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Book part
Publication date: 13 November 2018

Danny Whatmough

Abstract

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Digital PR
Type: Book
ISBN: 978-1-78756-622-4

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Article
Publication date: 14 July 2021

Caroline S.L. Tan

The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product.

Abstract

Purpose

The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product.

Design/methodology/approach

Data were collected using face-to-face semi-structured interviews that were conducted with 30 respondents and analyzed using thematic analysis.

Findings

The study demonstrated that the PO experienced by the follower changes under different conditions resulting from perceived value, social currency and follower activity. Social currency plays a vital role in determining the target of PO, often affecting the narrative by the follower.

Originality/value

To the best of the author’s knowledge, this is the first paper to examine the transference of PO between product and influencer as experienced by the follower. It provides an understanding on PO that is experienced in different levels of intensity and changes depending on the motive of the follower; hence, transference of PO occurs and it is not a static.

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Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 25 June 2021

Jung Ah Lee and Matthew S. Eastin

Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no…

Abstract

Purpose

Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media influencers (PASMIs). This prevents practitioners from effectively assessing consumers' perceptions of an influencer's authenticity prior to a potential partnership. To provide better guidance, this research develops and validates a scale of PASMI as well as examines the relationships between the underlying dimensions of the scale and key consumer behavior variables.

Design/methodology/approach

The current research consists of two studies: the first study constructs a scale; the second validates it. In Study 1, items were generated from existing scales as well as from qualitative responses. These items were revised based on feedback provided by an independent group of reviewers. Furthermore, an online survey was conducted to purify the items. In Study 2, the scale was validated with a new sample.

Findings

Results suggest that perceived SMI authenticity is a multidimensional construct consisting of sincerity, truthful endorsements, visibility, expertise and uniqueness. Each of the five dimensions has varying effects on consumers' evaluation of an SMI, willingness to follow an SMI, and intention to purchase products that SMIs recommend.

Originality/value

This research extends theoretical work on authenticity by developing and validating a scale as well as delving into the construct of perceived SMI authenticity. Practical implications are provided for marketers and SMIs.

Details

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

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Article
Publication date: 17 May 2021

Wai Sing Tsen and Benjamin Ka Lun Cheng

This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is…

Abstract

Purpose

This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender, behavioral segmentation and whether young consumers often follow the advice of online influencers to make a purchase – on the evaluative dimensions. The results will inform advertisers regarding the types of online influencers that they should feature to endorse their products to create desirable promotion effects.

Design/methodology/approach

This study adopted a multistage method. This study first conducted eight focus groups with 48 participants between 18 and 24 years of age to explore their evaluation of online influencers. This study then conducted a survey with a questionnaire developed from the focus group results. This study used convenience sampling and administered the questionnaire to 475 participants (mean age, 19.5 years).

Findings

The results of factor analysis revealed seven dimensions used by young consumers to evaluate online influencers. The most salient dimensions were credibility, appearance and content production techniques. The results of t-testing also show that gender and behavioral segmentation variables had an impact on these evaluative dimensions in the four tested product categories.

Practical implications

This study provides advertisers with a set of criteria to select appropriate online influencers in various advertising settings, such as the promotion of gender-specific products, and in various product categories that target young consumer markets.

Originality/value

To the best of the authors’ knowledge, this is the first study to examine the dimensions used by young consumers to evaluative online influencers in relation to product endorsement.

Details

Young Consumers, vol. 22 no. 2
Type: Research Article
ISSN: 1747-3616

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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

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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. 15 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 26 May 2021

Mike Thelwall

Despite lifestyle information needs being an important part of our daily lives, little is known about the role of common sources. Whilst magazines and television are…

Abstract

Purpose

Despite lifestyle information needs being an important part of our daily lives, little is known about the role of common sources. Whilst magazines and television are traditional providers of lifestyle content, including for fashion, makeup, fitness and cookery, they have been partly replaced by content-creating online influencers.

Design/methodology/approach

To investigate this new resource, this article analyses comments on the videos of 223 UK female lifestyle influencers on YouTube for information about possible viewing patterns.

Findings

Three quarters of comments are written during the week of the video being published, consistent with videos being consumed with an information browsing function, rather than treated as an information resource to be searched when needed. Commenting on the videos of multiple influencers occurred often, suggesting that many viewers are not loyal to a single influencer. Thus, influencers seem to primarily support active scanning rather than searching for specific information. Typical viewers of UK female lifestyle influencers can therefore expect to accumulate lifestyle ideas and knowledge for potential future use in addition to gaining timely suggestions for near future routine decision-making.

Practical implications

Public-facing information professionals, health professionals and counsellors may consider recommending selected videos or influencers to help with lifestyle concerns.

Originality/value

This is the first large scale study of content-creating influencers as a lifestyle information resource.

Details

Journal of Documentation, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0022-0418

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Book part
Publication date: 22 June 2021

Emi Moriuchi

Abstract

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Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences
Type: Book
ISBN: 978-1-83867-176-1

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Article
Publication date: 4 February 2021

Omayma AlFarraj, Ali Abdallah Alalwan, Zaid Mohammad Obeidat, Abdullah Baabdullah, Rand Aldmour and Shafig Al-Haddad

This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating…

Abstract

Purpose

This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan.

Design/methodology/approach

The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate.

Findings

The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI.

Research limitations/implications

This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform.

Practical implications

The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research.

Social implications

Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective.

Originality/value

This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.

Details

Review of International Business and Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-6014

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Book part
Publication date: 2 August 2021

Carsten Baumgarth, Alexandra Kirkby and Cosima Kaibel

Influencer marketing in the traditional sense is changing and taking on a new and creative form. Previously, classic influencers were real, human people, now there is a…

Abstract

Influencer marketing in the traditional sense is changing and taking on a new and creative form. Previously, classic influencers were real, human people, now there is a rise in fake, artificial influencers who are opening up innovative means for brand–influencer collaborations over a variety of platforms. Computer-generated imagery influencers (CGIIs) are blurring the lines between the concept of real and fake people and with that numerous brands have begun creatively integrating them into both their marketing strategies and campaigns. This chapter contributes to the largely unexplored phenomena of CGIIs with a focus on the social media platform Instagram. Following a qualitative approach, the research provides a first detailed classification of CGIIs according to the categories demographics, positioning, behaviour and brand collaborations, and followers. As a frame of analysis, the current top 20 CGIIs (those with the most followers on Instagram) were investigated according to the top rankings outlined by HypeAuditor in 2019. The research resulted in the findings that CGIIs from their profile tend to be mostly female, of Asian origin, aged between 18 and 25 years old, and their content is most predominantly related to lifestyle and fashion. Also discussed in this chapter are six case studies evaluating creative brand collaborations with CGIIs in order to gain insights, as well as a first guideline to best practices. These collaborations can be seen across a spectrum of multiple different industries, such as luxury, home and interior, service, people, technology, and fashion.

Details

Creativity and Marketing: The Fuel for Success
Type: Book
ISBN: 978-1-80071-330-7

Keywords

1 – 10 of over 4000