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There are a large number of theories that aim to explain the relationship and communications between influencers and their audience. 6 0 obj Hence, although there are some theories developed to explain the specifics of influencer marketing, they can be further supported and tested with empirical evidence. 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. These tools are trained on existing data. Moreover, the empirical evidence collected shows the significant advantage that influencer marketing has before traditional marketing. Marketing Strategies and Its Effect on Consumer Behavior . endobj <>31]/P 28 0 R/Pg 65 0 R/S/Link>> In January of 2010, Facebook and Twitter were still novel . Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. May 25, 2023 10:19 am ET. Laurie, S., Mortimer, K. and Beard, F. (2019) Has advertising lost its meaning? 51 0 obj The objectives of this study were to determine if it is feasible to enter the market of Finland, Moscow and Saint Petersburg and are there any possibilities for future development in those markets. Another factor that determines the choice of an influencer is the brand fit, quality of content and authenticity. The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework Siti Liu1, * 1Graduate School, Chinese Academy of Social Science, No. stream
endobj (2 min) A familiar marketing tactic backfired for the skin-care company Bior when a paid influencer's promotional TikTok led . (2019) Young consumers motivational drivers of brand engagement behavior on social media sites, Journal of Research in Interactive Marketing, 13(3), pp. Wilson, A. endobj Increased competition can lead to market saturation. Influencer marketing, as a result, is a cohesive continuation of peoples intrinsic desire to share information about items and to look for reviews and opinions of others. 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. <>5]/P 46 0 R/Pg 63 0 R/S/Link>> The authors argue that influencer marketing posts have no direct impact on the consumers decision to purchase something. endobj Nurhandayani, A., Syarief, R. and Najib, M. (2019) The impact of social media influencer and brand images to purchase intention, Jurnal Aplikasi Manajemen, 17(4), pp. endobj 02 Jun 2023 09:41:46 This type of conspicuous behavior, according to the analysis, is most influenced by brand quality as well as by social recognition and perception by society. <>stream
Simply defined, influencer marketing means the engagement of people who have gathered a substantial following through their online social media accounts and who are willing to work with brands to promote new products. uuid:b21d4cb4-ada4-11b2-0a00-b0eaa350fc7f (2020) point out that visual congruence correlates with better engagement when reviewing influencers posts. TikTok has experienced massive user growth over the last few months and should continue to grow in 2021. Analysts estimate the annual value of influencer advertising at several hundred million dollars in Australia, and about$25 billion across the globe. The idea for this thesis came up when I was trying to think about a new and innovative marketing method. While some of these downsides and concerns of using AI in influencer marketing discussed above may not seem to be very prevailing now, its recommended that brands building their influencer marketing strategies and looking to incorporate AI tools consider them to protect themselves in the long run. According to Childers, Lemon and Hoy (2019), approximately 82% of adult Americans ask for a recommendation from their friends or family when making a purchasing decision. endobj Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. Terms of Use endobj
PDF The Impact of Influencer Marketing on Consumer Purchase - Iscte Chetioui, Benlafqih and Lebdaoui (2020) define purchasing intention as a likelihood of a consumer buying a specific product. Maters Thesis. and Hoy, M. G. (2019) #Sponsored #ad: agency perspective on influencer marketing campaigns, Journal of Current Issues & Research in Advertising, 40(3), pp. While this seems necessary to keep up with the market, its also important to keep in mind that over-reliance on these tools to guide the content creation process and marketing strategy development can harm both sides in the long run. Since then, companies have dedicated more attention to the unexplored opportunities for online marketing. "It's really great for family life and I love that it's fun I get to be creative, I get to work with my kids.".
"TikTok Made Me Try It": Social Media's New Role in Marketing influencer marketing from a long-term perspective are missing, apart from Fink et al.
22 Top Creator Economy and Influencer Marketing Experts to Know 489 0 obj 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. As a result, these ordinary celebrities appear to be more credible when compared to traditional celebrities as their relationship with their followers is closer. Appligent AppendPDF Pro 6.3 The Influencer Industry: Constructing And Commodifying Authenticity On Social Media This essay "Influencer Marketing and Applicable Theories" was written and submitted by your fellow The reasoning behind such behaviour is a desire to look or be perceived similarly to the other person that is being mimicked (Ki and Kim, 2019). Moreover, consumers perceive the messages they receive from trusted sources more positively when compared to advertisements (Childers, Lemon and Hoy, 2019). In essence, influencers can be categorised as a source of information for individuals, somewhere between opinion leaders and celebrities. According to Laurie, Mortimer and Beard (2018, p. 765), the advertising landscape has changed considerably during the past two decades as e-mail, search engines, smartphone apps, advergames, social media networks, mobile, and other forms of digital media and marketing have become increasingly important. Notably, the understanding of the underlying theory that guides the influencer-follower relationship and what prompts followers to trust the suggestions of influencers is an essential component of planning effective influencer marketing campaigns. For policymakers, influencer marketing has already become a concern. To sum up, although practitioners already apply influencer marketing, some further improvements can be made to help others apply this tool by developing guides and frameworks for influencer marketing. According to Childers, Lemon and Hoy (2019), 89% of marketers who used social media influencers reported that this advertisement channel generated a better return on investment than others. As a result, the evidence suggests that influencers indeed have an immense impact on their followers and can help brands in their advertising campaigns. Prince 12.5 (www.princexml.com) The consumer doppelganger effect is the theory of consumers mimicking the behaviour of influencers. 5575. %PDF-1.7
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<>10]/P 24 0 R/Pg 65 0 R/S/Link>> This research was implemented in collaboration with a Greek footwear retail shop, with both online and offline presence, named Arte Piedi.
PDF Influencer Marketing's effect on purchasing decisions in the health The aim and goal of this research are to investigate the phenomenon of influencer marketing and the theories applicable to it by investigating peer-reviewed literature. In the first stage, an influencer attempts to make an influence, at the second, the target audience responds.
PDF The Impact of Influencer Marketing on Brand Engagement: A Conceptual The 41-year-old primary school teacher began her new vocation nine years ago, after her sister opened an Instagram account for her to share pictures of her new baby. (2020), this thesis aims to contribute by adding knowledge to this field (Mediakix, 2021). 414-431. 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. Influencers and content creatorsare on notice to come clean about their commercial deals and income streams as Australia's consumer watchdog prepares for a sweep of social media platforms.
THESIS | INFLUENCER MARKETING - Bcom - Stuvia 53 0 obj endobj
The impact of TikTok influencer marketing on consumer - Theseus Childers, C.C., Lemon, L.L. The popularity of influencer marketing is expected to increase in the following years. It suggests that marketers should be concerned with how to present their brands through influencers on different social media platforms, and researchers should continue developing and testing theoretical frameworks for this advertisement means since it is apparent that influencer marketing will continue to be an essential aspect of advertisement in the nearest future. Subscribe to newsletters. This lack of access to information encouraged individuals to use the opinions of others, people they could view as a source of information for a purchasing decision. When conducting a literature review, I tried to find empirical evidence and theories that would clearly explain why people trust influencers more than other advertisement means and how this can be used by brands. 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. 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. Although, as suggested by research, a distinction should be made between influencers and celebrities, there is some correlation between the two notions. 6891. Trivedi, J. and Sama, R. (2020) The effect of influencer marketing on consumers brand admiration and online purchase intentions: an emerging market perspective, Journal of Internet Commerce, 19(1), pp. <>/Metadata 2 0 R/Outlines 5 0 R/Pages 3 0 R/StructTreeRoot 6 0 R/Type/Catalog/ViewerPreferences<>>> 3 Submission of Thesis to Norma Smurfit Library, National College of Ireland Student name: Felicia Kalu Student number: X15560587 School: School of Business Course:Marketing The degree to be awarded:MSc.Marketing Title of Thesis: The Impact Of Social Media Influencer Marketing On Purchase Intention From An Irish Male Millennial's Perception: A Case Study Of Irish Fashion In addition, this study was conducted to deliver its readers with a practical case, TikTok, emphasizing the impact of influencer marketing initiated on generation Z customers attitudes and responses.
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