thesis on influencer marketing

endobj Association of National Advertisers (2018) provides the following categorisation of influencers, based on the number of people who follow them: micro, or those with up to 25,000 followers; macro with up to 100,000 followers, mega with up to 500,000 followers and celebrity influencers with more than 500,00 followers. The FTC in the United States recognised the impact that influencers have on people and the issue of deception advertising something without disclosing that the post is sponsored. 54 0 obj The Influencer Industry: Constructing And Commodifying Authenticity On Main themes in the articles discussing how influencers use social media. Literature review: traditional or narrative literature reviews (no date) Web. The popularity of influencer marketing is expected to increase in the following years. I would also like to thank my second advisor, Sorim Chung, for providing her opinion from a marketing perspective Influencer Marketing Today. <><>403 0 R]/P 522 0 R/Pg 508 0 R/S/Link>> This can complicate the work of the influencer and a brand. endobj As a result, forty articles were found that suited the topic of this research and were published in peer-reviewed journals. Measuring sales in influencer marketing is a crucial factor in determining the success of a campaign. 496 0 obj 7-29. 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). Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. In terms of influence marketing, in particular, the fit of an influencer with an overall perception of the brand appears to be the central matter for consideration with practising managers. <>399 0 R]/P 519 0 R/Pg 508 0 R/S/Link>> Peeping Behind The Influencer Marketing Agency Curtain endobj 47 0 obj endobj (PDF) THE IMPACT OF MICRO-INFLUENCER MARKETING ON - ResearchGate In general, this report contains many implications for practitioners and researchers that are interested in influencer marketing that has taught me how to use influencer marketing appropriately. IvyPanda. Norwegian School of Economics. Hence, it is vital to include influencer marketing in the process of teaching students the basics of inbound marketing to ensure that their skills are relevant to the demands of the contemporary marketing environment. 2020-02-10T07:14:29-08:00 One of the findings suggests that a significant difference in the visual elements of the brands website and its social media account will demotivate consumers from purchasing. <>/Metadata 2 0 R/Outlines 5 0 R/Pages 3 0 R/StructTreeRoot 6 0 R/Type/Catalog/ViewerPreferences<>>> TikTok has experienced massive user growth over the last few months and should continue to grow in 2021. Practitioners can also benefit from understanding what factors have a negative impact on brand engagement and demotivate consumers from buying. Influencers use different social media platforms and can have different sizes of followers. Of Nya Lacekocot and the curse of De-contextualised Influencer Marketing: Reflections and disillusionments on Uganda's Influencer culture. For example, if the potential customer perceives that others will approve of his or her actions, they are more inclined to make a purchase and vice versa. Therefore, it is essential to track and analyze the impact of an influencer's content on sales. Not all studies provide support to the generally accepted concept that social media influencers affect the potential consumers purchasing decisions and, therefore, should be used by advertisers of brands. Increased competition can lead to market saturation. <> 2021-05-11T13:43:06-07:00 The results of this research suggest that the impact of social media influencers on consumers purchasing intentions is not direct. 3 0 obj Singh, R. P. and Banerjee, N. (2019) Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), pp. PDF Effect of Influencer Marketing on Brand Awareness and Purchase Influencer marketing is described in more detail, given the research question of the study. For example, on Facebook, the average engagement level is 35%, while on Twitter, it is only 0.5%. Historically, people have always tended to the opinions of others, especially notable people, such as church leaders or wealthy individuals, due to a belief that they possess more knowledge (Johansen and Guldvik, 2017). A similar relationship exists between associated known and unknown brands. PDF The Impact of Influencer Marketing on Brand Engagement: A Conceptual However, there are limitations to the method that the author has chosen. Boyland, E. J. et al. 2021-05-11T13:43:06-07:00 The main strength of this method is that through it, the author of this report can identify the key themes in the literature on this marketing domain, as well as gaps that can be still addressed through further research. The topics that were investigated include the issue of why this type of marketing is integral for inbound marketing, what is the definition of influencer marketing and how brands can use it to affect consumer behaviour. xYMoF#d'HQ==hTrg)q` ~/7;Yg8? When a person makes a decision to purchase something, they usually seek a recommendation from someone they know. MARKETING DS 2016: 2016.7.21 _ ! application/pdf According to Augure (2015) 85% of the U.S. companies are currently implementing influencer marketing Influencer Marketing and Applicable Theories. l*k\ @q8 +LIU%)K5+v^>^+>F]+eNVpZ3 V3H#f`$iW~% F|. Some of the findings of this research imply that influencer marketing does not always have a direct impact on a consumer purchasing decision. endobj <> Trust, therefore, is the key motivational factor that drives consumer behaviour when an influencer posts a brand advertisement. The focus of the influencer marketing campaign is on the collaboration between an influencer and a marketing specialist of a brand, which differs from other advertising methods. PDF Influencer Marketing on Instagram - Theseus Instead, consumers base their decisions on the outcomes they think they will be able to achieve with a certain action, such as a purchase using a recommendation from an influencer. Quelhas-Brito, P. et al. SOCIAL MEDIA INFLUENCER MOTIVATIONS 4 Acknowledgements I would like to thank my thesis advisor, Ammina Kothari, for her consistent guidance and support, and for inspiring me to pursue a study on social media influencers. But the potential downsides are clearly not dissuading buddinginfluencers Mr Singh said his business was overwhelmed by influencers wanting to be hosted on its platform. Some researchers focused on the way that consumers reason their purchasing decisions. <> Next, key findings on why influencer marketing has become popular among marketing specialists will be presented. Need a custom essay sample written from scratch by "School holidays are nearly over, can you believe it? Notably, Ki and Kim (2019) also explain the theory of power dynamic, where the different stages of how influencers impact their followers are explained. <>/ExtGState<>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 595.32 841.92] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> After a recent survey carried out by Influencer Marketing Hub concluded that The majority (59%) admit to having a standalone budget for content marketing, and 75% of them now intend to dedicate a budget to influencer marketing in 2021 (Influencer Marketing Hub, 2021). Some features of this site may not work without it. I have improved my understanding of theories, especially those relating to consumer behaviour and motivation for purchasing. "If we test branded content versusinfluencer content on a particular channel, ninetimes out of 10 that influencer content will outperform the branded content," Mr Singh said. It could also be useful for managers to segment consumers according to the consumer involvement profile to maximise their influencer marketing strategy. In this case, the relationship between influencer marketing and consumer decision-making. Miltgen, L. C., Cases, A. S. and Russel, C. A. Moreover, influencers can impact the consumers decision to either purchase or avoid buying a product, which is why this narrative literature review aims to summarise peer-reviewed articles on influencer marketing. The implication of this research for practitioners is the need to incorporate influencer marketing into their brands inbound marketing strategy. The researchers found no correlation between sales numbers and influencer advertisement. Therefore, there is a difference in terms of the benefits that micro and mega influencers bring to the brand. The database is updated daily, so anyone can easily find a relevant essay example. The capabilities of these tools are striking, as they can generate beautiful visuals from a brief description or write slogans, essays or even poems, significantly simplifying the process of content creation for influencers. 497 0 obj As noted by Xiao and Watson (2019), a literature review is an essential part of any academic research, and this literature search was conducted using Google Scholar and library resources. 31 0 obj Hughes, C., Swaminathan, V. and Brooks, G. (2019) Driving brand engagement through online social influencers: an empirical investigation of sponsored blogging campaigns, Journal of Marketing, 83(5), pp. (2016) Celebrity endorsements: a literature review and research agenda, International Journal of Advertisement, 35(4), pp. 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. %PDF-1.7 % "[It's]a bit of a creative hub for digital creators, influencers, brands to come to a space to shoot social media content," she said. It continues with a literature review, explaining the recent growing health and fitness trend, conceptualizing a definition of social media marketing in general and describing its most common types. These attitudes can be further divided into important and less important, and the former category will help predict the attraction better. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). This influencer marketing campaign proved to be successful by Daniel Wellington's Instagram followers increasing by 1.2 million and increased . In conclusion, followers are attracted to influencers who they perceive as similar to themselves. For practising managers, this report and literature review on influencer marketing suggest that attention should be dedicated to engaging influencers in advertising and brand management practices. Using AI tools for influencer marketing too often results in locking users, creators and brands up in an algorithm bubble. Hence, another suggestion for marketing managers is to develop new concepts and guidelines that can be used to further improve influencer marketing. Expertise from Forbes Councils members, operated under license. The growing competition, in its turn, comes with several problems: 1. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. 78 0 obj Apart from better ROI, influencers leverage the psychological aspects of human communication the need to ask for advice, evidence or a recommendation from a trustworthy source (Trivedi and Sama, 2020; Onwuegbuzie and Frels, 2016; Magno and Cassia, 2018). 502 0 obj PDF #Influenced: The Impact of Influencer Marketing on the Travel and For example, social norms and perceived correctness of behaviour are important predictors of the potential purchase. The Influencer Industry: Constructing And Commodifying Authenticity On Social Media Xiao, Y. and Watson, M. (2019) Guidance on conducting a systematic literature review, Journal of Planning Education and Research, 39(1), pp. 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. 22 top creator economy and influencer marketing experts to know across LinkedIn, newsletters, podcasting, and more. JavaScript is disabled for your browser. (2022, June 8). 225-251. According to Berryman and Kavka (2017, p. 307), influencers and their followers develop a special intimate relationship, which some people perceive as friendship or even as having a sister. This idea was developed based on the input from beauty bloggers a popular category of influencers on platforms such as Instagram and YouTube, who think that people viewing their content see these influencers as close friends or family members. 567-579. Stubb, C., Nystrm, A.-G. and Colliander, J. Opresnik, M. O., Kotler, P. and Hollensen, S. (2017) Social media marketing: a practitioners guide. <>466 0 R]/P 549 0 R/Pg 541 0 R/S/Link>> Developing an impressive dissertation is an important step in receiving a degree and meeting all your academic goals. "I was a full-time teacher and junior school coordinating principal and I make a lot more money doing this part time at home with my family than I did in my full-time role," she said. ensure the integrity of our platform while keeping your private information safe. 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. Some of the specific topics that were uncovered as part of this review include the various theories that help explain why people engage with the content that these social media personalities post and why the recommendations of the latter matter, such as the word of mouth theory, social exchange theory, similarity attraction model, the theory of visual congruence. The Association of National Advertisers (2018) reports that in 2013 86% of all influencer content was generated in the form of blog posts. endobj Based on SAM, people tend to prefer to be around those who are similar to them (Argyris et al., 2020). In terms of research, it would be interesting to investigate if posts with hashtags ad and advertisement generate less engagement from viewers as opposed to regular posts. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. <> However, consumer engagement with posts remains low. Table 2. Her relatablepostsare often followed by recommendations for products she has been sent by her management agency. One of the main advantages of influencer marketing is its ability to drive sales and prompt customers to take action. Lou, C. and Yuan, S. (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19(1), pp. (2019) Consumers responses to Facebook Advertising across PCs and mobile phones, Journal of Advertising Research, 60(2), pp. Petersen, Kushwaha, and Kumar (2015) remark that consumer financial opportunities are in clear correlation with the cultural . But this shift to influencer marketing is not without risk. Full article: A new era of influencer marketing: Lessons from Recent 1-13. 486 0 obj <>5]/P 46 0 R/Pg 63 0 R/S/Link>> This essay "Influencer Marketing and Applicable Theories" was written and submitted by your fellow endobj Synthesis of influencer marketing theories found in the literature. Next, the specifics of what attracts followers and prompts them to follow influencers should be discussed.
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