Digital Commons Network^™

How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran

Marketing Faculty Publications

Within the social media community, influencers engage in a variety of collaborative practices such as tagging, reposting content from, or forming partnerships with other influencers and brands. While such collaborative efforts are a known practice, less is understood about how influencer collaborations affect consumers' perceptions of the partnering influencers, specifically when a status differential exists within the collaboration. We suggest that such collaborative practices, specifically those where the focal influencer has a higher status than the collaborating partner, may help to weaken consumers' perceptions that the influencer's actions are purely self‐focused. A pilot study, analyzing both influencer–influencer collaborations and influencer–brand …

The Advertisement Value Of Transformational & Informational Appeal On Company Facebook Pages, Fabienne T. Cadet, Priscilla G. Aaltonen, Vahwere Kavota

Marketing Faculty Publications

The advertisement value of Facebook is an under-developed area of social media research. Transformational and informational advertising appeal has yet to be studied as it relates to social media. This paper utilizes established classification and measurement scales from marketing literature to classify companies and their Facebook posts and measures the advertisement value of these posts. The study uses a sample of 100 companies from the 2015 Fortune 500 list. Results indicate that posts with transformational appeal are more engaging to the consumer than informational appeal; however, posts with informational appeal have greater advertisement value for the company. The results also …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

Marketing Faculty Publications

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …