INFLUENCER CHARACTERISTICS IN SOCIAL MEDIA INFLUENCER MARKETING: A SYSTEMATIC LITERATURE REVIEW (original) (raw)
Related papers
Influencers Marketing: A Dart on the Psychology of Consumers Through Social Media
What is Marketing? Previous research scholars have described marketing in several ways. Marketing is the process of scheduling and performing the ideation, valuing, advancement and circulation of concepts, products, and services to generate interactions that gratify personal and organisational aims. (Cronje, et al 2007:283, Bennett, 1995).To meet the varying needs and satisfy consumer's interests associated with the products and services, several executional tasks and decisions are associated with promotional decisions, in a volatile business environment Abstract This chapter is designed to help marketers broaden their horizons to attract customers through influencer marketing. The literature incorporated in the chapterprovide information about consumer buying behaviour through inspiration from different people i.e., Influencers. The chapter followed qualitative investigation with the support of content analysis and systematic literature review. Protocol based questions were created around the following social media accounts: Facebook, Instagram, YouTube, Tiktok, Twitter, LinkedIn, and Quora. The information in this chapter will help marketers gain exposure on specific social media platforms based on the industry or market in which they operate or market. To reach the right consumers in the right places, it is critical to use the right platform. Understanding this aspect will help marketers generate leads by creating low-cost campaigns.
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 ...
International Journal of Marketing Strategies, 2021
Introduction: Social media has created a new type of celebrity form (influencers), which is defined as people who are famous on social media and have many followers. Companies currently depend on influencers to send their marketing messages to the audience, and to increase the marketing ROI, it is important to target the right influencers. Purpose: This research focused on social media influencers’ impact on consumer purchase intent and showed whether gender difference of consumers or influencers had any effect on those decisions. The research also included the age of consumers and the product type to know if they had any effect. Methodology: Qualitative and quantitative methods were used to obtain the required information; two focus groups were conducted to get the names of 80 influencers, and an online questionnaire was used to collect the data, formula of the sample size by Krejcie and Morgan (1970 as cited by Kasomo, 2001) was used to determine study sample of 387 respondents. R...
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.
The Influence of Social Media Influencers.pdf
Journal of Interactive Advertising, 2018
The purpose of this research is to increase understanding of Taylor’s six-segment strategy wheel (SSSW) by exploring how message strategy makes use of commenters’ parasocial interactions (PSIs) with social media influencers (SMIs). Recent research findings have concluded that younger viewers often consider PSIs/parasocial relationships (PSRs) to be highly similar to their social interactions/relationships. To understand this phenomenon, the research explores the dynamics of the vaping community, because SMIs are a primary means of product information. Vaping companies use SMIs who are known only to the collective group of like-minded peers to create a loyal audience. The present study uses research from the SSSW and PSIs to understand persuasive cues while watching a video featuring an SMI.
What features of the social media influencers are the best to be used to influence product purchase?
2021
This study investigates the influence of perceived attractiveness versus expertise on consumer behavior in the context of online influencers. Conducted across Switzerland and Italy, the research encompasses responses from a diverse sample to examine how these factors impact product purchase intentions and recommendations. Contrary to the popular adage "sex sells," findings indicate that while attractiveness may facilitate initial engagement, it is the influencer's expertise that significantly drives purchase decisions and positive word-of-mouth. Through a combination of quantitative analysis and qualitative insights, this research underscores the critical role of credibility and knowledge in influencer marketing, challenging traditional perceptions and highlighting the need for a strategic pivot towards expertise-based influencer collaborations. The study not only contributes to academic discourse on digital marketing strategies but also offers practical implications for marketers seeking to leverage influencer partnerships effectively.
Identify the Effective Factors and Consequences of Influencers' Behavior in Social Media Marketing
2021
Identify the Effective Factors and Consequences of Influencers' Behavior in Social Media Marketing Habibalah Majidian, Mahdi Mahmoudzadeh Vashan2, Hossein Hakimpour 1. PhD Student of Business Administration Marketing Orientation, Islamic Azad University, Birjand Branch, Birjand, Iran. 2. Assistant Professor, Business Management Marketing Orientation, Islamic Azad University, Birjand Branch, Birjand, Iran. 3. Assistant Professor, Business Management Marketing Orientation, Islamic Azad University, Birjand Branch, Birjand, Iran.
Social Media Influencers (SMIs) in Context: A Literature Review
Social Media Influencers (SMIs) in Context: A Literature Review, 2021
This review focused on three main areas, "Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era-Generation Z in Perspective". This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents' lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a regular search using electronic journal databases and secondary data from reports, surveys, and empirical research. The main findings from this review are insights about who social media influencers are, how to recognise them, how they impact adolescents' lives, how brands and SMIs are partnering.