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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.
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Kumar, Aman. "THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A CASE STUDY OF INSTAGRAM INFLUENCERS ON NIKE". INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, n.º 04 (2 de mayo de 2024): 1–5. http://dx.doi.org/10.55041/ijsrem32929.
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In the era of digital marketing, social media influencers have emerged as powerful catalysts shaping consumer behaviour and brand perceptions. This study investigates the impact of Instagram influencers endorsed by Nike on consumer behaviour in India, focusing on brand perceptions, attitudes, purchase decisions, and brand loyalty. Through a mixed-methods approach combining quantitative surveys, qualitative interviews, and content analysis, data was collected from 150 participants representing diverse demographic segments. Key findings reveal that exposure to Instagram influencers positively influences consumer perceptions of Nike, leading to improvements in brand familiarity, image, trust, purchase intent, loyalty, and perceived quality. Participants exposed to influencers demonstrated higher purchase intentions and were more likely to consider and purchase Nike products compared to unexposed participants. Additionally, Nike's influencer marketing strategies significantly contributed to fostering brand loyalty, with influencer engagement, brand authenticity, customer satisfaction, and loyalty programs emerging as key predictors. Content analysis of influencer posts revealed predominant themes such as product features, lifestyle imagery, user testimonials, and promotional offers, highlighting the diverse strategies employed by influencers to engage their audience and promote Nike products. Sentiment analysis of participant comments indicated predominantly positive sentiment towards influencer content, underscoring its effectiveness in eliciting favorable reactions from consumers. This study contributes to the literature by advancing theoretical understanding, providing methodological insights, and offering practical implications for marketers. Recommendations for future research include exploring cross-cultural variations, conducting longitudinal studies, employing experimental designs, and addressing ethical considerations in influencer marketing practices. By embracing these recommendations, researchers can further enrich our understanding of influencer marketing dynamics and its implications for brands and consumers in the digital age. Keywords: Social media influencers, Instagram, Nike, consumer behavior, brand perceptions, purchase decisions, brand loyalty, influencer marketing.
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Muslimah, Dinda Desmonda y Ayu Sunengsih. "A Bibliometric Analysis of Virtual Influencer". West Science Interdisciplinary Studies 1, n.º 12 (22 de diciembre de 2023): 1241–48. http://dx.doi.org/10.58812/wsis.v1i12.421.
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In the current digital era, Virtual Influencers have become a trending phenomenon in social media. This research utilizes bibliometric analysis to explore the developments in Virtual Influencer-related studies, with a focus on the involvement of Artificial Intelligence (AI) technology in their creation. The study also identifies the most influential works, active researchers, and journals at the forefront of publication. Additionally, it unveils the evolution of the concept of virtual influencers from an AI perspective. The research aims to analyze how AI influences marketing strategies through virtual influencers, enabling the optimization of AI-based virtual influencer usage in creating authentic and relevant experiences for today's digital consumers. This study enhances our understanding of AI's role in shaping the future of influencer marketing and opens opportunities for further innovation in virtual influencer research. The research also provides insights into virtual influencers and their role in shaping social media trends and consumer culture transformation in the digital era.
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Darlington, Aneta. "Comparative indicator analysis based on aggregated data in the context of needs and interpretative possibilities in procedural terms". Scientific Papers of Silesian University of Technology. Organization and Management Series 2023, n.º 182 (2023): 31–45. http://dx.doi.org/10.29119/1641-3466.2023.182.2.
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Purpose: Today’s marketing observes many changes. Especially the after-pandemic world empowered skilled individuals, called influencers, to affect quantifiable actions or buying habits of their audience, by uploading some form of content on their social media platforms. Often such following is gathered on YouTube, Instagram, TikTok or LinkedIn. Influencers increasingly provide sources of information and innovation to many consumers. Those techniques sell regardless of the influencer’s knowledge on the matter. Proposed article highlights how a congruence psychological mechanism, leveraged in influencer marketing proposes success to many businesses of today’s world, mentions the costs of it, the need for its presence in companies’ yearly budgets, as well as marketing power behind the newly created phenomenon. Design/methodology/approach: The paper uses the desk research method of analysis. Findings: Today’s marketing is highly affected and shaped, to a tremendous degree, by the social media world as well as its influencers who nowadays create the newest trends in the advertising sphere. Social implications: Social needs should be highlighted as a priority and implemented solutions should be adopted accordingly. Originality/value: The article is an original approach to understand the newest ways marketing is created, as well as how much value (monetary and not only) is present in this way of advertising. Keywords: influencer, marketing, influencer marketing, new advertising, digital marketing, social media. Category of the paper: research paper.
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ŁASZKIEWICZ, Anna. "ARTIFICIAL INTELLIGENCE (AI) INFLUENCERS IN INFLUENCER MARKETING". Scientific Papers of Silesian University of Technology. Organization and Management Series 2024, n.º 193 (2024): 23–34. http://dx.doi.org/10.29119/1641-3466.2024.193.2.
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Et. all, Mustafizul Haque. "Impact of Influencer Marketing on Consumer Behavior : An Analytical Study". Tuijin Jishu/Journal of Propulsion Technology 44, n.º 4 (16 de octubre de 2023): 3160–66. http://dx.doi.org/10.52783/tjjpt.v44.i4.1410.
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The phenomenon of influencer marketing has rapidly transformed consumer behavior, providing marketers with a potent means of effectively reaching their intended target demographics. In the realm of consumer behavior, it has been seen that influencer marketing exerts a notable impact, as evidenced by the findings presented in this abstract.In contemporary advertising, influencer marketing has emerged as a fundamental component. This marketing technique leverages the utilization of influencers who possess substantial social media and other online audiences. Influencers are seen as reliable authorities of knowledge, and their recommendations have the potential to significantly impact consumer conduct.The influencer marketing sector has grown to be worth billions of dollars in recent years due to its exponential expansion. For firms to successfully deploy their marketing dollars, it is imperative to comprehend the impact of marketing on consumer behavior.Reaching and interacting with modern consumers is becoming more difficult for traditional advertising approaches. Influencer marketing research enables marketers to use the power of social media and online influence while adjusting to the changing business environment.Influencers are frequently more relatable to and trusted by consumers than traditional advertising Examining this authenticity and trust can reveal ways to strengthen the bonds between brands and consumers.Influencers play a crucial part in the decision-making process by introducing customers to new goods and services. Companies may enhance their marketing tactics by knowing how influencer recommendations affect consumers.Influencer marketing's interactive quality enables direct communication between companies and customers. Brands can improve customer connections and the customer experience by researching this element.Businesses can connect with their potential clients by using influencer marketing to target particular groups. Study aids in the improvement of targeting tactics.The main aim of the research is to analyse factors impacting influencer marketing on consumer behaviour.& to study opportunities & challenges in influencer marketing & how it impacts on consumer behaviour.
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Kohli, Javin y Dr Rajeev Gupta. "Impact of Influencer Marketing and User-Generated Content on Millennials\' Purchase Decisions". International Journal for Research in Applied Science and Engineering Technology 12, n.º 4 (30 de abril de 2024): 5679–701. http://dx.doi.org/10.22214/ijraset.2024.61376.
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Abstract: In the digital era, influencer marketing and user-generated content (UGC) have significantly transformed marketing strategies, particularly affecting millennials' purchasing decisions. This research delves into the impact of these digital marketing strategies on millennials, focusing on the importance of trust, authenticity, and the integration of influencer marketing with UGC. Influencers, due to their perceived credibility and relatability, play a pivotal role in shaping consumer behavior, but their influence depends heavily on the authenticity of their endorsements. Similarly, UGC contributes to shaping consumer perceptions through genuine expressions of consumer experiences, highlighting the value of transparency and community in digital marketing. The study employs a mixed-methods approach, analyzing the responses of millennials to influencer marketing and UGC, and presents an integrated view of how these strategies influence purchasing decisions. The findings underscore the necessity for brands to forge authentic partnerships with influencers, emphasize storytelling, and actively engage with and promote UGC to resonate with millennials. Integrated marketing campaigns that effectively blend the persuasive power of influencers with the authenticity of UGC have been shown to generate curiosity, trust, and excitement among millennials, although skepticism remains a challenge due to concerns over authenticity. This research contributes to the evolving landscape of digital marketing strategies, offering insights into the complex web of influences that shape millennials' consumer behavior. It highlights the need for marketers and brands to navigate the intricacies of trust, authenticity, and community engagement in a digital context, providing a roadmap for effectively leveraging influencer marketing and UGC to engage the millennial audience.
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Chiu, Yu-Jing, Ling-Shiuan Hong, So-Ra Song y Yu-Chao Cheng. "Unveiling the Dynamics of Consumer Attention: A Two-Stage Hybrid MCDM Analysis of Key Factors and Interrelationships in Influencer Marketing". Mathematics 12, n.º 7 (25 de marzo de 2024): 981. http://dx.doi.org/10.3390/math12070981.
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In recent years, influencer marketing has taken over traditional brand advertisements on social media platforms, combining word-of-mouth marketing with celebrity endorsements. However, there has been limited academic research on the key success factors in influencer marketing. This paper used a hybrid MCDM model that integrates the Delphi method and the decision-making trial and evaluation laboratory (DEMATEL) approach. Through a two-stage empirical study, the research aims to explore the crucial success factors in influencer marketing. This study focuses on the Taiwanese market. The target respondents for the survey are consumers in Taiwan who have purchased products or services based on recommendations from key opinion leaders (KOLs) or internet celebrities. This systematic research framework not only pinpoints key factors that capture consumer attention towards influencers, but it also illustrates the inter-relationship of structure and improvement directions among these factors. According to results, the key factors include influencer reputation, credibility, degree of key opinion influence, attractiveness, popularity, consistency between influencers and brands, fan engagement level, and informativeness. Finally, businesses can consider five aspects to be the purpose of collaboration, product type, target audience for the product, characteristics of the influencer’s creative content, and media attributes. By comprehensively considering these aspects, businesses can determine the appropriate format for collaborative content. This decision can then guide how influencers communicate with consumers, effectively conveying brand information to the relevant target audience. The research findings provide fresh and significant insights in the field of influencer marketing studies.
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Kim, Seungbae, Xiusi Chen, Jyun-Yu Jiang, Jinyoung Han y Wei Wang. "Evaluating Audience Loyalty and Authenticity in Influencer Marketing via Multi-task Multi-relational Learning". Proceedings of the International AAAI Conference on Web and Social Media 15 (22 de mayo de 2021): 278–89. http://dx.doi.org/10.1609/icwsm.v15i1.18060.
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Since influencer marketing has become an essential marketing method, influencer fraud behavior such as buying fake followers and engagements to manipulate the popularity is under the spotlight. To address this issue, we propose a multi-task audience evaluation model that can assess both the loyalty and authenticity of influencers’ audiences. More specifically, the proposed model takes engagement information of an influencer’s audience, including likes and comments on social media posts, and predicts (i) the retention rate of the audience of the influencer and (ii) how the influencer is associated with fake audiences (or engagement bots). To learn the social interaction between influencers and their audiences, we build multi-relational networks based on the diverse engagement behavior such as commenting. Our model further utilizes the contextualized information captured in user comments to learn distinct engagement behavior of genuine and fake users. Based on the predicted loyalty and authenticity scores, we rank influencers to find those who are followed by loyal and authentic audiences. By using a large-scale Instagram influencer-audience dataset which contains 14,221 influencers, 9,290,895 audiences, and 65,848,717 engagements, we evaluate ranking performance, and show that the proposed framework outperforms other baseline methods.
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Sherbaz Khan. "THE ROLE OF DIGITAL INFLUENCER CREDIBILITY ON PURCHASE INTENTION AND THE MEDIATING EFFECT OF CUSTOMER TRUST AND ENGAGEMENT". Global Journal for Management and Administrative Sciences 4, n.º 1 (30 de junio de 2023): 19–45. http://dx.doi.org/10.46568/gjmas.v4i1.177.
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In today's digital era, social networking influencers' (SMIs) ability to drive consumer purchase behaviour has become a focal point of interest. Despite the widespread utilisation of SMIs in marketing, there is a need to comprehend how their varied characteristics impact consumers' purchasing inclinations. This study seeks to address this gap, focusing on the role of influencer credibility as a novel and effective brand marketing strategy. This paper proposes a dual-route effect framework that explores the relationship between influencer credibility, customer engagement, and trust. This framework suggests that audience engagement with an influencer's content bolsters the source's credibility based on the strength of the relationship with the influencer, thereby enhancing the brand's credibility. The audience's immersion in the influencer's content elevates the appreciation of brand content. Expert impressions and bite-sized video content can foster trust and generate interest among target audiences. The proposed framework provides a base for future researchers to delve deeper into the dynamics of influencer marketing. The study also explores other possible mediating and moderating variables that could further explain the relationship between influencer credibility and purchase intention. From a managerial perspective, this paper's insights shed light on how influencer credibility can be effectively leveraged as a brand marketing strategy. The dual-route effect framework proposed provides a roadmap for enhancing brand credibility and customer trust through strategic influencer marketing. This study adds to the growing body of literature on influencer marketing, focusing on influencer credibility. The proposed framework offers a novel perspective on how audience engagement with influencer content can indirectly strengthen brand credibility and drive purchase intentions.
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Bhanot, Neeraj. "Role of Influencer Marketing in Consumer Purchase Decisions: A Bibliometric Analysis and Discourse". INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, n.º 04 (26 de abril de 2024): 1–5. http://dx.doi.org/10.55041/ijsrem31438.
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In today's digital age, the power of influencer marketing has an important place and determines customer decisions in different sectors. This compendium delves into the complex world of influencer marketing, informed by a comprehensive analysis of the latest research in the field. With this research, we aim to re-veal the important role of employees in the formation of consumer behaviour and purchasing intention. Our journey begins by revealing the impact of an influencer's presence on multiple platforms on behaviour, showing how messaging influences emotions and behaviour. Know the connection to the affected person. Additionally, we examined the claim of polarizing influencers' identity by revealing how the debt issue leads to defensiveness that impacts on influencing marketing strategies that deliver a unique network of customer loyalty, consumer behaviour and purchasing behaviour. We explore the hidden gems in retail live streaming and marketers' social media presence, revealing their impact on offline purchasing decisions beyond the digital world. By exploring interpersonal interactions, we show how interpersonal interactions influence brand perceptions and communication outcomes. We also carefully examine the influence of creators on information followers according to the balance between business and reality. We present the next list, revealing the difficulty of uncovering practices in the influencer industry, their small impact on various dimensions of reality, and the impact of stakeholders' needs. Combining recent research studies, this cornerstone provides guidance to business leaders as they navigate the dynamic areas of business. By presenting small conversations between influencers, consumers, and brands, we provide experts with insights to increase business potential that are useful in guiding customer engagement and purchasing decisions.
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Singh, Kamaldeep. "Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior". European Integration Studies 1, n.º 15 (16 de septiembre de 2021): 231–41. http://dx.doi.org/10.5755/j01.eis.1.15.28803.
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Influencer marketing is a marketing method that more and more companies are using when it comes to marketing brands. The purpose of the study has been to gain a deeper understanding of how social media influencers affect consumers' buying behavior. To understand this, consumers' attitudes and confidence in the phenomenon have been relevant factors to examine. The study also aimed to find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior. The results have shown that social media influencer's impact on consumers' buying behavior depends on whether attitudes are positive or negative. Consumers with positive attitudes towards social media influencers have a greater tendency to acquire what is marketed in comparison with consumers who have negative attitudes towards social media influencers, who instead refrain from buying. Factors that increase confidence in social media influencer are whether the consumer feels connected, honesty and that social media influencer in markets products / services within its area of expertise. What has been shown to play a significant role when it comes to influencing consumers' buying behaviors and attitudes is what the environment's perceptions, opinions and experiences about the phenomenon look like WoM. It has emerged that the respondents have a greater confidence in their surroundings than they have in social media influencers. This study will adopt a qualitative approach towards collection and analysis of data. Hence this study will investigate influencer marketing from a consumer perspective through a qualitative method with the help of semi-structured interviews. The researcher will conduct a minimum of 5 semi-structured interviews and analyze the data to formulate the required findings of this study.
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Pozharliev, Rumen, Dario Rossi y Matteo De Angelis. "Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality". European Journal of Marketing 56, n.º 3 (4 de abril de 2022): 922–48. http://dx.doi.org/10.1108/ejm-09-2020-0719.
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Purpose This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported and brain responses to advertising posts on Instagram. Further, drawing upon source credibility theory and contemporary theories of persuasion, the Instagram users’ perceptions of the influencer’s credibility are predicted to mediate the hypothesized effects. Design/methodology/approach Through an online (N = 192) and a lab study (N = 112), the authors examined Instagram users’ responses to an advertising post from Instagram influencers in terms of perceived source credibility and electronic word-of-mouth intention, using validated multi-item scales from existing literatures and electroencephalogram (EEG) measures. The hypotheses were tested with a 2 (type of influencer: micro vs meso) × 2 (argument quality: weak vs strong) between-subject design using mediated moderated linear regression analysis. Findings The results highlight that meso-influencers are perceived as a credible source of information only when their product-related post provides strong argument quality. Moreover, this process involves an increase in users’ cognitive work (measured with EEG), with possible implications on marketing communication strategies and online message design. Research limitations/implications The limitations of the work can serve as ideas for future research. First, this study did not account for the influencer’s relevance and resonance. Second, the authors studied consumer responses to online communication produced by Instagram influencers within a single product category. Another important product type distinction that requires further attention is between hedonic and utilitarian products. Finally, the two studies only used positive review content. Further research should study how consumers evaluate the source credibility of a micro- vs meso-influencer when they are exposed to negative reviews containing weak vs strong arguments. Practical implications The results suggest that marketers should carefully consider Instagram influencers based on the trade-offs between credibility and reach. Specifically, micro-influencers are perceived as more credible sources of information than meso-influencers, which means that they have greater potential to affect Instagram users’ behavior. Moreover, the results suggest that meso-influencers should leverage argument quality to enhance their credibility and draw greater positive outcomes for the products and brands they endorse. Originality/value To the best of the authors’ knowledge, this study is the first to investigate how the interaction between the type of social media influencer and the argument quality affects consumers’ self-reported and brain responses to advertising posts on Instagram. Moreover, using neuroscience, this study aims to shed light on the neurophysiological processes that drive consumer responses to product-related communication posted by different influencer types.
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Allal-Chérif, Oihab, Rosa Puertas y Patricia Carracedo. "Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers". Technological Forecasting and Social Change 200 (marzo de 2024): 123113. http://dx.doi.org/10.1016/j.techfore.2023.123113.
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Burnaz, Sebnem y Fulya Acikgoz. "The influence of 'influencer marketing' on YouTube influencers". International Journal of Internet Marketing and Advertising 15, n.º 2 (2021): 201. http://dx.doi.org/10.1504/ijima.2021.10036966.
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Acikgoz, Fulya y Sebnem Burnaz. "The influence of 'influencer marketing' on YouTube influencers". International Journal of Internet Marketing and Advertising 15, n.º 2 (2021): 201. http://dx.doi.org/10.1504/ijima.2021.114331.
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Harshitha, Sirineni, Raashi Shetty y Dr P. Swami Sairam. "Social Media Marketing: B2B Marketing via Nano Influencers". Journal of University of Shanghai for Science and Technology 23, n.º 07 (1 de agosto de 2021): 1377–87. http://dx.doi.org/10.51201/jusst/21/07335.
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The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method through telephonic calls, where the researchers interviewed the clients of serval reputed companies and collected their feedback on their sayings. The researchers have asked the clients several questions related to their marketing strategies, what do they think about influencer marketing and will they allow nano influencers to sell the products to other business companies. After collecting all the feedback, the researchers have analysed the responses and came up with solutions. The empirical aspect of the paper reveals that there is a strong pattern and a high probability for companies to use LinkedIn influencers in their business to expand their presence, boost overall revenue, and improve brand equity within companies.
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Gaur, Preethi. "Influencer Marketing Unveiled: A Conceptual Exploration of Emotional Marketing, Consumer Connections, and Future AI Trends". Shanlax International Journal of Management 11, iS1-Jan (27 de enero de 2024): 183–90. http://dx.doi.org/10.34293/management.v11iis1-jan.7163.
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This research aims to get a conceptual knowledge of influencer marketing, as well as its relationship with emotional marketing. Emotional marketing is considered a component of influencer marketing, since customers form an emotional connection with the influencers. An analysis has been conducted to investigate the level of emotional connection that may be formed between influencers and customers across many categories, including nano influencers, micro influencers, and celebrities. Influencers use several methods such as authenticity, narrative, engagement, and interaction to control customers’ purchasing attitude and intention. These strategies enable influencers to develop an emotional connection with consumers. These strategies assist in quantifying the influence on customers by analysing their purchases. The future trajectory of marketing, with a focus on the integration of AI, has been thoroughly examined, along with a comprehensive analysis of the potential impact of influencer marketing.
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Omeish, Fandi, Abdel-Aziz Ahmad Sharabati, Mohammd Abuhashesh, Shafig Al-Haddad, Ahmad Yacoub Nasereddin, Mahmoud Alghizzawi y Omar N. Badran. "The role of social media influencers in shaping destination image and intention to visit Jordan: The moderating impact of social media usage intensity". International Journal of Data and Network Science 8, n.º 3 (2024): 1701–14. http://dx.doi.org/10.5267/j.ijdns.2024.2.017.
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Social media influencers have become important motivators in shaping tourist attitudes and behaviors. This study analyzed how exposure to influencer content impacts key outcomes for the destination Jordan. A survey of tourists who visited Jordan in the past 3 years measured their perceptions of influencer credibility, content quality, awareness/interest, trust/engagement, destination image, general tourism behavior, and intentions to revisit. Results of SEM analysis found significant positive effects of influencer marketing on both destination image and visit intentions. Awareness/interest and trust/engagement were most impactful, highlighting influencers' role in sparking early motivation. Content quality additionally predicted visit intentions by informing decisions. Perceived credibility made recommendations more persuasive. Furthermore, usage intensity positively moderated the mediated relationships, amplifying effects among heavy social media users. Findings provide theoretical validation of how influencers act as digital opinion leaders. By enhancing destination image through compelling portrayals, influencers shape audience travel interests and behaviors. Managerial implications suggest destinations should invest in influencer campaigns for reach and inspiration while ensuring content quality. Performance tracking informs optimal platform and demographic targeting. Overall, influencer marketing demonstrated significant persuasive appeal for potential tourists. This quantitative study pioneer’s measurement of influencer marketing's tangible impacts on key tourist metrics. The results empirically substantiate the ability of strategically leverage influencers to motivate visitation and guide decision-making. As practitioners refine partnerships for audience growth and branding, academic research must also advance a nuanced understanding of this emerging phenomenon at the confluence of social media and tourism consumer behavior.
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Aizaz Ahmad Malik, Zoya Wajid Satti, Noman Bashir y Nasir Munir. "Influence Unveiled: Exploring the Power of Digital Influencers for eWOM and Shaping Follower’s Purchasing Intentions". International Journal of Social Science & Entrepreneurship 3, n.º 3 (30 de julio de 2023): 295–312. http://dx.doi.org/10.58661/ijsse.v3i3.203.
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Drawing upon Media Dependency Theory, the study examines the emergence of digital influencer’s trustworthiness from antecedents i-e content value and influencer’s credibility between, as well as the impact of trustworthiness on the follower's purchase intention while evaluating the perceived value as a moderator between this relationship. The sample size was 346 respondents, and the data came from Pakistani social media users who were actively following influencers on content platforms. Data was analyzed using the partial least squares- structural equation modelling (PLS-SEM) method. The findings revealed a significant and positive association between followers' intention to buy endorsed brands and their perception of trust. Additionally, it has been demonstrated that content value and influencer’s credibility have an imperative impact on how trustworthy a digital influencer is perceived. The results also indicated the substantial moderation impact of perceived value. The study is one of the few of its type that draws upon media dependence theory for brands and establishes the efficient influencer marketing practices to have a strong eWOM (electronic word of mouth) in Pakistan, by doing so it makes a significant contribution to the literature on digital marketing. The outcomes of the study contribute to the existing body of knowledge of digital marketing as well as marketing. Additionally, the findings also offer real time practical implications for brands and businesses, particularly digital enterprises, by helping them better understand and put influencer marketing strategies into practice to assure success in their endeavors.
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Wirapraja, Alexander, Novi Tri Hariyanti y Handy Aribowo. "Kajian Literatur Dampak dan Pengaruh Digital Influencer Marketing terhadap Perkembangan Strategi Bisnis". KONSTELASI: Konvergensi Teknologi dan Sistem Informasi 3, n.º 1 (7 de junio de 2023): 37–47. http://dx.doi.org/10.24002/konstelasi.v3i1.7098.
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Abstrak. Media sosial menghubungkan individu di seluruh dunia, di mana kekuatan interaksi dan berbagi informasi telah bergeser dari perusahaan menjadi berorientasi pada kebutuhan pelanggan. Peran influencer khususnya pada saluran pemasaran digital seperti media sosial telah digunakan sebagai solusi untuk memengaruhi tingkat keputusan pembelian konsumen dan dengan meningkatkan tingkat pembelian terhadap produk dan layanan yang dipasarkan. Pada penelitian ini menggunakan metode studi literatur untuk menemukan dampak pemanfaatan influencer pada media sosial, kelebihan dan kekurangan menggunakan jasa influencer dan faktor-faktor apa saja yang mendorong organisasi pada era moderen saat ini wajib menggunakan influencer sebagai bagian dari strategi pemasaran mereka. hasil akhir yang didapatkan adalah adanya gambaran secara luas mengenai peran influencer sehingga dapat menjadi masukan bagi organisasi bisnis dalam mengembangkan strategi pemasaran mereka. Abstract. Social media connects individuals around the world, where the power of interaction and information sharing has shifted from corporate to customer oriented. The role of influencers especially in digital marketing channels such as social media has been used as a solution to influence the level of consumer purchasing decisions and by increasing the level of purchase of products and services being marketed. This research uses the literature study method to find the impact of using influencers on social media, the advantages, and disadvantages of using influencer services and what factors encourage organizations in the modern era to use influencers as part of their marketing strategy. The result obtained is a broad description of the influencer's role so that it can become input for business organizations in developing their marketing strategy.
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Okonkwo, Ifeanyi y Emmanuel Namkoisse. "The Role of Influencer Marketing in Building Authentic Brand Relationships Online". Journal of Digital Marketing and Communication 3, n.º 2 (1 de diciembre de 2023): 81–90. http://dx.doi.org/10.53623/jdmc.v3i2.350.
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Influencer marketing is a dynamic digital strategy that leverages social media influencers to promote products or brands to a targeted audience. It has evolved with the rise of platforms like Instagram, YouTube, and TikTok, providing individuals a stage to build substantial followings. Brands now collaborate with influencers to connect authentically with their demographics. Over time, influencer marketing has progressed from endorsements to include sponsored content, product placements, and influencer-generated material, emphasizing authenticity and trust in influencer selection. The objective of this review is to explore the dynamics of influencer marketing, from its evolution to its ethical considerations, effective campaign crafting, risk mitigation, and future trends, emphasizing its significance in the digital age. In the influencer marketing landscape, there are various influencer types, including celebrities, micro-influencers, and nano-influencers. Celebrities offer broad reach but may lack personal connection, while micro-influencers engage specific niche audiences, and nano-influencers have hyper-local, engaged communities. Crafting effective influencer campaigns entails defining clear objectives, selecting the right influencers, creating engaging content, implementing a multi-channel approach, and fostering audience engagement. Measuring success beyond vanity metrics focuses on quantifiable outcomes for a more accurate evaluation. Mitigating risks involves addressing authenticity, regulatory compliance, audience relevance, content quality, metrics, scalability, and potential negative publicity, ensuring successful influencer partnerships. Future trends include virtual influencers and AI-driven campaigns, with influencer marketing evolving toward authenticity and long-term partnerships.
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Liu, Guanchen. "A Review of the Mechanism of the Influencer". Lecture Notes in Education Psychology and Public Media 21, n.º 1 (20 de noviembre de 2023): 109–14. http://dx.doi.org/10.54254/2753-7048/21/20230093.
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Opportunities for marketing innovation have emerged in the new media era as a result of the fast diversification of social media platforms and the power of social media influencers. Influencer marketing, which includes user-generated content, multi-agent information distribution guided by social media influencers, and the expansion of influencers' advocacy and endorsement of goods and services, has its roots on social media platforms. The majority of recent studies on influencer marketing concentrate on specific influencers and followers. On the basis of the source credibility model, cognitive consistency theory, matching hypothesis, trust transfer theory, meaning transfer theory, etc., it investigates the influence processes of influencers on specific followers. The main topics of the current studies on the influencer marketing mechanism are the interactions between influencers and businesses or products, and the relationships between influencers and customers. By reviewing the latest developments in current research, this study sorts out and analyzes the mechanism of influencer marketing and interprets how influencers influence followers' behavior from the perspectives of sociology and psychology.
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Vaidya, Ravi y Tapasya Karnawat. "CONCEPTUALIZING INFLUENCER MARKETING: A LITERATURE REVIEW ON THE STRATEGIC USE OF SOCIAL MEDIA INFLUENCERS". International Journal of Management, Public Policy and Research 2, SpecialIssue (7 de marzo de 2023): 81–86. http://dx.doi.org/10.55829/ijmpr.v2ispecialissue.140.
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A prominent, non-commercial source of information and influence on consumers has been opinion leaders. Modern-day influencers are opinion leaders having a substantial social base and following. Influencer marketing as a term and strategy gained prominence with the advent and growth of social media marketing. Influencers exert their influence on the citizens / netizens of social platforms. Two-thirds of consumers use ad blockers but are easily amenable to accepting advice from influencers1. An attempt has been made through this research work to gain and provide insights into existing research works exploring the strategic use of social media influencers. Many studies were empirical and used survey research, an experimental or observational design, content analysis or interview methodology.A few studies examined how the influencers lead to behavioural changes in customers and viewers. Most studies prominently addressed influencers as a part of commercial marketing strategy. Different domains of research such as types of influencers, content strategies, sponsorship disclosures related to influencers have been revealed and reported. The paper concludes with the summary of the various studies reviewed and recommending future scope of research in this domain.
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Sri Ram Kailash, M. "Social Influence Strategies: Unveiling the Dynamics of Influencer Marketing in Modern Communication". Shanlax International Journal of Management 11, iS1-Jan (27 de enero de 2024): 48–54. http://dx.doi.org/10.34293/management.v11iis1-jan.7139.
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The study aims to elucidate the underlying mechanisms of influencer marketing by examining the tactics used by influencers to foster authentic connections with their audience and, as a result, influence consumer choices. The study provides a detailed analysis of the strategies used by influencers, such as content curating and strategic brand partnerships, to effectively incorporate marketing into their content. The research primarily examines the merging of authentic identity and persuasive impact in influencer marketing. In contrast to traditional advertising, influencer marketing flourishes by leveraging the perceived genuineness of influencers and the relatability of their content. The study aims to clarify how influencers effectively manage the delicate equilibrium between authentic self-expression and intentional business promotion. It aims to elucidate the strategies they use to develop trust and connection with their audience, thereby amplifying their persuasive impact. The report also examines influencer marketing in great detail, predicting its future development in the field of marketing communication. The study seeks to provide significant insights into the evolving dynamics of consumer-brand relationships in a social media and influencer-driven age by examining the intricate connections among influencers, corporations, and consumers. This research enhances our comprehensive comprehension of influencer marketing’s impact on the direction of contemporary marketing communication by unravelling its intricacies and predicting future trends.
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Zheng, Siyuan. "An Empirical Study on the Effects of Information Characteristics in Influencer Marketing on Consumers’ Purchase Intention". Advances in Economics and Management Research 8, n.º 1 (8 de noviembre de 2023): 179. http://dx.doi.org/10.56028/aemr.8.1.179.2023.
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With the continuous development of digital business, influencer marketing has gradually become a regular marketing strategy. In this marketing context, on the one hand, influencers play an indispensable role in recommending products and delivering information to consumers, and on the other hand, the proportion of the information released by influencers on consumers' purchasing intention has gradually increased, and more consumers are willing to trust the information recommended by influencers and thus generate corresponding consumption behaviours. Therefore, how information from influencers can contribute to the development of influencer marketing has become a focus of attention in both academia and industry. This study confirms the positive effect of consumers’ perceived information characteristics on purchase intention in influencer marketing through empirical experiments and reveals the mediating role of information credibility in it. Furthermore, the relationship between information credibility and consumers’ purchase intention was moderated by parasocial relationship. These findings point to the importance of information characteristics in influencer marketing with a view to providing some references for the enhancement of consumers’ purchase intention in influencer marketing.
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Pervaiz, Saadia, Sheema Khan y Madiha Ahmed Khan. "The impact of social media influencers on purchase intention: examining the mediating role of credibility in Sindh, Pakistan". Journal of Humanities, Social and Management Sciences (JHSMS) 4, n.º 2 (31 de diciembre de 2023): 78–95. http://dx.doi.org/10.47264/idea.jhsms/4.2.5.
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Social media influencer marketing is a brand-new digital marketing tool where influencers shape consumers’ perceptions of products, services, and brands. They can influence buying behaviour by posting images, reviews, and personal experiences on social media. Over the past few years, consumers have significantly become aware of influencers. This research paper aims to identify the numerous characteristics of influencers affecting social media, influencing their credibility and consumer intentions towards purchasing in Sindh, Pakistan. Consequently, a framework that shows the connections between trustworthiness and reliability. A framework that can directly impact an influencer’s credibility on social media and an indirect impact on a customer’s intention to make a purchase. Closed-ended survey questionnaires were used to obtain the data, and “purposive sampling” was used to select respondents in this study. Confirmatory factor analysis, reliability, and validity tests were used to conduct and check the hypotheses. Smart-PLS was applied to the data collected for a detailed analysis. The findings of this observation stated that the consumer’s intent to make a purchase is directly affected by the influencer’s credibility on social media. However, expertise had no significant effect on the influencer’s credibility, but it indirectly impacted a consumer’s purchase intention.
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Gerlich, Michael. "The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI". Administrative Sciences 13, n.º 8 (2 de agosto de 2023): 178. http://dx.doi.org/10.3390/admsci13080178.
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In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to investigate the impact of virtual influencers on customers and whether there is a direct impact on human influencers due to the rise of virtual influencers in the industry. The study employed a questionnaire-based survey method to collect and analyse responses from a sample of 357 participants. The questions focus on trust, credibility, expertise, and contribution to purchase intention by the virtual influencers. The results indicate that customers are increasingly attracted to virtual influencers and that virtual influences are perceived as more trustworthy, credible, and relevant to customers’ preferences, leading to an increase in purchase intention. The study also discusses the implications of these findings for managers designing marketing campaigns.
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Permana, Rezi Muhamad Taufik, M. Malik Akbar Rohandi y Yudha Dwi Nugraha. "New Business Model For Creative Agency Through Influencer Marketing". Jurnal Manajemen dan Bisnis Performa 18, n.º 3 (7 de septiembre de 2021): 11–19. http://dx.doi.org/10.29313/performa.v18i3.8101.
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ABSTRACTInfluencer Marketing is seen as one of the best strategies to bring in potential customers when using social media marketing by leveraging the masses of Influencers. The purpose of this study is to analyze the phenomenon of influencer marketing, business models and decision making in the use of influencers in marketing activities for creative agency business people. In this study, we will analyze the social relationships of individuals or groups because influencer marketing can be an appropriate reference group. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review, while primary data uses direct surveys with 200 respondent to social media active users. From the results of this study, it can be concluded that influencers have a significant role in the business processes of creative agencies. Where influencers who have quite significant followers and the variety of content they create make it attractive to consumers.Keywords : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing. ABSTRAKPemasaran Influencer dipandang sebagai salah satu strategi terbaik untuk mendatangkan pelanggan potensial saat menggunakan pemasaran media sosial dengan memanfaatkan massa Influencer. Tujuan dari penelitian ini adalah untuk menganalisis fenomena influencer marketing, model bisnis dan pengambilan keputusan dalam penggunaan influencer dalam kegiatan pemasaran bagi para pelaku bisnis creative agency. Dalam penelitian ini, kami akan menganalisis hubungan sosial individu atau kelompok karena influencer marketing dapat menjadi kelompok referensi yang tepat. Penelitian ini menggunakan data sekunder yang terdapat dalam buku, white paper, jurnal, artikel yang menjadi dasar dari literature review, sedangkan data primer menggunakan survey langsung dengan 200 responden pengguna aktif media sosial. Dari hasil penelitian ini dapat disimpulkan bahwa influencer memiliki peran yang signifikan dalam proses bisnis agensi kreatif. Dimana influencer yang memiliki followers cukup signifikan dan variasi konten yang mereka buat membuatnya menarik bagi konsumen.Kata kunci : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing.
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Sesar, Vesna, Ivana Martinčević y Anica Hunjet. "How Influencer Credibility and Advertising Disclosure affects Purchase Intention". ENTRENOVA - ENTerprise REsearch InNOVAtion 8, n.º 1 (10 de noviembre de 2022): 248–63. http://dx.doi.org/10.54820/entrenova-2022-0023.
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In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels. Therefore, influencer marketing is here to stay, and the pandemic has turned many customers online. Nowadays, customers most often collect information regarding products or services from influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising disclosure. A systematic literature review was done to provide an overview of the related influencer marketing field and the impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and ("influencer credibility" OR "source credibility" and “advertising disclosure”) were used to collect data. The papers were reviewed to determine how influencer credibility and advertising disclosure impact customer purchase behavior. Results indicate that influencer credibility traits positively influence purchase intention, and advertisement disclosure may impact customer purchase intention differently.
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Vemuri, Sritha, Jahnavi P, Lingala Manasa y Pallavi D. R. "The Effectiveness of Influencer Marketing in Promoting Sustainable Lifestyles and Consumer Behaviours". Journal of Business Strategy Finance and Management 05, n.º 02 (15 de enero de 2024): 95–114. http://dx.doi.org/10.12944/jbsfm.05.02.05.
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Influencer marketing is a kind of marketing across social media platforms involving endorsements, recommendations, support, and product placement from influencers. Influencers are usually people online that have a large following on social media and use this identity to influence the opinions and behaviours of their audience. Influencer marketing is a powerful tool to reach the people in this generation, and that can also be used to promote sustainable lifestyles and consumer behaviour. Influencers have the potential and effectiveness to alter consumer mindsets. When influencers promote sustainable products and practices, they can reach a large audience and positively impact the environment. Although the effectiveness of influencer marketing depends on some factors including the credibility and trustworthiness of the influencer, the content of the message given by them, and the target audience, the impact nevertheless is huge. This study uses a survey questionnaire to gather data on 200 consumers in India. The primary responses were collected all over India using a structured questionnaire consisting of questions to understand consumer behaviour, sustainability, and the role of an influencer marketer. It examines influencer marketing exposure, purchase behaviour, and brand perception. The review of literature for this topic focuses on the impact of influencer marketing on sustainable lifestyles and consumer behaviour between 2000-2023. There are certain challenges and ethical implications concerning influencer marketing that are explored in the paper, along with people's responses and acceptability towards a sustainable lifestyle. The empirical study also focused on the effectiveness of influencer marketing in promoting sustainable lifestyles and consumer behaviours. Influencer marketing can be a valuable tool for promoting sustainable lifestyles and consumer behaviour in this generation. Incorporating influencer marketing as a tool has two faces and it is essential to understand both aspects.
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Zhao, Yiran. "The Influence of the Instability Factors of Influencer Marketing on Brand Marketing -- Based on the Analysis of Florasis's Influencer Marketing Event". Lecture Notes in Education Psychology and Public Media 38, n.º 1 (15 de enero de 2024): 36–43. http://dx.doi.org/10.54254/2753-7048/38/20240584.
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This study explores the impact of the instability of influencer marketing on brand marketing in the context of China's mobile Internet boom. With over 1.08 billion mobile Internet users, social platforms like TikTok have emerged as significant e-commerce channels. Influencer marketing, driven by influencers, plays a crucial role in connecting with targeted consumers. The research focused on the theme "The Influence of the Instability of Influencer Marketing on Brand Marketing," utilizes qualitative methods, particularly the process tracking method in case studies. The chosen case for analysis is the Florasis influencer marketing event. The study combines relevant theories, agenda-setting, opinion leaders, and the SOR model of consumption to investigate instability factors and their impact on brand marketing. Instability factors are classified into subjective factors of the influencer, packaging by the influencers team, and three characteristics of the influencer. The analysis identifies causes and influencing factors contributing to the instability of influencer marketing. The study concludes that the instability of these live streams poses risks and impacts on brand marketing, emphasizing the need for corresponding countermeasures in brand marketing strategies and collaborations with Key Opinion Leaders(KOLs).
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Pandey, Krishna Mohan, Himanshu Kumar, Chaitanya Dahikar y Dr N. C. Rajyalaskhmi. "Influencer Marketing: A New Frontier for Brand Awareness in the Digital Era". International Journal for Research in Applied Science and Engineering Technology 11, n.º 10 (31 de octubre de 2023): 1752–73. http://dx.doi.org/10.22214/ijraset.2023.56239.
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Abstract: Influencer marketing is a new and emerging marketing strategy that can help brands overcome the challenge of creating awareness for their products or services in the digital era. A study using a mixed-methods approach found that influencer marketing is an effective way to increase brand awareness among consumers. The survey results showed that 70% of consumers were more likely to be aware of a brand if they had seen it promoted by an influencer. The secondary research results also revealed that influencers believe that influencer marketing is a powerful tool for building brand awareness. They reported that their followers are more likely to remember and trust brands that they see promoted by influencers. The study concludes that influencer marketing is a promising new frontier for brand awareness in the digital era. However, it is important to note that influencer marketing is not a magic bullet. Brands need to carefully select influencers who have a relevant audience and who are able to create engaging content. In addition, brands need to track the results of their influencer marketing campaigns to ensure that they are getting a return on their investment.
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Woodroof, Parker J., Katharine M. Howie, Holly A. Syrdal y Rebecca VanMeter. "What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions". Journal of Product & Brand Management 29, n.º 5 (11 de enero de 2020): 675–88. http://dx.doi.org/10.1108/jpbm-05-2019-2362.
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Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.
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Jaad Faraj y Ahmad Hamad. "TRAVEL INFLUENCERS AND INFLUENCER MARKETING IN TOURISM: THE CASE OF LIBYA". International Journal of Innovations in Engineering Research and Technology 11, n.º 1 (29 de enero de 2024): 52–59. http://dx.doi.org/10.26662/ijiert.v11i1.pp52-59.
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Influencer marketing has become an increasingly popular tool for promoting tourism, but the use of this strategy in Libya is not well understood and it is not widely implemented. The current study is meant to investigate the existing situation of influencer marketing in the tourism industry in Libya, a country that is currently facing political and economic challenges after the Arabic spring. A qualitative research design was used, with the utilization of online interviews as the primary source of data collection. The participants in the study were selected through a random sampling technique and included two travel influencers, two tourism professionals, and four travel agency managers. The interviews were conducted in the form of online video meetings which they were held through the google meet application and the data collected was scrutinized and then grouped accordingly using thematic analysis. The findings revealed that the current use of influencer marketing in promoting tourism in Libya is limited. Some participants reported that they have not yet implemented influencer marketing in their tourism promotions, while others have recently begun working with a few travel influencers on Instagram. The study also found that the main challenges faced by participants in implementing influencer marketing in their tourism promotions are identifying the right influencers and measuring the success of influencer marketing campaigns. Participants reported difficulties in finding influencers with a large following who are also knowledgeable about and passionate about Libyan tourism. This aligns with the literature which indicates that recognizing suitable influencers is one of the main challenges of influencer marketing.
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Nawi, Nor Fadzlina y Nur Amalina Faizol. "Influencer Marketing on Instagram: Examining issues of disclosure and regulation for Malaysia". Journal of ASIAN Behavioural Studies 6, n.º 20 (31 de diciembre de 2021): 27–43. http://dx.doi.org/10.21834/jabs.v6i20.399.
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Social media influencers have now become the foundation of the digital marketing landscape. This paper discusses the different types of ‘influencers’ and examines influencer marketing practices in Malaysia based on selected post content on Instagram, and explored Malaysia’s need to review its regulation, especially when it comes to disclosure. The study’s findings give an overview of the marketing practices undertaken by these influencers and the lack of disclosure of ‘material connection’ between the business or brand and the influencers. Finally, it is acknowledged that Malaysia needs to welcome changes in the laws dealing with influencer marketing.
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Al-Shehri, Mohammed. "Choosing the Best Social Media Influencer: The role of gender, age, and product type in influencer marketing." International Journal of Marketing Strategies 4, n.º 1 (17 de diciembre de 2021): 1–26. http://dx.doi.org/10.47672/ijms.878.
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Introduction: Social media has created a new type of celebrity form (influencers), which is defined as people who are famous on social media and have many followers. Companies currently depend on influencers to send their marketing messages to the audience, and to increase the marketing ROI, it is important to target the right influencers.
Purpose: This research focused on social media influencers’ impact on consumer purchase intent and showed whether gender difference of consumers or influencers had any effect on those decisions. The research also included the age of consumers and the product type to know if they had any effect.
Methodology: Qualitative and quantitative methods were used to obtain the required information; two focus groups were conducted to get the names of 80 influencers, and an online questionnaire was used to collect the data, formula of the sample size by Krejcie and Morgan (1970 as cited by Kasomo, 2001) was used to determine study sample of 387 respondents.
Results: The results indicated that male influencers impact male consumers more than female consumers, while female influencers impact female consumers more than male consumers. Age of consumer does not affect the gender-based impact results. In addition, the results indicate that only few influencers have more impact on specific product type, thus, influencer’s impact based on product type is not so common.
Recommendations: It is recommended for the companies to find influencers who are having a lot of impact on a specific product type that matches the product they want to promote, and to select the influencer based on the customers they are targeting, if companies are targeting female customers, they should look for popular female influencer, and if they are targeting male customers, they should look for popular male influencer.
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Mishra, Ms Sraddhaa y Dr Rubaid Ashfaq. "Influencer Impact: Examining the Effect of Influencers on Consumer Behaviour and Purchase Decisions". Aug-Sept 2023, n.º 35 (28 de julio de 2023): 1–18. http://dx.doi.org/10.55529/jpome.35.1.18.
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The rise of social media influencers has changed the marketing landscape and significantly changed how businesses promote their products and services. Influencer marketing has grown in popularity as a means for businesses to interact with their target market on social media platforms, and there is much debate about its potential to affect consumer desire and purchasing behaviour. This research seeks to understand the role of influencers in shaping consumer behaviour and purchasing decisions. The literature review provides a comprehensive account of the body of research on influencer marketing and its impacts on consumer behaviour and purchasing decisions. The article examines a number of elements of influencer marketing, including the value and legitimacy of messages, the characteristics of influencers, and the accuracy of influencer content.
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YÖRÜK, E. Erdal y M. Erhan SUMMAK. "Influencer marketıng and publıc relatıons". JBFEM 6, n.º 2 (1 de diciembre de 2023): 67–76. http://dx.doi.org/10.32770/jbfem.vol667-76.
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This study provides a comprehensive look at influencer marketing, public relations and the dynamics of communication in the digital age. The study explains the definition, importance, benefits and challenges of influencer marketing. It also details the evolution of public relations in the digital age, and its integration with brand communication and influencer marketing. It emphasizes that digital marketing can reach a wide audience, increase engagement and achieve measurable results as well as the importance of integrating public relations with digital media and online platforms. The concept of an influencer and the role of influencer marketing in creating brand image was explained in detail, and it was noted that the credibility of influencers and their impact on followers is important in creating a positive brand image. The benefits and challenges of influencer marketing were also discussed. Benefits included the ability to gain the trust of followers, build brand loyalty and reach the target audience effectively. Challenges included factors such as content quality, perception of sponsorship and managing long-term relationships. In addition, the study focused on how brand communications should be approached from a holistic perspective and how public relations professionals can interact with influencer marketing. It also identifies strategic objectives, influencer selection and content quality that should be considered when integrating PR and influencer marketing. It is also stated that social media platforms provide effective communication through collaboration with influencers as they can be used as brand ambassadors in public relations campaigns. It was stated that public relations professionals play an active role in navigating the digital environment, building relationships with influencers and using influencers to enhance brand image.
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Trivedi, Jay P. "Effect of Influencer Marketing on Online Impulse Purchase". Journal of Electronic Commerce in Organizations 19, n.º 3 (julio de 2021): 49–64. http://dx.doi.org/10.4018/jeco.2021070104.
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Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.
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Rajesh, Mr M. y Mr N. Velmurugan. "The Mastering Influencer Marketing: Strategies for Success". International Journal for Research in Applied Science and Engineering Technology 12, n.º 5 (31 de mayo de 2024): 1433–39. http://dx.doi.org/10.22214/ijraset.2024.61758.
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Abstract: Influencer marketing has emerged as a powerful tool for brands to engage with their target audiences in an authentic and impactful way. This abstract explores key strategies for mastering influencer marketing, delving into the importance of identifying the right influencers, crafting compelling content, fostering genuine partnerships, and measuring campaign effectiveness. By understanding the nuances of influencer selection, content creation, and relationship building, brands can navigate the evolving landscape of influencer marketing to achieve lasting success and maximize their return on investment. This abstract provides valuable insights for marketers seeking to leverage influencers as a strategic component of their marketing mix in today's digital age.