thesis on influencer marketing

Shahid and Farooqi (2019) used structural equation modelling to examine the brand attachment of consumers, more specifically Indian citizens, who purchase luxury goods. Some studies, for instance, by Johansen and Guldvik (2017), take a different approach to defining the term influencer marketing, which may impact the way the evaluation of these phenomena is conducted. Influencer marketing has become exceptionally popular among brands in different industries, and it is essential to determine what are the benefits of it. 188-213. The consumer doppelganger effect is the theory of consumers mimicking the behaviour of influencers. These instafamous influencers have such an impact on their followers because they are perceived as someone familiar. Moreover, some social media platforms, for example, YouTube, included the necessity to disclose sponsorship as part of their user agreement. Next, the target desires to comply with the recommendation, which leads to the final stage the completion of an action (Ki and Kim, 2019). 4th edn. Notably, other researchers, such as Mohit (2011), Lou and Yuan (2019) and Chatterjee (2011), outline the theories rather than provide empirical support to their hypothesis. It's 2020, a new decade, and so it's natural to reflect on how much has changed in the past 10 years. This can create legal challenges that are difficult to tackle and are not so straightforward. Influencers and content creatorsare on notice to come clean about their commercial deals and income streams as Australia's consumer watchdog prepares for a sweep of social media platforms. <>14]/P 25 0 R/Pg 65 0 R/S/Link>> Despite influencer marketing being a relatively new subject, there is a plethora of research and evidence on how to select an influencer for partnership, what to expect, and how this advertisement will impact consumer decisions. May 24, 2023. "It's time-consuming and, as fun as it is there are many, many perks at the end of the day it is a job, and this is what we do for a living. Need a custom essay sample written from scratch by Hence, their methods of evaluating influencer marketing are valid. Influencers have a unique bond with their followers something that no other advertising platform can offer. Celebrity endorsements have been a popular marketing tactic for brands for years (Bergkvist and Zhou, 2016; Knoll and Matthes, 2017). 22 Top Creator Economy and Influencer Marketing Experts to Know One example of the impact of influencers and advertisements is the consumption of junk food, which is associated with advertisement since the consumers perceive ads as a cue (Boyland et al., 2016). <>10]/P 24 0 R/Pg 65 0 R/S/Link>> Influencer marketing is a field effective precisely due to the human connection and genuine interaction it helps to establish. It became a lucrative pursuit when companies unsolicited started sending her clothes and other products for her child. Hence, academics should focus on further examining the discussed field and empirically providing that by using influencer marketing, firms can generate more profits from sales or the opposite. Al-Emadi and Yahia (2020) examine the issue of becoming an influencer and influential marketing development. According to Hughes, Swaminathan and Brooks (2019), nearly 75% of advertisers use influencer marketing as part of their current strategy, and 65% of brands plan on increasing their budget to incorporate more influencer-sponsored content. The concept of social proof is the basic theory of how trust between people affects decision making. The 41-year-old primary school teacher began her new vocation nine years ago, after her sister opened an Instagram account for her to share pictures of her new baby. Hence, I will be able to use the gained knowledge in practice when managing the campaigns of my company and collaborating with influencers. This thesis is a desktop study done to explore Influencer marketing on Instagram. 51 0 obj Moreover, promotional posts can be irritating to users, serving as a demotivation factor rather than encouraging them to buy something. 6 0 obj Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. Xiao, M., Wang R. and Chan-Olmsted, S. (2018) Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model, Journal of Media Business Studies, 15(3), pp. 58 0 obj Its been widely known that social media algorithms rank different content types, highlighting certain typesmaking those more popularwhile leaving others behind. However, nowadays, many celebrities are joining social media and gaining a massive following, which means that they can also be categorised as influencers since they have a following on social media platforms where they post content, including that created in partnerships with brands. 7896. 1 0 obj Magno, F. and Cassia, F. (2018) The impact of social media influencers in tourism, ANATOLIA, 29(2), pp. Influencer Marketing Resources Become an influencer marketing expert; Our work Case studies and sample collabs 553567. Hence, educators should include the different theories of influencer marketing into the curriculum to help students learn relevant marketing strategies. Further development of technology and the increasing popularity of social networks aided the influencer marketing niche since ordinary people, and consumers gained an opportunity to affect the decisions of millions (Johansen and Guldvik, 2017). <>5]/P 46 0 R/Pg 63 0 R/S/Link>> 501 0 obj 506 0 obj To come up with a paper of excellent quality, you need to pick a winning topic in marketing, make use of the proper paper format, collect only relevant facts and data, and describe all your findings in an original way. SAM explains why influencers have become so important in the context of digital advertising they affect their followers and their purchasing decisions (Kapitan and Silvera, 2016; Lin, Spence and Lachlan, 2016; Zhou, Lu and Wang, 2016). However, I tried to focus only on the findings of the articles and empirical evidence as a main source of judgment. People who have amassed a significant following on their social media platforms are sometimes referred to as instafamous (Djafarova and Trofimenko, 2019, p. 1432; Jin, Muqaddam and Ryu, 2019). The past decade has seen a significant rise in social media, completely revolutionizing the way we communicate, connect, and influence one another (Ki et al., 2020). According to Childers, Lemon and Hoy (2019), the financial investment in digital marketing campaigns suppressed those made to advertise in traditional media in 2008. uuid:b21d4cb4-ada4-11b2-0a00-b0eaa350fc7f 557 0 obj In the environment of social media websites, SET helps explain the nature of transactions between the network of friends since these communication means provide multiple benefits. For example, if a website familiar to consumers has a link to an unknown page, the customer is more likely to trust the latter resource. IvyPanda. endobj 61 0 obj Florenthal (2019) focused on an important matter why consumers actually choose to engage with influences and how this interaction impacts their decision making and applied two theories uses and gratification (U&G) and the technology acceptance model (TAM). The analysis and critical discussions of the findings provide multiple implications for practitioners since the current research into influencer marketing has developed and tested several theories explaining the motivation of consumers and the interactions with the followers. This thesis focuses on micro-influencers (between 10 and 100 thousand followers) and their effect on Millennial's consumer behavior. Retrieved from https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. The spread of the 5 0 obj 1. 502 0 obj PDF The Impact of Influencer Marketing on Brand Engagement: A Conceptual In this report, the approach of the narrative literature review is applied, which allows the author to cross-check the findings from different studies. "Influencer Marketing and Applicable Theories." Over the course of writing this report, I encountered some difficulties connected to not being able to strictly adhere to the schedule because I overestimated my capabilities. In some areas, AI capabilities have even become somewhat standard; one example being the targeted product suggestions in e-commerce. Zhang, Y., Moe, W. and Schweidel, D. (2017) Modeling the role of message content and influencers in social media rebroadcasting, International Journal of Research in Marketing, 34(1), pp. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. The Influencer Industry: Constructing And Commodifying Authenticity On Social Media 78 0 obj Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. Chetioui, Benlafqih and Lebdaoui (2020) explore the industry of fashion and how consumers perceptions are shaped by the influencers in this industry. These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. This service may include material from Agence France-Presse (AFP), APTN, Reuters, AAP, CNN and the BBC World Service which is copyright and cannot be reproduced. This thesis will be conducted through a mixed methodology case study, examining the 490 0 obj 109-122. However, while it may seem that tools similar to ChatGPT and DALL-E can generate material out of nowhere, its not quite the case. endobj PDF The Impact of Social Media Influencer Marketing on Purchase Intention However, mimicry can also be deliberate, with an intent to be more like the person that is being mimicked. To clarify, influencers are typically not viewed as celebrities, as they rarely have any other platform or job, unlike movie actors, singers, or other well-known individuals. "We probably select one or two of those.". `V63+\fVG3aaVhUt}+M[YYMY}[V\AZ\t|rk[V7?mL Either way, influencers have become an effective tool for promoting a brand. 8 June. "Influencer Marketing and Applicable Theories." Jin, S.V., Muqaddam, A. and Ryu, E. (2019) Instafamous and social media influencer marketing, Marketing Intelligence & Planning, 37(5), pp. These studies and reports use company records and insights. influencer marketing from a long-term perspective are missing, apart from Fink et al. This special issue is devoted to the fascinating world of influencer marketing. You are free to use it for research and reference purposes in order to write your own paper; however, you The Association of National Advertisers (2018) reports that in 2013 86% of all influencer content was generated in the form of blog posts. Consumers consciously mimic the behaviour of influencers, SAM and VCSI result in high visual congruence, Growth of engagement due to the engagement between an influencer and a follower, benefiting the brand, Influencer marketing does not affect purchasing decisions directly, Rational choices of consumers based on their expectations, Relationships with consumers are beyond simple transactions. "Influencer Marketing and Applicable Theories." 1 As of July 2021, the number of worldwide social media users reached 4.48 billion, compared to 0.97 billion in 2010 (Dean . For example, the research on TPB and TRA is based on a literature review and does not have empirical results to support the findings. 60 0 obj Sales. endobj As a result, sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure'(Stubb, Nystrm and Colliander, 2019, p. 109). Despite its popularity, there is limited evidence for the theory of influencer marketing. thesis focuses on Instagram because of its popularity in the fashion industry and its expected growth with both audience and businesses. London: Sage. Influencer Marketing Today. IvyPanda. The implication of this research for practitioners is the need to incorporate influencer marketing into their brands inbound marketing strategy. Onwuegbuzie, A. and Frels, R. (2016) Seven steps to a comprehensive literature review: a multimodal and cultural approach. It could also be useful for managers to segment consumers according to the consumer involvement profile to maximise their influencer marketing strategy. The researchers found no correlation between sales numbers and influencer advertisement. According to Johansen and Guldvik (2017), 14% of the respondents cannot recall the last advertisement they saw, which is consistent with the idea of consumer blindness to ads. The researchers found that the following factors: platform, content, and sponsored content affect brand engagement. 1-13. The Although most researchers agree that, in any case, a good influencer marketing campaign will contribute to a brands image, the exact relation to the purchases remains unknown. <> <> 351-391. 77-101. For policymakers, influencer marketing has already become a concern. Thesis on the Characteristics of Social Media Influencers that Impact Purchase Intentions towards Beauty Products 1 Acknowledgements Making this thesis was a difficult task, but it was a rewarding effort in which I was able to combine two of my main interests: digital and cosmetics. Hu, H., Zhang, D. and Wang, C. (2019) Impact of social media influencers endorsement on application adoption: a trust transfer perspective, Social Behavior and Personality, 47(11), pp. <>474 0 R]/P 553 0 R/Pg 541 0 R/S/Link>> Main themes in the articles discussing how influencers use social media. (2022, June 8). According to this theory, if a person trusts in one entity, this perception can be trusted by another one as well. Nurhandayani, Syarief and Najib (2019) report the findings of their purchasing intention study based in Jakarta, which focused on female millennials who use social media. IvyPanda. Influencer Marketing: An Exploratory Study to Identify Antecedents of PDF UNIVERSITY OF TWENTE Master Thesis - Universiteit Twente Web. 11 Changyu Street, Fangshan District, Beijing, China *Corresponding author.Email: sl0061@bravemail.uncp.edu ABSTRACT With the development of social media, influencer marketing has become a new and efficient brand marketing strategy 5 0 obj <>2]/P 19 0 R/Pg 65 0 R/S/Link>> 307320. In this case, the relationship between influencer marketing and consumer decision-making. The aim of this paper is to examine the target group of Finnish people between the age of 15 and 24, and the attitudes and awareness of them concerning the topic of influencer marketing, and through that to get a solution for what the role of influencer marketing is among the target group. (2019) Young consumers motivational drivers of brand engagement behavior on social media sites, Journal of Research in Interactive Marketing, 13(3), pp. This study helps answer the question of whether consumers are affected by the idea that certain content was paid for by an advertiser, and the results suggest that there are ways of mitigating the adverse effects of such perceptions. Trivedi, J. and Sama, R. (2020) The effect of influencer marketing on consumers brand admiration and online purchase intentions: an emerging market perspective, Journal of Internet Commerce, 19(1), pp. Chief executive of social media marketing agency Hypetap, Detch Singh, said influencers are now considered a key part of brands' promotional strategies, primarily because of theireffectiveness. Digital marketing is no exception. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). Some of the findings of this research imply that influencer marketing does not always have a direct impact on a consumer purchasing decision. Influencers use different social media platforms and can have different sizes of followers. As Kapitan and Silvera (2016) state, influencer marketing is a continuation of celebrity endorsements that were popular in the past brands continue sending their products to celebrities, but in a digital space. 642663, Berryman, R. and Kavka, M. (2017) I guess a lot of people see me as a big sister or a friend: the role of intimacy in the celebrification of beauty vloggers, Journal of Gender Studies, 26(3), pp. Influencer Marketing and Applicable Theories. In the context of these theories, important factors that managers should consider when evaluating an influencers potential are their fit with the social norms and the perception of their behaviour by others. "People are holding you accountable if you slightly slip and that never used to happen," Ms Atkins said. According to Laurie, Mortimer and Beard (2018, p. 765), the advertising landscape has changed considerably during the past two decades as e-mail, search engines, smartphone apps, advergames, social media networks, mobile, and other forms of digital media and marketing have become increasingly important. Notably, the understanding of the underlying theory that guides the influencer-follower relationship and what prompts followers to trust the suggestions of influencers is an essential component of planning effective influencer marketing campaigns.
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