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Articles 1 - 27 of 27
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.
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 …
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Global Strategic Communications Student Work
The beauty and health industry is a multi-billion dollar market that includes companies that produce feminine hygiene products (Petruzzi, 22). These brands are looking for new ways to connect with their consumers and increase consumer loyalty. The Honey Pot Company, a plant-based and organic feminine hygiene brand, has an opportunity to increase its online brand sentiment by implementing a strategic communications plan for female consumers aged 15 to 50. The objective of this report is to provide a comprehensive analysis of the company's communication, marketing and brand strategies, as well as create a strategic communications plan to develop a positive …
What Should Streamers Communicate In Livestream E-Commerce? The Effects Of Social Interactions On Live Streaming Performance, Danyang Song, Xi Chen, Zhiling Guo, Xiao Liu Liu, Ruijin. Jin
What Should Streamers Communicate In Livestream E-Commerce? The Effects Of Social Interactions On Live Streaming Performance, Danyang Song, Xi Chen, Zhiling Guo, Xiao Liu Liu, Ruijin. Jin
Research Collection School Of Computing and Information Systems
Compared with traditional e-commerce, livestreaming e-commerce is characterized by direct and intimate communication between streamers and consumers that stimulates instant social interactions. This study focuses on streamers’ three types of information exchange (i.e., product information, social conversation, and social solicitation) and examines their roles in driving both short-term and long-term livestreaming performance (i.e., sales and customer base growth). We find that the informational role of product information (nonpromotional and promotional) is beneficial not only to sales performance, but also to the growth of the customer base. We also find that social conversation has a relationship-building effect that positively impacts both …
Online Influencer Marketing – An Effective Marketing Technique For Strategic Branding, Resonating Communication And Customer Engagement, Prashant Chaudhary
Online Influencer Marketing – An Effective Marketing Technique For Strategic Branding, Resonating Communication And Customer Engagement, Prashant Chaudhary
Management Dynamics
The power of word-of-mouth is all omnipresent, but with the advent and proliferation of social media with its speed of spreading the word, it’s more significant than ever before. Online influencer marketing is bringing fashion brands and customers specifically to the millennials – closer than ever before. Personality and content are what social influencers provide to the prospective customers of a fashion brand. Having created their online niche and their follower base these influencers are often probably like-minded individuals. Recommendations from influencers have become more effective and can hold more weight than various impersonal forms of advertisement. A business partnership …
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Doctoral Dissertations
While video games are generally viewed as a form of entertainment for a small subset of people, in reality they provide a channel for nearly 3.2 billion people to interact with others and offer multiple pathways for marketers to interact with consumers. Pair this alongside 140 million unique consumers who consumer nearly 24 billion hours of content on video game streaming platforms (VGSPs), such as Twitch, and there is a deep need for marketers to understand how to engage consumers in these environments. This dissertation provides a conceptualization of the video game ecosystem as well as the types of influencers …
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Honors Theses
This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …
An Investigation Of Teenagers’ Advertising Literacy In The Context Of The Brand-Rich Environment Of Social Media, Emma Sweeney
An Investigation Of Teenagers’ Advertising Literacy In The Context Of The Brand-Rich Environment Of Social Media, Emma Sweeney
Doctoral
Teenagers are avid consumers of social media and consequently, constitute attractive target audiences for marketers. On social media, advertising can be integrated into content such as YouTube videos and Instagram posts which means the boundary between commercial content (the advertisement) and non-commercial content (e.g., the video in which the ad appears) becomes increasingly blurred. Therefore, in this context, the consumer must be able to navigate a minefield of overt and covert advertising that is disseminated by a range of sources, including brands and social media influencers. A resulting concern for academics, parents and policy makers alike relates to young people’s …
Source Credibility And Persuasive Communication: Effects On Social Media Influencers, Influencer Marketing, And Consumer Attitude Change, Isabelle Jia
CMC Senior Theses
Social psychology has long been researching how source credibility influences persuasive communication. With the world transitioning into a society interested in digital consumption, communication, and connection, this paper serves as a literature review of how different characteristics of source credibility can aid influencer credibility through various modes of social media messaging. The examination of three source credibility characteristics: 1) expertise, 2) trustworthiness, and 3) likability showcase how social media influencers can establish credibility with their consumers and build further connections with them. The results underline the importance of source credibility in influencing consumer attitude change and behavior over continued exposure …
Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski
Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski
School of Business: Faculty Publications and Other Works
The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …
Teenagers’ Moral Advertising Literacy In An Influencer Marketing Context, Emma Sweeney, Margaret-Anne Lawlor, Mairead Brady
Teenagers’ Moral Advertising Literacy In An Influencer Marketing Context, Emma Sweeney, Margaret-Anne Lawlor, Mairead Brady
Articles
Teenagers are avid consumers of social media and also constitute attractive target audiences for influencer marketing (IM). Teenagers can perceive strong, parasocial relationships with influencers, frequently regarding them as being akin to a peer or a friend. Furthermore, influencer endorsements are observed to carry greater credibility and authenticity than traditional forms of advertising. This therefore raises questions about young consumers’ discernment of, and critical evaluation of the overall appropriateness when influencers act as conduits of commercial messages on behalf of brands. This paper reports on a qualitative study of 29 teenagers aged 15–17 years. The aim was to explore the …
The Impact Of Tiktok’S Plastic Surgery Content On Adolescents’ Self-Perception And Purchase Intention, Markus Rach
The Impact Of Tiktok’S Plastic Surgery Content On Adolescents’ Self-Perception And Purchase Intention, Markus Rach
University of South Florida (USF) M3 Publishing
This paper analyzed the impact of plastic surgery related content generated by patients and by medical professionals on the self-perception and purchase intent of TikTok users. Doing so, this research project focused primarily on the short video platform TikTok, which displayed over 6 billion relevant content views, as well as a high demographic user-relevance to the main recipient of plastic surgery, females. Building upon an extensive literature review, insights and concepts from beauty, self-perception and influencer marketing research were conceptually related to frame the conceptual model for this project. Relevant user data was gathered by means of an online survey …
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Honors Theses
The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …
An Analysis Of The Impact Of An Influencer's Perceived Trustworthiness And Content Quality On Their Follower's Travel Intent, Josh C. Mcnair
An Analysis Of The Impact Of An Influencer's Perceived Trustworthiness And Content Quality On Their Follower's Travel Intent, Josh C. Mcnair
Doctor of Business Administration (DBA)
Influencer marketing is quickly becoming an essential aspect of a company's online and social media strategy. This research examines the field of influencer marketing by conducting a quantitative study that researches the impact of two influencer attributes, trust and content quality, and how they affect the travel intentions of a follower. The study was conducted directly by an influencer on their followers, and the analysis showed that trust and content quality impact the travel intentions of followers. This work is important as the travel industry is still recovering from the Covid-19 pandemic. It provides a better understanding of how companies, …
The Role Of Country Of Origin, Perceived Value, Trust, And Influencer Marketing In Determining Purchase Intention In Social Commerce, Ali A. Abou Ali, Alaa A. Ali, Nehale Mostapha
The Role Of Country Of Origin, Perceived Value, Trust, And Influencer Marketing In Determining Purchase Intention In Social Commerce, Ali A. Abou Ali, Alaa A. Ali, Nehale Mostapha
BAU Journal - Society, Culture and Human Behavior
The paper aims to improve understanding about the causes why customers intend to purchase online through social media networks. The study examined factors affecting purchase intention namely: country of origin effect, trust, perceived value, and influencer marketing on the willingness of buyers to purchase clothes through social commerce. A questionnaire was established for data collection, and 400 forms were collected in Lebanon, and were analyzed using SEM to examine the relationships in the conceptual framework suggested. Results designated that country of origin, trust, and perceived value were three significant precursors of customers’ purchase intention in the context of social commerce. …
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui
Research Collection Lee Kong Chian School Of Business
Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Chancellor’s Honors Program Projects
No abstract provided.
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Chancellor’s Honors Program Projects
No abstract provided.
Keeping Social Media Influencers Influential: Preserving Perceptions Of Authenticity While Brand Dropping, Cassandra Miriam Ditt
Keeping Social Media Influencers Influential: Preserving Perceptions Of Authenticity While Brand Dropping, Cassandra Miriam Ditt
Doctoral Dissertations
Marketers’ use of social media influencers (SMIs)—individuals who use various social media channels to discuss a particular topic (e.g., fashion, health) or offer entertainment (e.g., comedy) and, in doing so, attract followers—to promote products, known as “influencer marketing,” is a widely employed and effective strategic tool (Linqia 2018). In fact, SMIs, who can be conceptualized as human brands (Thompson 2006), have a greater audience reach and dialogue generation compared to that of celebrities (Crimson Hexagon 2015). Further, consumers perceive SMIs’ content as trustworthy (Scott 2015), which is likely due to them being perceived as highly authentic. According to Audrezet, de …
"Thanks For The Free Products! #Ad": The Effects Of The Number Of Followers And Sponsorship Disclosures On The Credibility Of Instagram Influencers, Allison Renee Cox
"Thanks For The Free Products! #Ad": The Effects Of The Number Of Followers And Sponsorship Disclosures On The Credibility Of Instagram Influencers, Allison Renee Cox
Theses and Dissertations
Instagram influencers regularly promote products for brands. Some influencers follow Federal Trade Commission rules on advertising disclosures, such as putting "ad" or "sponsored" in a visible line of text, whereas others do not. Disclosures alert users that they are viewing an ad. Many social media users view influencers as authentic, trusted information sources, so it is important they are aware when viewing paid ads. How disclosures affect source credibility remains unclear. This study used 2 x 2 factorial design to evaluate the roles of two possible credibility enhancing factors: number of followers and advertising disclosures. Instagram users (N = …
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Markets, Globalization & Development Review
In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Business Faculty Articles and Research
In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
Chancellor’s Honors Program Projects
No abstract provided.