Search results

1 – 10 of over 4000
To view the access options for this content please click here
Book part
Publication date: 30 November 2020

Seda Yetimoğlu and Kaplan Uğurlu

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users 

Abstract

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users’ experiences and thoughts before purchasing a product or service. The use of social media (SM) platforms, which are getting stronger day by day, is also preferred by companies so as to convey any message to the target audiences. SM platforms such as Instagram, Facebook, Twitter and YouTube are the most outstanding and commonly used channels through which companies reach the target audiences. Sharing, especially including visual elements, supplies the highest level of interaction with the target audience. However, the internet bloggers/vloggers (video blogger), phenomena, influencers or SM marketers have a significant impact on the consumers of the digital age with their channels on the internet and their sharing in SM accounts. Tourism companies are not indifferent to the increasing importance of SM. Thus, they prefer working with SM influencers or bloggers by conveying the info and messages to their consumers to perceive their products and services. The influencers can spread the messages of the companies to wider consumers that companies might never be able to reach. For some years, the inclusion of influencers as part of a communication and marketing strategy has become more common and necessary for the promotion of a destination, airline or hotel group. This has been generated due to important factors such as trust, which has been the best ally of influencers: in most cases people give higher levels of credibility to what is said and done by instagramers, youtubers, bloggers, twitterers, etc. In recent years, it is one of the hottest new ways to affect potential guests’ buying decisions and create high-quality content without the excessive costs of most marketing efforts.

Details

The Emerald Handbook of ICT in Tourism and Hospitality
Type: Book
ISBN: 978-1-83982-689-4

Keywords

Content available
Article
Publication date: 8 June 2021

Joyce Han and Han Chen

Social media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users'…

Abstract

Purpose

Social media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates the moderating role of SoMe influencer following behavior on the aforementioned relationships.

Design/methodology/approach

A total of 212 useable responses were collected through an online survey. Structural equation modeling and hierarchical multiple regressions were employed for hypotheses testing.

Findings

Results indicated that source credibility had a significantly positive influence on the SoMe users' attitudes, which in turn was positively associated with the intention to visit the endorsed destination. Moreover, both relationships were strengthened for SoMe influencer followers than for nonfollowers.

Originality/value

The study expanded the source credibility theory to the use of SoMe influencer marketing on travel destinations among Millennial SoMe users. In addition, the research applied the self-determination theory to fill the gap in literature by examining the moderating role of SoMe influencer following behavior.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

To view the access options for this content please click here
Article
Publication date: 20 July 2020

Klaus-Peter Wiedmann and Walter von Mettenheim

The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill…

Abstract

Purpose

The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level luxury fashion brand is the focus of the experiment.

Design/methodology/approach

A total of 288 participants completed an online survey evaluating the profiles of influencers who varied in terms of the three abovementioned requirements. The impacts of these requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium were tested via structural equation modeling.

Findings

The results show that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil.

Research limitations/implications

To date, practitioners are still struggling with the success requirements of influencer marketing. They have focused on traditional advertising models and numeric requirements such as the amount of followers. However, regarding merely these requirements can result in wrong decisions. Considering the two requirements, attractiveness and trustworthiness, in a stronger way can provide a remedy to this struggle. In future research, the relevance of the requirements in different involvement conditions and for non-attractiveness-related products might be investigated.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to explore the success requirements that are directly related to influencers (e.g. attractiveness) rather than numeric requirements of their profiles (e.g. page rank) and the impacts of those requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium. It adapts the Source-Credibility Model for influencers and shows that its requirements interact in a unique way that is counterintuitive and different from other endorser types such as celebrities or salespersons.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here

Abstract

Details

Sustainability Marketing
Type: Book
ISBN: 978-1-80071-244-7

Content available
Article
Publication date: 19 February 2020

Daniel Belanche, Marta Flavián and Sergio Ibáñez-Sánchez

The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be…

Abstract

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.

Propósito

Esta investigación analiza cómo lograr comportamientos positivos hacia los influencers (mayor interacción del consumidor con la cuenta) y los productos promocionados (búsqueda de información sobre el producto), en función del ajuste influencer-producto en una campaña de marketing de moda. Además, se estudian el seguimiento de la cuenta y la implicación con el producto como posibles moderadores en estas relaciones.

Diseño/metodología/enfoque

Los datos de la investigación se recogieron a través de una encuesta realizada a usuarios de Instagram que conocían previamente a la influencer estudiada. A través de un diseño experimental se manipularon las publicaciones de la influencer para analizar las reacciones de los consumidores, más concretamente, sus intenciones de interactuar con la cuenta del influencer y de buscar más información sobre los productos promocionados.

Resultados

Los resultados de la investigaciĂłn sugieren que un buen ajuste entre los influencers y los productos promocionados incentiva a los usuarios a buscar informaciĂłn sobre Ă©stos productos, pero no afecta a su intenciĂłn de interactuar con la cuenta de Instagram de la influencer. No obstante, las reacciones hacia las publicaciones de la influencer difieren dependiendo de si los consumidores son o no seguidores de la influencer y del nivel de implicaciĂłn con el producto promocionado.

Implicaciones prácticas

El trabajo muestra la necesidad de gestionar adecuadamente las acciones de marketing en las que participan influencers. Las marcas deben conocer el pĂşblico al que se dirigen los influencers y su implicaciĂłn con los productos promocionados, para que la publicaciĂłn promocionada resulte natural. Por su parte, los influencers deben promocionar los productos de marcas que se ajusten a su propio estilo para asĂ­ incrementar la interacciĂłn del pĂşblico con sus cuentas.

Originalidad/valor

Este trabajo indica algunas de las características que han de tener las campañas de marketing con influencers cuando su objetivo es estimular comportamientos de los consumidores tales como la interacción con la cuenta y la búsqueda de información sobre el producto.

Tipo de trabajo

Trabajo de investigaciĂłn

To view the access options for this content please click here
Article
Publication date: 27 January 2020

Parker J. Woodroof, Katharine M. Howie, Holly A. Syrdal and Rebecca VanMeter

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…

Abstract

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.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 15 October 2020

Haejoo Han, Jisu Yi, Sunghee Jun and Sungsook Ahn

In the context of influencer marketing, this study examines the effects of explicit advertising disclosure on consumers' inference regarding influencers' sincere…

Abstract

Purpose

In the context of influencer marketing, this study examines the effects of explicit advertising disclosure on consumers' inference regarding influencers' sincere recommendation intent, and its consequences for consumers' purchase intentions.

Design/methodology/approach

In Study 1, participants were randomly assigned to the conditions of explicit advertising disclosure (e.g. #AD, #Sponsored) and subtle advertising disclosure (e.g. #ThankYou), and indicated their inference regarding influencers' recommendation motives and their own purchase intentions. One-way ANOVA analysis reveals the effect of advertising disclosure on consumers' purchase intentions and the PROCESS model indicates the mediating role of consumers' inferences regarding influencers' sincere recommendation intent. In Study 2, we implemented a 2 (explicit vs. subtle advertising disclosure) × 2 (moderate vs. large size of followers) between-subjects design, using a two-way ANOVA analysis. We analyzed the moderated mediation effect via the PROCESS model.

Findings

Consumers are less inclined to purchase products when influencers express explicit advertising disclosures, compared to when the advertising disclosures are subtle (Study 1). These negative effects of advertising disclosure can be caused by consumers' inferences regarding influencers' sincere recommendation intent in terms of posting content (Studies 1 and 2). Additionally, the negative effect is particularly prominent when an influencer has a large (vs. moderate) number of followers (Study 2).

Originality/value

By examining (1) the effects of explicit advertising disclosure on consumers' inference regarding influencers' persuasion motives and (2) the role of the influencer's number of followers, this research provides both theoretical and practical insights for understanding how best to implement influencer marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 6 July 2020

Sunghee Jun and Jisu Yi

This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of…

Abstract

Purpose

This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty.

Design/methodology/approach

A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling.

Findings

The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust.

Originality/value

This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.

Details

Journal of Product & Brand Management, vol. 29 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 17 May 2021

Jie Sun, Xi Yu Leung and Billy Bai

This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively…

Abstract

Purpose

This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness.

Design methodology approach

Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses.

Findings

Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts.

Research limitations implications

The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection.

Originality value

This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Content available
Article
Publication date: 31 May 2021

Zheng Shen

This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on…

Abstract

Purpose

This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement.

Design/methodology/approach

A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model.

Findings

The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media.

Originality/value

This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

1 – 10 of over 4000