Influencers Marketing: A Dart on the Psychology of Consumers Through Social Media (original) (raw)
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International Journal of Management, Public Policy and Research
A prominent, non-commercial source of information and influence on consumers has been opinion leaders. Modern-day influencers are opinion leaders having a substantial social base and following. Influencer marketing as a term and strategy gained prominence with the advent and growth of social media marketing. Influencers exert their influence on the citizens / netizens of social platforms. Two-thirds of consumers use ad blockers but are easily amenable to accepting advice from influencers1. An attempt has been made through this research work to gain and provide insights into existing research works exploring the strategic use of social media influencers. Many studies were empirical and used survey research, an experimental or observational design, content analysis or interview methodology.A few studies examined how the influencers lead to behavioural changes in customers and viewers. Most studies prominently addressed influencers as a part of commercial marketing strategy. Different ...
Influencer Marketing as Emerging Promotional Tool in Modern Era and Opportunities to Uprising Sales
International Journal of Emerging Research in Engineering, Science, and Management
The increasing impact of social media for big brands nowadays are preferring influencer marketing over the traditional marketing techniques. Influencer advertising is a methodology that recognizes influential individuals on social media who impact a brand's industry or target crowd. In an influencer advertising technique, a brand shapes an association with the influencer wherein the influencer consents to open their crowd to the brand's informing or substance. Influencer marketing has become dramatically throughout the long term and the objective gathering for this promoting procedure is expanding step by step. Digital ad campaigns and online sketches made by the influencers get viral in no span of time. With hashtags, makes reference & other keywords the name of the brand stays in limelight for a longer period of time & impacts deeper in the minds of the audience. The research paper is based on secondary data. In this paper, the researcher has studied influencer market for ...
Influencer Marketing: A New Marketing Communication Trend
Shodhsamhita, 2023
Consumers are becoming more digitally savvy in terms of both awareness and usage. They are becoming smarter in terms of their preferences and purchases as they use mobile and internet facilities more frequently. To purchase products, people are increasingly turning to digital platforms such as social media and various websites. There are numerous brands in a specific product category entering the market via various platforms. This makes it nearly impossible for brands to stand out in such a crowded market. As a result, brands are increasingly turning to influencer marketing. For those professionals on the cutting edge of purchase decisionmaking, this is a new approach to marketing since a decade. Influencer marketing is a new social media trend that focuses on influencing individuals rather than the target market as a whole. This creates a level of trust between the influencer and the reader/viewer that is nearly impossible for a brand to achieve with the customer on its own. The spread of social media over the last five years has further altered buying and selling techniques. Consumers can express their opinions about products and companies by leaving likes, comments, and shares on platforms such as Facebook, Twitter, and YouTube. As a result, there is an increasing need for businesses to provide positive customer experiences in order to reduce negative word-of-mouth messages that could easily spread among potential customers on social media platforms. Another form of social media that is extremely popular among females in the fashion industry is blogging. Fashion blogs have grown in popularity, and they are now regarded as one of the most effective means of sharing experiences and recommendations via the internet. They are a low-cost, high-impact method of marketing products directly to the intended customer. It is not only a place in which females go to find specific products to buy, but they also go to surf, read, and eventually find something desirable. It can increase online purchases via ecommerce sites, company websites, or social media platforms because it connects the user directly to the point of purchase. The aim of this study is to examine the idea of influencer marketing, its growth in India, and its increasing importance and scope. According to the outcomes of the study, various product categories, such as fashion, mobile, mobile accessories, movies, and restaurants, to name a few, have an impact on people through influencer marketing.
Management Dynamics
The power of word-of-mouth is all omnipresent, but with the advent and proliferation of social media with its speed of spreading the word, it's more significant than ever before. Online influencer marketing is bringing fashion brands and customers specifically to the millennials e closer than ever before. Personality and content are what social influencers provide to the prospective customers of a fashion brand. Having created their online niche and their follower base these influencers are often probably like-minded individuals. Recommendations from influencers have become more effective and can hold more weight than various impersonal forms of advertisement. A business partnership with the right influencer could better connect the business' product to the millennials. The study dwells upon the influence of online influencer marketing on millennials when it comes to buying fashion products and why the world of vogue is embracing influencer marketing for reinforcing the brand identity and driving customer engagement. For fashion brands and retailers, online influencer marketing is increasingly becoming a necessity to engage with customers through bloggers and vloggers with an audience that is tailor-focused to their brand.
Influencer Marketing and Behavioral Outcomes in Social Media: Systematic Literature Review
CERN European Organization for Nuclear Research - Zenodo, 2022
Influencer Marketing (also called Influence Marketing) is a communication method responding to major issues that brands and communication agencies encounter when communicating with their targets on social networks. Given the continual change in communication methods, brands must be creative in developing effective processes capable of reaching consumers who are averse to intrusive advertisements. Going through an influencer gives the campaign credibility with a more authentic and closer message, relayed by an opinion leader. The purpose of this paper is to review the academic literature on influencer marketing and its behavioral outcomes on social media to highlight the current state of the art, the key research themes and the implications for management research and practice. A systematic literature review of academic research on social media influencer marketing has been conducted to gather, examine and synthesize studies related to behavioral outcomes that result from thesis communication methods. By following a review protocol based on both automatic and manual search for the Scopus and Web of science database, all relevant studies on influencer marketing were identified and analyzed. Following the results identified by a critical conceptualization of the concept of influence marketing. The main key research topics covered were categorized and divided into four main areas which were further analyzed: The influence of SMIs communication strategy on user/consumer behavior; Influencer-Follower interpersonal relationship; Social media endorsements and the perception of SMIs as human brands; Celebrity level of SMIs and their congruence with brand endorsements are the main themes that have been mostly identified and discussed in our study.
JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY, 2023
In recent years, marketing trends have seen a significant rise in the use of influencers as an extension of word of mouth campaigns. With consumers increasingly turning to social media platforms, organizations are recognizing the power of influencers in shaping their purchase decisions. This study sheds light on various aspects of influencer marketing that impact consumer behaviour, using the theory of planned behaviour (TPB) and social learning theory by Bandura and Walters as part of a qualitative research approach. The study found that two key factors, namely attitude towards influencers and perceived behaviour control that allows for an increase in domain knowledge, had a positive impact on consumer behaviour. Interestingly, the influence of peers had no effect on consumer behaviour. In addition, other constructs such as personal relevance, inspiration, and trust also had a positive impact on behaviour, while perceived risk did not have any effect. The study also revealed that product influencer fitment was a critical criterion for consumers, as they followed specific types of influencers for different product categories. Depending on the posts shared by influencers, consumers are impacted at four levels: increase in brand awareness, subject matter expertise, brand preference, and preference. Successful influencer marketing involves identifying the right type of influencer who can offer curated advice, stories, and suggestions to create engagement with the audience. In conclusion, influencer marketing has emerged as a powerful tool for organizations to connect with their target audiences. By understanding the key factors that impact consumer behaviour, businesses can create effective influencer marketing campaigns that drive brand awareness, preference, and loyalty. With social media platforms continuing to grow in popularity, influencer marketing is likely to become an even more significant part of the marketing landscape in the coming years.
Social Media Influencers and its Impacts on Consumer Behavior: Malaysia
Annals of the Romanian Society for Cell Biology, 2021
This research aims to assess the effectiveness of social media influencers in terms of advertising. Advertising is an audio or visual sort of marketing communication that uses a straightforwardly upheld, nonpersonal message to progress or offer a thing, service, or thought that specifically focuses on a group of people bringing attention, awareness, need, and organization exposure. Advertising now has upgraded itself from traditional media to new media such as social media, not only did they found a media but also new ways to advertise. Online Social Networks, for instance, Facebook, Instagram, and others have ended up being the most standard online destinations in the current years. The organization has also started to buy their fans and they are called the social media influencers. The research methodology used in this research is quantitative through a survey questionnaire. A nonprobability samplingvirtual snowball sampling method was applied in the survey with 200 respondents. Consumers see social media as an important tool in purchasing decisions, and social media influencers play an important role in that decision. This research contributes to the understanding of how advertising works, how advertising has upgraded to social media, and the influencers playing a big role in developing consumer"s behavior in their purchasing decision.
Behind influencer marketing: key marketing decisions and their effects on followers’ responses
Journal of Marketing Management, 2020
Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretical reasons and methodological operability: brand control over the shared message and its commercial orientation; and, the celebrity level of the influencer and his/her congruence with the product/service they comment on in the post. We are also interested in the effects of these factors on a set of key responses by the follower with regard to the elements that form part of an influencer marketing action: the influencer, the post, and the product/service.
INFLUENCER CHARACTERISTICS IN SOCIAL MEDIA INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW
In light of rising interest in research on influencer marketing, this paper aims to analyse the impact of influencer characteristics on consumer behaviour. The study was based on a systematic analysis of 127 peer-reviewed articles published or accepted from 2000 to 2021. The paper included 52 influencer characteristics classified into four categories: psychological, social, behavioural and demographic characteristics. The findings show that influencers' psychological characteristics, such as trustworthiness, expertise, and attractiveness, have been over-studied. However, research gaps exist in the area of influencers' social characteristics, such as envy and betrayal, as well as behavioural characteristics, such as facial expression, body language, speaking speed and sharing secrets. In addition, there is also a lack of research on the importance of demographic characteristics such as gender, age and ethnicity.
Influencer Marketing: A New Trend
Compendium of Research Papers of National Conference on Multidisciplinary in social science and management studies, 2019
Consumers today are becoming digital savvy both in terms of awareness and usage. Increased usage of mobile and internet facilities they are becoming smarter in terms of their preferences and purchases. There is increased usage of digital platforms like social media and different websites to buy products. Also there are innumerable brands in a particular product category entering market through various platforms. This makes nearly impossible for brands to stand out in such a fierce competition. Hence, brands are now turning towards Influencer marketing. This is a new approach to marketing in a decade for those professionals at the leading edge of purchase decision-making. Influencer marketing is a new trend where focus is on influencing people rather than the target market as a whole on social media.This develops level of trust between influencer and reader/viewer which is nearly impossible for a brand to build alone with the customer. During the last five years, the spread of social media has further changed buying and selling techniques. With platforms like Facebook, Twitter and YouTube, consumers are able to give their review in the form of like, comments, shares, etc..regarding their experiences about products and companies. This has led to the growing need for companies to generate positive customer experiences in order to minimize negative word-of-mouth messages, which would easily be spread within the social media platforms potential customers. Blogging is another form of social media that is very popular among females in category of fashion. Fashion blogs have grown and are known to be one of the most effective ways of sharing experiences and recommendations over internet.They are an effective way of marketing products straight to the target customer with low cost. It is not only a place which females view to find specific product to buy, but also surf, and read and accidentally find something desirable. It can increase the buying online through eCommerce sites, company websites or social media platforms since it can connect the user directly to the place of purchase. This study is to explore concept of influencer marketing, growth of it in India, its increasing importance and scope. From the study it is found that there are various product categories which have impact of influencer marketing on people like fashion, mobile, mobile accessories, movies, restaurants to name few.