Academic literature on the topic 'Influencer Marketing'
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Journal articles on the topic "Influencer Marketing"
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Nguyen, Cuong, Tien Nguyen, and Vinh Luu. "RELATIONSHIP BETWEEN INFLUENCER MARKETING AND PURCHASE INTENTION: FOCUSING ON VIETNAMESE GEN Z CONSUMERS." Independent Journal of Management & Production 13, no. 2 (April 1, 2022): 810–28. http://dx.doi.org/10.14807/ijmp.v13i2.1603.
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The exploration of social media among Gen Z has promoted the development of influencer marketing in emerging markets. This study aims to determine how influencer marketing would impact Vietnamese Gen Z consumer’s purchase intention. This study employed quantitative research and used Exploratory Factor Analysis (EFA) to analyze the data. The data collection process is conducted online with a sample size of 250 Gen Z respondents. The respondents are aware of the impacts of influencer marketing on their purchase intention. The respondents are exposed to influencer marketing on social media and had experiences with online shopping. The study analyzes five factors that would influence Gen Z’s consumer purchase intention: perceived influencers’' credibility (CRE), the relevance between products and customers (RE), the entertainment value of influencers' content (ENT), perceived expertise of influencers (EXP) and peer’s review and recommendation (PEER). This study's findings concluded that 4 out of 5 factors had influenced Gen Z purchase intention: perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation. There is no statistical evidence to conclude that the relevance between products and customers (RE) impacts Vietnamese Gen Z’s consumer purchase intention. Remarkably, peer’s review and recommendation (PEER) is the most vital factor impacting Vietnamese Gen Z's consumer purchase intention. Managerial recommendations are provided to improve influencer marketing's effectiveness on purchase intention among Vietnamese Gen Z consumers.
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Čolaković, Maja, and Marko Bevanda. "INFLUENCER MARKETING I ZAŠTITA POTROŠAČA." Zbornik radova „Aktualnosti građanskog i trgovačkog zakonodavstva i pravne prakse“, no. 21 (July 10, 2024): 145–63. http://dx.doi.org/10.47960/2744-2918.21.2024.145.
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Sažetak: U vrijeme snažne digitalne transformacije u području audiovizualnih i elektroničkih komunikacija potrošači su itekako izloženi riziku od raznih vrsta marketinških prevara i manipulacija. Politike Europske unije nastoje osigurati visoku razinu zaštite potrošača i u području influencer marketinga, provodeći u tom cilju raznovrsne mjere i aktivnosti. Međutim, njihova djelotvornost ugrožena je zbog mnoštva razloga, a jedan od njih je fragmentiranost propisa koji se odnose na influencere. Popularnost influencer marketinga konstantno raste, a kompanije ga rado koriste jer je fleksibilan i učinkovit. Pratitelji se prilično olako povode za preporukama njima omiljenih influencera u pogledu kupovine i konzumacije raznovrsnih roba i usluga. Temeljni pravni problem leži u netransparentnosti takvih reklama, jer influenceri uglavnom ne označavaju da se radi o plaćenom oglašavanju, pa nepoštenom poslovnom praksom dovode svoje pratitelje u zabludu, kršeći njihova potrošačka prava. U ovome radu posebna pozornost posvećena je jednoj od najvažnijih potrošačkih direktiva maksimalne harmonizacije, koja se pod određenim pretpostavkama primjenjuje na influencere i njihove marketinške aktivnosti – Direktiva 2005/29/EZ o nepoštenoj poslovnoj praksi. Riječ je o ključnom instrumentu prava Europske unije za zaštitu potrošača od manipulativnog oglašavanja, zavaravajućeg marketinga i problematičnih poslovnih praksi influencera. Osim osvrta na potrošački acquis, u radu je dan i komparativni prikaz pravila o influencer marketingu i zaštiti potrošača u pojedinim zemljama Europe. Ključne riječi: prevarno reklamiranje, plaćene promocije, ciljano oglašavanje, društvene mreže, nepoštena poslovna praksa.
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Cindy Firstiananda Deka and Alifah Niser. "Perbandingan Strategi Pemasaran Tradisional Dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli Pada Audiens Muda." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2, no. 1 (December 9, 2023): 279–87. http://dx.doi.org/10.61132/manuhara.v2i1.526.
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In the ever-evolving digital era, marketing is undergoing significant changes. Rapid developments in the world of marketing demand a deep understanding of effective methods in reaching the target market. The purpose of this research is to compare how influencer marketing and traditional marketing strategies can influence young audiences' purchase intention. This research uses a qualitative approach with a literature study method, and focuses on the influence of influencer marketing and traditional marketing strategies on young consumers' purchase intention. Influencer marketing is an important strategy for market segmentation, building trust, and faster turnaround time. With a large social media following, digital influencers can significantly influence consumers' purchase intention. Authenticity and personal engagement are key aspects of influencer marketing. Combining traditional and influencer marketing can create a responsive strategy for young audiences. Influencer marketing and traditional marketing significantly impact consumer interest and advertising effectiveness. The marketing mix increases trust and confidence, which leads to increased purchase decisions. Understanding the influence of influencers can help companies develop effective strategies, allocate resources wisely and increase profits.
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Et. all, Mustafizul Haque. "Impact of Influencer Marketing on Consumer Behavior : An Analytical Study." Tuijin Jishu/Journal of Propulsion Technology 44, no. 4 (October 16, 2023): 3160–66. http://dx.doi.org/10.52783/tjjpt.v44.i4.1410.
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The phenomenon of influencer marketing has rapidly transformed consumer behavior, providing marketers with a potent means of effectively reaching their intended target demographics. In the realm of consumer behavior, it has been seen that influencer marketing exerts a notable impact, as evidenced by the findings presented in this abstract.In contemporary advertising, influencer marketing has emerged as a fundamental component. This marketing technique leverages the utilization of influencers who possess substantial social media and other online audiences. Influencers are seen as reliable authorities of knowledge, and their recommendations have the potential to significantly impact consumer conduct.The influencer marketing sector has grown to be worth billions of dollars in recent years due to its exponential expansion. For firms to successfully deploy their marketing dollars, it is imperative to comprehend the impact of marketing on consumer behavior.Reaching and interacting with modern consumers is becoming more difficult for traditional advertising approaches. Influencer marketing research enables marketers to use the power of social media and online influence while adjusting to the changing business environment.Influencers are frequently more relatable to and trusted by consumers than traditional advertising Examining this authenticity and trust can reveal ways to strengthen the bonds between brands and consumers.Influencers play a crucial part in the decision-making process by introducing customers to new goods and services. Companies may enhance their marketing tactics by knowing how influencer recommendations affect consumers.Influencer marketing's interactive quality enables direct communication between companies and customers. Brands can improve customer connections and the customer experience by researching this element.Businesses can connect with their potential clients by using influencer marketing to target particular groups. Study aids in the improvement of targeting tactics.The main aim of the research is to analyse factors impacting influencer marketing on consumer behaviour.& to study opportunities & challenges in influencer marketing & how it impacts on consumer behaviour.
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Zhao, Yiran. "The Influence of the Instability Factors of Influencer Marketing on Brand Marketing -- Based on the Analysis of Florasis's Influencer Marketing Event." Lecture Notes in Education Psychology and Public Media 38, no. 1 (January 15, 2024): 36–43. http://dx.doi.org/10.54254/2753-7048/38/20240584.
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This study explores the impact of the instability of influencer marketing on brand marketing in the context of China's mobile Internet boom. With over 1.08 billion mobile Internet users, social platforms like TikTok have emerged as significant e-commerce channels. Influencer marketing, driven by influencers, plays a crucial role in connecting with targeted consumers. The research focused on the theme "The Influence of the Instability of Influencer Marketing on Brand Marketing," utilizes qualitative methods, particularly the process tracking method in case studies. The chosen case for analysis is the Florasis influencer marketing event. The study combines relevant theories, agenda-setting, opinion leaders, and the SOR model of consumption to investigate instability factors and their impact on brand marketing. Instability factors are classified into subjective factors of the influencer, packaging by the influencers team, and three characteristics of the influencer. The analysis identifies causes and influencing factors contributing to the instability of influencer marketing. The study concludes that the instability of these live streams poses risks and impacts on brand marketing, emphasizing the need for corresponding countermeasures in brand marketing strategies and collaborations with Key Opinion Leaders(KOLs).
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Satpathy, Abhilash, Ansuman Samal, Kilaru Madhavi, and Raju Agrawal. "The Role of Influencer Marketing on Consumer Buying Decision." ECS Transactions 107, no. 1 (April 24, 2022): 12373–80. http://dx.doi.org/10.1149/10701.12373ecst.
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The purpose of this research is to identify how influencer marketing can influence buying behavior of the consumers. To find out the same, primary data collection method was followed in this research work. Sample size was 66 however, 50 complete responses were received. From the responses it was found that most some participants directly buy products recommended by influencers while most of them check reviews about that product before buying it. Some consumers compare recommended products with other products before buying and some consumers check the price before buying. Therefore, from this information it can be concluded that influencers can positively influence buying behavior of the consumers. However, several factors affect this. For example, higher number of followers ensures that an influencer influences consumer. However, if influencers are paid for product promotion, then it cannot influence consumer buying behavior. On the other hand, area of expertise of the influencers also plays a major role in influencing buying behavior of the consumers. Besides, if an influencer is from a same country with the followers, then the influencers can easily influence their buying behavior.Keywords: Influencer marketing, consumer buying behavior, consumer-buying process, buying behavior of followers
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Shahzad, Aamir, Hamza Rashid, Atif Nadeem, Muhammad Bilal, and Wisal Ahmad. "Social Media Influencer Marketing: Exploring the Dynamics of Follower Engagement." Journal of Policy Research 12, no. 4 (December 31, 2023): 1–8. http://dx.doi.org/10.61506/02.00120.
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This study explores the dynamic realm of influencer marketing, a transformative force in contemporary digital marketing. Influencer marketing harnesses the power of social media influencers (SMIs) to endorse products, services, or causes, reshaping the consumer-brand relationship. Despite extensive research in this field, a critical aspect remains underexplored: the factors and processes influencing follower engagement. The study utilizes a qualitative research approach, employing triangulation to synthesize existing literature and conduct focus group discussions. This study introduces an integrative framework encompassing "Influencer Content Characteristics," "Source Characteristics," and "Psychological Characteristics." These dimensions shed light on the multifaceted influencer marketing landscape, providing insights into how influencers shape trust, connections, and persuasive impact. The study offers a deeper understanding of follower engagement, empowering marketers to craft more effective influencer strategies in the ever-evolving digital sphere. As the global influencer marketing industry continues its meteoric rise, this research becomes increasingly pertinent, forecasting a promising future for influencer marketing's role in brand engagement and consumer decision-making.
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Kreutzer, Ralf T. "Influencer-Marketing." WiSt - Wirtschaftswissenschaftliches Studium 51, no. 1 (2022): 47–50. http://dx.doi.org/10.15358/0340-1650-2022-1-47.
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Unternehmen fällt es heute aufgrund der Fragmentierung der Märkte sowie der Vielzahl von Kommunikationskanälen immer schwerer, ihre Zielgruppen effizient zu erreichen. Gleichzeitig verlieren klassische Medien (wie lineares TV, Zeitschriften und Zeitungen) vor allem bei der jüngeren Bevölkerung an Bedeutung. Hier bietet sich durch Influencer-Marketing die Chance, Zielgruppen auf einem anderen Wege zu erreichen. In diesem Beitrag wird aufgezeigt, was unter Influencer-Marketing zu verstehen ist und wie es eingesetzt werden sollte.
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Böse, Matthias. "Influencer-Marketing." Monatsschrift für Deutsches Recht 73, no. 13 (July 1, 2019): 769–74. http://dx.doi.org/10.9785/mdtr-2019-731304.
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Lis, Bettina, Christian Neßler, and Sandra Ziewiecki. "Influencer Marketing." WiSt - Wirtschaftswissenschaftliches Studium 48, no. 2-3 (2019): 55–57. http://dx.doi.org/10.15358/0340-1650-2019-2-3-55.
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Ansetzend an der Überdrüssigkeit gegenüber traditioneller Werbung hat sich eine neue Form der Markenkommunikation entwickelt. Über einflussreiche Nutzer wird eine neuartige Aufmerksamkeit in den sozialen Medien erzeugt, die sowohl als originell als auch glaubwürdig und authentisch wahrgenommen wird. Dabei handelt es sich um das Instrument des Influencer Marketing.
Dissertations / Theses on the topic "Influencer Marketing"
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Hellerstedt, Julia, and Emina Mujkanovic. "Influencer Marketing: När gränsen mellan rekommendation och reklam suddas ut : En studie om hur Influencer Marketing påverkar konsumenters köpprocess." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-150910.
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Bakgrund Konsumenters förtroende för traditionella marknadskommunikationer sjunker. Företag försöker därför hitta nya sätt att nå fram till konsumenter. En marknadskommunikation som vuxit fram till följd av detta är Influencer Marketing, vilken innebär att inflytelserika individer influerar människor på sociala medier. Influencer Marketing är dock fortfarande en gråzon och studier inom området är begränsade. Syfte: Studiens syfte är att, genom att undersöka konsumenter, erhålla en djupare förståelse för hur deras köpprocess påverkas av Influencer Marketing genom att identifiera och förstå faktorer som påverkar deras inställningar och handlingar som ett resultat av Influencer Marketing. Genomförande: Studien har utförts genom en trianguleringsmetod, vilken innebar en datainsamling genom en kvantitativ enkät och tio kvalitativa intervjuer. För att kunna kartlägga och analysera konsumenters köpbeteende i relation till Influencer Marketing, ställdes frågor kopplade till syftet. Slutsats: Studien fastställer att främst personliga faktorer, psykologiska faktorer och sociala faktorer påverkar konsumenters uppfattning av influencers och följaktligen Influencer Marketing. Studien visar att konsumenter med en positiv uppfattning av influencers, i stor utsträckning värderar och tillgodogör innehåll via Influencer Marketing, vilket i sin tur leder till att deras köpprocess förkortas. Vidare visar studien att motsatsen gäller för konsumenter med en negativ uppfattning av influencers. Studien fastställer även att köpprocessen är en iterativ process istället för en statisk ordning.Background: The consumers trust in traditional marketing communications is decreasing. Therefore, companies try to find new ways to reach the consumers. A marketing communication that has blossomed as a result of this is Influencer Marketing, which means that influential individual influence people on social media. However, Influencer Marketing is still a gray zone and research within the field is limited. Purpose: The purpose of the study is to, by researching the consumers, gain a deeper understanding for how their buying process is affected by Influencer Marketing by identifying and understanding the factors that affect their attitudes and behaviors as a result of the marketing communication. Completion: The study has been conducted by a triangulation method, which has involved data collecting through a quantitative survey and ten qualitative interviews. In order to map and analyze the consumers buying behavior in relation to Influencer Marketing, questions were asked in regard to the purpose of the study. Conclusion: The study displays that mainly the personal factors, psychological factors and social factors affect the consumers’ perception of influencers and hence of Influencer Marketing. The study shows that the consumers with a positive perception of influencers, value and appropriate content via Influencer Marketing to a larger extent, which in return shortens their buying process. Furthermore, the study shows that the case is the opposite for the consumers with a negative perception of influencers. The study also displays that the buying process is an iterative process instead of a static order.
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Zietek, Nathalie. "Influencer Marketing : the characteristics and components of fashion influencer marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.
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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.
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Dahlkvist, Victor. "Influencer marketing: Long-term collaborations on Instagram : A case study." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-300373.
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More and more companies have started to use influencers on social media platforms for promoting their product or service, in exchange for a compensation. While this has enabled reach for a low cost, it is the nature of the authentic endorsement that has made the marketing channel so efficient. This thesis seeks to investigate how different collaboration types, depending on size and length, impacts the financial performance of Instagram influencer collaborations. In addition, it investigates what underlying factors that might be prevalent in impacting these collaboration types. The thesis is conducted as a mixed method descriptive single case study, utilizing both quantitative and qualitative data. To understand the financial performance of influencer collaborations, data from three consecutive years from the case company are presented and analyzed. To understand what characteristics that impacts this outcome, interviews with marketing professionals are used together with relevant previous literature in the field of influencer marketing. It is found that long-term collaborations have a higher return compared to short-term, along with other useful advantages of collaborating long-term. Additionally, it was found that influencers with more followers tend to have a lower financial return, but can be more efficient in other aspects, such as promoting the brand. Lastly, contributions based on the findings for both theory and practice are presented.Fler och fler företag har börjat att använda sig av influencers på sociala medieplattformar för att lyfta fram deras produkt eller tjänst i utbyte för kompensation, kallat influencer marketing. Medan det här har möjliggjort räckvidd för en låg kostnad, är det naturen av den autentiska ”omfamningen” av varumärket som gjort marknadsföringskanalen effektiv. Den här uppsatsen söker att förklara hur olika samarbetstyper, beroende på antalet följare som influencern har samt längden på samarbetet, påverkar det finansiella resultatet av influencersamarbeten på Instagram. Därtill, så undersökes vilka underliggande faktorer som ytterligare kan påverka utgången av de olika samarbetstyperna. Fallstudien genomfördes med en blandad metodologi, baserat på både kvantitativ och kvalitativ data. I ett försök att kunna förstå det finansiella resultatet av influencersamarbeten, används data från tre påföljande år som presenteras och analyseras. För att förstå vilka attribut som påverkar utfallet av det finansiella resultatet, intervjuas marknadsförare för deras professionella insikt. Upptäckterna visade att långsiktiga samarbeten med influencers har en högre avkastning jämfört med korta, tillsammans med andra fördelar med lånsiktiga samarbeten. Utöver det upptäcktes det att influencers med fler följare tenderar att ha en lägre avkastning men kan vara användbara på andra sätt, exempelvis för att främja varumärket. Till sist, så beskrivs bidrag för både forskning och praktik baserat på uppsatsens upptäckter.
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Kreuger, Amanda, and Sabina Broman. "Influencer Marketing : Relationen mellan företag och Influencers." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14576.
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Idag är sociala medier en stor del i dagens samhälle och det kan ses mer eller mindre som en självklarhet är ständigt vara uppkopplad. Dessa sociala plattformar har öppnat upp för en ny typ av marknadsföring, nämligen Influencer Marketing. Genom denna form av marknadskommunikation ger influencers företagen en möjlighet att genom deras kanaler nå en ny målgrupp. Då vi har studerat tidigare forskning inom ämnet har vi identifierat ett forskningsglapp när det kommer till hur arbetsrelationen, i influencer marketing-samarbeten, ser ut mellan företag och influencers. Denna studie syftar därför till att studera just denna relation utifrån ett marknadsföringsperspektiv för att se till hur dessa två parter tillsammans arbetar för att upprätthålla deras egna och varandras image. För att få ett djup i vår studie samt för att förstå både företagets och influencerns sida har vårt empiriska material samlats in genom kvalitativa semistrukturerade intervjuer. Dessa intervjuer har analyserats tillsammans med tidigare forskning utifrån ett kvalitativt förhållningssätt.Social media is a big part of today’s society and it may seem as a certainty to constantly be available and online. These social platforms have opened the door for a new kind of marketing strategy, the Influencer Marketing. Through this new marketing communication companies are given the possibility to target a new group of customers through the social media channels of the influencer. By studying previous research of the topic we have identified a gap in the research regarding how the business relationship, within Influencer Marketing, between the involved company and influencer work. This paper’s purpose is therefore to study said relationship from the perspectives of marketing to acknowledge how the two parties work together to maintain and uphold the own and each others image. To gain a depth in our paper and to understand the company’s as well as the influencer’s perspective the empirical material has been gathered through several qualitative semistructured interviews. These interviews have been analysed alongside previous research through a qualitative approach.
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Engström, Frida, and Jini Christoffersson. "Influencer Marketing : En framgångsrik strategi beroende på målgruppensålder." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14578.
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Vi lever i ett konsumtionssamhälle där vi dagligen blir exponerade för reklam i alla dess olika former. Företag försöker ständigt komma på nya innovativa marknadsföringstekniker för att nå fram i mediabruset, där Influencer marketing identifierats som en av de mest framgångsrika marknadsföringsmetoderna i nutid. Tidigare forskning som pekar på strategins framgång har mestadels gjorts på en yngre målgrupp. Därmed har vi identifierat ett gap i litteraturen och ämnar att undersöka vilken effekt denna marknadsföringsmetod har på en äldre generation. Studiens syfte är att undersöka vilken relation kvinnor i ålder 50-65 har till Influencer marketing, samt få en bild av vad som influerar deras vilja att köpa kläder för eget bruk. Som ett delsyfte ämnar vi även att undersöka vilka personliga egenskaper företag bör leta efter hos en Influencer, för att kvinnor i åldern 50-65 ska ta till sig deras budskap. Vi har använt oss av kvalitativa metoder med induktiv ansats. Främst av semi-strukturerade intervjuer i form av fokusgrupper samt metoden foto elicitation interview. Studien visar ett tydligt resultat på att Influencer marketing på sociala medier inte är en framgångsrik marknadsföringsmetod på denna målgrupp. Främst på grund av att respondenterna inte använder sociala medier i den utsträckning som krävs för att detta ska vara en möjlig marknadsföringsmetod. Däremot visade sig traditionell reklam och personer i omgivningen har stor påverkan på klädvalen. Väljer man trotts detta att använda sig av Influencer marketing är trovärdighet, identifikation och karisma tre viktiga personligaegenskaper som målgruppen uppskattar hos en potentiell Influencer.We live in a consumer society where we daily are being exposed for advertising in all its different forms. Companies are constantly striving to find new innovative marketing techniques that will break through the media noise, where Influencer marketing has been identified as one of the most successful marketing strategies of today. Previous research that points to the strategy's success has mostly been done on a younger target group. Thus, we have identified a gap in the literature and intend to investigate the effect of this marketing method on an older generation. The purpose of the study is to investigate what relationship women at the age 50-65 have to Influencer marketing, as well as get an idea of what influences their wish to buy clothes for personal use. A subsidiary aim is also to investigate what personal attributes businesses should look for in an Influencer, for women aged 50-65 to embrace their message. We have used qualitative methods with inductive approach. Mainly semi-structured interviews in the form of focus groups, complemented with the method photo elicitationinterview. The result shows that Influencer marketing on social media is not a successful marketing strategy for this target group. Mainly because the respondents do not use social media to the extent required for this to be a possible marketing method. On the other hand, traditional advertising and people in their surroundings showed to hold great influence when it comes to the choice of clothes they wear. Although, if you choose to use Influencer marketing to target these women, trustworthiness, similarity and charisma are three key personal attributes that the target audience appreciates in a potential Influencer.
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Bexell, Alexandra, and Fanny Wikström. "#Isamarbetemed : En studie om influencer marketing och co-branding." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66854.
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Syfte och Forskningsfrågor: Syftet med denna studie är att urskilja olika samarbetsprocesser för hur influencers nyttjar digitala nätverk och hur det främjar såväl influencer och företag som väljer att samarbeta. Utifrån detta syfte har vi formulerat tre frågeställningar som lyder enligt följande: 1.På vilka sätt nyttjar influencers digitala nätverk? 2.Vilka lärdomar kan företag få av ett samarbete med influencers gällande vilka strategier som är framgångsrika för att förmedla sitt budskap? 3.Hur kan co-branding mellan företag och influencers ge olika respons? Metod Studien är utformad utifrån en kvalitativ undersökningsmetod för att få en djup förståelse för fältet. Ansatsen är av induktiv karaktär och empirin utgör därför en central del av studien. Empirin utgörs av insamlad data i form av sex semistrukturerade intervjuer med individer relevanta för ämnet. Slutsats: Studiens resultat har påvisat hur co-branding mellan en influencer och företag kan utveckla sociala medie nätverkande och mynnat ut i en samarbetsmodell. Karakteristiska drag av ett co-brand på sociala medier är att det krävs en engagerad och dedikerad publik och att ett trovärdigt samarbete är avgörande om ett co-brand ska bli lyckat. Utöver detta visar studien på att influencermarknadsföringen är en metod i framkant när det gäller att segmentera fram rätt målgrupp. Slutligen visar resultat på att influencermarknadsföringen är under utveckling och att den har stor marknadspotential.
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Kúdelková, Andrea. "Testimonial a influencer marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359147.
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The topic of the diploma thesis is testimonial and influencer marketing. The aim of this work is to find out whether influencer increases the likelihood of purchasing a healthy nutritional product for Slovak women aged 20-40 years, and also whether Peter Sagana as a testimonial enhances brand credibility. The theoretical part deals with general communication and presentation of testimonial and marketing influence, their categories and examples. The practical part of the thesis is set into the environment of healthy nutrition. It shows an example of a marketing communication for a company that uses this specific type of marketing. Futhermore, own qualitative and quantitative research is included.
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Eliassi, Sarzeli Hero, and Emma Jändel. "Influera mera : En studie om olika aktörers syn på digital marknadsföring genom influencers via sociala medier." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54481.
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Författare: Hero Eliassi & Emma Jändel Handledare: Åsa Lindström Examinator: Bertil Hultén Kurs: Examensarbete 30hp, Civilekonomprogrammet inriktning marknadsföring, Linnéuniversitetet Kalmar, VT 2016. Forskningsfråga: Hur ser olika aktörer på användandet av influencers sociala mediekanaler i digital marknadsföring? Syfte: Syftet med detta examensarbete är att analysera användandet av influencers och deras sociala mediekanaler i digital marknadsföring. Fenomenet kommer att undersökas utifrån fyra aktörers perspektiv; influencer marketing-byråers, handelsföretags, influencers och konsumenters perspektiv, för att utforska hur man kombinerar synsätten från de olika aktörerna och på så sätt har möjlighet att effektivisera marknadsföringen genom influencers. Vi ämnar tolka de olika aktörernas syn på denna typ av marknadsföring för att bidra med implikationer till handelsföretag som använder sig av eller funderar på att marknadsföra sig genom influencers sociala mediekanaler och influencer marketing-byråer som agerar mellanhänder mellan handelsföretag och influencers. Vidare ämnar vi även bidra med implikationer till influencers som genomför denna marknadsföring. Metod: Detta examensarbete har haft en kvalitativt inriktad fallstudie med en induktiv ansats och ett explorativt syfte. Databildningen har bestått av en litteraturstudie och en empirisk undersökning genom semistrukturerade intervjuer och fokusgrupper. Det empiriska materialet som erhölls analyserades genom en kvalitativ dataanalys. Resultat & slutsatser: Vi kan konstatera att de fyra aktörerna ser på influencer marketing som ett effektivt marknadsföringssätt som föredras framför företags egen marknadsföring. Vad som framkommer är att ett antal krav bör tas i beaktning för att budskapen presenterade av influencers ska nå ut till den tänkta målgruppen. För att budskapen ska mottas av konsumenter som trovärdiga bör matchning ske mellan varumärken och influencers, samarbetena bör vara genuina och inspirerande, budskapen bör passa in i den kontext där de marknadsförs och balans bör finnas mellan personlighet och professionalitet. Teoretiska och praktiska implikationer: Examensarbetets teoretiska implikationer består av en reviderad undersökningsmodell där viktiga aktörer och aktuella sociala mediekanaler för influencer marketing presenteras. De praktiska implikationerna består av en TRIMPP- modell där begreppen trovärdighet, relevans, inspiration, matchning, personlighet och professionalitet presenteras som viktiga vid skapandet av influencer marketing-kampanjer. Nyckelord: Influencer marketing, influencers, sociala medier, digital marknadsföringAuthors: Hero Eliassi & Emma Jändel Supervisor: Åsa Lindström Examiner: Bertil Hultén Course: Master Thesis in Marketing 30 ECTS, Business Administration and Economics Programme, Linnaeus University Kalmar, Spring 2016. Research question: How does different actors view the usage of influencers’ social media channels in digital marketing? Purpose: The purpose of this thesis is to analyze the usage of influencers and their social media channels in digital marketing. The phenomenon will be studied from the perspective of four different actors; influencer marketing-agencies, companies, influencers and consumers, to be able to examine how to combine the different actors’ views in order to make influencer marketing more effective. We aim to interpret the different actors’ views of influencer marketing to be able to provide implications to companies using or thinking about using influencer marketing and to influencer marketing-agencies that act as intermediaries between companies and influencers. We also aim to provide influencers with implications. Method: This thesis had a qualitatively oriented case study with an inductive approach and an explorative purpose. Data formation consisted of a literature review and an empirical study through semi-structured interviews and focus groups. The empirical data obtained was analyzed through a qualitative data analysis. Results and conclusions: We can conclude that the four actors view influencer marketing as an effective marketing method which is preferred over companies' own marketing. A number of requirements should be taken into consideration when producing influencer marketing-campaigns in order for the messages to reach out to the intended audience. For the messages to be received by the consumers as credible matching must occur between brands and influencers, the cooperation should be genuine and inspiring, the messages should fit into the context in which they are presented and balance should be found between personality and professionalism. Theoretical and practical implications: The theoretical implications of the thesis consists of a revised research model with key stakeholders and relevant social media channels for influencer marketing. The practical implications are made up of a TRIMPP-model in which the concepts of trustworthiness, relevance, inspiration, matching, personality and professionalism are presented as important in the creation of influencer marketing- campaigns. Key words: Influencer marketing, influencers, social media, digital marketing
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Hamasdi, Kani. "Influencer marketing - en marknadsrättslig gråzon." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-444360.
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Influencer marketing - en av världens snabbast växande och mest framgångsrika marknadsföringsmetoder. Det senaste årtiondet har internetanvändningen ökat bland befolkningen i Sverige och en av faktorerna till denna ökning är tack vare sociala medier. Idag använder nio av tio svenskar sociala medier, och dessa plattformar används även för marknadsföring i säljsyfte. Influencer marketing innebär att en näringsidkare betalar en influerare (ofta kallat det engelska begreppet: ”influencer”) för att få synas i den inflytelserika personens kanal. Att en näringsidkare marknadsfört sig genom en inflytelserik person för att nå ut till sin kundgrupp är inget nytt och det har funnits innan internet. Men i och med att denna marknadsföringsmetod är så pass ny har det varit diffust kring vilka rättsregler som aktualiserats vid influencer marketing och hur de ska tillämpas. Uppsatsen ämnar redogöra för vilka rättsregler som aktualiseras i sociala medier samt hur de tillämpas vid influencer marketing. Sammantaget visar uppsatsen slutsats på att vilka rättsregler som aktualiseras och hur de tillämpas vid marknadsföring via influerare beror på framställningen av inläggen, det vill säga om det är av kommersiell natur eller redaktionell natur. Dock att gränsdragningen mellan kommersiell och redaktionell natur kan vara en gråzon.
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Dalstam, Malin, Hedvig Nordlöf, and Daniella Holmgren. "The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39986.
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Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. Companies may need to gain an understanding on how various marketing communication tools can be integrated and utilized instead of primarily using one marketing communication tool for the purpose of optimizing the impact of persuasive communication. However, a company’s attempt to control brand related discussions on social media can be executed through the use of influencer marketing. The use of influencers is expanding within the fashion industry but the recognition of influencers being a part of a company’s modernized marketing strategy is low. This causes the researchers inquiry to explore this further. Purpose: The purpose of this research paper is to explore how a company within the fashion industry can use influencer marketing as a part of their integrated marketing communication and how a company can use an influencer to strengthen its brand in view of its brand identity. The study targets the fashion industry in Sweden. Methodology: In order to fulfil the purpose of the study and to answer the two research questions, a qualitative research approach together with a multi-method approach was adopted. Semi-structured interviews and qualitative email questionnaires were used in the empirical data collection process. The selected participants obtained high knowledge in the field of influencer marketing as well as knowledge within the fashion industry. The participants were selected through convenience sampling. Conclusion: The empirical study showed that influencer marketing can be used as a part of a company’s IMC by integrating the influencer with the six marketing communication tools. Furthermore, influencer marketing can be incorporated into a company’s IMC as a tool used to partially control eWOM to a desired target audience by speaking positively about a product, service and brand. An influencer can strengthen a brand through laying a foundation for a brand identity and a brand image to cooperate as a unit. It was further found that the influencer should be integrated internally within a brand identity for the purpose of externally communicating the brand identity to the company’s desired target audience. A conceptual model was developed by the researchers with the intention of providing a comprehensive illustration of the answers to the research questions.
Books on the topic "Influencer Marketing"
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Jahnke, Marlis, ed. Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-20854-7.
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Fries, Peter J. Influencer-Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25784-2.
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Jahnke, Marlis, ed. Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31892-5.
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Yesiloglu, Sevil, and Joyce Costello, eds. Influencer Marketing. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501.
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Levin, Aron. Influencer Marketing for Brands. Berkeley, CA: Apress, 2020. http://dx.doi.org/10.1007/978-1-4842-5503-2.
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Deges, Frank. Quick Guide Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8.
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Johne, Jane. Effectiveness of Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-41297-5.
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Álvarez-Monzoncillo, José M. The Dynamics of Influencer Marketing. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003134176.
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Nirschl, Marco, and Laurina Steinberg. Einstieg in das Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-19745-2.
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Lichtenberg, Carola, and Marcus Schladebach. Quick Guide Recht im Influencer Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-38420-3.
Full textBook chapters on the topic "Influencer Marketing"
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Costello, Joyce. "Influencer marketing." In Influencer Marketing, 286–301. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-21.
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Yesiloglu, Sevil. "The rise of influencers and influencer marketing." In Influencer Marketing, 7–25. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-3.
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Gebel, André. "Influencer Marketing." In Social Media im Tourismusmarketing, 69–93. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31078-3_6.
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Schmitt, Michael C. "Influencer Marketing." In Quick Guide Digitale B2B-Kommunikation, 67–72. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-14213-1_7.
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Gutjahr, Gert. "Influencer-Marketing." In Markenpsychologie, 121–22. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-24282-4_25.
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Lammenett, Erwin. "Influencer-Marketing." In Praxiswissen Online-Marketing, 139–70. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25135-2_4.
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Bansal, Monika, and Nupur Bhati. "Influencer marketing." In Digital Marketing Outreach, 29–42. London: Routledge India, 2022. http://dx.doi.org/10.4324/9781003315377-3.
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Kilian, Karsten. "Influencer-Marketing." In Brand Evolution, 457–90. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-35916-4_20.
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Lichtenberg, Carola, and Marcus Schladebach. "Influencer Marketing." In Quick Guide, 15–29. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-38420-3_2.
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Kilian, Karsten, and Ralf T. Kreutzer. "Influencer-Marketing." In Digitale Markenführung, 239–77. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-34351-4_8.
Full textConference papers on the topic "Influencer Marketing"
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Mendoza, Anthony David Bucheli, and Leticia Azucena Vaca Cardenas. "The Influence of Artificial Intelligence in Digital Marketing." In 2024 Tenth International Conference on eDemocracy & eGovernment (ICEDEG), 1–8. IEEE, 2024. http://dx.doi.org/10.1109/icedeg61611.2024.10702078.
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Kujundžić, Vjekoslava, Marija Ham, and Helena Štimac. "INFLUENCER MARKETING I NJEGOVI POTENCIJALI U TURIZMU I HOTELIJERSTVU." In Hotelska kuća 2022. University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. http://dx.doi.org/10.20867/hk.1.4.
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Influencer marketing se danas smatra nadopunom suvremenim tržišnim aktivnostima te on predstavlja u određenom smislu moderniji oblik komunikacije od usta do usta (word of mouth). Za razliku od tradicionalnih marketinških tehnika i alata koji dopiru do korisnika bez korištenja posrednika, influencer marketing koristi utjecajnu osobu, odnosno posrednika u svojem oglašavanju koja putem platforme prenosi komunikacijsku poruku te na taj način formira mišljenje i stavove korisnika. Upravo zbog velike količine informacija kojima su korisnici danas izloženi, koristi se influencer koji će smanjiti komunikacijski šum. Istraživanje u radu je provedeno u cilju utvrđivanja stavova o influencerima i razine povjerenja prema njima. Rezultati su pokazali kako većina ispitanika prati influencere te polovica njih ima povjerenje u influencere. Putovanja i gastronomija su dijelovi turističke ponude koji se često javljaju u domeni influencer marketinga. Poslovni subjekti u turizmu i hotelijerstvu mogu segmentirati ciljanu publiku okupljenu oko inluencera te na taj način doprijeti do potencijalnih korisnika. Na temelju analize ranijih teorijskih i empirijskih spoznaja zaključeno je kako je potencijal za primjenu influencer marketinga u turizmu i hotelijerstvu prisutan i rastući. Kreativni sadržaj postao je ključan za stvaranje konkurentnosti u turističkoj industriji, a influencer marketing strategija je za isporuku informacija potrošaču, tj. turistu
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Fotova Čiković, Katerina, Damira Keček, and Jelena Posavec. "The Impact of Influencers and Influencer Marketing on the Formation of Public Opinion: Perceptions of Croatian Students." In Economic and Business Trends Shaping the Future. Ss Cyril and Methodius University, Faculty of Economics-Skopje, 2023. http://dx.doi.org/10.47063/ebtsf.2023.0004.
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The terms influencer and influencer marketing are relatively new. However, they have raised research issues and gained a lot of attention in various research areas, ranging from social psychology, information and communication technology to marketing. Nevertheless, the impact of influencers on the adoption of new products and services, brand awareness and brand recognition is undeniable. Despite the impressive growth and popularity of influencers and influencer marketing in general, there is a lack of academic and practitioner research on the impact influencers have on the formation of public opinion. This study attempts to provide better insight and understanding of this subject as well as to represent a stepping stone for future research in this area. The theoretical starting points of this paper accentuate the knowledge based on influencers and influencer marketing, the formation of public opinion and the role of media in the formation of public opinion. The main objective of this paper is to determine the impact of influencers and influencer marketing on the formation of public opinion on everyday topics among a sample of 142 students from University North in Croatia from May to July 2022. The paper examines the differences in students' perception of influencers and influencer marketing on the formation of public opinion with regard to gender, age, level of study and type of study. The obtained results indicate that there is a statistically significant difference in the surveyed students about the influence of influencers and influencer marketing on the formation of public opinion according to the level and type of study and provide new insights for marketing and media practitioners.
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Al-Zoubi, Munif Mohammed. "The growth of influencer marketing." In The European Union’s Contention in the Reshaping Global Economy. Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar, 2022. http://dx.doi.org/10.14232/eucrge.2022.21.
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Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases have the ability to affect the decision-making process of their followers, which caused many organizations to turn to them, giving them partnerships and sponsorships in exchange for influencers marketing their products/services. In this study, a comparison is attempted between the two biggest influencer marketing platforms, Tiktok and Instagram, and an attempt is made to give businesses who are thinking of using influencer marketing a better understanding of this phenomenon. The paper also aims to help businesses that already have an influencer marketing strategy in place realize if their current platform is most suitable to their business. This study uses qualitative research, as the data has been gathered through the multiple interviews with different types of businesses, influencers and social media experts.
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Milošević, Rastko, Ana Komlenić, Nemanja Kašiković, Bojan Banjanin, and Davor Menzildžić. "Instagram influencers’ responsiveness to a small business collaboration outreach." In 11th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design, 2022. http://dx.doi.org/10.24867/grid-2022-p25.
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Collaborations between social media influencers (SMIs) and brands have become increasingly popular in recent years, so many marketers and brands either start implementing influencers or intensify SMI use in their marketing strategies. Influencer marketing is the practice of compensating influencers for posting about a product or a service on their social media profiles. Influencers usually specialize in a particular niche area and possess highly devoted follower bases of different sizes. Their incentivized brandrelated messages are very effective and achieve increased engagement because of their personal manner, subtlety, and authentic advertising approach. One of the first steps in the influencer marketing process is to reach out to the right influencer with the aim of partnering up and collaborating in order to engage new potential customers and consequently grow a business. Therefore, influencer marketing basically starts with an influencer’s positive response to a brand’s outreach and collaboration consent. This research study aims to determine the responsiveness of Instagram influencers to a small business outreach offering an unpaid collaboration (a free product in exchange for a feed post). It was also analysed how different Instagram influencer categories, in terms of follower count, responded to the selected small business’ outreach (and consequently collaborated) and which Instagram influencer category is more likely to accept this kind of collaboration proposal. In addition, several practical recommendations are made regarding how small businesses should focus their efforts to make their Instagram influencer outreach marketing strategy more successful.
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Kenta, Ichii, and Hisashi Masuda. "Influencer attributes and characterizations on Tourists' intention to revisit destination in social media influencer marketing." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002533.
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Social media influencer marketing has recently received significant attention. However, this kind of social media influencer marketing has not been fully demonstrated in the context of tourism destination management/marketing. This study developed a research model based on the theory of persuasion, consisting of three influencer attributes and three characterizations as antecedents of revisit intention to destination. Data were collected through an experimental survey for respondents who live in Tokyo and Osaka in Japan. Here, two YouTubers (a man and a woman) created each tourism promotion video about one Kyoto cuisine restaurant in Kyoto. Respondents were assigned to a group to watch one of the videos, and after watching the video, they answered questions about the YouTuber and their intention to visit the tourist destination via a web questionnaire. The study found that PSR (Parasocial relationship) had a significantly positive impact on revisit intentions to destination relative to other characterizations on all groups. But the personal attributes positively related to PSR differed depending on the YouTubers and the respondents' place of residence. Therefore, tourism video marketing strategies utilizing social media influencers in destination marketing need to be fine-tuned based on the influencer's personal attributes, and characterizations considering the targets' place of residence.
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Karpov, Ivan Alekseevich, and Alexander Fyodorovich Kryachkov. "INFLUENCER MARKETING AS ONE OF THE MODERN MARKETING TRENDS." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-192/195.
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Bar, Carmen Maiz, and Julia Fontenla Pedreira. "Is influencer marketing still influential?" In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2021. http://dx.doi.org/10.23919/cisti52073.2021.9476344.
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Chukhnina, Anna, Grigorii Melnikov, Anton Pecherkin, Aleksandr Sokolov, and Yury Yanovich. "B4B.World: Decentralized Influencer Marketing Platform." In 2023 IEEE International Conference on Blockchain and Cryptocurrency (ICBC). IEEE, 2023. http://dx.doi.org/10.1109/icbc56567.2023.10174964.
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Guo, Xiaoyu, Weiyue Li, Hongrui Hu, Lisi He, and Shengjie Li. "Influencer Marketing and Traditional Marketing in China: How Does Influencer Marketing in the Leisure Food Industry Affect Purchase Intention." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.249.
Full textReports on the topic "Influencer Marketing"
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Douven, Rudy, and Eric de Laat De Laat. How does pharmaceutical marketing influence doctors prescribing behaviour? The IFS, January 2001. http://dx.doi.org/10.1920/re.ifs.2024.0875.
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Cho, Hyeon Jeong, and Sojin Jung. Marketing Green Apparel: Do Advertisement Claims Influence Consumer Perceptions? Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1796.
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Bierma, Tineke. Concrete poetry : the influence of design and marketing on aesthetics. Portland State University Library, January 2000. http://dx.doi.org/10.15760/etd.5321.
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Gruber, Verena, Ingrid Peignier, and Charlotte Dubuc. Pratiques et tactiques de vente des concessionnaires automobiles au Québec. CIRANO, October 2023. http://dx.doi.org/10.54932/bryk4403.
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Le présent rapport s’inscrit dans la continuité d’une vaste étude débutée en 2020 qui a pour objectif de mieux comprendre la préférence croissante de la population canadienne pour les véhicules énergivores ainsi que les facteurs (politiques, économiques, sociaux, etc.) qui contribuent à l’augmentation des ventes de ce type de véhicules. Le CIRANO a déjà contribué à travers plusieurs rapports publiés depuis 2020 et plus récemment par le biais d’une analyse des motivations d’achat de camions légers au Québec (Gruber, Peignier et Pentcheva, 2023). Le présent rapport complète les connaissances sur les consommateur(-trice)s en se concentrant plutôt sur l’environnement des concessionnaires automobiles et sur la manière dont il peut influencer le choix des consommateur(-trice)s. La littérature scientifique en marketing, et plus spécifiquement celle centrée sur le comportement des consommateur(-trice)s, montre que toute décision est prise dans un environnement qui exerce automatiquement une influence sur le choix d’un produit particulier. Les consommateur(-trice)s sont influencé(e)s par l’ordre dans lequel les produits sont présentés, par les images qui les accompagnent et par la manière dont les informations sur ces produits sont encadrées (Ungemach et coll., 2018). La décision d’acheter ou de ne pas acheter un véhicule donné est encore principalement prise chez les concessionnaires automobiles. Il est donc très important d’étudier la manière dont cet environnement particulier façonne les décisions des consommateur(-trice)s. À cette fin, nous avons eu recours à des observations sous la forme d’une enquête mystère, afin d’étudier l’environnement des concessionnaires automobiles (Wilson, 2011). Plus précisément, ce rapport présente l’approche méthodologique et les résultats des visites mystères effectuées chez trente concessionnaires automobiles ruraux, suburbains et urbains du Québec. Toutes les visites ont eu lieu entre septembre et décembre 2022. Les testeur(-euse)s ont été formés pour observer et noter le discours et les pratiques des vendeur(-euse)s. Les résultats montrent que les personnes chargées de la vente chez les concessionnaires automobiles ne poussent pas systématiquement la clientèle potentielle vers les gros véhicules. Elles façonnent plutôt, subtilement, sa perception en lui présentant un plus grand nombre d’arguments en faveur des gros véhicules. En outre, elles semblent moins bien connaître les arguments en défaveur des véhicules de plus grande taille. Par exemple, aucune d’entre elles n’a été capable de parler des différences d’émissions entre les différents types de véhicules sans avoir cherché au préalable cette information. De plus, les gros véhicules sont plus susceptibles d’être exposés à l’extérieur ou à l’intérieur du concessionnaire, ce qui constitue un point d’ancrage mental pour la clientèle potentielle qui entre dans un concessionnaire avec différentes options en tête. Conformément aux conclusions de Brazeau et Denoncourt (2021), ces images montrent souvent de gros véhicules dans la nature, ce qui les rend encore plus attrayants pour une hypothétique clientèle, même si celle-ci ne les utiliserait pas (ou ne pourrait pas les utiliser) dans un tel environnement. L’impact environnemental des différents types de véhicules et les implications en ce qui concerne la sécurité pour les autres usager(-ère)s de la route sont pratiquement absents du discours. Enfin, plusieurs de nos testeur(-euse)s ont noté que l’équipe des ventes est parfois incapable de justifier la raison pour laquelle la taille des véhicules continue d’augmenter sans que la clientèle en retire un avantage clair. Les résultats montrent qu’il est important de mieux former les équipes de ventes pour qu’elles puissent parler des implications en matière de sécurité et de l’impact sur l’environnement des différents véhicules.
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Owusu, Samuel Ening, and Bahman Peyravi. The Impact of Trade Policies on International Marketing Strategies. Vilnius Business College, September 2024. http://dx.doi.org/10.57005/ab.2024.1.3.
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This study explores the dynamic interplay between trade rules and worldwide marketing tactics, with the goal of elucidating the varied influence of global economic regulations on multinational firms. The research takes a mixed-methods approach, focusing on various industries and geographical locations and includes qualitative studies of trade regulations as well as quantitative assessments of their consequences for marketing tactics. The extensive literature analysis establishes a theoretical framework by investigating how tariff reductions, non-tariff obstacles, and free trade agreements affect market entrance tactics, supply chain resilience, and digital marketing adaptations. The study investigates the changing character of trade policies, recognizing their temporal and spatial dynamics, and evaluating their impact on enterprises of various sizes. The study design is guided by ethical concerns, which ensure the confidentiality of sensitive information and obtaining participants' informed consent. The research intends to provide significant insights on the flexibility of worldwide marketing strategies in the face of changing trade environments by admitting potential limits and offering a comprehensive schedule and budget. The intended outcomes include contributions to academic knowledge and practical applications that will assist firms, governments, and stakeholders in managing the difficulties of the worldwide economy. In all, this study adds to the current discussion about the junction of trade policy and international marketing, encouraging a better knowledge of the difficulties and possibilities in today's linked and ever-changing global economy.
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Pytlovany, Amy. Recruitment Marketing: How Do Wellness and Work-Life Benefits Influence Employer Image Perceptions, Organizational Attraction, and Job Pursuit Intentions? Portland State University Library, January 2000. http://dx.doi.org/10.15760/etd.7215.
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Pinheiro, Armando Castelar, and Regis Bonelli. New Export Activities in Brazil: Comparative Advantage, Policy or Self-Discovery? Inter-American Development Bank, July 2008. http://dx.doi.org/10.18235/0006866.
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This paper examines Brazil's export discoveries in aircraft, cell phones and swine meat. All cases confirm the importance of efficiency gains and sunk costs in the expansion of exports and lead to the following conclusions: both economic policy and comparative advantage played important roles in the emergence of new export activities; economies of scale were a crucial determinant of competitiveness; and a well-known brand helped to overcome information asymmetries and facilitate entry into export markets. Exporters concentrated on design, marketing, R&D, and product assembly, making coordination with suppliers an important element in their strategies. Public policy additionally had a strong if sometimes unintended influence. While governments can foster discoveries, especially in the presence of market failures, policy alone cannot produce a successful exporter.
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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.
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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.
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Finkelshtain, Israel, and Tigran Melkonyan. The economics of contracts in the US and Israel agricultures. United States Department of Agriculture, February 2008. http://dx.doi.org/10.32747/2008.7695590.bard.
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Research Objectives 1) Reviewing the rich economic literature on contracting and agricultural contracting; 2) Conducting a descriptive comparative study of actual contracting patterns in the U.S. and Israeli agricultural sectors; 3) Theoretical analysis of division of assets ownership, authority allocation and incentives in agricultural production contracts; 4) Theoretical analysis of strategic noncompetitive choice of agricultural production and marketing contracts, 5) Empirical studies of contracting in agricultural sectors of US and Israel, among them the broiler industry, the citrus industry and sugar beet sector. Background Recent decades have witnessed a world-wide increase in the use of agricultural contracts. In both the U.S. and Israel, contracts have become an integral part of production and marketing of many crops, fruits, vegetables and livestock commodities. The increased use of agricultural contracts raises a number of important economic policy questions regarding the optimal design of contracts and their determinants. Even though economists have made a substantial progress in understanding these issues, the theory of contracts and an empirical methodology to analyze contracts are still evolving. Moreover, there is an enormous need for empirical research of contractual relationships. Conclusions In both U.S. and Israel, contracts have become an integral part of production and marketing of many agricultural commodities. In the U.S. more than 40% of the value of agricultural production occurred under either marketing or production contracts. The use of agricultural contracts in Israel is also ubiquitous and reaches close to 60% of the value of agricultural production. In Israel we have found strategic considerations to play a dominant role in the choice of agricultural contracts and may lead to noncompetitive conduct and reduced welfare. In particular, the driving force, leading to consignment based contracts is the strategic effect. Moreover, an increase in the number of contractors will lead to changes in the terms of the contract, an increased competition and payment to farmers and economic surplus. We found that while large integrations lead to more efficient production, they also exploit local monopsonistic power. For the U.S, we have studied in more detail the choice of contract type and factors that affect contracts such as the level of informational asymmetry, the authority structure, and the available quality measurement technology. We have found that assets ownership and decision rights are complements of high-powered incentives. We have also found that the optimal allocation of decision rights, asset ownership and incentives is influenced by: variance of systemic and idiosyncratic shocks, importance (variance) of the parties’ private information, parameters of the production technology, the extent of competition in the upstream and downstream industries. Implications The primary implication of this project is that the use of agricultural production and marketing contracts is growing in both the US and Israeli agricultural sectors, while many important economic policy questions are still open and require further theoretical and empirical research. Moreover, actual contracts that are prevailing in various agricultural sectors seems to be less than optimal and, hence, additional efforts are required to transfer the huge academic know-how in this area to the practitioners. We also found evidence for exploitation of market powers by contactors in various agricultural sectors. This may call for government regulations in the anti-trust area. Another important implication of this project is that in addition to explicit contracts economic outcomes resulting from the interactions between growers and agricultural intermediaries depend on a number of other factors including allocation of decision and ownership rights and implicit contracting. We have developed models to study the interactions between explicit contracts, decision rights, ownership structure, and implicit contracts. These models have been applied to study contractual arrangements in California agriculture and the North American sugarbeet industry.
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.
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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.