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Full-Text Articles in Business
Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan
Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan
Journal of Mediterranean Tourism Research
The study aims to determine the impact of influencers promoting local food and beverages on individuals’ intention to taste local food. In this study, Instagram accounts were selected as the social media platform. The research data were obtained from Turkish Instagram users over the age of 18 by using an online survey and purposive sampling method, and usable data were obtained from 81 people. Of the participants, 56.8% stated that they follow Instagram accounts related to gastronomy, and 43.2% stated that they do not follow these social media accounts but look at the photos and videos of gastronomy accounts when …
An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner
An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner
Honors Projects
The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …
The Regional Mall’S Persona Wish List: The Hedonist, The Influencer And The Local Champion, Thomas M. Hickman, Michael Stoica, David P. Price
The Regional Mall’S Persona Wish List: The Hedonist, The Influencer And The Local Champion, Thomas M. Hickman, Michael Stoica, David P. Price
Atlantic Marketing Journal
This study investigates three consumer archetypes (hedonist, influencer, and local champion) and their potential to influence mall revitalization. Results show that a belief in the importance of the mall leads to a more enjoyable shopping experience, a subsequent willingness to pay more for locally owned stores, a greater propensity to spend more at the mall, and to engage in positive word-of-mouth. Findings suggest that local champions and influencers are vital for bringing patrons back to shopping centers in the aftermath of the COVID-19 pandemic. It is argued that the mall and its tenants will benefit from co-marketing; the mall offering …
How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran
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 …