Relevant bibliographies by topics / Social-Media-Influencer-Marketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Social-Media-Influencer-Marketing'

Author: Grafiati
Published: 3 July 2021
Last updated: 14 February 2022

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Journal articles on the topic "Social-Media-Influencer-Marketing"

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Jin, S. Venus, Aziz Muqaddam, and Ehri Ryu. "Instafamous and social media influencer marketing." Marketing Intelligence & Planning 37, no. 5 (August 5, 2019): 567–79. http://dx.doi.org/10.1108/mip-09-2018-0375.

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Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.
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Nam, Lê Giang, and Hoàng Thái Dân. "Impact of social media Influencer marketing on consumer at Ho Chi Minh City." International Journal of Social Sciences and Humanities Invention 5, no. 5 (May 22, 2018): 4710–14. http://dx.doi.org/10.18535/ijsshi/v5i5.10.

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The marketing field is changing simultaneously with the digital world and social media influencer marketing would be a good alternative to other old types of marketing. The authors sketched the literature of social media Influencer marketing and conducted a survey in Ho Chi Minh City. The authors find that consumers tend to trust in influencers strongly and the consumer’s purchasing intention is significantly impacted by four factors including the trust of influencer, the quality of content, the relevance between influencer and product, the involvement of consumer. The result shows that the trust of influencer is a key component of influencer marketing.
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Permana, Rezi Muhamad Taufik, M. Malik Akbar Rohandi, and Yudha Dwi Nugraha. "New Business Model For Creative Agency Through Influencer Marketing." Jurnal Manajemen dan Bisnis Performa 18, no. 3 (September 7, 2021): 11–19. http://dx.doi.org/10.29313/performa.v18i3.8101.

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ABSTRACTInfluencer Marketing is seen as one of the best strategies to bring in potential customers when using social media marketing by leveraging the masses of Influencers. The purpose of this study is to analyze the phenomenon of influencer marketing, business models and decision making in the use of influencers in marketing activities for creative agency business people. In this study, we will analyze the social relationships of individuals or groups because influencer marketing can be an appropriate reference group. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review, while primary data uses direct surveys with 200 respondent to social media active users. From the results of this study, it can be concluded that influencers have a significant role in the business processes of creative agencies. Where influencers who have quite significant followers and the variety of content they create make it attractive to consumers.Keywords : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing. ABSTRAKPemasaran Influencer dipandang sebagai salah satu strategi terbaik untuk mendatangkan pelanggan potensial saat menggunakan pemasaran media sosial dengan memanfaatkan massa Influencer. Tujuan dari penelitian ini adalah untuk menganalisis fenomena influencer marketing, model bisnis dan pengambilan keputusan dalam penggunaan influencer dalam kegiatan pemasaran bagi para pelaku bisnis creative agency. Dalam penelitian ini, kami akan menganalisis hubungan sosial individu atau kelompok karena influencer marketing dapat menjadi kelompok referensi yang tepat. Penelitian ini menggunakan data sekunder yang terdapat dalam buku, white paper, jurnal, artikel yang menjadi dasar dari literature review, sedangkan data primer menggunakan survey langsung dengan 200 responden pengguna aktif media sosial. Dari hasil penelitian ini dapat disimpulkan bahwa influencer memiliki peran yang signifikan dalam proses bisnis agensi kreatif. Dimana influencer yang memiliki followers cukup signifikan dan variasi konten yang mereka buat membuatnya menarik bagi konsumen.Kata kunci : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing.
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Coco, Savannah Lee, and Stine Eckert. "#sponsored: Consumer insights on social media influencer marketing." Public Relations Inquiry 9, no. 2 (May 2020): 177–94. http://dx.doi.org/10.1177/2046147x20920816.

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Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, perceived relatability, and authenticity. Social exchange and relationship management theories do not sufficiently account for purchasing decisions despite negative views of consumers. We argue for a new theory called Influencer-Follower Relationship Management Theory.
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Safitri, Yulianne, and Sari Ramadanty. "Strategi Keterlibatan Key Opinion Leaders dalam Kampanye Public Relations di Indonesia." Warta ISKI 2, no. 02 (September 15, 2019): 88–96. http://dx.doi.org/10.25008/wartaiski.v2i02.35.

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Peran influencer marketing atau yang disebut dalam ranah professional Key Opinion Leaders (KOLs) menjadi salah satu poin yang diperhitungkan dalam penyampaian pesan kampanye melalui media social yang dilakukan oleh Brand Communication, khususnya untuk menarik awareness khalayak. Penelitian ini bertujuan untuk mengetahui strategi Brand Communication dalam mengelola influencer marketing (KOLs) dalam kampanye media social di Indonesia. Metode Penelitian yang digunakan adalah metode kualitatif dengan melakukan wawancara Dept-Interview dengan 10 orang informan yang menggunakan influencer marketing (KOL’s) dalam mengkampayekan produk melalui media social. Teknik validasi yang dipergunakan adalah wawancara pengamat dan pakar social media. Lebih lanjut penelitian ini diharapkan dapat menjadi penelitian baru dalam perkembangan penggunaan media social pada penerapan kegitan Digital Public Relations di Indonesia. Hasil penelitian ini adalah menunjukkan strategi efektif untuk melakukan kampanye media sosial dengan menggunakan influencer marketing (key opinion leaders) di Indonesia.
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Rück, Daniela, and Helena Birkner. "Globus pusht Influencer-Marketing." Lebensmittel Zeitung 73, no. 27 (2021): 43. http://dx.doi.org/10.51202/0947-7527-2021-27-043-5.

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Globus weitet sein Influencer-Marketing aus und deckt dabei zusätzliche Themen-Bereiche ab. Dass der Einfluss der Social-Media-Stars vor allem auf die Kaufentscheidungen der 20- bis 29-Jährigen besonders groß ist, macht ein Ergebnis aus dem „Social-Media-Atlas 2021“ deutlich.
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Canesta, Felicia, Efendi Chen, and Kelvin Chua. "Lingkungan Media Sosial Mempengaruhi Kesuksesan Sebuah Branding Melalui Komunitas Influencers." Jurnal Teknologi Informasi 6, no. 1 (July 1, 2020): 70–77. http://dx.doi.org/10.52643/jti.v6i1.840.

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ABSTRAKMedia sosial memperkenalkan beberapa perubahan penting pada pemasaran digital. Perkembangan teknologi memfasilitasi peningkatan keterhubungan dan pemberdayaan pengguna media sosial saat ini. Hal ini mendorong perkembangan pemasaran branding melalui komunitas online di lingkungan media sosial, tempat pengguna untuk berpartisipasi dalam pembuatan dan kolaborasi dalam berbagi nilai terhadap produk yang dipasarkan. Komunitas online paling berpengaruh di media sosial memiliki kredibilitas tinggi, dan sejumlah besar koneksi yang diberdayakan mempengaruhi perkembangan aktual perusahaan / pemilik brand, sehingga komunitas online itulah yang diidentifikasi sebagai Influencer atau Public Figure di media sosial. Pemilik brand harus memiliki nilai-nilai atau ide kreatif terhadap produk yang dipasarkan dan harus menyediakan uang yang cukup sebagai bayaran yang harus dilakukan berdasarkan tarif yang ditawarkan oleh komunitas Influencer untuk mempromosikan brand tersebut. Studi penelitian ini bertujuan untuk menganalisis dan menyelidiki dampak perkembangan branding pada ekuitas media sosial yang dilibatkan oleh komunitas Influencer. Hasil pada penelitian ini membuktikan adanya wawasan yang relevan dan dampak yang signifikan dari hasil yang diperoleh praktisi terhadap konsep pengembangan pemasaran digital di lingkungan media sosial yang dilakukan oleh komunitas Influencer. Kata Kunci : Media Sosial, Branding, Influencer, Digital, Pemasaran ABSTRACT Social media introduces several important changes to digital marketing. Technological developments facilitate the current connection and empowerment of social media users. This encourages the development of branding marketing through online communities in the social media environment, where users can participate in the co-creation and collaboration of sharing value on the products being marketed. The most influential online community on social media has high credibility, and a large number of connections could influence the actual development of the company or branding, that’s what we called as Influencer or Public Figure in the social media environment. The owner must have a creative values or ideas of their product being marketed and must provide a sufficient money to be paid based on the rates offered by the Influencer Community to promote the brand. This research study aims to analyze and investigate the impact of the development of Branding on the social media equity involved by the Influencer community. The results of this study prove the existence of relevant insights and the significant impact of the results obtained by practitioners on the concept of developing digital marketing in the social media environment carried out by the Influencer community. Keywords : Social Media, Branding, Influencer, Digital, Marketing
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Gräve, Jan-Frederik. "What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers." Social Media + Society 5, no. 3 (July 2019): 205630511986547. http://dx.doi.org/10.1177/2056305119865475.

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Measuring the impact of social media communication is a prominent and pertinent challenge; the commercialization of social media influencers (SMIs) in the form of so-called influencer marketing makes this effort even more complicated. Companies that embrace influencer marketing have limited control over content and context, so they must evaluate both the SMIs and the content they post, prior to and during their collaborations. Although quantitative success metrics (e.g., number of followers, number of likes) are readily available, it remains unclear whether such metrics offer appropriate proxies for evaluating an SMIs or the outcomes of an influencer marketing campaign. By combining secondary data on influencer marketing campaigns from Instagram with an online survey among marketers, this study finds that professionals generally rely on an SMI’s reach and number of interactions as success metrics. When they must trade off across multiple metrics, these professionals predominantly rely on comment sentiment, indicating their implicit awareness that the commonly used metrics are inadequate. A regression analysis affirms that only the sentiment measure correlates positively with professional content evaluations, so this study both challenges the use of common quantitative metrics to evaluate SMI content and emphasizes the relevance of content-based metrics.
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Singh, Kamaldeep. "Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior." European Integration Studies 1, no. 15 (September 16, 2021): 231–41. http://dx.doi.org/10.5755/j01.eis.1.15.28803.

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Influencer marketing is a marketing method that more and more companies are using when it comes to marketing brands. The purpose of the study has been to gain a deeper understanding of how social media influencers affect consumers' buying behavior. To understand this, consumers' attitudes and confidence in the phenomenon have been relevant factors to examine. The study also aimed to find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior. The results have shown that social media influencer's impact on consumers' buying behavior depends on whether attitudes are positive or negative. Consumers with positive attitudes towards social media influencers have a greater tendency to acquire what is marketed in comparison with consumers who have negative attitudes towards social media influencers, who instead refrain from buying. Factors that increase confidence in social media influencer are whether the consumer feels connected, honesty and that social media influencer in markets products / services within its area of expertise. What has been shown to play a significant role when it comes to influencing consumers' buying behaviors and attitudes is what the environment's perceptions, opinions and experiences about the phenomenon look like WoM. It has emerged that the respondents have a greater confidence in their surroundings than they have in social media influencers. This study will adopt a qualitative approach towards collection and analysis of data. Hence this study will investigate influencer marketing from a consumer perspective through a qualitative method with the help of semi-structured interviews. The researcher will conduct a minimum of 5 semi-structured interviews and analyze the data to formulate the required findings of this study.
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Sun, Jie, Xi Yu Leung, and Billy Bai. "How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender." International Journal of Contemporary Hospitality Management 33, no. 7 (May 17, 2021): 2337–51. http://dx.doi.org/10.1108/ijchm-09-2020-0959.

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Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.
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Dissertations / Theses on the topic "Social-Media-Influencer-Marketing"

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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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Andreasson, Jennifer, and Louise Hildebrand. "#SponsoredPost : En kvalitativ studie av hur samarbeten mellan Influencers och företag konstrueras på Instagram." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35058.

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Under år 2016 har marknadsföringsstrategin influencer marketing, att låta inflytelserika personer dela budskap om varumärken online i form av sponsrade innehåll, ökat i popularitet. Den här uppsatsen ämnar öka förståelsen kring hur Influencers konstruerar inlägg som är sponsrade av företag på medieplattformen Instagram i Sverige idag. Vår ambition är att bidra med kunskap inom området marknadskommunikation, som företag i sin tur kommer kunna använda sig av i framtida samarbeten. I den här studien använder vi oss av en kvalitativ innehållsanalys för att undersöka sponsrade inlägg från åtta olika Influencers inom fyra intresseområden: mode, hälsa, skönhet och livsstil. Ett strategiskt urval används i valet av Influencers och Instagraminlägg. Varje inlägg analyseras med hjälp av ett analysschema som grundar sig i teori och tidigare forskning. Analysschemat innefattar fyra olika teman: visuell kommunikation, skriftlig kommunikation, lagar och riktlinjer samt branding. Samtliga teman avser att besvara studiens övergripande syfte och frågeställningar. Det teoretiska ramverket är definierat utifrån branding, influencer marketing, user- and producer generated content och visuell kommunikation. Utifrån studiens resultat kan vi utläsa att samarbeten mellan Influencers och företag på Instagram varierar i sin utformning, speciellt med hänsyn till Influencerns intresseområde. Influencers inlägg inom områdena mode och hälsa tenderar att vara proffsiga och genomarbetade, vilket visar upp en idealiserad bild av verkligheten. Influencers inom området livsstil fokuserar istället på verklighetstrogna bilder som skapar ett intimt förhållande mellan dem och dess följare. Utifrån studien går det även att konstatera att det förekommer brister i hur influencer marketing används, exempelvis direkta uppmaningar till köp och att företag har en alltför stor inblandning i utformandet av inläggen. Studien påvisar att nyckeln till att bedriva framgångsrik influencer marketing är att vara transparent med samarbetet och låta en Influencer, vars intresse och ton stämmer överens med varumärket, förmedla ett genuint och personligt budskap om det.
During 2016 the marketing strategy influencer marketing, to let influential people share branding messages online in the shape of sponsored content, gained in popularity. This thesis intends to increase the understanding regarding how collaborations between Influencers and companies are constructed on the media platform Instagram. The study aims to examine how Influencers construct their sponsored posts and through that process give an insight into how Influencer marketing is used in Sweden today. Our ambition is to contribute with knowledge within the field marketing communication which companies will be able to use in future collaborations.   In this qualitative content analysis we are examining sponsored posts from eight different Influencers within four areas of interest: fashion, health, beauty and lifestyle. A strategic selection is used when choosing the Influencers and the Instagram posts. Each post is analysed by the means of an analytic scheme, which is based on theory and previous research within the field. The analytic scheme contains four different themes: visual communication, written communication, laws and branding. All of the themes are designed with the purpose of answering the formulated questions of the study and its overall object.  The theoretical framework is based on branding, influencer marketing, user- and producer generated content as well as visual communication. The results of the study shows that the way companies and Influencers design their collaborations on Instagram vary, especially in regards to the different areas of interest. The collaborations with Influencers within the areas fashion and health tend to have a professional style that shows of an idealized view on reality. Influencers within the area lifestyle instead choose to focus on true to life images that create intimacy between them and their followers. Based on the study a few deficiency problems that exist in the way influencer marketing is being used today have been establish, for example call to purchase and that companies get to involved in the construction of the posts. The study shows that the key to successful influencer marketing is to be transparent with the collaboration and to let an Influencer, whose interest and tone of voice match up with the brand, convey a genuine and personalized message regarding it.
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Håkansson, Christoffer, and Frida Magnusson. "Influencer marketing from a sensory marketing perspective : Social Media Influencers’ impact on the lack of tangibility online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-95776.

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The purpose of this thesis has been to investigate the phenomenon of shopping-hauls from a consumer perspective. Along with exploring ifconsumers’ purchasing behavior is affected by shopping-hauls, the aim is to provide insights into the phenomenon and how it affects consumers. In particular, the study aspires to understand whether consumers perceive shopping-hauls as a possible substitute for the need for touch. If so, shopping-hauls could be used to decrease uncertainty online. This thesis was conducted using a qualitative research method, with semi-structured interviews. The respondents in the interviews were consumers living in Sweden with knowledge of shopping-hauls. Twenty-five consumers participated in the interviews for the thesis, and they are all anonymous. The thesis has followed an inductive research approach to gain deeper understanding of the phenomena of shopping-hauls and receive new insights based on the respondents’ experiences. The literature review in this thesis includes theories about influencer marketing, sensory marketing, and online consumer behavior. Furthermore, the conceptual framework demonstrates the relationship between the mentioned theories. The empirical results of the thesis highlights challenges and opportunities which might occur when consumers make purchases online, as well as provides insights into how shopping-hauls are perceived by consumers. Based on these results, we created a three-step model for developing a strategy where shopping-hauls are used to reduce the consumer’s uncertainty when shopping online. The three steps are: Selection of influencer, identify the consumer, and evaluation.
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Hedström, Åsa, and Sara Myrgren. "Influencer Marketing : En studie om strategisk varumärkeskommunikation via influencers för att stärka hotellets varumärke." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-68714.

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Burke, Kayleigh Elizabeth. "Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.

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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects perceptions of consumers on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product perception, social comparison, and self-congruity. A questionnaire consisting of 48 questions pertaining to SMI, self-congruity, social comparison, and product perception was completed by 151 participants. Significant relationships were found between the source of the promotional post (SMI, Brand, Control) and product perception. There was also a correlation between self-congruity and social comparison towards the SMI as well as product perception. Results suggest that the post source influences product perception. Results also indicate consumers' perception of the SMI effects product perception. These results provide practical implications for communication practioners who utilize social media. The rapid growth of visual microblogging platforms such as Instagram, is creating new opportunities for organizations to communicate with stakeholders. Brands have used social media platforms in order to gain visibility in the college age audience. Currently there is a gap in research pertaining to SMI and their effects on consumers. This online experiment will address how promotion of a product by an SMI affects perceptions of consumers on Instagram through social comparison and self-congruity theory by comparing responses to a product promoted by an SMI to the same product promoted by the promoted by the brand and to an unbranded retail source. A questionnaire consisting 34 of questions pertaining to SMI, self-congruity, and social comparison will be asked to 180-240 participants. The participants will be randomly assigned one of nine Instagram posts to accomplish stimulus sampling across the three conditions: three from SMI, three from brands, and three from an unbranded retail source
Master of Arts
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Boélius, Markus, and Chotima Persson. "Social media Influencers In whom we trust? Kritisk tänkande inom influencer marketing hos generationen Z." Thesis, Blekinge Tekniska Högskola, Institutionen för teknik och estetik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-18726.

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Phung, Lena, and Luning Qin. "Perception of social media influencers : A study on evaluation of Social Media Influencer types for different beauty categories." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39848.

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Background: For years companies have been using SMIs to communicate their brands and influencer marketing has become a thriving concept in this social-media era. Beauty retailing industry, as a global business with the third biggest follower base on social media, makes itself qualified and valuable for the study of influencer marketing. Purpose: The aim of the thesis is to investigate which type of influencers would be more influential in promotion of beauty product categories. Furthermore, the study intends to research on consumers’ review habits, preferred traits of influencers and reasons behind the actions. Method: To accomplish the purpose of this study, we conducted an abductive approach by the aid of both qualitative and quantitative data. The data was gathered through a questionnaire and a focus group, primarily among students in international universities. This in order to reach out to young people with different nationalities since it is an international study. Conclusion: Top influentials and narrative experts are shown to be more efficient for influencer marketing in the beauty industry especially when they are perceived trustworthy. Additionally, we found that the influencers have an impact on the consumers most when it comes to information search and the evaluation of alternatives.
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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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Anongdeth, Amanda, and Barre Halima Imam. "Instagram profile’s effect on influencer credibility : A qualitative study on how the influencer-follower relationship is affected by the influencers credibility in relation to their Instagram profile." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44166.

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Background: Through digitalization, it has now allowed people to be more linked through different social media platforms and has led to an increase in the use of these platforms such as Facebook, YouTube, Twitter and Instagram. Compared to other social media, Instagram has the highest level of involvement through time spent on the app. Influencer marketing has increased with the numbers 325% in Google searches within the year 2017. Companies use influencer marketing as a tool where the firm is collaborating with influencers. Next year, approximately two-thirds of the marketing departments will increase their budget for influencer marketing, so the trend will probably continue in the future.   Purpose: The aim of this thesis is to increase knowledge and understanding about the relationship influencers and followers have with each other and the effects an influencers Instagram profile has on credibility. The authors in the introduction give an insight into the background of current research and information about social media, most specifically Instagram but also about influencers with regards to the credibility of their Instagram profiles. After a gap in the literature was identified, the authors then go on to formulate a research question which is used to guide the direction of the study.   Method: The research method used to answer this question was qualitative, as the authors deemed it to be most suitable for this type of study. After conducting semi-structured interviews with 17 individuals belonging to the millennial generation cohort, who had Instagram and more importantly followed influencers, interesting perspectives around the effect's sponsorship posts had on influencer credibility in the eyes of the followers, were discovered. The results gathered from the interviews were later compared with Ohanian's model of source credibility and Hovland’s model of attribution of credibility, gathered from the frame of reference. The findings from the data collection and analysis were later used to answer the research question.   Conclusion: The influencer-follower relationship has a greater impact on an influencer’s credibility, than what research had portrayed in the existing literature. The strength of the influencer-follower relationship has an impact on whether an influencers Instagram profile is seen as credible or not. The way in which an influencer presents a sponsorship or collaboration on their Instagram profile, had the greatest effect regarding the influencer’s credibility.
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Arvidsson, Rasmus, and Anton Arvidsson. "Effekter av influencer marketing : ur ett företagsperspektiv." Thesis, Högskolan Dalarna, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-34383.

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Developments in the digital world have created a significant increase in the use of social media platforms. Being connected to social media is a part of most individuals lives. This is allowing companies to use social media platforms for their marketing purposes. One very common thing is to use influencers as a marketing tool to reach out to a wider audience of customers. This strategy is called influencer marketing. The questions answered in this study shows how companies can work to achieve their goals by using influencer marketing. The study has been based on a qualitative method to be able to analyze patterns, connections, and similarities between obtained empirics and theory. Empirics has been collected through written conversations and consists of three respondents, all with different experiences of influencer marketing. Above all, the results show that transparent and active work is essential to have positive effects on influencer marketing. It is also evident that some marketing literature does not match the collected empirics. Based on this, the study contributes to an enlarged understanding of the importance of the company's working method in influencer marketing while explaining how a company can work to accomplish positive effects of influencer marketing.
Utvecklingen inom den digitala världen har genererat en kraftig ökning gällande användandet av digitala plattformar. Att vara uppkopplad på sociala medier tillhör flera individers vardag. Detta har lett till möjligheter för företag att använda sociala medier i ett marknadsföringssyfte. En trend hos företag är att använda sig utav influencers som marknadsföringsverktyg genom att låta dessa kommunicera ut företagets budskap till kunderna. Detta kallas influencer marketing. Frågeställningarna som besvaras i studien är hur företag kan arbeta för att uppnå positiva effekter av influencer marketing samt vilka arbetssätt som är mindre effektiv vid influencer marketing. Studien har utgått ifrån en kvalitativ ansats för att ha möjlighet till att analysera mönster, samband och likheter mellan insamlad empiri och teori. Empiri har samlats in genom skriftliga konversationer med tre respondenter med olika erfarenheter av influencer marketing. Resultatet visar framförallt att ett tydligt och aktivt arbete är avgörande för att få positiva effekter vid influencer marketing. Det framgår också att en del marknadsföringslitteratur inte stämmer överens med insamlad empiri. Utifrån detta bidrar studien med en ökad förståelse för betydelsen av företagets arbetssätt vid influencer marketing samtidigt som det förklarar hur ett företag kan arbeta för att uppnå positiva effekter av influencer marketing.
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Books on the topic "Social-Media-Influencer-Marketing"

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Fries, Peter J. Influencer-Marketing: Informationspflichten bei Werbung durch Meinungsführer in Social Media. Springer, 2019.

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Joan, Smith. Instagram Influencer and Advertising: A Social Media Marketing Guide Book, Grow You Personal Brand and Become a Perfect Influencer. Independently Published, 2020.

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Lammenett, Erwin. Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Springer Gabler, 2019.

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MARSHAL, Chris. Social Media Marketing: Become an Expert Influencer Using Facebook, Youtube and Instagram; How to Use Social Media for Business; How to Build Your Personal Brand. Independently Published, 2020.

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Hanes, Michael. Social Media Marketing: A Beginners Guide to Leveraging Facebook, Twitter, Instagram, and YouTube to Become an Influencer and Grow Your Business! Ingram Publishing, 2020.

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Gates, Michael. Instagram Marketing Algorithms 10,000/Month Guide on How to Grow Your Business, Make Money Online, Become an Social Media Influencer, Personal Branding and Advertising. Draft2Digital, 2020.

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Clarke, Christopher, and Adam Preace. Social Media Marketing 2020: Do It Now! Exceed 2019, Become an Able Influencer Using Instagram, Facebook, Twitter, and YouTube with the Ultimate Mastery Workbook for Success Strategies. Independently Published, 2019.

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Ames-Hyatt, Rory. Social Media Marketing Power Mindset: Learn the Online Digital Advertising Strategies That Can Help Grow Your Business, Network, and Influencer Brand on Facebook, Instagram, LinkedIn and Youtube. Independently Published, 2019.

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Social Media Marketing for Business 2020 : THIS BOOK INCLUDES: The Ultimate Top Strategies to Build Your Personal Brand and Become an Expert Influencer Using Facebook, Instagram, YouTube, Google and More. Independently Published, 2020.

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Grow, Robert. Social Media Marketing Mastery 2020: 3 BOOK in 1 - the Beginners Guide with the Latest Secrets on How to Grow a Digital Business and Become an Expert Influencer Using Instagram, Facebook and Youtube. Independently Published, 2019.

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Book chapters on the topic "Social-Media-Influencer-Marketing"

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Ganguly, Kaushik Kumar. "Influencer Marketing in Social Media Context." In Interdisciplinary Research in Technology and Management, 416–19. London: CRC Press, 2021. http://dx.doi.org/10.1201/9781003202240-65.

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Deges, Frank. "Influencer Marketing als Baustein der Social-Media-Strategie." In Quick Guide Influencer Marketing, 33–41. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8_3.

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Pick, Mandy. "Endorser Credibility and Psychological Ownership in the Social Media-Based Influencer Marketing Context: An Abstract." In Enlightened Marketing in Challenging Times, 243–44. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-42545-6_66.

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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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Kreutzer, Ralf T. "Influencer-Marketing." In Social-Media-Marketing kompakt, 33–43. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4_3.

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Leban, Marina, and Benjamin G. Voyer. "Social media influencers versus traditional influencers." In Influencer Marketing, 26–42. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-4.

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Sbai, Adil. "TikTok – der neue Stern am Social-Media-Himmel." In Influencer Marketing, 95–126. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31892-5_5.

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Ong, Yi Xuan, and Naoya Ito. "“I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO." In Information and Communication Technologies in Tourism 2019, 132–44. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-030-05940-8_11.

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Dewan, Ayushi. "Detecting Organic Audience Involvement on Social Media Platforms for Better Influencer Marketing and Trust-Based E-Commerce Experience." In Data Analytics and Management, 661–73. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-15-8335-3_51.

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Närvänen, Elina, Tytti Kirvesmies, and Elina Kahri. "Parasocial relationships of Generation Z consumers with social media influencers." In Influencer Marketing, 118–35. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-10.

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Conference papers on the topic "Social-Media-Influencer-Marketing"

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Cevher, Muhammed Fatih, and Erdoğan Taşkın. "Social Media Consumer Perceptions in the Context of Demographic Features." In International Conference on Eurasian Economies. Eurasian Economists Association, 2020. http://dx.doi.org/10.36880/c12.02353.

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Consumer behavior, which is one of the focus issues of marketing, continues to be examined from different perspectives after changing technological developments. As marketing activities have been realized through social media platforms in recent years, it has also made it possible to examine the social media platforms and consumers as users. Influencer Marketing is an increasingly popular method of influencing consumers in social media with the help of influencers. It is important for businesses to send their messages about their brand or products to consumers and affect them. Consumers' evaluation of these messages is realized through their perceptions. The analysis of consumer perceptions in terms of demographic features in social media is also the focus of this study.
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Fernando, Erick, Ridho Bramulya Ikhsan, Surjandy Surjandy, A. Raharto Condrobimo, Meyliana Meyliana, Atikah Nur Amalina, Muhammad Nabil Darmawan, and Tasya Hira Melinda Syahbani. "Marketing Influencer: How to Measure Purchase Intention Using Social Media - Study of Confirmatory Factor Analysis." In 2021 International Conference on Information Management and Technology (ICIMTech). IEEE, 2021. http://dx.doi.org/10.1109/icimtech53080.2021.9534912.

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Astuti, Windy Dwi, and Renny Risqiani. "Impact of Social Media Influencer Marketing on the Intention to Buy Online Through Attitude on Advertising and Brands." In International Conference on Management, Accounting, and Economy (ICMAE 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200915.051.

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