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Fauziah, Anisa, Ade Siti Khaeriah, Asti Pratiwi, Debi Amelia, Hafifah Yusrul Hasanah, Heni Setiawati, Iqbal Firmansyah, and Riesqa Marsya Salsabilla. "Media and Celebrity Culture: The Influencer Phenomenon on Social Media." International Journal of Advanced Multidisciplinary Research and Studies 4, no. 4 (July 17, 2024): 264–68. http://dx.doi.org/10.62225/2583049x.2024.4.4.3034.
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The influencer phenomenon on social media has become a major issue in modern digital culture. Through platforms such as Instagram, YouTube, and TikTok, influencers influence consumer opinions, behaviors, and trends with their content. The purpose of this research on the influencer phenomenon on social media to find out some general objectives including understanding the impact of influencers on consumer behavior, analyzing effective marketing strategies through influencers, and exploring the changing trends in the relationship dynamics between influencers, brands, and their followers and their impact among Gen Z (Zoomer). This research utilizes a descriptive qualitative method as the main approach. This approach allowed the researcher to deeply explore the impact of social media on college students' consumptive behavior by analyzing and synthesizing findings from relevant and recent studies in the scientific literature. This research also proves that Generation Z still considers trust factors, brand image factors, and influencer factors in their purchasing decisions despite endorsements by influencers. For that reason, it can be seen that being an influencer is a promising profession while keeping up with the times. And as technology develops, anyone with a computer, cell phone, camera or any other device can become an influencer. Therefore, it can be concluded that these influencers can change consumers' opinions and behaviors to the way they interact with the world around them and also the influence of influencers raises criticism and challenges, especially related to issues of transparency, authenticity, and psychological impact. As such, it is important to keep a close eye on the development of the influencer phenomenon and consider its social, psychological and ethical implications.
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Kumar, Vikram. "SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOUR." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (May 2, 2024): 1–5. http://dx.doi.org/10.55041/ijsrem32063.
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The think about the complex intuitive that exist between social media influencers and shopper behavior in the present day advanced world, highlighting the imperative part that influencers play in impacting client inclinations, buying choices, and sees of brands. The inquire about looks at how influencers influence buyer conduct utilizing a mixed-methods approach that incorporates studies, interviews, and quantitative examination of social media engagement measurements. It emphasizes relatability, believe, and realness as significant components in building connections between influencers and their adherents. The victory characteristics of influencer showcasing campaigns, moral issues counting straightforwardness and genuineness, the maintainability of influencer showcasing in the confront of changing social media patterns, and the plausibility of influencer weakness are a few of the major subjects that were inspected. This think about includes to the body of information as of now in presence, which makes a difference marketers, businesses, and governments explore the ever-changing world of advanced showcasing in the twenty-first century. Keywords: Influencer weakness, Advanced showcasing, Social media engagement measurements, Influencer promoting campaigns, Buyer behavior, Social media influencers
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KONOPLIANNYKOVA, Marianna. "Influence marketing in social media." Scientia fructuosa 154, no. 2 (April 11, 2024): 118–44. http://dx.doi.org/10.31617/1.2024(154)07.
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This article aims to comprehensively explore the evolving landscape of influence marketing, specifically focusing on its impact on brand perception and consumer engagement. Delving into influencer characteristics, the evolution of marketing strategies, and successful campaigns, the study seeks to illuminate the multifaceted dynamics that contribute to the effectiveness of influence marketing in the digital era. The analysis reveals that influence marketing serves as a cornerstone for building authentic connections in an era marked by digital saturation. Insights into emerging trends, such as the rise of nano-influencers and purpose-driven collaborations, underscore the pivotal role influencers play in shaping brand narratives. Innovations like virtual reality integration further highlight the dynamic nature of influence marketing. The emphasis on long-form storytelling, sustainability, and genuine engagement reinforces the enduring importance of influencers as cultural mediators and trusted conduits between brands and consumers. The scientific novelty lies in a nuanced exploration of influence marketing, transcending traditional promotional strategies. The study delves into the psychological impact of influencer endorsements, the effectiveness of specific content formats, and ethical considerations surrounding virtual influencers. By addressing these dimensions, the research contributes to a deeper understanding of influence marketing dynamics, providing valuable insights for researchers and industry professionals alike. The practical value of this research is two-fold. Firstly, it offers marketers actionable insights into navigating challenges, adapting to emerging trends, and refining influencer strategies. Secondly, the exploration of ethical considerations and the impact of technologies in influence marketing equips industry professsionals with the knowledge needed to make informed decisions, fostering responsible and effective influencer campaigns. This article encourages continuous inquiry, ensuring that influence marketing remains not only a dynamic force in the digital landscape but also an ethically grounded and impactful strategy for building brand connections
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Salhab, Hanadi. "Social media marketing—Rise of social media influencer marketing and Instagram." Journal of Infrastructure, Policy and Development 8, no. 8 (August 7, 2024): 3783. http://dx.doi.org/10.24294/jipd.v8i8.3783.
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This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were selected using volunteer sampling approaches. The data was analyzed using structural equation modelling which is considered the best technique to test the hypothesis and determine the relationship between different variables, as well as the mediation impact of social presence. The conceptual model was verified using AMOS 26. Hypotheses are tested using structural equation modeling to confirm the properties of the dimensions. The findings reveal the effectiveness of social media influencer marketing on Instagram as the Instagram celebrities develop more trust for customers and encourage them to enhance their attitude towards local Jordanian brands’ products and services. Nonetheless, the experiential results reveal the role of social presence in evaluating the impact of Instagram celebrities on trustworthiness, positive brand attitude and direct interaction. It has been found that influencer marketing has a high impact on Instagram celebrities, as it leads to an increase in trust and a positive attitude. Other than this, the findings significantly contribute to the level of research regarding the rise of influencer marketing and its impact on Instagram posts and influencers.
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Rayasam, LakshmiSatya, and Varsha Khattri. "Social Media Influencer Endorsement." International Journal of Online Marketing 12, no. 1 (January 2022): 1–14. http://dx.doi.org/10.4018/ijom.299403.
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This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous studies of endorsements, factors, which affect the brand attitude, were chosen. The factors are trust and expertise from the source credibility model, follower ratio, brand congruency with the influencer personality, and sponsorship disclosure. Primary data was collected using a structured survey of 220 respondents. The analysis was performed using Preacher and Hayes Mediation model 4 and multiple linear regression. From the results of the path and mediation analysis, it is concluded that there is a mediation effect on brand attitude by expertise, brand congruency, and follower ratio. The research helps digital marketers to choose collaborations with social media influencers more effectively to create a positive brand attitude.
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Doodson, Ryan. "The social media influencer." Journal of Aesthetic Nursing 11, no. 4 (May 2, 2022): 188–90. http://dx.doi.org/10.12968/joan.2022.11.4.188.
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Rashid, Sara, Usman Warraich, Gulpari Peerjan, and Faryal Salman. "Impact of Social Media Opinion Leaders Influencers on Individual Consumption Decisions of Visually Conspicuous Products." Market forces 18, no. 2 (December 28, 2023): 139–62. http://dx.doi.org/10.51153/mf.v18i2.637.
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Social media has completely altered how businesses engage with their customers. Social media influencers have become an essential marketing tool for many industries. The consumption of conspicuous products is growing in today’s era. Therefore, most people prefer luxury products as a status symbol, ignoring what brands offer. Consequently, brands spend considerable resources on social media to promote their products and reach a wider audience. However, little research is available on how social media affects customer behavior and how to measure social media effectiveness. This study aims to fill this gap by investigating the influence of social media influencers on customer attitudes, behaviors, and purchase intentions toward the consumption of conspicuous products in Pakistan. The study also examined the mediating effect of brand image on consumer attitude and purchase intention. The study used Smart PLS 4 for data analysis on a data set of 200 respondents. The results indicate that social medial Influencer positively affects brand image, consumer attitude and purchase intention.The findings also reveal that brand image mediates (i) social media influencer and consumer attitude and (ii) social media influencer and purchase intention. This research contributes to the current reservoir of knowledge by providing insights into the factors that make social media influencer successful in promoting conspicuous products. The study findings can benefit conspicuous/luxury brands in selecting suitable social media influencer and marketing strategies that enhance their brand image
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RASTOGI, SACHIN. "IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISION." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (May 2, 2024): 1–5. http://dx.doi.org/10.55041/ijsrem32904.
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The data provides useful insights into social media users' preferences and actions surrounding influencer marketing across various platforms and demographics. Instagram is the most popular platform, with Facebook maintaining a balanced user base and YouTube attracting more male users. Females choose fashion and beauty products, whereas guys prefer technology and electronics. Younger generations are increasingly active in influencer marketing, demonstrating their importance in this space. Trust in influencer recommendations varies with age, with younger populations showing higher levels of trust. The majority of respondents base their purchases on influencer recommendations, revealing influencers' powerful influence on consumer behavior. Furthermore, the domination of product suggestions based on influencer endorsements reveals social media influencers' immense impact, particularly among younger viewers.. However, there are challenges to authenticity and transparency in influencer marketing. Instagram, in particular, is being questioned about its authenticity, leading users to lose faith. Deceptive endorsements on this media typically lead to unfollowing, highlighting the importance of authenticity in maintaining audience engagement and confidence. Furthermore, there is skepticism regarding influencer transparency when it comes to releasing agreements, indicating that influencer-brand relationships should be more honest and clear. Overall, these insights highlight the changing nature of influencer marketing and the necessity for businesses and influencers to embrace authenticity and transparency in order to develop meaningful connections with their audience in the digital sphere.
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Tafheem, Nida, Hatem El-Gohary, and Rana Sobh. "Social Media User-Influencer Congruity." International Journal of Customer Relationship Marketing and Management 13, no. 1 (January 2022): 1–26. http://dx.doi.org/10.4018/ijcrmm.289213.
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This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement (COBRA). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.
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f, f. "Structural Understanding of Influencer Worship in Social Media: The Formation and Consequences of Influencer Power." International Academy of Global Business and Trade 19, no. 6 (December 31, 2023): 183–203. http://dx.doi.org/10.20294/jgbt.2023.19.6.183.
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Purpose - Influencer marketing has emerged as a prominent trend in marketing, with marketers utilizing influencer endorsements to promote and sell products. The phenomenon of influencer worship has been identified as an individual’s obsession with social media influencers, who have become role models capable of influencing online consumer attitudes and behaviors. However, empirical research on influencer worship is still limited, with existing academic papers primarily focused on social media platforms rather than the evolving significance of influencers. Our study proposes a conceptual model and hypotheses to address this research gap.
Design/Methodology/Approach - An online questionnaire was developed as the research instrument. Then, using an information acceleration method, samples were selected, and 570 respondents in Korea were included in the statistical analysis. Given the early stage of research on influencer worship, partial least squares (PLS) analysis was considered an appropriate statistical approach.
Findings - Based on the result, the model suggests that perceived influencer utilitarian, hedonic, and social values were positively associated with trust and commitment, which in turn, influenced influencer worship. Ultimately, influencer worship affects endorsed brand attitude and willingness to share reviews.
Research Implications - This study is among the initial attempts to investigate the significance of influencer worship, and it contributes to academic findings and practices by highlighting the role of influencers in online marketing.
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Gurung, Golman, Sonam Kumari Shah, and Anu Gurung. "The Social Media Influencers and Consumer Purchasing Intentions among Social Media Users." Nepalese Journal of Business and Management Studies 2, no. 1 (December 31, 2023): 1–13. http://dx.doi.org/10.3126/njbms.v2i1.67719.
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Social media influencer marketing encompasses the promotion of products or services involving product placement and endorsements from influencers. Influencers use their social media platforms to share videos, content, or images to shape consumers’ perceptions of various offerings. In this regard, this study examines how the trustworthiness and attractiveness of social media influencers influence consumers’ intentions to purchase different brands. The data were collected from 112 respondents residing in Tokha, Kathmandu, using a structured questionnaire distributed through convenient sampling. This research investigates the connection between influencers and consumer purchasing behaviour by employing descriptive, relational, and causal research designs. The results indicate a significant relationship between trustworthiness, attractiveness, and consumer purchasing intentions.
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Wang, Chih-Chien, Shu-Chen Chang, and Chi Heng Lu. "Exploring and Clustering the Influence of Social Media Influencers." Contemporary Management Research 20, no. 1 (September 29, 2024): 25–45. http://dx.doi.org/10.7903/cmr.23537.
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Industry practitioners and academic researchers have accorded social media influencer marketing considerable attention. Marketing professionals must identify potential social media influencers as endorsers. A well-known social media influencer is not always a good endorser. The popularity of social media influencers does not imply their influence on their followers. In this paper, we present a survey of the influence power of social media influencers based on their followers' attitudes toward trustworthiness, expertise, likability, social attractiveness, physical attractiveness, opinion leadership, enjoyability, similarity, interactivity, identification, fitness, originality, informativeness, entertainment, and self-serving. We gathered 4,919 responses to a user survey regarding the influence of Taiwan's leading social media influencers. Based on the survey results, we categorized social media influencers into five groups: high-impact influencers, knowledge influencers, entertainers, content creators, and product promoters.
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Absharina, Zahra Bhima, Anita Dwi Yuriani, and Evelyn Hendriana. "The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia." Journal of Business and Management Studies 3, no. 2 (November 3, 2021): 152–61. http://dx.doi.org/10.32996/jbms.2021.3.2.16.
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The widespread acceptance of social media encourages marketers to use social media for brand promotion. Promotions through social media generally target millennials and Z generations who are more technology literate than their predecessors are. One of the social media promotion techniques is influencer marketing. Most research on the effectiveness of social media influencers only emphasizes the characteristics of influencers, while the match between the influencer's image and the brand being promoted and the ideal self-image of followers also shape consumer attitudes and purchase intentions. However, there are not many studies that integrate these characteristics to explain their influence on brand attitudes and purchase intentions. This study aims to analyze the effect of social media influencer characteristics, influencer-brand congruence, and self-influencer congruence on purchase intention through attitudes towards brands in the millennial generation. Data were collected from 250 respondents selected by purposive sampling technique. Data were analyzed using PLS-SEM. Of the three characteristics of personal influencers, only expertise and attractiveness are proven to influence consumer attitudes towards brands. Self-influencer congruence has a positive influence on brand attitudes. Meanwhile, the influence of influencer-brand congruence on consumer attitudes towards the advertised brand is not significant. This study also found that attitude toward a brand has a positive effect on consumer purchase intention.
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Ezenwafor, Ebuka Christian, Chigbata Moses Olise, and Promise Ikechukwu Ebizie. "Social Media Influencers and Purchase Intention amongst Social Media Users in developing African economy." Quest Journal of Management and Social Sciences 3, no. 2 (December 25, 2021): 217–28. http://dx.doi.org/10.3126/qjmss.v3i2.41571.
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Background: Internet disruption has unprecedentedly made social media a global village and global digital market where business and customers interacts boundlessly. People’s interaction has far gone beyond boundary and businesses are seeing and harnessing these opportunities.
Objective: This study investigated the effect of social media influencers on purchase intention among social media users.
Method: The population of this study consist of active social media users in Anambra state. Sample size of 220 was arrived at using convenience sampling for infinite population. Reliability and validity test were done through construct Reliability and Discriminant validity respectively through smart- pls. Data was computed with SPSS version 24 and analysed with SEM via Smart-Pls.
Result: The finding of this investigation showed that trustworthiness, attractiveness and influencer product match up has positive and significant effect on purchase intention respectively.
Conclusion: More so, expertise does not influence purchase intentions. Finally, if there is need social media influencer, organizations should painstakingly seek influencers with high trust level among audience, highly attractive and it’s congruity with the intended promoted product.
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Lim, Young Joon. "Influencer Model Management: Grounded Theory Approach to Communication Influencer." Journal of Communication and Management 2, no. 03 (September 9, 2023): 1–8. http://dx.doi.org/10.58966/jcm2023231.
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The term “influencer” has become widely recognized in the realm of influencer marketing, which refers to a form of social media advertising that capitalizes on the credibility of popular social media influencers to effectively reach a large target audience while maintaining an aura of authenticity. However, despite the significance of this concept, there is a noticeable lack of articles that have delved into the conceptual and theoretical development of an influencer model. Therefore, this study aims to address this research gap by adopting a classic grounded theory approach to identify and explore the common factors that contribute to the emergence of social media influencers. Furthermore, this study aims to illustrate three key elements of a theoretical influencer model. By employing a grounded theory approach, this study delves into the multifaceted phenomenon of social media influencers. Through an in-depth analysis and coding process, it uncovers the defining characteristics that enable individuals to ascend to the status of influencers. The identified factors shed light on the strategies and traits that contribute to the success and influence of these individuals on various social media platforms.
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Silfia, Imamatul, and Irwansyah Irwansyah. "Science communication by scientists and influencers on social media." Jurnal Manajemen Komunikasi 7, no. 1 (October 30, 2022): 1. http://dx.doi.org/10.24198/jmk.v7i1.40508.
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This study analyzes the shift in the science communication landscape, which is starting to be influenced by the presence of influencers on social media. Influencers who influence to construct audience opinions allow the birth of different interpretations of scientific information among the audience, especially the lay audience. These can be seen in the discussion about wildlife care tweeted by veterinarian Nur Purba Priambada who criticized influencer Alshad Ahmad. The reaction to Purbo's tweet shows that not all audiences agree with the scientific information shared by Purbo, even though Purbo has a scientific background. On the other side, some audiences support the influencer Alshad Ahmad who keeps the wildlife on his own. This study uses the netnographic method. This study aims to examines how science communication that takes place on social media affects audience reactions to scientific information shared by scientists and influencers, in this case, Purbo and Alshad Ahmad. The study result shows that the audience does not necessarily believe the information shared by people with scientific backgrounds in a scientific discussion on social media. Although some audiences believe the scientists' scientific information, other audiences trust the influencer more. This finding can be a consideration for scientists to develop an effective communication style on social media regarding scientific information to audiences, especially lay audiences.
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Putri, Catherine Chandra, and Miharni Tjokrosaputro. "MUSEUM VISIT INTENTION: THE EFFECT OF SOCIAL MEDIA MARKETING AND INFLUENCER'S CREDIBILITY." International Journal of Application on Economics and Business 2, no. 1 (February 28, 2024): 2997–3006. http://dx.doi.org/10.24912/ijaeb.v2i1.2997-3006.
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Social media marketing and influencer credibility are viewed as marketing tools in the destination industry. This study explores the influence of social media marketing and influencer credibility on visit intention at the Moja Museum destination. The study expanded the source credibility theory to the use of social media marketing and influencer credibility on the intention to visit. The respondents obtained in this research were 261 who knew the Moja Museum destination and had watched the social media content of @azizsyafiullah and other influencers regarding Moja Museum. Data collection was obtained from distributing questionnaires via Google Form by using purposive sampling techniques. The measurement of this study used a 5-point Likert scale. Analyses on this study were conducted on 236 valid respondents by using Structural Equation Modeling. Results indicated that social media marketing and influencer credibility significantly positively influence visit intention. The implications of this research state that the increases uses of social media marketing and influencer credibility as a marketing method can influence the intention to visit a destination.
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Liu, Guanchen. "A Review of the Mechanism of the Influencer." Lecture Notes in Education Psychology and Public Media 21, no. 1 (November 20, 2023): 109–14. http://dx.doi.org/10.54254/2753-7048/21/20230093.
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Opportunities for marketing innovation have emerged in the new media era as a result of the fast diversification of social media platforms and the power of social media influencers. Influencer marketing, which includes user-generated content, multi-agent information distribution guided by social media influencers, and the expansion of influencers' advocacy and endorsement of goods and services, has its roots on social media platforms. The majority of recent studies on influencer marketing concentrate on specific influencers and followers. On the basis of the source credibility model, cognitive consistency theory, matching hypothesis, trust transfer theory, meaning transfer theory, etc., it investigates the influence processes of influencers on specific followers. The main topics of the current studies on the influencer marketing mechanism are the interactions between influencers and businesses or products, and the relationships between influencers and customers. By reviewing the latest developments in current research, this study sorts out and analyzes the mechanism of influencer marketing and interprets how influencers influence followers' behavior from the perspectives of sociology and psychology.
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bansal, Suyash. "The Impact of Social Media Influencers on Consumer Behaviour." International Scientific Journal of Engineering and Management 03, no. 05 (May 25, 2024): 1–9. http://dx.doi.org/10.55041/isjem01924.
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This study examines the intricate relationships that exist in the contemporary digital world between social media influencers and consumer behavior, emphasizing the critical role that influencers play in influencing consumer preferences, purchasing decisions, and perceptions of brands. Using a mixed-methods approach that incorporates surveys, interviews, and quantitative analysis of social media engagement indicators, the research looks at how influencers impact consumer behavior. It highlights the importance of relatability, trust, and honesty in fostering a relationship between influencers and their followers. Some of the main themes that were looked at were the following: the features of successful influencer marketing campaigns; ethical considerations such as honesty and transparency; the sustainability of influencer marketing in the face of shifting social media trends; and the potential for influencer fatigue. Keywords: Digital marketing, social media engagement metrics, customer behavior, influencer marketing campaigns, and social media influencer fatigue
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Fahmida Akand. "Impact of social media influencers on purchase intentions: A comprehensive study across industries." International Journal of Multidisciplinary Research Updates 7, no. 2 (May 30, 2024): 061–67. http://dx.doi.org/10.53430/ijmru.2024.7.2.0035.
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Social media influencers have become increasingly influential in shaping consumer behavior and purchase intentions across various industries. This comprehensive study examines the impact of social media influencers on purchase intentions across industries, exploring the effectiveness of influencer marketing strategies and their implications for consumer behavior. Through a mixed-methods approach, combining quantitative surveys and qualitative interviews, data was collected from a diverse sample of social media users across different demographics and industries. The study analyzes the influence of influencer credibility, authenticity, and relevance on consumer attitudes and purchase intentions, as well as the effectiveness of industry-specific influencer strategies. Findings highlight the significant role of social media influencers in driving purchase intentions, with factors such as influencer credibility and content authenticity playing a crucial role in shaping consumer perceptions and behaviors. The study also discusses future research directions, including longitudinal studies, cross-cultural comparisons, and exploration of emerging trends in influencer marketing. Overall, this study provides valuable insights for marketers, brands, and policymakers seeking to leverage influencer marketing to engage consumers and drive business outcomes across industries.
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Kim, Jihye, and Minseong Kim. "Rise of Social Media Influencers as a New Marketing Channel: Focusing on the Roles of Psychological Well-Being and Perceived Social Responsibility among Consumers." International Journal of Environmental Research and Public Health 19, no. 4 (February 18, 2022): 2362. http://dx.doi.org/10.3390/ijerph19042362.
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This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations among the variables in this study. The findings indicated that perceived friendship was significantly influenced by language similarity, interest similarity, and self-disclosure, but did not have a significant impact on psychological well-being. Additionally, perceived friendship significantly affected psychological well-being and loyalty, and psychological well-being significantly influenced loyalty. Lastly, social media influencers’ social responsibility moderated the path from psychological well-being to loyalty. Based on these findings, this study proposes theoretical and managerial implications for the social media influencer marketing context.
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Pornsrimate, Kanyawee, and Anon Khamwon. "How to convert Millennial consumers to brand evangelists through social media micro-influencers." Innovative Marketing 17, no. 2 (April 27, 2021): 18–32. http://dx.doi.org/10.21511/im.17(2).2021.03.
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Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural equation modeling revealed that four core characteristics of social media micro-influencers (i.e., authenticity, the meaning of the influencer, specific content, and secret sharing) were a significant antecedent of brand engagement and brand love, which, in turn, mediated the pathway from social media micro-influencer characteristics to brand evangelism. Understanding what social media micro-influencers mean to Millennials offers the promise of improving brand evangelism through more precise market analysis and market strategy. In the discussion, the paper introduces a three-stage building method towards brand evangelism through social media micro-influencer, including: (1) the stage of selecting influencers; (2) the stage of constructing intense emotional responses to the brand (brand engagement and brand love); and ultimately (3) the stage of becoming a brand evangelist. Lastly, limitations and future directions were discussed.
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TAMSIR, FAZILAH, NOOR NASYIKIN MD ZAIN, HALIMI PONIRAN, SURIA ABU BASAR, ASMA RINA ABDUL RAHMAN, NOOR MALINDA MOHAMED MOHAN, and NOOR AYUERNIE IBRAHIM. "SOCIAL MEDIA INFLUENCERS’ ATTRIBUTES ON FOLLOWERS’ PURCHASE INTENTION IN MALAYSIA." Quantum Journal of Social Sciences and Humanities 4, no. 6 (December 12, 2023): 1–14. http://dx.doi.org/10.55197/qjssh.v4i6.283.
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Social media is a platform that connects people especially between the business organisation and customer. It became a marketing strategy to manage market shrinkage in diverse industries. This study aims to investigate the influence of brand awareness on purchase intention through the mediating role of influencers’ attributes (credibility and endorsement) among consumers in Selangor, Malaysia. This study was hinged on the Source Credibility Theory. Using a survey research method, a structured questionnaire was administered among 389 social media (such as Facebook, Instagram, Twitter, and TikTok) followers in Selangor with experience in purchasing products/services after watching or browsing social medias endorsed by an influencer. The findings revealed that majority of consumers’ purchase intention are moderately affected by the social media influencers. Further, the results show that brand awareness, influencers’ credibility, and influencers’ endorsement have a stronger influence on purchase intention. Besides, both influencers’ credibility and influencers’ endorsement have a mediation role on the relationship between brand awareness and purchase intention. This result indicates that a “credible” social media influencer that endorsed the specific product/service with social media post stated an '#sponsored' '#ad' have a positive effect towards the brand and purchase intention. It was recommended that companies should ascertain the credibility of social media influencers whose services would be employed in order to enhance positive perception about product promotion among the consumers.
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Liu, Yitong. "The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example)." Advances in Economics, Management and Political Sciences 41, no. 1 (November 10, 2023): 19–24. http://dx.doi.org/10.54254/2754-1169/41/20232026.
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Nowadays, there is a gradual shift in the way more and more people shop due to the influence of the pandemic. Shopping is moving away from brick-and-mortar stores and towards e-commerce shopping streams on social platforms. People are getting their needs met by watching live streams of e-commerce anchors, not only buying what they want but also reaping the benefits of quasi-social relationships online through their interactions on the Internet. The goal of this research is to investigate the link between influencer marketing and the effect that social media influencers have on the online shopping habits of members of Generation Z. Specifically, this study will look at how China Generation Z shoppers are influenced by those who are influential on social media. The results of a nationwide online survey of 227 Chinese Generation Z people show that social media influencers have a significant impact on Generation Z online consumer behavior, especially on the Douyin social media platform. The questionnaire respondents were from different regions of China's interior and the population was evenly distributed. The impact of different influencer marketing strategies and behavioral characteristics on the online consumer behavior of this age group is discussed.
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Alkan, Zeynep, and Sevilay Ulas. "Trust in social media influencers and purchase intention: An empirical analysis." Online Journal of Communication and Media Technologies 13, no. 1 (January 1, 2023): e202301. http://dx.doi.org/10.30935/ojcmt/12783.
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Influencers have entered our lives as a new communication tool with the developments in social media. The aim of the study is to reveal the relationship between the trust in the influence and the purchase intention in the influencer communication process. An online questionnaire was applied between 21-28 May 2020 to the students who were studying at the Near East University in the spring term of 2019-2020 and followed an influencer. It was found that influencers expressing opinions increased the trust towards them and that there is a positive correlation between trust in the influencer and purchasing intention. It was found that there were no significant difference between genders in terms of trust in influencer and purchase intentions of the participants following the influencer were moderate. There was no significant difference between the time spent on social media and the purchase intention however, significant differences were found between trust in influencer and education and monthly income. The subject being up-to-date and limited number of studies in the field can be considered as the originality of this study. Since it was implemented in the first period of the pandemic, the study sheds light to this process. The purchasing and trust scale has been adapted and developed for influencers. In this case, it is among the features of the study.
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Chavda, Kishan, and Rahul Chauhan. "Influencer Marketing Impact on Consumer Behavior: Trust, Authenticity, and Brand Engagement in Social Media." Journal of Advances in Accounting, Economics, and Management 1, no. 3 (March 29, 2024): 1–9. http://dx.doi.org/10.47134/aaem.v1i3.180.
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This abstract summarizes recent research on the influence of social media influencers on consumer behavior. Three key studies are highlighted: one exploring the impact of different categories of female social media influencers on consumer credibility and purchase intention, another investigating the psychological mechanisms underlying influencer marketing, and a third examining the moderating role of cultural factors on influencer-consumer relationships. The studies emphasize the multifaceted nature of influencer marketing and underscore the importance of considering influencer types, psychological processes, and cultural differences in designing effective marketing strategies. Themes such as influencer credibility, psychological mechanisms, and cultural moderation emerge as significant factors shaping consumer behavior in the digital age.
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Hu, Jimin, Shafie Sidek, Azmawani Abd Rahman, and Raja Nerina Raja Yusof. "Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media." Innovative Marketing 20, no. 2 (May 8, 2024): 152–68. http://dx.doi.org/10.21511/im.20(2).2024.13.
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This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, utilizing a convenient sampling method as part of non-probability sampling. Data collection spanned four weeks, and participants were given the option to respond in either English or Mandarin. The findings suggest significant associations between consumer purchasing behavior and micro-influencer attributes. Specifically, knowledge, entertainment value, credibility, and transparency exhibit varying degrees of influence on consumer behavior within the Chinese social media landscape. The p-value for H1, H2, H3, and H7 appeared as 0.000 and shows that these are the highly significant relations, whereas the p-value for H3 (0.019), for H5 (0.001), and for H6 (0.028) shows that these relations play a moderate role in the proposed model. Elucidating the role of key attributes provides valuable insights for marketers and businesses seeking to leverage micro-influencer marketing strategies effectively in this rapidly evolving digital landscape.
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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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Lestari, Rizki Puji, and Agung Yuniarinto. "Pengaruh Social Media Influencer Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi." Jurnal Manajemen Pemasaran dan Perilaku Konsumen 3, no. 1 (January 1, 2024): 116–27. http://dx.doi.org/10.21776/jmppk.2024.03.1.12.
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This research was conducted to analyze the effects of social media influencer on purchase intention with brand awareness as the mediating variable. This explanatory study corroborates the causal relationship between its variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 230 people with the minimum age of seventeen years who know about Azarine as a skincare brand and have seen influencers use the brand in social media were selected as the respondents. The data analyses were performed using Partial Least Squares (PLS) in SmartPLS 3.0. The results of the testing on the four hypotheses, it can be concluded that social media influencer has a positive and significant effect on the purchase intention, that social media influencer positively and significantly affects brand awareness, that brand awareness has a positive and significant influence on the purchase intention, and that social media influencer positively and significantly affects the purchase intention with the mediation of brand awareness. Abstrak Penelitian ini dilakukan untuk menganalisis pengaruh social media influencer terhadap purchase intention dengan brand awareness sebagai variabel mediasi. Jenis penelitian adalah penelitian eksplanatori yang menjelaskan hubungan kausal antara variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 230 responden dengan ketentuan berusia minimal 17 tahun, mengetahun brand skincare Azarine, dan pernah melihat influencer menggunakan brand Azarine di media sosial. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.0. Berdasarkan dari hasil pengujian terhadap keempat hipotesis dapat disimpulkan bahwa variabel social media influencer memiliki pengaruh yang positif dan signifikan terhadap purchase intention, variabel social media influencer memiliki pengaruh yang positif dan signifikan terhadap brand awareness, variabel brand awareness memiliki pengaruh yang positif dan signifikan terhadap purchase intention, dan variabel social media influencer memiliki pengaruh yang positif dan signifikan terhadap purchase intention dimediasi oleh variabel brand awareness.
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Abduraimov, Muhammadabdullo. "THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR." QO‘QON UNIVERSITETI XABARNOMASI 11 (April 18, 2024): 19–22. http://dx.doi.org/10.54613/ku.v11i11.944.
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This article examines how social media influencers impact consumer behavior in the fields of marketing and management. Utilizing a qualitative research method and analyzing secondary data, the research explores different facets of influencer marketing, such as authenticity, psychological factors, platform-specific dynamics, effectiveness measurement, and ethical concerns. Research shows that authenticity and trustworthiness are crucial in influencer marketing, in addition to the psychological aspects of social proof and parasocial interaction. Different dynamics on each platform emphasize the necessity of customized marketing strategies on platforms like Instagram, YouTube, and TikTok. Advanced analytics and sentiment analysis are essential for assessing the effectiveness of campaigns. Maintaining consumer trust relies heavily on adhering to ethical standards, such as following regulations and being transparent. The research highlights the significance of continuously studying and adjusting to new trends in order to fully utilize influencer marketing in modern marketing plans.
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Dangol, Riddhi, Ritika Bhatta, Sulabhi Pokharel, Zenith Shrestha, Amit Sah, and Ritesh Kumar Thakur. "Effect of Social Media on Consumer Buying Behavior in the Electronics Market." Journal of UTEC Engineering Management 2, no. 01 (August 3, 2024): 101–11. http://dx.doi.org/10.36344/utecem.2024.v02i01.009.
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This research examines the effect of social media on consumer buying behavior in the electronics market in Kathmandu, Nepal. A survey was conducted on 151 social media users to analyze the influence of psychographic factors, advertising strategies, social media engagement metrics, and influence of social media influencers and celebrities. Descriptive statistics, correlation, ANOVA, and linear regression were employed for data analysis. In line with prior studies, it has indicated that consumer buying behavior can be influenced by focusing on psychographic factors, advertising strategies, social media engagement metrics, and the influence of social media influencers and celebrities. In addition to these results suggest that social media plays a crucial role in shaping consumer electronics purchasing decisions, with user reviews, ratings, and influencer recommendations holding more weight than traditional marketing methods.
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Tarai, Jope. "Social media ecology in an influencer group: Intersection between Fiji's media and social media." Pacific Journalism Review : Te Koakoa 30, no. 1and2 (July 1, 2024): 140–51. http://dx.doi.org/10.24135/pjr.v30i1and2.1342.
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Social media use in Fiji has expanded in recent years and has become a ubiquitous feature in wider society. Social media ecology focusses and examines the dimensions of an online environment and its interplay with human experiences in user engagement. These dimensions with human experiences in user engagement, can provide an insight into how influential social media groups can become in shaping discourses and views. To examine and discuss the social media ecology of an influencer group, the article details one of Fiji’s largest and most influential online groups. To do this, the article uses digital ethnography, supplemented with social media analytics. This study provides key findings in the social media ecology of influencer groups and online behavior. These findings may have implications for further research in media, citizen journalism, viral content creation and online political campaigning.
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Ithnin, Norrabiyah, Nur Hazwani Mohd Muhridza, Siti Rahmah Abdullah, Nur Afifah Mohd Rosli, and Siti Noraisyah Jamal. "Persuasive Strategies on Social Media: A Case of Malaysian Social Media Influencer Asma Nasarudin." LSP International Journal 7, no. 2 (November 30, 2020): 71–87. http://dx.doi.org/10.11113/lspi.v7.16344.
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Social media influencers, or SMIs are on the rise in this age of ubiquitous Internet. SMIs as independent third-party endorsers utilise platforms such as social media, blogs, etc. to influence the attitudes of their audiences. SMIs have a powerful role in promoting or demoting a brand and/or organization to their followers as they can influence perceptions and even the purchasing power of their audiences. This phenomenon is obvious from the resonance of social media users with SMIs reviewing products, services and social trends on their social media accounts. SMIs document or visually narrate what they do in their daily life via photo and video-sharing applications in social networking sites (SNS) such as Instagram and YouTube. In order to become a ‘micro celebrity’, the influencers embed commercials and celebrity culture into their postings. This study aims to investigate the persuasive devices used by one Malaysian social media influencer through her social media postings using the five elements in the Electronic Eloquence Model (EEM). A thorough qualitative analysis was conducted to identify the strategies implied within the embedded media content of Malaysian SMI Asma’ Nasarudin. The data selected for analysis were gathered from her Instagram and YouTube video postings from October 2018 to December 2018. A total of five postings were carefully selected. Textual and visual analyses were conducted to investigate the persuasive strategies and devices. Findings demonstrated that all five elements of EEM appeared in the social media postings.
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Omeish, Fandi, Abdel-Aziz Ahmad Sharabati, Mohammd Abuhashesh, Shafig Al-Haddad, Ahmad Yacoub Nasereddin, Mahmoud Alghizzawi, and Omar N. Badran. "The role of social media influencers in shaping destination image and intention to visit Jordan: The moderating impact of social media usage intensity." International Journal of Data and Network Science 8, no. 3 (2024): 1701–14. http://dx.doi.org/10.5267/j.ijdns.2024.2.017.
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Social media influencers have become important motivators in shaping tourist attitudes and behaviors. This study analyzed how exposure to influencer content impacts key outcomes for the destination Jordan. A survey of tourists who visited Jordan in the past 3 years measured their perceptions of influencer credibility, content quality, awareness/interest, trust/engagement, destination image, general tourism behavior, and intentions to revisit. Results of SEM analysis found significant positive effects of influencer marketing on both destination image and visit intentions. Awareness/interest and trust/engagement were most impactful, highlighting influencers' role in sparking early motivation. Content quality additionally predicted visit intentions by informing decisions. Perceived credibility made recommendations more persuasive. Furthermore, usage intensity positively moderated the mediated relationships, amplifying effects among heavy social media users. Findings provide theoretical validation of how influencers act as digital opinion leaders. By enhancing destination image through compelling portrayals, influencers shape audience travel interests and behaviors. Managerial implications suggest destinations should invest in influencer campaigns for reach and inspiration while ensuring content quality. Performance tracking informs optimal platform and demographic targeting. Overall, influencer marketing demonstrated significant persuasive appeal for potential tourists. This quantitative study pioneer’s measurement of influencer marketing's tangible impacts on key tourist metrics. The results empirically substantiate the ability of strategically leverage influencers to motivate visitation and guide decision-making. As practitioners refine partnerships for audience growth and branding, academic research must also advance a nuanced understanding of this emerging phenomenon at the confluence of social media and tourism consumer behavior.
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Amelya, Putri Nor, Isra Ul Huda, and Tina Lestari. "The Influence of Influencers and Social Media as Promotional Media on the Interest in Visiting the Lok Baintan Floating Market." Eduvest - Journal of Universal Studies 4, no. 8 (August 20, 2024): 7257–73. http://dx.doi.org/10.59188/eduvest.v4i8.1775.
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This study aims to determine the relationship and how much influence between Influencers and Social Media on Visiting Interest in the Lok Baintan Floating Market. The population in this study were Nusantara visitors in 2023 and a sample of 100 respondents. Data was collected using a questionnaire and analyzed by multiple linear regression using spss027 for window. The results showed that simultaneously the Influencer and Social Media variables had a significant effect on visiting interest in the Lok Baintan Floating Market. Partially, the Influencer variable has a significant effect on visiting interest in the Lok Baintan Floating Market while the Social Media variable has no significant effect on visiting interest in the Lok Baintan Floating Market. simultaneously the Influencer and Social Media variables affect the Interest in Visiting the Lok Baintan Floating Market. Influencer is an independent variable that has a dominant effect on Interest in Visiting the Lok Baintan Floating Market.
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Fadillah, M. Raihan, Yusralaini Yusralaini, and Supriono Supriono. "The Compliance Level of Social Media Influencers in Fulfilling Income Tax Obligations in Riau Province." Accounting Analysis Journal 11, no. 2 (March 8, 2023): 130–37. http://dx.doi.org/10.15294/aaj.v11i2.65601.
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Purpose : The study examines and analyzes the influence of tax knowledge, tax sanctions, and the quality of tax services on social media influencer taxpayer compliance in Riau province.
Method : The population in this study is social media influencers in Riau province. The sample in this study was 85 social media influencer accounts in Riau province following predetermined criteria. The data used in this study is primary data using a questionnaire as a data collection tool, and the questionnaires were tested for validity and reliability before collecting research data. The data analysis technique in this study uses the classical assumption test, multiple linear regression analysis.
Findings : The results of this study indicate that the variables of tax knowledge, tax sanctions, and tax service quality have a positive and significant effect on taxpayer compliance with Social Media Influencers in Riau province
Novelty : The research is classified as new research because it shows how the tax compliance of a social media influencer in Riau province.
Keywords : Taxpayer Compliance; Tax Knowledge; Tax Sanctions; Tax Service Quality; Social Media Influencers
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Mohanty, Rojalin, Ansuman Samal, Sagar Mohite, and Shubhendu Shukla. "Impact of Influencer Market on Consumers of the Tourism Industry." ECS Transactions 107, no. 1 (April 24, 2022): 12347–56. http://dx.doi.org/10.1149/10701.12347ecst.
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This research has focused on the concept of influencer marketing and its impact on consumers of the travel and tourism industry. The goal was to find out whether travel and tourism companies through influencer marketing can attract consumers in this post-COVID situation or not. For this purpose, empirical data were collected from fifty social media users who are following at least one travel influencer on any social media site. From their responses collected by sharing survey questionnaire, it was found that most of the participants are not influenced by social media influencers in terms of deciding where they would travel.
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Bause, Halina. "Politische Social-Media-Influencer als Meinungsführer?" Publizistik 66, no. 2 (April 9, 2021): 295–316. http://dx.doi.org/10.1007/s11616-021-00666-z.
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ZusammenfassungIm Zuge der Digitalisierung finden große Teile der Meinungsbildung heute in Netzwerken statt, in denen Angebote neuer Kommunikator:innen neben die Berichterstattung professioneller Journalist:innen treten. Der Artikel widmet sich einem Typ dieser neuen reichweitenstarken Akteure der politischen Öffentlichkeit, der zwar gesellschaftlich viel Aufmerksamkeit auf sich zieht, in der politischen Kommunikationsforschung aber noch weitgehend unbekannt ist: politischen Social-Media-Influencer:innen (im Folgenden PSMI). Ziel des Beitrages ist es, theoretische Annahmen über PSMI zu treffen, um sie empirischer Forschung zugänglicher zu machen. Dafür werden PSMI auf Grundlage einer systematischen Literaturanalyse erstmalig definiert und ihre Eigenschaften mit jenen von politischen Meinungsführern verglichen. Die Analyse zeigt in konzeptionell-theoretischer Hinsicht, dass die Kommunikationsrolle von PSMI als Weiterentwicklung von Meinungsführerschaft beschrieben werden kann, hin zu einer Form von mediatisierter, (semi-)professioneller und öffentlicher Kommunikation, die auf strategischer Selbstinszenierung beruht. Mithilfe des Meinungsführerkonzepts lassen sich erste Annahmen formulieren, die mit Befragungen und Inhaltsanalysen empirisch überprüft werden sollten, um die Bedeutung von PSMI in der politischen Öffentlichkeit differenzierter bestimmen zu können.
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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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ZULKEFLI, MOHD YUSOF. "THE INFLUENCE OF ENDORSER ON YOUTH PURCHASE DECISION." Asia Pacific Journal of Youth Studies 22, no. 1 (June 30, 2020): 1–11. http://dx.doi.org/10.56390/apjys2024.22.12.
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ABSTRACT Social media influencers have become more popular in endorsing a product and it has become a common tactic in marketing strategy to the current advertising field. Most of the company start to switch from using celebrity endorser to social media influencer as their endorser. Promotional marketing has been a chain of cycle used by companies to promote their products. To do that, most companies use endorser as a medium to promote their product and influencing the consumer purchase decision. Celebrity endorser is the most popular type of endorser that affects youth purchase decision. However, nowadays the emergence of social media influencer has also played a role in influencing the youth purchase decision. Therefore, this research has been run to identify which endorser has more influence on youth purchase decision based on endorser characteristics namely attractive, expertise, likeability, meaningful and trustworthy. 400 survey questionnaires have been distributed to the youth age between 18-25 years old. The findings indicate that social media influencer makes the highest influence on youth purchase decision with likeability characteristic has the highest contribution in influencing the youth purchase decision. Keywords: endorser, social media influencer, celebrity endorser, youth purchase decision, influence
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Mohd Noor, Muaz, S. Salahudin Suyurno, Rawi Nordin, Mohd Zaid Mustafar, Muhammad Taufik Md Sharipp, and Mohd Khairul Nizam Mohd Aziz. "STRATEGI KOMUNIKASI KEDERMAWANAN DALAM KALANGAN PENGGUNA MEDIA SOSIAL BERPENGARUH (SOCIAL MEDIA INFLUENCER) DI MALAYSIA (PHILANTHROPY COMMUNICATION STRATEGY AMONG SOCIAL MEDIA INFLUENCER IN MALAYSIA)." Journal of Islamic Philanthropy and Social Finance 2, no. 1 (December 1, 2020): 29–47. http://dx.doi.org/10.24191/jipsf/v2n12020_29-47.
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Media sosial merupakan salah satu wahana yang mempunyai peranan besar dalam kehidupan masyarakat kini berbanding dengan media lainnya. Seseorang yang mampu menggunakan media sosial untuk menjana perbincangan atau mempengaruhi pengikut-pengikut mereka digelar sebagai Social Influencer (pengguna media sosial berpengaruh). Biasanya mereka adalah orang yang berbakat, berpengetahuan, dan mempunyai pengalaman yang memberi inspirasi kepada orang-orang di sekeliling mereka sama ada keluarga, rakanrakan atau dari kalangan pengikut (follower) mereka. Hampir kebanyakan dari kalangan mereka dilihat sangat terkehadapan dari sudut kebajikan sosial dengan menghulurkan bantuan dan sumbangan, sehingga memberi inspirasi kepada ramai orang. Kajian ini bertujuan untuk mengukur strategi media sosial dalam membudayakan sikap kedermawanan, seterusnya mengkaji bentuk atau elemen komunikasi kedermawanan dalam kalangan pengguna media sosial, khususnya dalam kalangan mereka yang berpengaruh (Social Influencer), seperti Instagram influencers (instafamous), YouTube influencers, Twitter dan lain sebagainya. Kajian ini menggunakan kaedah kajian kualitatif iaitu kaedah dokumentasi dan observasi, iaitu melakukan pengamatan langsung (termasuk temubual) terhadap pengamal media sosial berpengaruh. Hasil dapatan kajian menunjukkan bahawa penggunaan media sosial dengan strategi komunikasi yang berkesan, sangat efektif dalam membentuk budaya kedermawanan dalam kalangan rakyat Malaysia. Keywords: Komunikasi Kedermawanan; Filantropi; Media Sosial (Medsos); Media Baharu; Social Media Influencer
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Aiman, Dwi Feni. "IDENTIFIKASI DAYA TARIK SOSIAL MEDIA INFLUENCER TASYA FARASYA." Jurnal Visi Komunikasi 19, no. 02 (November 10, 2020): 289. http://dx.doi.org/10.22441/visikom.v19i02.14205.
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Social media influencer as a strategy that markets products, with a variety of social media platforms such as Instagram, YouTube, Facebook and other social media, social media influencers provide Brands to market and advertise directly to their target audience. There are several influencers that have been categorized according to the skills or concepts they made from the beginning, such as beauty influencers, influencers whose concept of beauty. Through reviews given by social media influencers will add value to the Brand's credibility and increase public awareness of the Brand so that the public can use the value of the service or product offered to a personal level. This study discusses how to increase the appeal possessed by one of the beauty influences, namely Tasya Farasya in supporting a "Safi" skin care product on the YouTube platform. This type of research is constructivism with qualitative research. The method used was survey research on followers of Tasya Farasya. Where researchers collect data at the premiere of transferring questionnaires to respondents and observations on Tasya Farasya's Instagram or YouTube social media accounts. Based on the results of the study, the appeal of social media influencer Tasya Farasya's in the eyes of the public in promoting Safi's products is on the credibility given by Tasya as an honest, detailed and beautiful influencer beauty.
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Brooks, Gillian, Jenna Drenten, and Mikolaj Jan Piskorski. "Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital." Journal of Advertising 50, no. 5 (October 20, 2021): 528–47. http://dx.doi.org/10.1080/00913367.2021.1977737.
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Raj, Ankit. "ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUNCERS ON CONSUMER BEHAVIOUR." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (April 27, 2024): 1–5. http://dx.doi.org/10.55041/ijsrem31986.
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This study investigates the influence of social media influencers (SMIs) on choice imitation among their followers, with a focus on the mediating role of customer loyalty and the moderating effects of demographic factors. Utilizing data collected from 483 respondents via the MTurk platform, regression analysis was conducted to analyze the relationship between SMIs and choice imitation, considering the influence of customer loyalty and demographic variables. The findings reveal a significant and positive relationship between SMIs and choice imitation, indicating that SMIs' behaviors and recommendations have a substantial impact on the purchasing decisions of their audience. Furthermore, customer loyalty emerged as a key mediator in this relationship, suggesting that stronger loyalty to SMIs leads to increased choice imitation among followers. Moreover, the study identifies the importance of considering demographic factors such as gender, education level, and income as moderators of the relationship between SMIs and choice imitation. These factors influence the extent to which individuals are influenced by SMIs' content and personality traits. Overall, the study contributes to our understanding of influencer marketing dynamics on social media platforms and underscores the significance of building customer loyalty and strategically selecting SMIs based on their characteristics. These insights have implications for marketers seeking to leverage influencer marketing effectively to reach and engage with their target audience.
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Zaidi, Uzma. "Social Media Engagement and Purchase Intentions: The Role of Influencer Attributes." Journal of Excellence in Social Sciences 3, no. 3 (June 15, 2024): 16–32. http://dx.doi.org/10.69565/jess.v3i3.312.
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This particular research endeavor is directed towards the precise identification and determination of the key attributes possessed by individuals who hold significant influence on social media platforms. These attributes have been found to exert a considerable impact on the level of engagement that consumers have with socisal sources, as well as their intention to make a purchase through these media channels. A total of eight distinct characteristics have been discovered through this research, and it has been revealed that each of these characteristics directly influences the success of social media influencers in shaping public mentality and the development of mindset. These identified characteristics include homophily, knowledge, credibility, trustworthiness, congruence with the product, entertainment value, educational value, and attractiveness. Among the vast array of factors that were considered in this study, it was determined that the entertainment value associated with social media influencers demonstrated the strongest correlation with customer engagement. This correlation can be observed both directly and indirectly, as external and internal effects play a role in influencing customer engagement. Furthermore, the findings of this investigation also showed that, out of all the aforementioned traits, the credibility of the influencer had the greatest impact on the willingness of customers to make a purchase. In addition to contributing to the field of influencer marketing research, this study proposes a unique and innovative methodology. This methodology is based on the empirical characterization of the directions of interactions and the magnitude of their respective effects. The ultimate goal of this methodology is to minimize variability and provide a more comprehensive understanding of the influence that social media influencers have on consumer behavior. By employing such a methodology, researchers can gain valuable insights into the dynamics of influencer marketing and develop strategies to optimize its effectiveness.
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F, Fadhilah, and Galih Ginanjar Saputra. "FACTORS IN INFLUENCER MARKETING THAT AFFECT GENERATION Z'S IMPULSE BUYING BEHAVIOR ON INSTAGRAM." Sinergi : Jurnal Ilmiah Ilmu Manajemen 13, no. 2 (September 25, 2023): 66–75. http://dx.doi.org/10.25139/sng.v13i2.6683.
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Influencer marketing is one of the strategies used to influence consumers in deciding on purchases through Instagram social media. However, along with the development of Instagram social media, the number of influencers on Instagram social media has also grown, which makes it difficult for brands to choose the right influencers to influence Generation Z to make purchase decisions. Generation Z, the majority of Indonesia's population, is the digital generation that most often makes online purchases. The phenomenon of impulse buying or unplanned purchases is a phenomenon that can be an opportunity for business actors to develop their marketing strategies to increase sales. This study aimed to analyze the factors that can influence the impulse buying behavior of Generation Z on Instagram. The survey was conducted based on a sample of 109 Instagram users in Indonesia who had made impulse purchases because they saw content uploaded by Influencers on Instagram. The results of this study state that factors in influencer marketing that can influence the impulse buying behavior of Generation Z on Instagram social media are source credibility moderated by the type of influencer. Source credibility has 3 components: expertise, attractiveness, and trustworthiness. At the same time, the type of influencer is divided into micro-influencers and macro-influencers, which are measured based on the number of followers they have. Furthermore, the findings from this study have beneficial implications for developing effective Instagram marketing communication strategies with the Generation Z target market.
Keywords: Generation Z, Impulse Buying, Source Credibility, Influencer Marketing
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Suprawan, Lokweetpun, and Sasipa Pojanavatee. "What causes social media users to engage and mimic virtual influencers? The role of self-congruity." Innovative Marketing 18, no. 4 (December 13, 2022): 148–60. http://dx.doi.org/10.21511/im.18(4).2022.13.
Full textAbstract:
Influencer marketing has been widely utilized in marketing communication. With the growing interest in virtual influencers, this study aims to investigate why social media users would interact with virtual influencers. The research model was developed based on the self-congruity theory. The data were obtained by questionnaires distributed to social media users using judgmental sampling (respondents were above 18 years old and actively used Instagram within the past six months). The questionnaire was posted on social media, and 230 responses were collected and analyzed using a covariance-based structural equation. Influencer-brand fit was found to have a weak direct effect on engagement (γ = 0.158, p < 0.05), but insignificant direct effect on mimicry desire (γ = 0.160, p > 0.05). Value homophily significantly affects both engagement and mimicry desire directly (β = 0.338 and β = 0.622, p < 0.01). Moreover, value homophily was found to fully mediate the virtual influencer-brand fit/mimicry desire relationship (B = 0.546, p < 0.01) and partially mediate the relationship of virtual influencer-brand fit/engagement (B = 0.229, p < 0.01). However, the mediating effect of mimicry desire on the virtual influencer-brand fit/engagement relationship was found to be non-significant (B = 0.065, p > 0.05). This study contributes to influencer marketing by highlighting value homophily as the most significant factor explaining why consumers respond to a virtual influencer when used as a message source in marketing communication.
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Hasanah, Uswatun, and Asep Hermawan. "PENGARUH KEINGINAN MENIRU DAN FOMO DALAM PRODUK KOSMETIK YANG DIENDORSE OLEH SOSIAL MEDIA INFLUENCER." EBID:Ekonomi Bisnis Digital 2, no. 1 (July 31, 2024): 1–6. http://dx.doi.org/10.37365/ebid.v2i1.230.
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This research aims to analyze the influence of Imitation of Influencer, Social Comparison, Materialism, and Fear of Missing Out (FOMO) on Buying Intention. Data were collected through questionnaires from consumers who follow the social media accounts of three beauty influencers, namely Tasya Farasya, Nanda Arsyinta, and Hanum Mega, and are domiciled in Jakarta. The study used a sample size of 220 respondents with purposive sampling technique. The data analysis method employed in this research is Structural Equation Model (SEM) using AMOS 21 software. The results indicate that Imitation of Influencer has a positive influence on Social Comparison, Imitation of Influencer does not have a positive influence on Materialism, Social Comparison has a positive influence on FOMO, FOMO has a positive influence on Buying Intention, and Materialism has a positive influence on Buying Intention.
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Wijaya, Hadi, Nora Listiana, Feri Nugroho, Revita Desi Hertin, Nurul Aslamiah Istiqomah, Alfi Maghfuriyah, and Febria Anjara. "The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java)." Neo Journal of economy and social humanities 3, no. 2 (September 3, 2024): 64–72. http://dx.doi.org/10.56403/nejesh.v3i2.203.
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This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.
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Enke, Nadja, and Nils S. Borchers. "Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication." International Journal of Strategic Communication 13, no. 4 (August 8, 2019): 261–77. http://dx.doi.org/10.1080/1553118x.2019.1620234.
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