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Articles 1 - 6 of 6
Full-Text Articles in Business
Real But Fictional: A Research Agenda Of Virtual Influencers For Brand Communications In Social Media Marketing, Lei Huang
Journal of Applied Marketing Theory
With the rise of virtual influencers (VIs) and their impacts on influencer marketing, this paper proposes a future research paradigm on how to develop brand communication strategies through a novel understanding of VIs from both the consumer and company perspectives. Built on the parasocial interaction theory and the human brand theory, six propositions aim to provide research guidelines for influencer and social media marketing by leveraging the use of VIs in a brand-consumer relationship. The theoretical and managerial implications are also discussed.
Changing Consumer Behavior As A Result Of Influencer Marketing, Hamëz Rama
Changing Consumer Behavior As A Result Of Influencer Marketing, Hamëz Rama
UBT International Conference
The third millennium was preceded by rapid technical-technological development, namely information technology and the Internet, through which the factors of the external environment have also changed which have drastically influenced the changes in consumer behavior. The market as such has a very heterogeneous and dispersed character, therefore, the world is dominated by hyper-competition, as products and services are becoming increasingly personalized. The development, transformation and very large use of social networks by the general society has pushed marketers to develop and apply a new concept of marketing which is influencer marketing. The very large use of social networks by individuals, …
Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park
Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park
Asia Marketing Journal
The purpose of this study is to examine the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In the first study, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In the second study, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. Results of …
Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill
Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill
Marketing Undergraduate Honors Theses
Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …
Analyzing The Effect Of Sponsorship Disclosure On Social Media Influencer Contribution To Engagement In The Test And Measurement Industry, Todd B. Baker
Doctor of Business Administration (DBA)
Audiences are consuming digital content at an increasing rate, and they use social media as a substantial source of information on products and services. Businesses are leveraging influencer marketing to reach their audiences and create a pre-disposition to buy from their brands represented by these social media influencers. Marketers are likely to increase their investments in social media by 53.6% in the coming five years, placing greater attention on this topic for many business executives (Moorman, 2021). This quantitative study explored the varying forms of sponsorship disclosure cues and their effect on engagement rates for different influencer types in the …
Influencer Marketing In Data-Driven World, Rekha Attri, Jagdish Bhagwat
Influencer Marketing In Data-Driven World, Rekha Attri, Jagdish Bhagwat
Management Dynamics
Despite the increasing popularity of influencer marketing, the knowledge related to the parameters of influencer marketing affecting the brand knowledge and development of customer attitudes is scarce and not sufficiently explored. This research uses the tri-component attitude model to identify the impact of the credibility of mega influencer, content of the post and the congruence of the influencer with the brand on brand knowledge, affection and purchase intention of youth representing Gen Z for personal care products. We shortlisted the influencers to represent the Mega, Macro and Micro Influencer categories for our study. The survey instrument was a questionnaire developed …