Conceptualizing Influencer Marketing: A Literature Review on the Strategic Use of Social Media Influencers (original) (raw)
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Influencers Marketing: A Dart on the Psychology of Consumers Through Social Media
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The phenomenon of influencer marketing has rapidly transformed consumer behavior, providing marketers with a potent means of effectively reaching their intended target demographics. In the realm of consumer behavior, it has been seen that influencer marketing exerts a notable impact, as evidenced by the findings presented in this abstract.In contemporary advertising, influencer marketing has emerged as a fundamental component. This marketing technique leverages the utilization of influencers who possess substantial social media and other online audiences. Influencers are seen as reliable authorities of knowledge, and their recommendations have the potential to significantly impact consumer conduct.The influencer marketing sector has grown to be worth billions of dollars in recent years due to its exponential expansion. For firms to successfully deploy their marketing dollars, it is imperative to comprehend the impact of marketing on consumer behavior.Reaching and interacting with mo...
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.
The Effect of Influencer Marketing
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Purpose: This research investigates the effect or influence of source credibility and parasocial relationship on purchase intention within influencer marketing. The motivation behind this research was the increase in usage of social media, not only in Denmark but throughout most of the world. Furthermore, with an increase in social media usage, marketers have to use new ways of reaching potential consumers. One of the ways is by using social media influencers, which is a growing business. To further investigate these three constructs of source credibility, parasocial relationship and purchase intention a comprehensive search and analysis of prior studies were conducted. Moreover, social influence theory was chosen as an overall theory for the research. Through the prior literature hypotheses and a conceptualization were made. Method: This is an explanatory research, working within critical realism and it is using a quantitative mono-method. The primary data was collected through an ...
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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.
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.
International Journal of Advertising, 2020
This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing on influencer marketing, published mostly in the last three years (2018-2020). Most of these studies were empirical and used survey research, an experimental design, content analysis, or interview methodology. While a few studies examined how influencers can incite behavioural change or affect public opinion, the majority of studies focussed on the use of influencers as a commercial marketing tactic. Using Stern's Revised Communication Model for Advertising as a theoretical framework, the studies were classified according to three research characteristics: source, message, and audience. The first research stream focussed on the perspectives of influencers and communication professionals. The second stream was concerned with the content strategies used by influencers in their sponsored posts. The third research stream focussed on the appeal of influencers and the efficacy of their sponsored recommendations. Several studies in the third stream were concerned with the transparency of this covert marketing tactic. The paper concludes with a future research agenda and implications for marketing practice and public policy.