företagen en möjlighet att genom deras kanaler nå en ny målgrupp. Då vi har studerat tidigare forskning inom ämnet har vi identifierat ett forskningsglapp när det kommer till hur arbetsrelationen, i influencer marketing-samarbeten, ser ut mellan företag och influencers. Denna studie syftar därför till att studera just denna relation utifrån ett marknadsföringsperspektiv för att se till hur dessa två parter tillsammans arbetar för att upprätthålla deras egna och varandras image. För att få ett djup i vår studie samt för att förstå både företagets och influencerns sida har vårt empiriska material samlats in genom kvalitativa semistrukturerade intervjuer. Dessa intervjuer har analyserats tillsammans med tidigare forskning utifrån ett kvalitativt förhållningssätt.Social media is a big part of today’s society and it may seem as a certainty to constantly be available and online. These social platforms have opened the door for a new kind of marketing strategy, the Influencer Marketing. Through this new marketing communication companies are given the possibility to target a new group of customers through the social media channels of the influencer. By studying previous research of the topic we have identified a gap in the research regarding how the business relationship, within Influencer Marketing, between the involved company and influencer work. This paper’s purpose is therefore to study said relationship from the perspectives of marketing to acknowledge how the two parties work together to maintain and uphold the own and each others image. To gain a depth in our paper and to understand the company’s as well as the influencer’s perspective the empirical material has been gathered through several qualitative semistructured interviews. These interviews have been analysed alongside previous research through a qualitative approach.
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Söderberg, Stenman Maja y Irma Axelsson. "Fake it 'til you make it! Influencer Marketing 2.0 : Verkliga- och Artificiella Influencers påverkan på konsumenters varumärkespercepion, från ett autenticitetsperspektiv". Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-159505.
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Problemformulering: Konsumenter har påvisat en ökad misstro mot traditionell marknadsföring och efterfrågar autenticitet. Influencer Marketing används i allt större utsträckning av företag för att nå sin målgrupp på önskvärt sätt, och branchen anses ha mognat. Som en vidareutveckling av Influencer Marketing har ett nytt fenomen tagit form; Artificiella Influencers. Fenomenet är ännu relativt okänt av gemene man, men har redan uppmärksammats av såväl modehus som marknadsförare världen över. Hur användandet av detta fenomen kan komma att påverka företag, dess varumärken och uppfattade autenticitet är i dagsläget ännu oklart och forskning på ämnet saknas. Syfte: Studien ämnar undersöka om, och hur, konsumenters uppfattning av ett varumärke och dess autenticitet skiljer sig åt då varumärket kommuniceras via en Verklig- eller Artificiell Influencer. Vidare avser studien jämföra hur dessa två marknadsföringsstrategier skiljer sig åt gällande koncepten varumärkesperception och autenticitet. Slutsats: Studien påvisar att såväl likheter som skillnader går att urskilja gällande de attityder och inställningar som återfinns hos respondenterna mellan Verkliga och Artificiella- Influencers. Den avgörande faktorn konstaterades vara vare sig det framgick om Influencern var artificiell eller ej. Om detta ej kunde avgöras av respondenten bedömdes varumärkessamarbetet utefter samma kriterier för båda typerna av Influencers, vilka därmed likställdes från ett autenticitetsperspektiv. Vidare fastställdes den övergripande kongruensen av matchning mellan samtliga faktorer och modeller vara av stor vikt och helt beroende av individernas subjektiva perception av autenticitet. Forskningsbidrag: Denna studie tillför nya insikter om hur individer uppfattar varumärkesautenticitet vid användandet av fenomenet Artificiella Influencers. Detta fenomen är därmed en ny-tappning på ämnesområdet Influencer Marketing varför uppsatsen bidrar med ökad förståelse för såväl fältet Influencer Marketing som fenomenet Artificiella Influencers.Problematization: Consumers have demonstrated an increased distrust against traditional marketing and are demanding authenticity. Influencer Marketing is used more frequently by companies in order to reach the target audience in a desired manner, and the industry is considered to have matured. As a further development of Influencer Marketing, a new phenomenon has evolved; Artificial Influencers. The phenomenon is still relatively unknown by the commonalty but has already been recognized by both fashion houses and marketers worldwide. The effects this phenomenon will have upon companies deciding to follow this new trend, their brands and perceived authenticity is still unclear and as for now, there is a lack of research on the subject. Purpose: The purpose of this study is to examine if, and how, consumers perception of a brand and its authenticity alters whether the brand is communicated by a Real- or an Artificial Influencer. Furthermore, the study aims to compare how these two marketing strategies differs in terms of brand perception and authenticity. Conclusion: This study determines that both similarities and differences can be distinguished among the attitudes of the respondents regarding the matter of Real- versus Artificial Influencers. The decisive factor was found to be whether or not it was clear that the Influencer was artificial. If the respondent could not tell the origin of the Influencer, the brand collaboration was assessed upon the same criteria for both types of Influencers, hence they can be regarded being equal in terms of authenticity. Moreover, it became clear that the overall congruence of fit between all of the determinants as well as the theoretical models were of importance, which depended on the individual’s subjective perception of authenticity. Contribution: This study contributes with new insights on how individuals perceive brand authenticity when companies market themselves with the help of Artificial Influencers. The phenomenon can therefore be seen as a remastered form of Influencer Marketing hence this thesis contributes to an increased understanding of both the Influencer Marketing field as well as the phenomenon of Artificial Influencers.
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Bexell, Alexandra y Fanny Wikström. "#Isamarbetemed : En studie om influencer marketing och co-branding". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66854.
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Syfte och Forskningsfrågor: Syftet med denna studie är att urskilja olika samarbetsprocesser för hur influencers nyttjar digitala nätverk och hur det främjar såväl influencer och företag som väljer att samarbeta. Utifrån detta syfte har vi formulerat tre frågeställningar som lyder enligt följande: 1.På vilka sätt nyttjar influencers digitala nätverk? 2.Vilka lärdomar kan företag få av ett samarbete med influencers gällande vilka strategier som är framgångsrika för att förmedla sitt budskap? 3.Hur kan co-branding mellan företag och influencers ge olika respons? Metod Studien är utformad utifrån en kvalitativ undersökningsmetod för att få en djup förståelse för fältet. Ansatsen är av induktiv karaktär och empirin utgör därför en central del av studien. Empirin utgörs av insamlad data i form av sex semistrukturerade intervjuer med individer relevanta för ämnet. Slutsats: Studiens resultat har påvisat hur co-branding mellan en influencer och företag kan utveckla sociala medie nätverkande och mynnat ut i en samarbetsmodell. Karakteristiska drag av ett co-brand på sociala medier är att det krävs en engagerad och dedikerad publik och att ett trovärdigt samarbete är avgörande om ett co-brand ska bli lyckat. Utöver detta visar studien på att influencermarknadsföringen är en metod i framkant när det gäller att segmentera fram rätt målgrupp. Slutligen visar resultat på att influencermarknadsföringen är under utveckling och att den har stor marknadspotential.
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Henningsson, Sandra y Ida Aldebert. "The Power of Influencers : Instagramanvändares syn på influencers och influencer marketing". Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85385.
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It is now increasingly common for companies to communicate with their consumers via influencers and in recent years it has become one of the most successful marketing tools for companies. Influencers do not only have the power to influence hundreds of thousands of people at the same time, but previous research has also shown that they are credible and reliable marketers. Influencers are seen as the marketers of the future. This research investigates the audience’s view on influencers and influencer marketing with several theoretical perspectives as a basis. Semi-structured interviews were conducted with eight experienced Instagram users and the research findings show that influencers can be defined in different ways and have different meaning for different people. They are also considered to be a source of great influence. The findings also show that the view on influencer marketing is relatively negative and that influencers, with the exception of some, are not particularly credible as marketers. Furthermore, we discuss several factors that may affect the credibility of an influencer.
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Kristiansson, Kajsa y Mathilda Wahlqvist. "Influencer sökes : En kvalitativ studie av influencers roll inom företags marknadskommunikation". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64587.
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Syfte och forskningsfrågor Syftet med studien är att klargöra och analysera influencers roll i företags marknadskommunikation. Utifrån detta syfte har följande tre forskningsfrågor formulerats: ❖ Vad präglar influencers roll som marknadsförare? ❖ Vad innebär digitaliseringen för företags sätt att arbeta med sin marknadskommunikation? ❖ Hur har utvecklingen av sociala medier påverkat företags användande av influencer marketing? Metod Uppsatsen är utformad efter en kvalitativ forskningsmetod. Ansatsen kan anses vara av abduktiv karaktär, eftersom forskningsprocessen utgörs av ett växelspel mellan ett deduktivt och induktivt förhållningssätt. Den empiriska datan utgörs av sju semistrukturerade intervjuer där respondenterna anses vara experter inom området. Slutsatser Studiens resultat har visat att digitaliseringen och utvecklingen av sociala medier gjort att företag allt mer använder sig av influencers i sin marknadskommunikation. Således har influencers fått en betydande roll inom företags marknadskommunikation och rollen kan sammanfattas med följande begrepp: Föra en dialog och dela företags berättelser, högre autenticitet, längre räckvidd på fler plattformar, större genomslagskraft, nischa företags marknadsföring samt nå yngre målgrupper, maskerar marknadsföringen, bygger och ansvarar för företags varumärken och förlust av kontroll.Purpose and research questions The purpose of this study is to clarify and analyse influencers’ role in corporate marketing communications. With this purpose in mind, the following three research questions have been formulated: ❖ What characterizes influencers’ role as marketers? ❖ What does the digitalization mean for companies’ ways of working with their marketing communication? ❖ How has the development of social media affected companies’ use of influencer marketing? Method The essay is designed according to a qualitative research method. The research approach could be considered as abductive, since the research process comprises of an interaction between a deductive and inductive approach. Furthermore, the empirical data consists of seven semi-structured interviews where the respondents are considered experts in the field. Conclusion The study’s results have shown that the digitalization and the development of social media have increased the use of influencers within corporate marketing communications. Thus, influencers have gained a significant role in corporate marketing communication, and the role can be summarized with the following concepts: Conducting a dialogue and sharing the companies’ stories, higher authenticity, longer reach on various platforms, greater impact, niche the company’s marketing and reach younger target groups, disguise marketing, build and be responsible for a corporate brand and at last loss of control.
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Engström, Frida y Jini Christoffersson. "Influencer Marketing : En framgångsrik strategi beroende på målgruppensålder". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14578.
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Vi lever i ett konsumtionssamhälle där vi dagligen blir exponerade för reklam i alla dess olika former. Företag försöker ständigt komma på nya innovativa marknadsföringstekniker för att nå fram i mediabruset, där Influencer marketing identifierats som en av de mest framgångsrika marknadsföringsmetoderna i nutid. Tidigare forskning som pekar på strategins framgång har mestadels gjorts på en yngre målgrupp. Därmed har vi identifierat ett gap i litteraturen och ämnar att undersöka vilken effekt denna marknadsföringsmetod har på en äldre generation. Studiens syfte är att undersöka vilken relation kvinnor i ålder 50-65 har till Influencer marketing, samt få en bild av vad som influerar deras vilja att köpa kläder för eget bruk. Som ett delsyfte ämnar vi även att undersöka vilka personliga egenskaper företag bör leta efter hos en Influencer, för att kvinnor i åldern 50-65 ska ta till sig deras budskap. Vi har använt oss av kvalitativa metoder med induktiv ansats. Främst av semi-strukturerade intervjuer i form av fokusgrupper samt metoden foto elicitation interview. Studien visar ett tydligt resultat på att Influencer marketing på sociala medier inte är en framgångsrik marknadsföringsmetod på denna målgrupp. Främst på grund av att respondenterna inte använder sociala medier i den utsträckning som krävs för att detta ska vara en möjlig marknadsföringsmetod. Däremot visade sig traditionell reklam och personer i omgivningen har stor påverkan på klädvalen. Väljer man trotts detta att använda sig av Influencer marketing är trovärdighet, identifikation och karisma tre viktiga personligaegenskaper som målgruppen uppskattar hos en potentiell Influencer.We live in a consumer society where we daily are being exposed for advertising in all its different forms. Companies are constantly striving to find new innovative marketing techniques that will break through the media noise, where Influencer marketing has been identified as one of the most successful marketing strategies of today. Previous research that points to the strategy's success has mostly been done on a younger target group. Thus, we have identified a gap in the literature and intend to investigate the effect of this marketing method on an older generation. The purpose of the study is to investigate what relationship women at the age 50-65 have to Influencer marketing, as well as get an idea of what influences their wish to buy clothes for personal use. A subsidiary aim is also to investigate what personal attributes businesses should look for in an Influencer, for women aged 50-65 to embrace their message. We have used qualitative methods with inductive approach. Mainly semi-structured interviews in the form of focus groups, complemented with the method photo elicitationinterview. The result shows that Influencer marketing on social media is not a successful marketing strategy for this target group. Mainly because the respondents do not use social media to the extent required for this to be a possible marketing method. On the other hand, traditional advertising and people in their surroundings showed to hold great influence when it comes to the choice of clothes they wear. Although, if you choose to use Influencer marketing to target these women, trustworthiness, similarity and charisma are three key personal attributes that the target audience appreciates in a potential Influencer.
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Burke, Kayleigh Elizabeth. "Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement". Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.
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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects perceptions of consumers on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product perception, social comparison, and self-congruity. A questionnaire consisting of 48 questions pertaining to SMI, self-congruity, social comparison, and product perception was completed by 151 participants. Significant relationships were found between the source of the promotional post (SMI, Brand, Control) and product perception. There was also a correlation between self-congruity and social comparison towards the SMI as well as product perception. Results suggest that the post source influences product perception. Results also indicate consumers' perception of the SMI effects product perception. These results provide practical implications for communication practioners who utilize social media. The rapid growth of visual microblogging platforms such as Instagram, is creating new opportunities for organizations to communicate with stakeholders. Brands have used social media platforms in order to gain visibility in the college age audience. Currently there is a gap in research pertaining to SMI and their effects on consumers. This online experiment will address how promotion of a product by an SMI affects perceptions of consumers on Instagram through social comparison and self-congruity theory by comparing responses to a product promoted by an SMI to the same product promoted by the promoted by the brand and to an unbranded retail source. A questionnaire consisting 34 of questions pertaining to SMI, self-congruity, and social comparison will be asked to 180-240 participants. The participants will be randomly assigned one of nine Instagram posts to accomplish stimulus sampling across the three conditions: three from SMI, three from brands, and three from an unbranded retail sourceMaster of Arts
Libros sobre el tema "Influenceurs – Marketing"
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Jahnke, Marlis, ed. Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-20854-7.
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Fries, Peter J. Influencer-Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25784-2.
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Jahnke, Marlis, ed. Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31892-5.
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Yesiloglu, Sevil y Joyce Costello, eds. Influencer Marketing. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501.
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Levin, Aron. Influencer Marketing for Brands. Berkeley, CA: Apress, 2020. http://dx.doi.org/10.1007/978-1-4842-5503-2.
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Deges, Frank. Quick Guide Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8.
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Johne, Jane. Effectiveness of Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-41297-5.
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Álvarez-Monzoncillo, José M. The Dynamics of Influencer Marketing. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003134176.
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Nirschl, Marco y Laurina Steinberg. Einstieg in das Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-19745-2.
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Lichtenberg, Carola y Marcus Schladebach. Quick Guide Recht im Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-38420-3.
Texto completoCapítulos de libros sobre el tema "Influenceurs – Marketing"
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Yesiloglu, Sevil. "The rise of influencers and influencer marketing". En Influencer Marketing, 7–25. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-3.
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Costello, Joyce. "Influencer marketing". En Influencer Marketing, 286–301. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-21.
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Leban, Marina y Benjamin G. Voyer. "Social media influencers versus traditional influencers". En Influencer Marketing, 26–42. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-4.
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Guthrie, Scott. "Virtual influencers". En Influencer Marketing, 271–85. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-20.
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Gebel, André. "Influencer Marketing". En 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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Schmitt, Michael C. "Influencer Marketing". En Quick Guide Digitale B2B-Kommunikation, 67–72. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-14213-1_7.
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Gutjahr, Gert. "Influencer-Marketing". En Markenpsychologie, 121–22. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-24282-4_25.
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Lammenett, Erwin. "Influencer-Marketing". En Praxiswissen Online-Marketing, 139–70. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25135-2_4.
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Bansal, Monika y Nupur Bhati. "Influencer marketing". En Digital Marketing Outreach, 29–42. London: Routledge India, 2022. http://dx.doi.org/10.4324/9781003315377-3.
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Kilian, Karsten. "Influencer-Marketing". En Brand Evolution, 457–90. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-35916-4_20.
Texto completoActas de conferencias sobre el tema "Influenceurs – Marketing"
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Kujundžić, Vjekoslava, Marija Ham y Helena Štimac. "INFLUENCER MARKETING I NJEGOVI POTENCIJALI U TURIZMU I HOTELIJERSTVU". En Hotelska kuća 2022. University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. http://dx.doi.org/10.20867/hk.1.4.
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Influencer marketing se danas smatra nadopunom suvremenim tržišnim aktivnostima te on predstavlja u određenom smislu moderniji oblik komunikacije od usta do usta (word of mouth). Za razliku od tradicionalnih marketinških tehnika i alata koji dopiru do korisnika bez korištenja posrednika, influencer marketing koristi utjecajnu osobu, odnosno posrednika u svojem oglašavanju koja putem platforme prenosi komunikacijsku poruku te na taj način formira mišljenje i stavove korisnika. Upravo zbog velike količine informacija kojima su korisnici danas izloženi, koristi se influencer koji će smanjiti komunikacijski šum. Istraživanje u radu je provedeno u cilju utvrđivanja stavova o influencerima i razine povjerenja prema njima. Rezultati su pokazali kako većina ispitanika prati influencere te polovica njih ima povjerenje u influencere. Putovanja i gastronomija su dijelovi turističke ponude koji se često javljaju u domeni influencer marketinga. Poslovni subjekti u turizmu i hotelijerstvu mogu segmentirati ciljanu publiku okupljenu oko inluencera te na taj način doprijeti do potencijalnih korisnika. Na temelju analize ranijih teorijskih i empirijskih spoznaja zaključeno je kako je potencijal za primjenu influencer marketinga u turizmu i hotelijerstvu prisutan i rastući. Kreativni sadržaj postao je ključan za stvaranje konkurentnosti u turističkoj industriji, a influencer marketing strategija je za isporuku informacija potrošaču, tj. turistu
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Milošević, Rastko, Ana Komlenić, Nemanja Kašiković, Bojan Banjanin y Davor Menzildžić. "Instagram influencers’ responsiveness to a small business collaboration outreach". En 11th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design, 2022. http://dx.doi.org/10.24867/grid-2022-p25.
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Collaborations between social media influencers (SMIs) and brands have become increasingly popular in recent years, so many marketers and brands either start implementing influencers or intensify SMI use in their marketing strategies. Influencer marketing is the practice of compensating influencers for posting about a product or a service on their social media profiles. Influencers usually specialize in a particular niche area and possess highly devoted follower bases of different sizes. Their incentivized brandrelated messages are very effective and achieve increased engagement because of their personal manner, subtlety, and authentic advertising approach. One of the first steps in the influencer marketing process is to reach out to the right influencer with the aim of partnering up and collaborating in order to engage new potential customers and consequently grow a business. Therefore, influencer marketing basically starts with an influencer’s positive response to a brand’s outreach and collaboration consent. This research study aims to determine the responsiveness of Instagram influencers to a small business outreach offering an unpaid collaboration (a free product in exchange for a feed post). It was also analysed how different Instagram influencer categories, in terms of follower count, responded to the selected small business’ outreach (and consequently collaborated) and which Instagram influencer category is more likely to accept this kind of collaboration proposal. In addition, several practical recommendations are made regarding how small businesses should focus their efforts to make their Instagram influencer outreach marketing strategy more successful.
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Fotova Čiković, Katerina, Damira Keček y Jelena Posavec. "The Impact of Influencers and Influencer Marketing on the Formation of Public Opinion: Perceptions of Croatian Students". En Economic and Business Trends Shaping the Future. Ss Cyril and Methodius University, Faculty of Economics-Skopje, 2023. http://dx.doi.org/10.47063/ebtsf.2023.0004.
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The terms influencer and influencer marketing are relatively new. However, they have raised research issues and gained a lot of attention in various research areas, ranging from social psychology, information and communication technology to marketing. Nevertheless, the impact of influencers on the adoption of new products and services, brand awareness and brand recognition is undeniable. Despite the impressive growth and popularity of influencers and influencer marketing in general, there is a lack of academic and practitioner research on the impact influencers have on the formation of public opinion. This study attempts to provide better insight and understanding of this subject as well as to represent a stepping stone for future research in this area. The theoretical starting points of this paper accentuate the knowledge based on influencers and influencer marketing, the formation of public opinion and the role of media in the formation of public opinion. The main objective of this paper is to determine the impact of influencers and influencer marketing on the formation of public opinion on everyday topics among a sample of 142 students from University North in Croatia from May to July 2022. The paper examines the differences in students' perception of influencers and influencer marketing on the formation of public opinion with regard to gender, age, level of study and type of study. The obtained results indicate that there is a statistically significant difference in the surveyed students about the influence of influencers and influencer marketing on the formation of public opinion according to the level and type of study and provide new insights for marketing and media practitioners.
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Wei, Qianhui, Qinshao Dai y Yudong Liang. "Influencer Marketing for Start-ups: The Rise of Micro-influencers". En 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.357.
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Kenta, Ichii y Hisashi Masuda. "Influencer attributes and characterizations on Tourists' intention to revisit destination in social media influencer marketing". En 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002533.
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Social media influencer marketing has recently received significant attention. However, this kind of social media influencer marketing has not been fully demonstrated in the context of tourism destination management/marketing. This study developed a research model based on the theory of persuasion, consisting of three influencer attributes and three characterizations as antecedents of revisit intention to destination. Data were collected through an experimental survey for respondents who live in Tokyo and Osaka in Japan. Here, two YouTubers (a man and a woman) created each tourism promotion video about one Kyoto cuisine restaurant in Kyoto. Respondents were assigned to a group to watch one of the videos, and after watching the video, they answered questions about the YouTuber and their intention to visit the tourist destination via a web questionnaire. The study found that PSR (Parasocial relationship) had a significantly positive impact on revisit intentions to destination relative to other characterizations on all groups. But the personal attributes positively related to PSR differed depending on the YouTubers and the respondents' place of residence. Therefore, tourism video marketing strategies utilizing social media influencers in destination marketing need to be fine-tuned based on the influencer's personal attributes, and characterizations considering the targets' place of residence.
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Bogoevska-Gavrilova, Irena. "Unraveling Influencer Loyalty: Examining the Impact of Source Credibility". En Economic and Business Trends Shaping the Future. Ss Cyril and Methodius University, Faculty of Economics-Skopje, 2023. http://dx.doi.org/10.47063/ebtsf.2023.0005.
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With the emergence of social media, social media influencers have become a substantial alternative for brand promotion. Companies are dedicating an increasing portion of their overall marketing budget towards influencer marketing initiatives. To enhance the effectiveness of influencer marketing, companies and marketers should prioritize the credibility of the message source. The main motivation for the research lies in the modest research base regarding the effect of the multi-dimensional structure of source credibility on influencer loyalty. Grounded in source credibility theory, the subject of this paper is the source credibility four-dimensional construct: expertise, attractiveness, similarity, and trustworthiness of influencers aiming to investigate the impact of influencers’ credibility on social media users’ loyalty to influencers. By employing SPSS for multiple linear regression analysis on a dataset of 80 participants, the results reveal that the most influential factor positively affecting social media users' loyalty to influencers is the trustworthiness of the influencers, followed closely by the dimension of similarity. In conclusion, these research findings not only contribute to academic knowledge but also offer valuable guidance and insights for marketing managers in the selection of suitable social media influencers for collaboration.
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Al-Zoubi, Munif Mohammed. "The growth of influencer marketing". En The European Union’s Contention in the Reshaping Global Economy. Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar, 2022. http://dx.doi.org/10.14232/eucrge.2022.21.
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Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases have the ability to affect the decision-making process of their followers, which caused many organizations to turn to them, giving them partnerships and sponsorships in exchange for influencers marketing their products/services. In this study, a comparison is attempted between the two biggest influencer marketing platforms, Tiktok and Instagram, and an attempt is made to give businesses who are thinking of using influencer marketing a better understanding of this phenomenon. The paper also aims to help businesses that already have an influencer marketing strategy in place realize if their current platform is most suitable to their business. This study uses qualitative research, as the data has been gathered through the multiple interviews with different types of businesses, influencers and social media experts.
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Zitmane, Marita y Marija Vorkule. "Should Influencers be Trusted? Analysis of Influencers’ Interaction with Children and Adolescents on Instagram and Youtube". En 80th International Scientific Conference of the University of Latvia. University of Latvia Press, 2022. http://dx.doi.org/10.22364/htqe.2022.08.
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Children and adolescents (in study it refers to age group 11 till 17) nowadays spend many hours online on social media following their favorite influencers. Children and adolescents are avid consumers of social media and constitute attractive target audiences for influencer marketing. Studies show that sponsored content from favorite social media influencers appears to be highly influential and may affect brand preferences of given audiences. Furthermore, influencer endorsements are observed to carry greater credibility and authenticity than traditional forms of advertising. This therefore raises questions about young consumers’ discernment of, and critical evaluation of the overall appropriateness when influencers act as conduits of commercial messages. The influencer interaction with young audiences in Latvian social media landscape still needs to be mapped. This paper reports on a quantitative study of the influencer communication on two social media – YouTube and Instagram. A total of 459 YouTube videos and 654 Instagram posts in time period from 01.01.2021 to 01.01.2022 were selected for analysis. The aim is to acquire knowledge on how influencers communicate with their young audiences, and do they use appropriate advertising disclosures when communicating commercial information, which is a requirement of Latvian legislation. This information is crucial for further discussion on advertising literacy of young audiences as well as legal regulation of influencer marketing. The research finds that influencers in most part do not properly mark the sponsored content. Thus, influencers both do not comply with the regulatory framework, and deny their young audience the tools to employ advertising skills.
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Ying, Yiyuan y Vytautas Dikčius. "INFLUENCER CHARACTERISTICS IN SOCIAL MEDIA INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW". En 13th International Scientific Conference „Business and Management 2023“. Vilnius Gediminas Technical University, 2023. http://dx.doi.org/10.3846/bm.2023.1024.
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In light of rising interest in research on influencer marketing, this paper aims to analyse the impact of influencer characteristics on consumer behaviour. The study was based on a systematic analysis of 127 peer-reviewed articles published or accepted from 2000 to 2021. The paper included 52 influencer characteristics classified into four categories: psychological, social, behavioural and demographic characteristics. The findings show that influencers’ psychological characteristics, such as trustworthiness, expertise, and attractiveness, have been over-studied. However, research gaps exist in the area of influencers’ social characteristics, such as envy and betrayal, as well as behavioural characteristics, such as facial expression, body language, speaking speed and sharing secrets. In addition, there is also a lack of research on the importance of demographic characteristics such as gender, age and ethnicity.
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Cevher, Muhammed Fatih y Erdoğan Taşkın. "Social Media Consumer Perceptions in the Context of Demographic Features". En International Conference on Eurasian Economies. Eurasian Economists Association, 2020. http://dx.doi.org/10.36880/c12.02353.
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Consumer behavior, which is one of the focus issues of marketing, continues to be examined from different perspectives after changing technological developments. As marketing activities have been realized through social media platforms in recent years, it has also made it possible to examine the social media platforms and consumers as users. Influencer Marketing is an increasingly popular method of influencing consumers in social media with the help of influencers. It is important for businesses to send their messages about their brand or products to consumers and affect them. Consumers' evaluation of these messages is realized through their perceptions. The analysis of consumer perceptions in terms of demographic features in social media is also the focus of this study.
Informes sobre el tema "Influenceurs – Marketing"
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Gruber, Verena, Ingrid Peignier y Charlotte Dubuc. Pratiques et tactiques de vente des concessionnaires automobiles au Québec. CIRANO, octubre de 2023. http://dx.doi.org/10.54932/bryk4403.
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Le présent rapport s’inscrit dans la continuité d’une vaste étude débutée en 2020 qui a pour objectif de mieux comprendre la préférence croissante de la population canadienne pour les véhicules énergivores ainsi que les facteurs (politiques, économiques, sociaux, etc.) qui contribuent à l’augmentation des ventes de ce type de véhicules. Le CIRANO a déjà contribué à travers plusieurs rapports publiés depuis 2020 et plus récemment par le biais d’une analyse des motivations d’achat de camions légers au Québec (Gruber, Peignier et Pentcheva, 2023). Le présent rapport complète les connaissances sur les consommateur(-trice)s en se concentrant plutôt sur l’environnement des concessionnaires automobiles et sur la manière dont il peut influencer le choix des consommateur(-trice)s. La littérature scientifique en marketing, et plus spécifiquement celle centrée sur le comportement des consommateur(-trice)s, montre que toute décision est prise dans un environnement qui exerce automatiquement une influence sur le choix d’un produit particulier. Les consommateur(-trice)s sont influencé(e)s par l’ordre dans lequel les produits sont présentés, par les images qui les accompagnent et par la manière dont les informations sur ces produits sont encadrées (Ungemach et coll., 2018). La décision d’acheter ou de ne pas acheter un véhicule donné est encore principalement prise chez les concessionnaires automobiles. Il est donc très important d’étudier la manière dont cet environnement particulier façonne les décisions des consommateur(-trice)s. À cette fin, nous avons eu recours à des observations sous la forme d’une enquête mystère, afin d’étudier l’environnement des concessionnaires automobiles (Wilson, 2011). Plus précisément, ce rapport présente l’approche méthodologique et les résultats des visites mystères effectuées chez trente concessionnaires automobiles ruraux, suburbains et urbains du Québec. Toutes les visites ont eu lieu entre septembre et décembre 2022. Les testeur(-euse)s ont été formés pour observer et noter le discours et les pratiques des vendeur(-euse)s. Les résultats montrent que les personnes chargées de la vente chez les concessionnaires automobiles ne poussent pas systématiquement la clientèle potentielle vers les gros véhicules. Elles façonnent plutôt, subtilement, sa perception en lui présentant un plus grand nombre d’arguments en faveur des gros véhicules. En outre, elles semblent moins bien connaître les arguments en défaveur des véhicules de plus grande taille. Par exemple, aucune d’entre elles n’a été capable de parler des différences d’émissions entre les différents types de véhicules sans avoir cherché au préalable cette information. De plus, les gros véhicules sont plus susceptibles d’être exposés à l’extérieur ou à l’intérieur du concessionnaire, ce qui constitue un point d’ancrage mental pour la clientèle potentielle qui entre dans un concessionnaire avec différentes options en tête. Conformément aux conclusions de Brazeau et Denoncourt (2021), ces images montrent souvent de gros véhicules dans la nature, ce qui les rend encore plus attrayants pour une hypothétique clientèle, même si celle-ci ne les utiliserait pas (ou ne pourrait pas les utiliser) dans un tel environnement. L’impact environnemental des différents types de véhicules et les implications en ce qui concerne la sécurité pour les autres usager(-ère)s de la route sont pratiquement absents du discours. Enfin, plusieurs de nos testeur(-euse)s ont noté que l’équipe des ventes est parfois incapable de justifier la raison pour laquelle la taille des véhicules continue d’augmenter sans que la clientèle en retire un avantage clair. Les résultats montrent qu’il est important de mieux former les équipes de ventes pour qu’elles puissent parler des implications en matière de sécurité et de l’impact sur l’environnement des différents véhicules.