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1 – 10 of over 5000
Article
Publication date: 10 August 2021

Paul Rohde and Gunnar Mau

This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form…

2660

Abstract

Purpose

This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products.

Design/methodology/approach

The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube.

Findings

The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness.

Research limitations/implications

The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content.

Practical implications

This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing.

Originality/value

Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.

Article
Publication date: 8 November 2021

Cortney L. Norris, D. Christopher Taylor and Scott Taylor Jr.

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is…

Abstract

Purpose

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).

Design/methodology/approach

Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.

Findings

Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.

Research limitations/implications

This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.

Originality/value

Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

Details

International Journal of Wine Business Research, vol. 34 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 25 May 2022

Kent Le and Gokhan Aydin

In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has…

Abstract

Purpose

In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has shown certain problems and limitations such as a decrease in perceived authenticity and market saturation. Additionally, the outbreak of COVD-19 has amplified the significance of these factors and made many companies and influencers reconsider their involvement in influencer marketing. Within this context, this paper aims to explore whether influencers were impacted by diminishing perceived authenticity, market saturation or the prolonged pandemic. Also, the authors aim to investigate influencers’ perception of the future of influencer marketing post-pandemic.

Design/methodology/approach

To gain insight into trends in influencer marketing from the influencer’s perspective, this paper uses qualitative research in the form of interviews with influencers and industry professionals.

Findings

The findings highlight the importance of perceived authenticity for success in influencer marketing. Most interviewees indicated that they had noticed a boom in social media influencer marketing before the pandemic, yet provided mixed views regarding the market during the pandemic. Several believe that influencers will continue to be relevant in the increasingly digital world (e.g. increasing digital marketing spend and e-commerce), whereas an expectation of new digital platforms and innovations was also observed. In the long term, saturation and decreased effectiveness were predicted by several interviewees.

Originality/value

This under-researched topic is of relevance especially to consumer goods companies, as social media marketing and influencer marketing are currently highly effective and popular tools. To refine marketing strategies designed around influencers, understanding the limitations, in the context of COVID-19, is crucial.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

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

Open Access
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'…

6600

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

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…

11470

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. 30 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

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

Open Access
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…

20320

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 investigación sugieren que un buen ajuste entre los influencers y los productos promocionados incentiva a los usuarios a buscar información sobre éstos productos, pero no afecta a su intención 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 implicación 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 público al que se dirigen los influencers y su implicación con los productos promocionados, para que la publicación promocionada resulte natural. Por su parte, los influencers deben promocionar los productos de marcas que se ajusten a su propio estilo para así incrementar la interacción del público 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 investigación

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…

5411

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

Article
Publication date: 31 January 2022

Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Stephanie Hui-Wen Chuah, Keng-Boon Ooi and Nick Hajli

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers

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Abstract

Purpose

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).

Design/methodology/approach

The present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.

Findings

PLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.

Originality/value

The present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

1 – 10 of over 5000