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1
Firmansyah, Delima Destiana, and Isna Wijayani. "Penerapan Personal Branding Andini Shidqin Maza sebagai Beauty Influencer Palembang di Media Sosial Tiktok." Da'watuna: Journal of Communication and Islamic Broadcasting 3, no. 1 (September 27, 2022): 1–11. http://dx.doi.org/10.47467/dawatuna.v3i1.2157.
Повний текст джерелаАнотація:
The existence of TikTok social media has created a new phenomenon among youth. An influencer is also known as someone who has the ability to influence other people in making decisions to buy a product. TikTok influencers are people who are famous for having a fairly high popularity, namely by having a large number of followers, which is tens to hundreds of thousands. Someone is said to be an influencer because of the large number of followers or fans on TikTok and this can also be seen from the interesting video content that is liked by other TikTok users. Influencers use TikTok to build their personal brand according to their skills and interests. Based on gender, influencers are divided into several types, namely travel influencers, fashion influencers, food influencers, lifestyle/socialite influencers, comedy influencers, and beauty influencers. TikTok @andinishidqin05 has around 56.4K followers and 1.8 million likes (as of July 14, 2022). The author sees Andini Shidqin Maza has something interesting as an influencer. It can be seen from his who has 56.4 thousand followers and can form good personal branding on TikTok so that he can attract the attention of several big brands in Indonesia to use his services as endorsers.
Keywords: Personal Branding, Social Media TikTok, Beauty Influencer
2
Firmansyah, Delima Destiana, and Isna Wijayani. "Penerapan Personal Branding Andini Shidqin Maza sebagai Beauty Influencer Palembang di Media Sosial Tiktok." Da'watuna: Journal of Communication and Islamic Broadcasting 2, no. 4 (September 27, 2022): 1–11. http://dx.doi.org/10.47467/dawatuna.v2i4.2157.
Повний текст джерелаАнотація:
The existence of TikTok social media has created a new phenomenon among youth. An influencer is also known as someone who has the ability to influence other people in making decisions to buy a product. TikTok influencers are people who are famous for having a fairly high popularity, namely by having a large number of followers, which is tens to hundreds of thousands. Someone is said to be an influencer because of the large number of followers or fans on TikTok and this can also be seen from the interesting video content that is liked by other TikTok users. Influencers use TikTok to build their personal brand according to their skills and interests. Based on gender, influencers are divided into several types, namely travel influencers, fashion influencers, food influencers, lifestyle/socialite influencers, comedy influencers, and beauty influencers. TikTok @andinishidqin05 has around 56.4K followers and 1.8 million likes (as of July 14, 2022). The author sees Andini Shidqin Maza has something interesting as an influencer. It can be seen from his who has 56.4 thousand followers and can form good personal branding on TikTok so that he can attract the attention of several big brands in Indonesia to use his services as endorsers.
Keywords: Personal Branding, Social Media TikTok, Beauty Influencer
3
Kim, Seungbae, Xiusi Chen, Jyun-Yu Jiang, Jinyoung Han, and 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 (May 22, 2021): 278–89. http://dx.doi.org/10.1609/icwsm.v15i1.18060.
Повний текст джерелаАнотація:
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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Chiny, Mohamed, Marouane Chihab, El Mahdi Juiher, Khaoula Jabari, Omar Bencharef, and Younes Chihab. "The impact of influencers on the companies reputation in developing countries: Case of Morocco." Indonesian Journal of Electrical Engineering and Computer Science 24, no. 1 (October 1, 2021): 410. http://dx.doi.org/10.11591/ijeecs.v24.i1.pp410-419.
Повний текст джерелаАнотація:
With the emergence of social networks and their adoption by a large number of users, the importance of influencers continues to grow and companies are in a frantic race to recruit those most likely to promote their reputation and brand image. However, in the existing literature, there is little work that conducts quantitative studies on this subject in developing countries. For this reason, we conducted a study that attempts to understand the importance of influencers in reshaping public opinion of a company or brand. We chose as a subject of study a large Moroccan company operating in the telecommunications sector that hired a popular influencer among young Moroccans. We then adopted an approach based on scraping and analyzing the occurrences of the influencer's posts on Instagram and the content of the company's website and then publishing a questionnaire to 180 respondents in the age range of most of the followers of the influencer in question. The results suggest that a positive relationship exists between the influencer and brand reputation, meaning that if the person is following the influencer who has published content on the brand, that person is expected to be systematically aware of the brand, and vice versa.
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Wong Jiayan, Natalie, and Ameen Talib. "Instagram influencers and brand awareness: the impact on the youth followers in Singapore." Global Advances in Business Studies 1, no. 1 (April 1, 2022): 12–26. http://dx.doi.org/10.55584/gabs001.01.2.
Повний текст джерелаАнотація:
Due to the proliferation of social media, such as Instagram and its influencers, brands have begun to leverage on the latter’s large following to generate brand awareness for their products. The objective of this study was to conduct an exploratory research to examine if Instagram influencers have any impact on brand awareness. The study employed the use of focus groups and online questionnaires to gather primary data about the users’ motivations behind following such influencers. Multiple regression techniques were used to calculate the significance of the independent variables of the study. It was found that followers were more likely to have a negative opinion of influencers, as compared to a positive opinion. Despite this, it was also found that they continue to follow them on Instagram due to the three main themes that were identified: an attractive influencer, a high number of followers, and nicely taken pictures. In addition, it was observed that the brand awareness that followers receive through an Instagram influencer’s post, does not make any significant impact on the purchase intention of that product.
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Berliantha, Berliantha, Anne Shavira, Ilma Ainun Nabila Fasya, and Ghita Rhakasiwi. "PERTANGGUNGJAWABAN HUKUM INFLUENCER YANG MELANGGAR TATA CARA PERIKLANAN DALAM MELAKUKAN ENDORSEMENT." IBLAM LAW REVIEW 2, no. 3 (September 30, 2022): 45–55. http://dx.doi.org/10.52249/ilr.v2i3.92.
Повний текст джерелаАнотація:
Influencers are well-known individuals who have a large following on social media and are considered a strong influence on their followers. Because they have influence and a large number of followers, many business actors hire influencer endorsement services. This aims to expand market reach so that the products of business actors can be recognized by many people. However, there is no guarantee that the information submitted by Influencers in advertising a product is correct. The reviews given can be misleading, so that in reality consumers are always in a position of ignorance and are always at a loss. This study aims to determine the forms of violations in advertising procedures and legal liability for the behavior of influencers when making endorsements by comparing the laws and regulations related to the problems studied. Researchers want to know which laws and regulations are more relevant in giving the burden of responsibility to these influencers. This research uses normative legal research methods. The approach used in solving the problems in this research is the statutory approach and conceptual approach. The results of this study indicate that there are no special regulations governing influencers who do endorsements on social media. Although there are no specific regulations governing influencers, it is emphasized that influencers can follow the regulations regarding advertising when making endorsements.
Keywords: Influencer, endorsement, accountability
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Lokithasan, Komathi, Salomi Simon, Nur Zahrawaani Jasmin, and Nur Ajeerah Othman. "MALE AND FEMALE SOCIAL MEDIA INFLUENCERS: THE IMPACT OF GENDER ON EMERGING ADULTS." International Journal of Modern Trends in Social Sciences 2, no. 9 (September 11, 2019): 21–30. http://dx.doi.org/10.35631/ijmtss.29003.
Повний текст джерелаАнотація:
Social media influencers are people who have established a reputation for themselves on social media. Nowadays, a social media influencer has played the important role of a marketing tool for organizations. Organizations use the power of social media influencers to influence and persuade consumers through social media. It is because social media influencers have a huge number of followers in their social media, thus, social media influencers could promote and reach a large number of consumers in a short time. The result is more effective than celebrity endorsement for small-and-medium-sized enterprises (SME). This research is to study the perceptions of emerging adults on the difference between male and female social media influencers’ style of promotion. Qualitative method is used by conducting a focus group and content analysis to compare the impact of male and female social media influencers towards emerging adults. Findings showed that female respondents are influenced by influencers who promote beauty products while male respondents are drawn to technology and gaming products. The most important factors mentioned by the respondents in the impact of the social media influencers’ posts are the entertainment factor and followed by informativeness.
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Ariasih, Made Putri, and I. Putu Dharmawan Suryagita Susila Putra. "Analisis Pengaruh Marketing Influencer Tiktok Terhadap Keinginan Pembelian Pada Pengguna Aplikasi Tiktok." Jurnal Sutasoma 1, no. 1 (December 22, 2022): 22–27. http://dx.doi.org/10.58878/sutasoma.v1i1.178.
Повний текст джерелаАнотація:
The TikTok application contains various videos created by content creators. Content creators whose video content is watched a lot and has many followers are called influencers. Influencers with a large audience usually open services to advertise a product, with influencers the advertised product will be noticed by many people, so that people watching have an intention to buy the advertised product. The purpose of this study was to analyze the influence of the tiktok marketing influencer on the emergence of purchase intentions from users of the tiktok. This study uses a qualitative research approach. The data collection technique used in this study uses data collection techniques on various literature, as well as various reports related to research variables. This study uses data collected by observation techniques on the TikTok. Data was also collected using interview techniques, by interviewing a company that had used the services of an influencer, and interviewing users of the TikTok. This study obtained the results, the first company uses the services of influencers to introduce their products and generate purchase intentions. Second, consumers in making purchasing decisions will seek information about the products they will buy through influencers. Third, video content created by influencers can raise consumers' purchase intention.
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Qian, Yang, Yezheng Liu, Yuanchun Jiang, and Xiao Liu. "Detecting topic-level influencers in large-scale scientific networks." World Wide Web 23, no. 2 (December 11, 2019): 831–51. http://dx.doi.org/10.1007/s11280-019-00751-4.
Повний текст джерела
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Wu, Jiaxi, Alyssa F. Harlow, Derry Wijaya, Micah Berman, Emelia J. Benjamin, Ziming Xuan, Traci Hong, and Jessica L. Fetterman. "The Impact of Influencers on Cigar Promotions: A Content Analysis of Large Cigar and Swisher Sweets Videos on TikTok." International Journal of Environmental Research and Public Health 19, no. 12 (June 9, 2022): 7064. http://dx.doi.org/10.3390/ijerph19127064.
Повний текст джерелаАнотація:
Little is known about the content, promotions, and individuals in cigar-related videos on TikTok. TikTok videos with large cigar and Swisher Sweets-related hashtags between July 2016 and September 2020 were analyzed. Follower count was used to identify influencers. We compared content characteristics and demographics of featured individuals between cigar types, and by influencer status. We also examined the association between content characteristics and video engagement. Compared to large cigar videos, Swisher Sweets videos were more likely to feature arts and crafts with cigar packages, cannabis use, and flavored products. In addition, Swisher Sweets videos were also more likely to feature females, Black individuals, and younger individuals. Both Swisher Sweets and large cigar influencers posted more videos of cigar purchasing behaviors than non-influencers, which was associated with more video views. None of the videos disclosed sponsorship with #ad or #sponsored. Videos containing the use of cigar packages for arts and crafts, and flavored products highlight the importance of colorful packaging and flavors in the appeal of Swisher Sweets cigars, lending support for plain packaging requirements and the prohibition of flavors in cigar products to decrease the appeal of cigars. The presence and broad reach of cigar promotions on TikTok requires stricter enforcement of anti-tobacco promotion policies.
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Iqani, Mehita. "Brand and influencer strategies in social media marketing of luxury brands in African cities." Journal of Design, Business & Society 7, no. 1 (March 1, 2021): 105–21. http://dx.doi.org/10.1386/dbs_00022_1.
Повний текст джерелаАнотація:
This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.
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Balaban, Delia, and Maria Mustățea. "Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany." Romanian Journal of Communication and Public Relations 21, no. 1 (April 1, 2019): 31. http://dx.doi.org/10.21018/rjcpr.2019.1.269.
Повний текст джерелаАнотація:
The present research addresses the issue of source credibility of social media influencers from the perspective of users. Social media influencers are defined as online personalities with a large number of followers, across one or several social media platforms. They have a complex role, being content creators, online opinion leaders, and even entrepreneurs. Influencer marketing is becoming a more and more relevant component of current advertising campaigns worldwide. A consistent body of literature has underlined the importance of source credibility for the effectiveness of advertising. Recent researches on Source Credibility Theory (Teng et al, 2014; Djafarova & Rushworth, 2016; Munnukka et al 2016; Lou &Yuan, 2018) have stressed the influence of trustworthiness, expertise, similarity and attractiveness as elements of source credibility on perceived trust in influencer marketing. In order to gain better insights, we chose to conduct qualitative research that can allow us an in-depth perspective on the phenomenon of source credibility in influencer marketing. We carried out four group discussions in Germany and five in Romania. We explored the differences and similarities regarding the users’ perception of the perceived credibility of social media influencers.
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Lestyowati, Jamila, and Mandar Trisno Hadisaputra. "Analisis Pengadaan Jasa Influencer pada Satuan Kerja Pemerintah: Studi Kritis." Jurnal Manajemen Perbendaharaan 2, no. 1 (June 30, 2021): 57–81. http://dx.doi.org/10.33105/jmp.v2i1.365.
Повний текст джерелаАнотація:
Abstract
Researches on the procurement of goods and services were carried out in any aspects, such as management, economics, law, finance and others. Many researches on procurement were conducted on various types of goods and services. However, it was a few researches discussed influencer procurement. Influencers are individuals with ability and skills to influence other parties due to their existing competencies. Many private companies hire influencers to promote their products or services. If it is seen from government side, there are many influencers used to disseminate policies. Influencers hiring requires procurement of goods and services. This study aims to evaluate influencer procurement in government work units. The research method was juridical empirical using primary and secondary data. Primary data came from interviews which were conducted with informants regarding the theme of influencer procurement to obtain field conditions. Secondary data came from legal materials in the form of statutory regulations and literature searches, and they were research results, news, and other secondary sources. The results showed that influencers were hired because of their wider reach with a large number of followers. The procurement of influencers was included in the category of procurement of goods which was specific to goods / other services / consulting services which were exempted, they were in the procurement of goods and services whose implementation was in established business practices.
Abstrak
Penelitian mengenai pengadaan barang dan jasa dilakukan pada banyak aspek, misalnya manajemen, ekonomi, hukum, keuangan dan sebagainya. Penelitian tentang pengadaan juga banyak dilakukan pada beragam jenis barang dan jasa. Namun sangat sedikit yang membahas pengadaan influencer. Influencer merupakan individu dengan kemampuan dan keterampilan untuk memengaruhi pihak lain disebabkan kompetensi yang ada padanya. Selama ini influencer banyak dimanfaatkan oleh perusahaan swasta untuk memasarkan produk atau jasanya. Dari sisi pemerintah sendiri, mulai banyak penggunaan influencer untuk menyebarluaskan kebijakan. Penggunaan influencer memerlukan kegiatan pengadaan barang dan jasa. Penelitian bertujuan untuk mengevaluasi pengadaan influencer pada satuan kerja pemerintah. Metode penelitian adalah yuridis empiris menggunakan data primer dan sekunder. Data primer berasal dari wawancara yang dilakukan kepada informan terkait tema pengadaan influencer untuk mendapatkan kondisi lapangan. Data sekunder berasal dari bahan hukum berupa peraturan perundang-undangan dan penelusuran kepustakaan yaitu hasil penelitian, berita maupun sumber sekunder lainnya. Hasil penelitian menunjukkan bahwa influencer digunakan karena jangkauannya yang lebih luas dengan jumlah pengikut yang banyak. Pengadaan influencer masuk pada kategori pengadaan barang bersifat khusus terhadap barang/jasa lainnya/ jasa konsultansi yang dikecualikan yaitu pada pengadaan barang dan jasa yang pelaksanaannya berada pada praktik bisnis yang mapan.
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Christanti, Maria Febiana, and Intan Putri Cahyani. "INSTAGRAM: KONSTRUKSI IDENTITAS BUDAYA VIRTUAL MELALUI UNGGAHAN FOTO PARA INFLUENCER INDONESIA." Jurnal Muara Ilmu Sosial, Humaniora, dan Seni 6, no. 1 (February 23, 2022): 1. http://dx.doi.org/10.24912/jmishumsen.v6i1.9620.2022.
Повний текст джерелаАнотація:
ABSTRAKInstagram bukan sekedar media pertukaran pesan melalui foto atau gambar. Instagram memiliki peran penting sebagai media pengungkap identitas budaya individu dalan ruang virtual. Influencer sebagai pengguna aktif Instagram dengan banyak pengikut mengalami proses ini, karena realitas diri yang nyata terpisah dalam ruang virtual yang kemudian membentuk idenitas budaya baru. Konsep komunikasi antar budaya dan media baru digunakan sebagai perspektif dalam proses menganalisa temuan data. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif. Peneliti menggunakan metode netnografi dengan mengobservasi unggahan foto lima influencer instagram populer Indonesia. Hasil penelitian ini terungkap realitas bahwa terdapat tiga identitas budaya virtual yang dikonstruksi oleh para influencer antara lain a) kelas sosial ekonomi, (b) agama dan (c) keluarga. Rekomendasi bagi peneliti yang tertarik tentang studi identitas budaya virtual yaitu dapat memperkaya kedalaman data dengan melakukan penelitian para influencer di medium YouTube. ABSTRACTInstagram not only as a medium for deliver messages through photos or pictures but also as a medium that construct cultural identity in a virtual space. Influencers as an active Instagram user with a large number of followers do this process, because of the real reality of themselves is separated in a virtual space that construct a new cultural identity. The concept of intercultural communication and new media is used as a perspective in the analysis process. This study used a constructivist paradigm with a qualitative approach. Researchers used the netnographic method by observing photo uploads of five popular Indonesian Instagram influencers. The results of this study reveal the reality that there are three virtual cultural identities of the influencers: a) socio-economic class, (b) religion and (c) family. Other researchers can enrich this study by doing research to YouTube influencers.
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Dash, Saloni, Dibyendu Mishra, Gazal Shekhawat, and Joyojeet Pal. "Divided We Rule: Influencer Polarization on Twitter during Political Crises in India." Proceedings of the International AAAI Conference on Web and Social Media 16 (May 31, 2022): 135–46. http://dx.doi.org/10.1609/icwsm.v16i1.19279.
Повний текст джерелаАнотація:
Influencers are key to the nature and networks of information propagation on social media. Influencers are particularly important in political discourse through their engagement with issues, and may derive their legitimacy either solely or in large part through online operation, or have an offline sphere of expertise such as entertainers, journalists etc. To quantify influencers' political engagement and polarity, we use Google's Universal Sentence Encoder (USE) to encode the tweets of 6k influencers and 26k Indian politicians during political crises in India. We then obtain aggregate vector representations of the influencers based on their tweet embeddings, which alongside retweet graphs help compute their stance and polarity with respect to these political issues. We find that influencers engage with the topics in a partisan manner, with polarized influencers being rewarded with increased retweeting and following. Moreover, we observe that specific groups of influencers are consistently polarized across all events. We conclude by discussing how our study provides insights into the political schisms of present-day India, but also offers a means to study the role of influencers in exacerbating political polarization in other contexts.
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Tjandrawibawa, Paulina. "The Effect of Using Instagram Influencers in Building Conseva’s Brand Awareness." Winners 21, no. 1 (August 3, 2020): 67. http://dx.doi.org/10.21512/tw.v21i1.6497.
Повний текст джерелаАнотація:
Rapid growth of social media development leads to abundant brands’ promotion for their products or services. One of the many ways is promotion through influencers on Instagram. Recently, it is known that companies using Influencer marketing tend to keep going up since such particular way is considered to be quite effective to increase brand awareness. However, the average data obtained from various journals and articles is data from medium to large scale companies both locally and internationally. Therefore, this study was conducted to examine whether the use of Instagram influencers to increase brand awareness is also effective for micro-scale local brands by taking examples from one of Surabaya lifestyle brands called Conseva. This research was conducted with a quantitative method focusing on collecting numerical data to see the results of the growth of followers and visits obtained by Conseva before and after using Instagram influencers. If the number of Instagram followers and visits to Conseva increases, it means that brand awareness has also increased and vice versa.
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Gil-Quintana, Javier, and Emilio Vida de León. "Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance." Publications 9, no. 4 (September 25, 2021): 43. http://dx.doi.org/10.3390/publications9040043.
Повний текст джерелаАнотація:
Influencers have positioned themselves as opinion leaders capable of influencing large social groups, extending their presence to areas such as education. Instagram is one of the most consolidated social networks focused on the image where citizens interested in educational areas can find information from specialized channels on this topic. The purpose of this study is to analyze, during the period of confinement by COVID-19, the use of Instagram by educational influencers to consolidate their channel in new audiences, influence through interaction with their followers and create their transmedia production. Using a mixed methodological approach, a descriptive analysis of a sample of 810,200 users and a content analysis of 13 profiles of educational influencers is applied. The results show educational influencers as true experts in the use of Instagram, managing visually pleasing and harmonious profiles for new audiences. These influencers reach a large number of users, mostly women between the ages of 25 and 45 with an interest in “motherhood” on the platform. Educational influencers use digital marketing codes in their social networks, with a communicative style adapted to this type of space that seeks to increase the interaction and participation of new audiences and, as a consequence, economic profitability. There is a high number of influencers whose objective is to share educational resources, using their accounts as showcases for their transmedia educational production and for the sale or promotion of their productions and creations.
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Guzmán, Erick Méndez, Ziqi Zhang, and Wasim Ahmed. "Towards understanding a football club’s social media network: an exploratory case study of Manchester United." Information Discovery and Delivery 49, no. 1 (January 23, 2021): 71–83. http://dx.doi.org/10.1108/idd-08-2020-0106.
Повний текст джерелаАнотація:
Purpose The purpose of this work is to study how different stakeholders of a football club engage with interactions online through Twitter. It analyses the football club’s Twitter network to discover influential actors and the topic of interest in their online communication. Design/methodology/approach The authors analysed the social networks derived from over two million tweets collected during football matches played by Manchester United. The authors applied social network analysis to discover influencers and sub-communities and performed content analysis on the most popular tweets of the prominent influencers. Findings Sub-communities can be formed around current affairs that are irrelevant to football, perhaps due to opportunistic attempts of using the large networks and massive attention during football matches to disseminate information. Furthermore, the popularity of tweets featuring different topics depends on the types of influencers involved. Practical implications The methods can help football clubs develop a deeper understanding of their online social communities. The findings can also inform football clubs on how to optimise their communication strategies by using various influencers. Originality/value Compared to previous research, the authors discovered a wide range of influencers and denser networks characterised by a smaller number of large clusters. Interestingly, this study also found that bots appeared to become influential within the network.
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Nulkar, Gurudas. "Fostering Environmental Performance Management within Indian SMEs." International Journal of Strategic Information Technology and Applications 7, no. 2 (April 2016): 1–13. http://dx.doi.org/10.4018/ijsita.2016040101.
Повний текст джерелаАнотація:
Research and discussions on environmental sustainability of businesses generally focus on large corporations. Their environmental impacts are more likely to be noticed while small and medium enterprises (SME) are largely ignored. With a small scale of operations, SMEs are generally perceived to have less environmental impacts. However, as larger corporations outsource their manufacturing to SMEs the environmental burden shifts within their supply chain. This research was conducted within manufacturing SMEs in industrial markets (B2B) in Pune, India. In depth interviews with large and small firms helped develop the conceptual model and the questionnaire. Responses from 60 SMEs were analysed. The research identified factors like owner awareness, barriers and influencers to green practices and categorized environmental practices within product life cycle. The results showed that owners with high awareness levels had advanced environmental activities. The strength of barriers and influencers was established and the author makes recommendations based on these findings.
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Balaban, Delia, Ioana Iancu, Maria Mustățea, Anișoara Pavelea, and Lorina Culic. "What Determines Young People to Follow Influencers? The Role of Perceived Information Quality and Trustworthiness on Users’ Following Intentions." Romanian Journal of Communication and Public Relations 22, no. 3 (December 1, 2020): 5. http://dx.doi.org/10.21018/rjcpr.2020.3.306.
Повний текст джерелаАнотація:
Social media is associated with the rise of new types of celebrities called influencers, who share their current experiences and ideas and often endorse brands. Developing and keeping a large community of followers is one of the most important goals of influencers. The size of their audiences is one of the elements that make them relevant to the advertising industry. The main objective of the present research is to explore the mechanism that determines users’ online behavior related to influencers, such as following them on social media. Moreover, the study examined the role of the perceived information quality and of the perceived trust of the influencers in shaping audiences’ attitudes toward influencers. The moderating role of the frequency of Instagram and YouTube use on the relationship between perceived information quality and trustworthiness was explored by conducting an online survey (N=1088). The main takeaway from the study is that influencers who want to grow their audiences have to create perceived quality content. This can contribute to both positive attitudes and the development of trust. Also, the frequency of Instagram use has a small moderating role, while the frequency of YouTube use has no effects on the trustworthiness of the influencers.
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Atef, Noha. "If the Evidence is Not Research, What is it? Egyptian Physicians’ Explanations of the Lack of Research Citations in their Health Vlogs." Health & New Media Research 6, no. 2 (December 31, 2022): 299–317. http://dx.doi.org/10.22720/hnmr.2022.6.2.299.
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Doctor-influencers have the knowledge needed to understand scientific research, and they have the social media popularity to share it with large audiences. In this article, I explore the treatment of evidence in vlogs by Egyptian doctor-influencers: how they present it and what they use instead of it. I answer the following questions: 1) How do doctor-influencers present evidence on social media? 2) If research is not the evidence, what the evidence is? The data was collected through in-depth interviews with 12 Egyptian doctor-influencers from different specializations; two focus groups; and a critical discourse analysis of 48 of the influencers’ most popular and most engaging videos. I found that the doctor-influencers cited academic research only in the videos about medical controversies, new treatments, misinformation, or common medical mistakes. In most of their videos, the Egyptian doctor-influencers scarcely referred to medical research. This is because they believe that their audiences would not understand the evidence due to their low educational attainment, weak research skills, and the language barrier (as most medical research is published in English rather than Arabic). These findings highlight the challenges of communicating science in societies with a low level of education. In these settings, communicators may need to move beyond mediating research studies on social media and instead focus on simplifying, translating, and connecting evidence-based information to the cultural context.
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Zaman, Syed Ahsan Ali, Adnan Anwar, and Irfan Ul Haque. "Examining the Mediating Effect of Online Engagement and Online Reviews: The Influence of Influencer Credibility on Consumer Purchase Intentions." Pakistan Business Review 24, no. 4 (May 30, 2023): 389–410. http://dx.doi.org/10.22555/pbr.v24i4.872.
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Companies look up to influencers because they are seen as thought leaders who mediate between the company and its followers. This results in their taking on the role of brand ambassadors or spokespersons. They play a significant role in helping businesses develop what they call a "digital relationship" with their clientele by supplementing and amplifying more traditional forms of marketing. They see digital connection as crucial in the current business climate. This study examined the effects of influencer credibility, customer review, and customer interaction on consumers' intent to buy after seeing an endorsement from an influencer, with an emphasis on Purchase intention. The study's findings indicate that customer involvement is the most important factor in determining whether a consumer will follow through on a purchase intent prompted by an influencer. The credibility of influencers had a notably large impact on consumer engagement; however, trustworthiness was also a factor. Online shoppers place a high value on accessibility to information. Because they both include customers sharing their experience and appraisal of a product or service with other potential purchasers, customer reviews and influencer endorsements can be considered customer reviews. This research reveals that consumer reviews have little impact on consumers' propensity to make a purchase. Influencer endorsement, but not customer reviews, affects desire to buy premium goods. However, the role of customer reviews as a moderator between trustworthiness and desire to buy was not established in this research.
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Lashley, Kisha, and Timothy G. Pollock. "Dancing with Giants: How Small Women- and Minority-Owned Firms Use Soft Power to Manage Asymmetric Relationships with Larger Partners." Organization Science 31, no. 6 (November 2020): 1313–35. http://dx.doi.org/10.1287/orsc.2019.1353.
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We explore how minority- and women-owned suppliers lacking hard power manage asymmetric relationships with larger, more powerful buyers in the context of supplier diversity relationships. We examine how these suppliers create and use soft power to manage the opportunities and challenges they encounter trying to maintain their positions in large buyers’ supply chains. We find that these easily substitutable firms use a variety of information sources to identify and make themselves cognitively central to individuals inside and outside the buyer organizations who can serve as functional and political influencers. They then employ these influencers to affect the buyer’s decisions when their position in the supply chain is threatened, largely without the buyer noticing. Our study contributes to the literatures on the use of soft power buyer-supplier power relationships and supplier diversity.
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Jordan, Lisa, James Kalin, and Colleen Dabrowski. "Characteristics of Gun Advertisements on Social Media: Systematic Search and Content Analysis of Twitter and YouTube Posts." Journal of Medical Internet Research 22, no. 3 (March 27, 2020): e15736. http://dx.doi.org/10.2196/15736.
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Background Although gun violence has been identified as a major public health concern, the scope and significance of internet gun advertising is not known. Objective This study aimed to quantify the characteristics of gun advertising on social media and to compare the reach of posts by manufacturers with those of influencers. Methods Using a systematic search, we created a database of recent and popular Twitter and YouTube posts made public by major firearm manufacturers and influencers. From our sample of social media posts, we reviewed the content of the posts on the basis of 19 different characteristics, such as type of gun, presence of women, and military or police references. Our content analysis summarized statistical differences in the information conveyed in posts to compare advertising approaches across social media platforms. Results Sample posts revealed that firearm manufacturers use social media to attract audiences to websites that sell firearms: 14.1% (131/928; ±2.9) of Twitter posts, 53.6% (228/425; ±6.2) of YouTube videos, and 89.5% (214/239; ±5.1) of YouTube influencer videos link to websites that facilitate sales. Advertisements included women in efforts to market handguns and pistols for the purpose of protection: videos with women included protection themes 2.5 times more often than videos without women. Top manufacturers of domestic firearms received 98 million channel views, compared with 6.1 billion channel views received by the top 12 YouTube influencers. Conclusions Firearm companies use social media as an advertising platform to connect viewers to websites that sell guns. Gun manufacturers appropriate YouTube servers, video streaming services, and the work of YouTube influencers to reach large audiences to promote the widespread sale of consumer firearms. YouTube and Twitter subsidize gun advertising by offering server and streaming services at no cost to gun manufacturers, to the commercial benefit of Google and Twitter’s corporate ownership.
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Jhaver, Shagun, Christian Boylston, Diyi Yang, and Amy Bruckman. "Evaluating the Effectiveness of Deplatforming as a Moderation Strategy on Twitter." Proceedings of the ACM on Human-Computer Interaction 5, CSCW2 (October 13, 2021): 1–30. http://dx.doi.org/10.1145/3479525.
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Deplatforming refers to the permanent ban of controversial public figures with large followings on social media sites. In recent years, platforms like Facebook, Twitter and YouTube have deplatformed many influencers to curb the spread of offensive speech. We present a case study of three high-profile influencers who were deplatformed on Twitter---Alex Jones, Milo Yiannopoulos, and Owen Benjamin. Working with over 49M tweets, we found that deplatforming significantly reduced the number of conversations about all three individuals on Twitter. Further, analyzing the Twitter-wide activity of these influencers' supporters, we show that the overall activity and toxicity levels of supporters declined after deplatforming. We contribute a methodological framework to systematically examine the effectiveness of moderation interventions and discuss broader implications of using deplatforming as a moderation strategy.
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Anggadha, Fernaldi, and Haula Rosdiana. "Analysis of Efforts to Increase Income Taxes of Social Media Influencers in Endorsement Activities." Jurnal Administrasi Publik : Public Administration Journal 10, no. 2 (October 14, 2020): 111–17. http://dx.doi.org/10.31289/jap.v10i2.3094.
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Technological developments in the era of globalization have brought changes to marketing techniques, by using social media. Marketing through social media is mostly done by influencers because it is easy to do and earns a fairly large income. The purpose of this study is to analyze the efforts made by the Directorate General of Taxes to increase income tax on social media influencers in endorsement activities. This study adopts the positivism paradigm with qualitative methods. The purpose of this research is descriptive. Primary data sources were obtained through in-depth interviews with selected informants. The results showed that the income of social media influencers or arts workers had great taxation potential. The Directorate General of Taxation seeks to increase income tax receipts for influencers by updating the database, disseminating information and conducting surveillance with law enforcement. The Directorate General of Taxes needs to provide confirmation of the tax provisions for programmatic income so as to provide tax treatment similarities with conventional artist activities and close tax gaps that are widely utilized through online activities.
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Kilipiri, Eleni, Eugenia Papaioannou, and Iordanis Kotzaivazoglou. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case." Sustainability 15, no. 8 (April 7, 2023): 6374. http://dx.doi.org/10.3390/su15086374.
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Instagram is a critical tool for the selection of tourism destinations. Instagram travel influencers seem to play a significant role in this process, often using geo-location data to make their posts even more impactful. However, there is no evidence of them performing such a role in sustainable destinations, although these destinations are increasing and to a large extent are the future in tourism. This paper aspires to shed light in this area focusing on sustainable destinations. Specifically, the purpose of this paper is to examine (a) the role of Instagram travel influencers in shaping users’ opinions of a sustainable destination and (b) the importance of geo-location data used by influencers to the users’ selection of such a destination. Thirty sustainable tourism destinations, as posted between 2017 and 2019, were selected for examination by using 10 Instagram travel macro-influencers’ power derived from their followers’ interactions on posts. The study used a mixed method approach combining cross-sectional and quantitative data analysis. Panel data and a multiple hierarchical analysis using SPSS Statistics were implemented to test the hypotheses. Finally, a regression model was used to try to identify the relationship between geo-location data and the selection of sustainable tourism destinations. The findings show that Instagram travel influencers, as social media communicators, are positively related to the selection of a sustainable destination. However, the use of geo-location data by Instagram travel influencers does not enhance travelers’ intention for such a choice.
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Galeotti, Andrea, and Sanjeev Goyal. "The Law of the Few." American Economic Review 100, no. 4 (September 1, 2010): 1468–92. http://dx.doi.org/10.1257/aer.100.4.1468.
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Empirical work shows that a large majority of individuals get most of their information from a very small subset of the group, viz., the influencers; moreover, there exist only minor differences between the observable characteristics of the influencers and the others. We refer to these empirical findings as the Law of the Few. This paper develops a model where players personally acquire information and form connections with others to access their information. Every (robust) equilibrium of this model exhibits the law of the few. (JEL D83, D85, Z13)
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Takano, Chisa, and Masaki Aida. "Nodal Degree Correlations Around Twitter’s Influencers Revealed by Two-Hop Followers." Journal of Advanced Computational Intelligence and Intelligent Informatics 26, no. 3 (May 20, 2022): 289–98. http://dx.doi.org/10.20965/jaciii.2022.p0289.
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In recent years, with the spread of social networking services (SNSs), communication has been facilitated among people regardless of age, occupation, and geographical locations. The SNSs are used not only for directly developing friendships, but also as a tool for spreading friendships, allowing users to exchange information in real-time with people having common interests. Twitter, in particular, is a service with a large number of users and a considerable influence on information diffusion. In this study, the characteristics of the follower networks centered on various Twitter influencers are analyzed, and the common characteristics that do not depend on individual influencers are clarified for the world-famous influencers (US and international). Furthermore, after theoretically analyzing the relationship between the characteristics of the nodal degree distribution and the degree correlation, the degree dependence of the correlation coefficient expressing the degree correlation is clarified using numerical experiments.
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Ali, Mubashir, Anees Baqir, Giuseppe Psaila, and Sayyam Malik. "Towards the Discovery of Influencers to Follow in Micro-Blogs (Twitter) by Detecting Topics in Posted Messages (Tweets)." Applied Sciences 10, no. 16 (August 18, 2020): 5715. http://dx.doi.org/10.3390/app10165715.
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Micro-blogs, such as Twitter, have become important tools to share opinions and information among users. Messages concerning any topic are daily posted. A message posted by a given user reaches all the users that decided to follow her/him. Some users post many messages, because they aim at being recognized as influencers, typically on specific topics. How a user can discover influencers concerned with her/his interest? Micro-blog apps and web sites lack a functionality to recommend users with influencers, on the basis of the content of posted messages. In this paper, we envision such a scenario and we identify the problem that constitutes the basic brick for developing a recommender of (possibly influencer) users: training a classification model by exploiting messages labeled with topical classes, so as this model can be used to classify unlabeled messages, to let the hidden topic they talk about emerge. Specifically, the paper reports the investigation activity we performed to demonstrate the suitability of our idea. To perform the investigation, we developed an investigation framework that exploits various patterns for extracting features from within messages (labeled with topical classes) in conjunction with the mostly-used classifiers for text classification problems. By means of the investigation framework, we were able to perform a large pool of experiments, that allowed us to evaluate all the combinations of feature patterns with classifiers. By means of a cost-benefit function called “Suitability”, that combines accuracy with execution time, we were able to demonstrate that a technique for discovering topics from within messages suitable for the application context is available.
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Gultom, Atikah Putri Adrilia, and Irwansyah Irwansyah. "Kekuatan Instagram dengan Electronic-Word-of-Mouth (Ewom) dan Influencer dalam Komunikasi Pemasaran." Jurnal InterAct 10, no. 2 (January 23, 2022): 35–46. http://dx.doi.org/10.25170/interact.v10i2.3150.
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Social media has the power to change the patterns of people interacting and communicating. The growth use of Social Networking Sites/SNS has also led to changes in the communications industry, one of this is the integration of communication and marketing. This study aims to understand how the power of Instagram with eWOM and influencers that focus on the beauty and lifestyle in the digital era when conducting communication and marketing activities for one of the beauty products brands. The method in this study uses a “qualitative approach”, while data collection uses the “Indepth Interview” technique. Interview process using the Zoom application on two informants who were actively using Instagram, had used social media for eWOM, had a minimum number of followers was 1000, and focused to the development of beauty trends in Indonesia. The results of this study indicate that currently the brand not only focus on eWOM and influencers with a large number of followers, but also focus to the scope and closeness of influencers with their followers. The eWOM activities carried out by influencers with reviews based on experience. The variety of eWOM is divided into two, sponsored and not sponsored.
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Asfar, Ayesha, Ayesha Qamar, and Sadaf Irtaza. "SOCIAL MEDIA USAGE AND FEMALE CONSUMER ATTITUDE IN PAKISTAN: IMPACT OF INSTAGRAM INFLUENCERS ON PURCHASE INTENTIONS." Pakistan Journal of Social Research 04, no. 03 (September 30, 2022): 204–14. http://dx.doi.org/10.52567/pjsr.v4i03.705.
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Social media influencers are becoming popular and increasing in a large number more effectively. Influencers act as role models to inspire people through their content. Therefore, this study aims to examine the effects of Instagram influencers on consumer attitude and purchase behavior in the light of exposure to Instagram, trustworthiness, attractiveness, expertise, and para social interaction with respect to young Pakistani female users of the aforementioned social networking platform. The methodology used for this study is that of quantitative research. To verify a set of research hypotheses, a conceptual model was developed incorporating the variables of this study. The data collection was done using the convenience sampling technique. The population of this study was young Pakistani female users of Instagram from Islamabad, Rawalpindi, Lahore, Peshawar, and Karachi. A sample size of 250 respondents was collected for the analysis. The online survey link was distributed to the young Pakistani females through social networks like Instagram, WhatsApp, Facebook, and Twitter to outreach the target audience more efficiently. The findings based on survey data showed that para social interaction has a higher positive relationship with consumer attitude among all variables. Furthermore, the relationship between trustworthiness, attractiveness, expertise, para social interaction, and purchase intention has also shown a positive relationship. Keywords: Social media influencers, Exposure to Instagram, Purchase Intention
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Pradika, Dyas Rhaka, Ratna Setyarahajoe, and Fitria Widiyani Roosinda. "STRATEGI KOMUNIKASI PEMASARAN DIGITAL BERBASIS INFLUENCER PADA INSTAGRAM CLEO OXYGEN DALAM UPAYA MENINGKATKAN BRAND AWARENESS." Jurnal Administrasi Publuk dan Ilmu Komunikasi 9, no. 2 (December 15, 2022): 180–88. http://dx.doi.org/10.55499/intelektual.v9i2.85.
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The development of information technology can be accessed anytime and anywhere only by connecting to the internet. With a very large number of internet users, Indonesia is a potential market share for online shop business people. Digital media channels are online communication techniques used to achieve the goals of brand awareness, familiarity, enjoyment, and to influence buying interest by encouraging digital media users to visit the website. Cleo Oxygen chooses Instagram as a marketing communication channel and influencers as a means of promoting a product. The focus of the problem in this research is how influencer-based digital marketing communication strategies on Instagram Cleo Oxygen are in an effort to increase brand awareness. The researcher uses a qualitative method with a descriptive approach, for the theory used in this study is the theory of Viral Marketing Strategy according to Chaffey in his book. The results of the study show that the influencer-based digital marketing strategy on Cleo Oxygen's Instagram has an impact on (brand awerness) public trust in Cleo Oxygen products, and is evidenced by the large number of impressions and likes in a post where the influencer is able to influence his followers to participate. consume this Cleo Oxygen product. The positive responses in the comments column of the post show that the Cleo Oxygen product has been accepted by the public on the internet.
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Tkalčić, Hrvoje, and Thanh-Son Phạm. "Excitation of the global correlation wavefield by large earthquakes." Geophysical Journal International 223, no. 3 (August 5, 2020): 1769–79. http://dx.doi.org/10.1093/gji/ggaa369.
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SUMMARY Recorded globally, cross-correlated ground-motion time-series of the coda of large earthquakes enable the construction of a 2-D representation of correlation lapse time and inter-receiver distance—a global correlogram. A better understanding of how the features present in a correlogram are generated can revolutionize the characterization of planetary interiors. Here, we investigated correlograms based on individual large earthquakes and identified 12 events from the past decade with a multitude of prominent and some ‘exotic’ features in the first 3 hr following correlation origin. We found that the type of the source mechanism and energy-release dynamics are the key influencers responsible for individual correlograms equal in quality to a stack of hundreds of correlograms. A single event is sufficient in creating a correlogram resembling previous correlograms constructed from a large number of events, which reinforces the notion that the earthquake coda-correlation features are not ‘reconstructed’ body waves. Numerical simulations of the correlation wavefield can thus be based on exceptional-quality events, becoming more computationally affordable. Here, we explain more than 60 features of the global coda-correlogram, which presents the most extensive catalogue to date.
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Bonnevie, Erika, Sierra M. Smith, Caitlin Kummeth, Jaclyn Goldbarg, and Joe Smyser. "Social media influencers can be used to deliver positive information about the flu vaccine: findings from a multi-year study." Health Education Research 36, no. 3 (June 1, 2021): 286–94. http://dx.doi.org/10.1093/her/cyab018.
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Abstract Large-scale digital flu vaccine campaigns have experienced difficulty increasing vaccination coverage among African Americans and Hispanics, and are routinely inundated by negative responses from vaccine opponents. A digital campaign employing user-generated content from social media ‘micro’ influencers who are predominantly followed by African Americans and Hispanics was implemented during the 2018–19 and 2019–20 flu seasons to disseminate positive information about the flu vaccine. At the time, this constituted the largest influencer-driven health campaign focused on these communities in the United States. Comments on posts were qualitatively coded to determine content perceptions among those exposed to posts. Digital metrics were also analyzed. During Year 1, posts reached 9 million+ social media users and generated 64 612 likes or shares, and 1512 responses. In Year 2, posts reached 8 million+ users and generated 155 600 likes or shares, and 3122 responses. Around 94% of public responses to posts were positive, suggesting this is a promising strategy to communicate health information and could shift social norms, particularly for heavily debated topics such as vaccination. This strategy represents a more community-led and participatory approach than most large-scale vaccination campaigns have attempted, with immediate applicability to communications about the COVID-19 vaccine.
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Kar, Rupsha. "To Study the Impact of Social Network Analysis on Social Media Marketing Using Graph Theory." International Journal of Software Science and Computational Intelligence 14, no. 1 (January 1, 2022): 1–20. http://dx.doi.org/10.4018/ijssci.304437.
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Marketing requires an understanding of relationships and current research has progressed much beyond the simple dyadic relationships to look at how social media networks influence the behavior of customers. Social media's power is fascinating as a seemingly inconsequential figure emerges from the ruins and attracts tens of thousands, if not millions, of followers and thus providing an average individual a huge platform to interact with the rest of the world. Academics have used Network theory and formal network analysis approaches to harvest the large pool of social media influencers available on the internet. The goal of this paper is to use various graph theory algorithms to portray the impact of social network analysis on internet marketing, with a primary focus on social media influencers, and to illustrate a variety of network measurements ideas that may be employed in social media management research that takes into account the enormous social media communication network.
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Lie, Runar Hilleren. "The Influencers of International Investment Law: A Computational Study of ISDS Actors’ Changing Behavior." German Law Journal 23, no. 3 (April 2022): 350–75. http://dx.doi.org/10.1017/glj.2022.20.
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AbstractThis Article studies the change in behavior over time for the professional actors in the international investment arbitration system. Using the results from a large-scale computational analysis, I find indications that the actors have increased their use of citations and their use of terms that originate outside of the litigated treaties. In light of these findings, I argue that the actors are increasingly challenging the insulated structural outset of international investment law with a more systemic approach to legal reasoning. Subsequently, I explore if theories from the realm of cognitive science may provide explanations for why the actors are changing their behavior and what consequences such cognitive mechanisms may have on the systems development.
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Canesta, Felicia, Efendi Chen, and Kelvin Chua. "Lingkungan Media Sosial Mempengaruhi Kesuksesan Sebuah Branding Melalui Komunitas Influencers." Jurnal Teknologi Informasi 6, no. 1 (July 1, 2020): 70–77. http://dx.doi.org/10.52643/jti.v6i1.840.
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ABSTRAKMedia sosial memperkenalkan beberapa perubahan penting pada pemasaran digital. Perkembangan teknologi memfasilitasi peningkatan keterhubungan dan pemberdayaan pengguna media sosial saat ini. Hal ini mendorong perkembangan pemasaran branding melalui komunitas online di lingkungan media sosial, tempat pengguna untuk berpartisipasi dalam pembuatan dan kolaborasi dalam berbagi nilai terhadap produk yang dipasarkan. Komunitas online paling berpengaruh di media sosial memiliki kredibilitas tinggi, dan sejumlah besar koneksi yang diberdayakan mempengaruhi perkembangan aktual perusahaan / pemilik brand, sehingga komunitas online itulah yang diidentifikasi sebagai Influencer atau Public Figure di media sosial. Pemilik brand harus memiliki nilai-nilai atau ide kreatif terhadap produk yang dipasarkan dan harus menyediakan uang yang cukup sebagai bayaran yang harus dilakukan berdasarkan tarif yang ditawarkan oleh komunitas Influencer untuk mempromosikan brand tersebut. Studi penelitian ini bertujuan untuk menganalisis dan menyelidiki dampak perkembangan branding pada ekuitas media sosial yang dilibatkan oleh komunitas Influencer. Hasil pada penelitian ini membuktikan adanya wawasan yang relevan dan dampak yang signifikan dari hasil yang diperoleh praktisi terhadap konsep pengembangan pemasaran digital di lingkungan media sosial yang dilakukan oleh komunitas Influencer. Kata Kunci : Media Sosial, Branding, Influencer, Digital, Pemasaran ABSTRACT Social media introduces several important changes to digital marketing. Technological developments facilitate the current connection and empowerment of social media users. This encourages the development of branding marketing through online communities in the social media environment, where users can participate in the co-creation and collaboration of sharing value on the products being marketed. The most influential online community on social media has high credibility, and a large number of connections could influence the actual development of the company or branding, that’s what we called as Influencer or Public Figure in the social media environment. The owner must have a creative values or ideas of their product being marketed and must provide a sufficient money to be paid based on the rates offered by the Influencer Community to promote the brand. This research study aims to analyze and investigate the impact of the development of Branding on the social media equity involved by the Influencer community. The results of this study prove the existence of relevant insights and the significant impact of the results obtained by practitioners on the concept of developing digital marketing in the social media environment carried out by the Influencer community. Keywords : Social Media, Branding, Influencer, Digital, Marketing
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Cavedo, Enrica, Simone Lista, Marion Houot, Andrea Vergallo, Michel J. Grothe, Stefan Teipel, Henrik Zetterberg, et al. "Plasma tau correlates with basal forebrain atrophy rates in people at risk for Alzheimer disease." Neurology 94, no. 1 (December 4, 2019): e30-e41. http://dx.doi.org/10.1212/wnl.0000000000008696.
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ObjectiveTo investigate whether baseline concentrations of plasma total tau (t-tau) and neurofilament light (NfL) chain proteins are associated with annual percent change (APC) of the basal forebrain cholinergic system (BFCS) in cognitively intact older adults at risk for Alzheimer disease (AD).MethodsThis was a large-scale study of 276 cognitively intact older adults from the monocentric INSIGHT-preAD (Investigation of Alzheimer's Predictors in Subjective Memory Complainers) cohort. Participants underwent baseline assessment of plasma t-tau and NfL concentrations as well as baseline and 24-month follow-up MRI scans. Linear models with and without influential observations (calculated using the Cook distance) were carried out to investigate the effect of plasma NfL and t-tau concentrations, and their interaction effect with β-amyloid status and APOE genotype, on the APC of the whole BFCS and its anterior (Ch1/2) and posterior (Ch4) subdivisions separately.ResultsHigher plasma t-tau concentrations at baseline were associated with higher BFCS rate of atrophy (model without influencers: n = 251, F value = 4.6815; p value = 0.031). Subregional analyses showed similar results for both the APC of the Ch1/2 (model without influencers: n = 256, F value = 3.9535, p corrected = 0.047) and Ch4 BFCS sectors (model without influencers: n = 253, F value = 4.9090, p corrected = 0.047). Baseline NfL, β-amyloid load, and APOE ε4 carrier status did not affect APC of the BFCS.ConclusionIncreased concentrations of baseline plasma t-tau may predict in vivo structural BFCS atrophy progression in older adults at risk for AD, independently of β-amyloid status and APOE genotype.
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Cahyo, Puji Winar, and Muhammad Habibi. "Clustering followers of influencers accounts based on likes and comments on Instagram Platform." IJCCS (Indonesian Journal of Computing and Cybernetics Systems) 14, no. 2 (April 30, 2020): 199. http://dx.doi.org/10.22146/ijccs.53028.
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The promotion of goods or services is now facilitated by the dissemination of information through Instagram. Dissemination of information is usually done by influencers or promotional accounts. The account used certainly has a lot of followers. Because of the large amount of follower data in that account, it can be grouped into the same characters. This is done to determine the potential for promotion using social media accounts. This study uses data from 2 popular accounts. The first account is an artist with the username ayutingting92. The second account is Infounjaya, the official promotion account from Jenderal Achmad Yani University, Yogyakarta. The results of grouping can divide follower data into two cluster groups with different interactions. The basic difference between the two groups is the number of likes and comments. The infounjaya account analysis results showed that of 4,906 followers, only 3,211 followers were actively involved in the interaction, 1,695 followers were passive followers who did not like or did not comment on the interaction. Meanwhile, the results of the ayutingting92 follower cluster show that out of 1 million sample data followers, only 13,591 followers were actively involved in the interaction of likes and comments, 986,409 were passive followers.
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Zhu, Yuqing, Jing Tang, Xueyan Tang, and Lei Chen. "Analysis of influence contribution in social advertising." Proceedings of the VLDB Endowment 15, no. 2 (October 2021): 348–60. http://dx.doi.org/10.14778/3489496.3489514.
Повний текст джерелаАнотація:
Online Social Network (OSN) providers usually conduct advertising campaigns by inserting social ads into promoted posts. Whenever a user engages in a promoted ad, she may further propagate the promoted ad to her followers recursively and the propagation process is known as the word-of-mouth effect. In order to spread the promotion cascade widely and efficiently, the OSN provider often tends to select the influencers, who normally have large audiences over the social network, to initiate the advertising campaign. This marketing model, also termed as influencer marketing, has been gaining increasing traction and investment and is rapidly becoming one of the most widely-used channels in digital marketing. In this paper, we formulate the problem for the OSN provider to derive the influence contributions of influencers given the campaign result, considering the viral propagation of the ads, namely influence contribution allocation (ICA) . We make a connection between ICA and the concept of Shapley value in cooperative game theory to reveal the rationale behind ICA. A naive method to obtain the solution to ICA is to enumerate all possible cascades delivering the campaign result, resulting in an exponential number of potential cascades, which is computationally intractable. Moreover, generating a cascade producing the exact campaign result is non-trivial. Facing the challenges, we develop an exact solution in linear time under the linear threshold (LT) model, and devise a fully polynomial-time randomized approximation scheme (FPRAS) under the independent cascade (IC) model. Specifically, under the IC model, we propose an efficient approach to estimate the expected influence contribution in probabilistic graphs modeling OSNs by designing a scalable sampling method with provable accuracy guarantees. We conduct extensive experiments and show that our algorithms yield solutions with remarkably higher quality over several baselines and improve the sampling efficiency significantly.
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Fallon, Julia, Paul Symonds, and Valeria Lo Iacono. "Your Guess is as Good as Mine." Interdisciplinary Journal of Signage and Wayfinding 3, no. 2 (July 23, 2019): 12–20. http://dx.doi.org/10.15763/issn.2470-9670.2019.v3.i2.a46.
Повний текст джерелаАнотація:
Wayfinding on board a large cruise ship might be mistakenly thought to be easy and straightforward and this may well account for the absence of literature on this topic. This paper will address this gap by exploring and exposing the influencers in shaping our everyday practices whilst cruising, itself a moving experience carrying us by consent across the seas to distant shores.There is reporting upon wayfinding elsewhere however, in which there are accounts that examine other large spaces, where it is more readily acknowledged that people may need help for example in care homes (see Caspi 2014) or where they may be in a hurry, like airports (see Symonds 2017). Such literature will be drawn upon here and supplemented with the cruising context.
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Bertha K. Sinambela and Saskia Novendra. "PENGARUH PERSONAL BRANDING JOVI ADHIGUNA DI INSTAGRAM TERHADAP MINAT FASHION ANDROGINI (Survey Pada Followers Akun Instagram @ joviadhiguna)." Jurnal Netnografi Komunikasi 1, no. 2 (January 30, 2023): 1–12. http://dx.doi.org/10.59408/netnografi.v1i2.3.
Повний текст джерелаАнотація:
Abstract - Androgynous fashion in Indonesia is becoming known to the public through several androgynous influencers or content creators. They managed to express themselves as androgynous figures on social media, one of which was Instagram. Every influencer has the influence to encourage people, especially their followers to try to follow their lifestyle, or imitate their dress style. The theory used in this study is the theory of Computer Mediated Communication or CMC where the theory is a communication process using computer technology media. This research uses a positivistic paradigm, a quantitative approach, survey methods, and the nature of explanatory research. The total population is 809,000 followers from the @joviadhiguna instagram account and taking samples using the slovin formula with a large 10% error rate, so as to get 100 samples. Data analysis used correlation test, simple linear regression, determination test, and t test. The result of the research is the correlation value is 0.626 (6.26%) then the t_count value is 7.948 above the t_table value of 1.985 with a significance value of 0.00.
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Sabbagh, Christina, Emma Boyland, Catherine Hankey, and Alison Parrett. "Analysing Credibility of UK Social Media Influencers’ Weight-Management Blogs: A Pilot Study." International Journal of Environmental Research and Public Health 17, no. 23 (December 3, 2020): 9022. http://dx.doi.org/10.3390/ijerph17239022.
Повний текст джерелаАнотація:
Social media influencers (SMI) are individuals with large follower engagement, who can shape the thoughts and dietary behaviours of their audience. Concerns exist surrounding the spread of dietary misinformation by SMI, which may impact negatively on public health, yet no standards currently exist to assess the credibility of their information. This study aimed to evaluate the credibility of key SMI weight management (WM) blogs (n = 9), piloting a pre-prepared credibility checklist. SMI were included if they had a blue-tick verification on ≥2 social media (SM) and an active WM blog. A sample of blog posts were systematically evaluated against thirteen credibility indicators under four themes: ‘transparency’, ‘use of other resources’, ‘trustworthiness and adherence to nutritional criteria’ and ‘bias’. Indicators were yes/no questions to determine an overall credibility percentage for each SMI. The ten most recent meal recipes from each blog were evaluated against Public Health England’s (PHE) calorie targets and the UK ‘traffic light’ food labelling scheme to assess nutritional quality. Percentages ranged from 23–85%, the highest gained by a Registered Nutritionist. SMI blogs may not be credible as WM resources. Given the popularity and impact of SM in the context of overweight, obesity and WM, this study may inform the methodological approach for future research.
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Pirri, Salvatore, Valentina Lorenzoni, Gianni Andreozzi, Marta Mosca, and Giuseppe Turchetti. "Topic Modeling and User Network Analysis on Twitter during World Lupus Awareness Day." International Journal of Environmental Research and Public Health 17, no. 15 (July 28, 2020): 5440. http://dx.doi.org/10.3390/ijerph17155440.
Повний текст джерелаАнотація:
Twitter is increasingly used by individuals and organizations to broadcast their feelings and practices, providing access to samples of spontaneously expressed opinions on all sorts of themes. Social media offers an additional source of data to unlock information supporting new insights disclosures, particularly for public health purposes. Systemic lupus erythematosus (SLE) is a complex, systemic autoimmune disease that remains a major challenge in therapeutic diagnostic and treatment management. When supporting patients with such a complex disease, sharing information through social media can play an important role in creating better healthcare services. This study explores the nature of topics posted by users and organizations on Twitter during world Lupus day to extract latent topics that occur in tweet texts and to identify what information is most commonly discussed among users. We identified online influencers and opinion leaders who discussed different topics. During this analysis, we found two different types of influencers that employed different narratives about the communities they belong to. Therefore, this study identifies hidden information for healthcare decision-makers and provides a detailed model of the implications for healthcare organizations to detect, understand, and define hidden content behind large collections of text.
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Usua, Ntiense, and Isomgboawaji Ntente Ruth Ijah. "SOCIAL MEDIA INFLUENCERS AND IMAGE OF NATIONS: APPROPRIATING THE ENERGIES OF SELECT NIGERIAN SMIS TO BOOST NIGERIA’S GLOBAL REPUTATION." Brazilian Creative Industries Journal 3, no. 1 (March 31, 2023): 6–26. http://dx.doi.org/10.25112/bcij.v3i1.3220.
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Nigerian has been grappling with battered image since independence but more so since the return of the nation to civilian rule in 1999. The various governments, conscious of the importance of good reputation at a time interdependence among nations is a necessity, have been embarking on image laundry activities but largely, the nation is perceived as a corrupt, insecure, lawless and economically weak nation with people who are not to be trusted for serious partnership. This has worsened with the negative stereotype of developing nations by global media. But developments in the entertainment industry—music, movie, comedy and related content making enterprises—which have produced several influencers, indicate that notwithstanding negative portrayal, social media influencers have made contents that have popularized and portray them in positive ways and through that, endear themselves to global audiences, using the social media. This gives rise to the need to find out whether the visibility of Social Media Influencers could be exploited to change the negative image of the country and to find out how the social media influencers could help in this regard, among other objectives. Using the library research approach, the paper analyses the relationship between the media and national image, the role of social media in image building as well as examine how popular social media influencers through their contents can boost Nigeria’s image. The SMIs analyzed were selected based on news publications of their popularities on the different social media platforms such as TikTok, Facebook, Instagram and Twitter. The publications include top 10 lists of most popular people on these social media platforms and most popular viral contents by Nigerians in the past few years leading up to 2022. Supported by the precepts of perception and technological determinism theories respectively, the paper notes that updating of the perception of the country can occur through the interaction with the observed, in this case the SMIs and that technology (social media) can be leveraged upon to solve Nigeria’s image problem. It concludes that if the SMIs could make positive impacts as demonstrated by their large followings at the global stage, they could deploy their energies to create positive image for Nigeria. It recommends the deliberate involvement of SMIs as forces that can cause a positive update of the perspective of the global audience about Nigeria in the effort to change the narrative that has been built around the nation and indeed change the image of the country in order to rebrand and reposition it in the comity of nations.
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Adinia, Nissa Cita, and Mediana Hanifa. "Publicity or impact? The use of crowdfunding by Indonesian social media influencers during the covid-19 pandemic." Journal of Social Studies (JSS) 18, no. 1 (May 17, 2022): 27–46. http://dx.doi.org/10.21831/jss.v18i1.39797.
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Indonesia is marching toward tackling challenges during the endless Covid-19 pandemic. Under a situation known as VUCA (volatile, uncertain, complex, and ambiguous), a troop of social media influencers (SMI) paved the way to create crowdfunding initiatives. Shedding from the discussion of disaster capitalism, where individual or entities make profit from large-scale crises, also take advantage of the destabilized atmosphere, this paper analyses the initiatives of three Indonesian social media influencers in raising funds through Kitabisa.com from March to November 2020. Under the hashtag #BersamaLawanCorona (together fight the corona), the biggest crowdfunding platform, Kitabisa.com has gathered more than 158 billion rupiahs (11,2 million USD) taken from 5.655 campaigns during March to November 2020 period. These efforts are mainly pioneered by SMIs and their followers. Combining desk review and social media analysis method, the paper revealed that the crowdfunding initiatives by SMIs portrayed two sides of a coin: on the one hand reflects the emergence of solidarity and social contribution to create a positive impact, and on the other, generates publicity. It is, however, too quick to conclude whether the initiatives reflect a practice of disaster capitalism, because the publicity that they generated for these crowdfunding initiatives were not higher compare to publicity they gained from their everyday content.
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Silva, Carlos Henrique Pereira da, Giovanna Hanike Santos da Silva, Ilk Ramos Guerra, Jesus da Silva Carvalho, Júlia Oliveira Cruz, Lívia Roberta de Lima Lamenha, and Lucas Estêvão Pereira Cavalcanti. "Relationship between access to information in social media and the substitution of technical/scientific knowledge." Research, Society and Development 10, no. 12 (September 22, 2021): e307101220125. http://dx.doi.org/10.33448/rsd-v10i12.20125.
Повний текст джерелаАнотація:
Algorithms are increasingly used to streamline the internet search and search process, however, while facilitating this process, they can also influence people's health. Thus, it is necessary an approach about how this tool can negatively influence the well-being condition of individuals. A research was carried out in health databases, using inclusion and selection criteria for the selection of scientific articles. It was clear that the study of fluctuations in internet search terms is no longer restricted to Marketing, because large technological conglomerates already use the behavior of searches to "indicate" content to users. This expansion of territory is useful in the indication of cycles of collective interest driven mainly by the behavior of influencers, who, together with companies, promote the commodification of health and can negatively impact those who consume information. The algorithms present in social media have a negative impact on the lives of internet users. Partnerships between digital influencers and pharmaceuticals pose a risk to the health of lay individuals, as it encourages the consumption of products without medical supervision. Therefore, it is necessary that there be the continuation of scientific productions that address the doubts of users with understandable language, and thus address their questions with well-based information.
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Jung, Chol-Hee, Daniel Park, Peter Georgeson, Khalid Mahmood, Roger Milne, Melissa Southey, and Bernard Pope. "sEst: Accurate Sex-Estimation and Abnormality Detection in Methylation Microarray Data." International Journal of Molecular Sciences 19, no. 10 (October 15, 2018): 3172. http://dx.doi.org/10.3390/ijms19103172.
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DNA methylation influences predisposition, development and prognosis for many diseases, including cancer. However, it is not uncommon to encounter samples with incorrect sex labelling or atypical sex chromosome arrangement. Sex is one of the strongest influencers of the genomic distribution of DNA methylation and, therefore, correct assignment of sex and filtering of abnormal samples are essential for the quality control of study data. Differences in sex chromosome copy numbers between sexes and X-chromosome inactivation in females result in distinctive sex-specific patterns in the distribution of DNA methylation levels. In this study, we present a software tool, sEst, which incorporates clustering analysis to infer sex and to detect sex-chromosome abnormalities from DNA methylation microarray data. Testing with two publicly available datasets demonstrated that sEst not only correctly inferred the sex of the test samples, but also identified mislabelled samples and samples with potential sex-chromosome abnormalities, such as Klinefelter syndrome and Turner syndrome, the latter being a feature not offered by existing methods. Considering that sex and the sex-chromosome abnormalities can have large effects on many phenotypes, including diseases, our method can make a significant contribution to DNA methylation studies that are based on microarray platforms.
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Kodwani, Amitabh Deo, and Sanjeev Prashar. "Assessing the influencers of sales training effectiveness before and after training." Benchmarking: An International Journal 26, no. 4 (May 7, 2019): 1233–54. http://dx.doi.org/10.1108/bij-05-2018-0126.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to decipher the possibility of ensuring the effectiveness of sales training by focusing on selected organization-related variables and thereafter aims at making recommendations for enhancing the overall sales training effectiveness. Variables that are under organizations’ control, like training transfer climate, training evaluation and degree of choice (mandatory or by choice) were selected for this study. The study also attempted to understand how these variables influence at pre-training stage and post-training stage. Design/methodology/approach This cross-sectional research involved both exploratory and conclusive phases. To test the postulated hypotheses, data were collected in two phases from sales executives of a large oil and gas petrochemical company having the presence across India. A total of 370 sales executives, who were the part of a sales training program, were approached twice, one before the training and once after the eight weeks of training. Data from the respondents who completed both pre- and post-training survey (255) were used for analyses. Findings The results indicate that all the three predictor variables – training awareness, perceived transfer climate and the presence of an appropriate training evaluation mechanism, influence trainees’ motivation to learn. The results depict that motivation to learn mediates the association between the predictor variables and the resultant variable. Also, degree of choice was found to moderate the association between motivation to learn and sales training effectiveness. The research reinforces the significance of pre-training factors in designing sales training programs to ensure its better effectiveness. Research limitations/implications The present study captures organizational-level variables as they are under the control of the organization and can be managed. The study included both motivation to learn and training effectiveness in the hypothesized model to understand the motivational issues in a holistic perspective. The outcomes of this research strengthen the role of trainees’ motivation to learn as a connecting variable between organizational-level variables and sales training effectiveness. Thus, the outcome of this study contributes to the literature on training motivation as well as training effectiveness. Practical implications The findings of this study are significant for sales organizations or the organizations offering sales training aiming to enhance overall training effectiveness. Training managers must focus on these factors and ensure that all the pre-training organizational-level variables are very well-taken care of. This implies that the trainees need to be well informed about the training calendar, training policies, training content, expectations from them and how the program will be evaluated after training, along with appropriate positive transfer climate. Organizations should also include proper training evaluation mechanism to measure training at different levels. Originality/value This study is an attempt to decipher the possibility of ensuring the effectiveness of sales training by focusing on select organization-related variables, and thereafter aims at making recommendations for enhancing the overall sales training effectiveness. The study’s uniqueness lies in simultaneous examination of influence of various variables, and that too at two different points of time (before and after the training). These two perspectives are apparently missing in the existing sales training literature.