Journal articles: 'Social Media Influencers'

1

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

2

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

3

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

4

Galetti, Mauro, and Raul Costa-Pereira. "Scientists need social media influencers." Science 357, no. 6354 (August 31, 2017): 880.2–881. http://dx.doi.org/10.1126/science.aao1990.

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

Harrigan, Paul, Timothy M. Daly, Kristof Coussement, Julie A. Lee, Geoffrey N. Soutar, and Uwana Evers. "Identifying influencers on social media." International Journal of Information Management 56 (February 2021): 102246. http://dx.doi.org/10.1016/j.ijinfomgt.2020.102246.

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

Anđelić, Aleksa. "INFLUENCERS AND MEDIA: INFLUENCER-GENERATED CONTENT ON SOCIAL MEDIA PLATFORMS AS A JOURNALISTIC SOURCE." MEDIA STUDIES AND APPLIED ETHICS 3, no. 1 (March 11, 2021): 59–73. http://dx.doi.org/10.46630/msae.1.2021.05.

Full text

Abstract:

The growing popularity of social media platforms, especially YouTube, Facebook, Twitter and Instagram, has enabled online influencers to appear in addition to previously known celebrities, representing a new global phenomenon and new role models for young people. Biran and his associates in the paper “Detecting influencers in written online conversations” state that influencers are the participants in online communication who have credibility in the group, who persevere in order to convince others and who introduce ideas that others accept or support (Biran et al., 2012: 38-39). Research on journalistic sources, especially research on content created by influencers on social media services, is a significant contribution to research in the field of media pluralism. Research on social network platforms as a source of information in Serbian literature is rare, which contributes to the significance of this research. The purposes of the research are to determine whether the content created and published by influencers on social network platforms in Serbia is a source of information for online editions of Serbian daily newspapers, the type of content in question, as well as whether the media gain new audiences that follow influencers. Qualitative-quantitative content analysis and web surveys were used for the research. Based on the qualitative-quantitative analysis of domestic daily newspapers (Danas, Politika, Večernje novosti, Blic, Kurir, Alo, Telegraf, Informer), we can conclude that the media use the profile content that influencers publish on social network sites as a source for texts which are soft news. According to the web survey in which 175 respondents participated, we can conclude that texts about influencers in the media are followed by 38 respondents and that the media are gaining new audiences who follow influencers on social network sites.

APA, Harvard, Vancouver, ISO, and other styles

7

Taillon, Brian J., Steven M. Mueller, Christine M. Kowalczyk, and Daniel N. Jones. "Understanding the relationships between social media influencers and their followers: the moderating role of closeness." Journal of Product & Brand Management 29, no. 6 (June 27, 2020): 767–82. http://dx.doi.org/10.1108/jpbm-03-2019-2292.

Full text

Abstract:

Purpose The purpose of this paper is to better understand the role of closeness and the relationships between social media influencers and their followers, and, more specifically, how social media influencers can effectively manage their human brands. Design/methodology/approach Two studies were conducted to explore social media influencers. Qualitative content analysis and modeling with path analysis were used to analyze the data. Findings Results found attractiveness and likeability to positively predict attitudes toward the influencer, word-of-mouth and purchase intentions, whereas similarity only predicted word-of-mouth from the follower. Closeness served as a moderator but had different effects. Closeness positively moderated the effect of attractiveness on purchase intentions; however, it had a negative effect with similarity on purchase intentions. Moreover, closeness moderated the effect of likeability on attitude toward the influencer. Research limitations/implications This study was limited by the student sample as well as the students’ self-identification of a social media influencer. Future research should include experimental design manipulating well-known/followed or fictional social media influencers on different social media. Practical implications This paper explores the characteristics of social media influencers as well as the potential outcomes associated with influencers on social media. The implications for marketers and advertisers include a better understanding of how consumers engage with influencers on social media. Originality/value The role of closeness is identified as a moderator of consumers’ behaviors toward social media influencers.

APA, Harvard, Vancouver, ISO, and other styles

8

Harshitha, Sirineni, Raashi Shetty, and Dr P. Swami Sairam. "Social Media Marketing: B2B Marketing via Nano Influencers." Journal of University of Shanghai for Science and Technology 23, no. 07 (August 1, 2021): 1377–87. http://dx.doi.org/10.51201/jusst/21/07335.

Full text

Abstract:

The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method through telephonic calls, where the researchers interviewed the clients of serval reputed companies and collected their feedback on their sayings. The researchers have asked the clients several questions related to their marketing strategies, what do they think about influencer marketing and will they allow nano influencers to sell the products to other business companies. After collecting all the feedback, the researchers have analysed the responses and came up with solutions. The empirical aspect of the paper reveals that there is a strong pattern and a high probability for companies to use LinkedIn influencers in their business to expand their presence, boost overall revenue, and improve brand equity within companies.

APA, Harvard, Vancouver, ISO, and other styles

9

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

10

Lokithasan, Komathi, Salomi Simon, Nur Zahrawaani Jasmin, and Nur Ajeerah Othman. "MALE AND FEMALE SOCIAL MEDIA INFLUENCERS: THE IMPACT OF GENDER ON EMERGING ADULTS." International Journal of Modern Trends in Social Sciences 2, no. 9 (September 11, 2019): 21–30. http://dx.doi.org/10.35631/ijmtss.29003.

Full text

Abstract:

Social media influencers are people who have established a reputation for themselves on social media. Nowadays, a social media influencer has played the important role of a marketing tool for organizations. Organizations use the power of social media influencers to influence and persuade consumers through social media. It is because social media influencers have a huge number of followers in their social media, thus, social media influencers could promote and reach a large number of consumers in a short time. The result is more effective than celebrity endorsement for small-and-medium-sized enterprises (SME). This research is to study the perceptions of emerging adults on the difference between male and female social media influencers’ style of promotion. Qualitative method is used by conducting a focus group and content analysis to compare the impact of male and female social media influencers towards emerging adults. Findings showed that female respondents are influenced by influencers who promote beauty products while male respondents are drawn to technology and gaming products. The most important factors mentioned by the respondents in the impact of the social media influencers’ posts are the entertainment factor and followed by informativeness.

APA, Harvard, Vancouver, ISO, and other styles

11

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

12

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

13

Kintu, Belinda, and Karim Ben-Slimane. "Companies responses to scandal backlash caused by social media influencers." International Journal of Market Research 62, no. 6 (September 14, 2020): 666–72. http://dx.doi.org/10.1177/1470785320957577.

Full text

Abstract:

The purpose of this article is to identify companies’ responses to scandal spillover stemming from their association with tainted social media influencers. Drawing on the literature on scandal, we show how the relationship between a social media influencer and a given brand is conducive to scandal spillover, triggered by the social media influencer’s deviance or wrongdoing. We conducted an explorative case study of the Operation Varsity Blues Scandal involving social media influencer Oliva Jade Gianulli, whose parents were both accused of bribing officials to have their daughters accepted into prestigious U.S. colleges. We collected secondary data from the internet on how 12 companies linked to Olivia Jade responded to the scandal backlash. Our article identifies four possible responses to scandal spillover resulting from association with a tainted social media influencer: proactive dissociation, reactive dissociation, mimetic dissociation, and the absence of response.

APA, Harvard, Vancouver, ISO, and other styles

14

Smith, Brian G., Megan C. Kendall, Devin Knighton, and Temi Wright. "Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers." Communication Management Review 03, no. 01 (July 30, 2018): 6–29. http://dx.doi.org/10.22522/cmr20180127.

Full text

APA, Harvard, Vancouver, ISO, and other styles

15

Al-Shehri, Mohammed. "Choosing the Best Social Media Influencer: The role of gender, age, and product type in influencer marketing." International Journal of Marketing Strategies 4, no. 1 (December 17, 2021): 1–26. http://dx.doi.org/10.47672/ijms.878.

Full text

Abstract:

Introduction: Social media has created a new type of celebrity form (influencers), which is defined as people who are famous on social media and have many followers. Companies currently depend on influencers to send their marketing messages to the audience, and to increase the marketing ROI, it is important to target the right influencers. Purpose: This research focused on social media influencers’ impact on consumer purchase intent and showed whether gender difference of consumers or influencers had any effect on those decisions. The research also included the age of consumers and the product type to know if they had any effect. Methodology: Qualitative and quantitative methods were used to obtain the required information; two focus groups were conducted to get the names of 80 influencers, and an online questionnaire was used to collect the data, formula of the sample size by Krejcie and Morgan (1970 as cited by Kasomo, 2001) was used to determine study sample of 387 respondents. Results: The results indicated that male influencers impact male consumers more than female consumers, while female influencers impact female consumers more than male consumers. Age of consumer does not affect the gender-based impact results. In addition, the results indicate that only few influencers have more impact on specific product type, thus, influencer’s impact based on product type is not so common. Recommendations: It is recommended for the companies to find influencers who are having a lot of impact on a specific product type that matches the product they want to promote, and to select the influencer based on the customers they are targeting, if companies are targeting female customers, they should look for popular female influencer, and if they are targeting male customers, they should look for popular male influencer.

APA, Harvard, Vancouver, ISO, and other styles

16

Quan, Thanh-Tho, Duc-Trung Mai, and Thanh-Duy Tran. "CID: Categorical Influencer Detection on microtext-based social media." Online Information Review 44, no. 5 (April 14, 2020): 1027–55. http://dx.doi.org/10.1108/oir-02-2019-0062.

Full text

Abstract:

PurposeThis paper proposes an approach to identify categorical influencers (i.e. influencers is the person who is active in the targeted categories) in social media channels. Categorical influencers are important for media marketing but to automatically detect them remains a challenge.Design/methodology/approachWe deployed the emerging deep learning approaches. Precisely, we used word embedding to encode semantic information of words occurring in the common microtext of social media and used variational autoencoder (VAE) to approximate the topic modeling process, through which the active categories of influencers are automatically detected. We developed a system known as Categorical Influencer Detection (CID) to realize those ideas.FindingsThe approach of using VAE to simulate the Latent Dirichlet Allocation (LDA) process can effectively handle the task of topic modeling on the vast dataset of microtext on social media channels.Research limitations/implicationsThis work has two major contributions. The first one is the detection of topics on microtexts using deep learning approach. The second is the identification of categorical influencers in social media.Practical implicationsThis work can help brands to do digital marketing on social media effectively by approaching appropriate influencers. A real case study is given to illustrate it.Originality/valueIn this paper, we discuss an approach to automatically identify the active categories of influencers by performing topic detection from the microtext related to the influencers in social media channels. To do so, we use deep learning to approximate the topic modeling process of the conventional approaches (such as LDA).

APA, Harvard, Vancouver, ISO, and other styles

17

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

18

KALINOVÁ, EVA, and ADÉLA NEUBERGOVÁ. "INFLUENCER COMMUNICATION ON THE SOCIAL NETWORK INSTAGRAM." AD ALTA: 11/02 11, no. 2 (December 31, 2021): 107–11. http://dx.doi.org/10.33543/1102107111.

Full text

Abstract:

The topic of influencers has been a widely used word in recent years. It is a person who, through social media networks, influences the target groups of their followers. The aim of this paper is to analyze the communication of selected influencers on the social platform Instagram. Using classification analysis, data on individual influencers are presented. For the sake of interesting results and the proof that the success of an influencer does not only depend on how many followers they have on their profile, the influencers were selected with the help of respondents who assessed them independently. The data were obtained on the social platform Instagram and subsequently processed on the basis of the last five contributions as of April 3, 2020. This work is focused mainly on the number of responses to influencers in the form of likes or comments, furthermore we also calculate what share of their contributions is from 2020, mainly due to the fact that influencers on Instagram started to become known mostly in that year. The statistics of individual Instagram profiles and their subsequent comparison with each other are presented. The results show that it does not entirely depend on how many followers an influencer has, but that it depends more on the quality and impact of individual posts.

APA, Harvard, Vancouver, ISO, and other styles

19

Rosenthal, Sara. "Detecting influencers in social media discussions." XRDS: Crossroads, The ACM Magazine for Students 21, no. 1 (October 14, 2014): 40–45. http://dx.doi.org/10.1145/2659889.

Full text

APA, Harvard, Vancouver, ISO, and other styles

20

Borchers, Nils S. "Social Media Influencers in Strategic Communication." International Journal of Strategic Communication 13, no. 4 (August 8, 2019): 255–60. http://dx.doi.org/10.1080/1553118x.2019.1634075.

Full text

APA, Harvard, Vancouver, ISO, and other styles

21

Bentley, Kara, Charlene Chu, Cristina Nistor, Ekin Pehlivan, and Taylan Yalcin. "Social media engagement for global influencers." Journal of Global Marketing 34, no. 3 (March 10, 2021): 205–19. http://dx.doi.org/10.1080/08911762.2021.1895403.

Full text

APA, Harvard, Vancouver, ISO, and other styles

22

Carr, Ellen. "Oncology Nurses: Influencers on Social Media." Clinical Journal of Oncology Nursing 25, no. 6 (December 1, 2021): 621–22. http://dx.doi.org/10.1188/21.cjon.621-622.

Full text

APA, Harvard, Vancouver, ISO, and other styles

23

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

24

Saputra, Feliciana Yovita, and Wisnu Sakti Dewobroto. "The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products." International Journal of Quantitative Research and Modeling 3, no. 1 (March 6, 2022): 13–17. http://dx.doi.org/10.46336/ijqrm.v3i1.253.

Full text

Abstract:

Nowadays, Personal care products grow rapidly every year even in a red ocean industry. With changes in this digital era, personal care companies have to innovate in order to survive and grow. One of the ways is the use of digital marketing. There are many ways to do digital marketing and one of the popular methods is social media influencers. However, with so many new influencers on social media, marketers find it challenging to choose the right influencers to promote their products because not every influencer brings a significant impact. Choosing the wrong influencers could cause the business to lose money and harm the image of a product or a brand. On the other hand, choosing the right influencers may lead to the popularity of the product and an increase in sales. Based on that, this research is focusing on the influencers from the consumer’s point of view, in order to know the type of influencers that fit with the product offered. This research is based on literature study that describes Influencer credibility has a positive impact on consumers' purchase intention, attitude towards products, and advertising. Moreover, Influencer credibility could describe and evaluate an influencer based on their attractiveness, trustworthiness, and expertise.

APA, Harvard, Vancouver, ISO, and other styles

25

FRISSELL, Elizabeth (Liz). "THE DANGERS OF SOCIAL MEDIA & THE STOIC SOLUTION." International Journal of Theology, Philosophy and Science 4, no. 7 (November 7, 2020): 80–88. http://dx.doi.org/10.26520/ijtps.2020.4.7.80-88.

Full text

Abstract:

In this essay, I have outlined the problem social media influencers pose towards the mental health of Generation Z. I subsequently presented a brief history of the ancient school of philosophy known as Stoicism. Finally, I have given a concrete example of how members of Gen Z can utilize the moral theory of the Stoics to not only avoid the negative mental health impacts of influencers, but use social media to positively impact their and their peers mental well-being

APA, Harvard, Vancouver, ISO, and other styles

26

Iqani, Mehita. "Brand and influencer strategies in social media marketing of luxury brands in African cities." Journal of Design, Business & Society 7, no. 1 (March 1, 2021): 105–21. http://dx.doi.org/10.1386/dbs_00022_1.

Full text

Abstract:

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

APA, Harvard, Vancouver, ISO, and other styles

27

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

28

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

29

Stevenson, Summer, Dieu Hack-Polay, and Shehnaz Tehseen. "Social Media Influencers, the New Advertising Agency?" International Journal of Public Sociology and Sociotherapy 2, no. 1 (January 2022): 1–21. http://dx.doi.org/10.4018/ijpss.297201.

Full text

Abstract:

This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respondents were asked to rate their opinions regarding a specific statement on a Likert scale. Qualtrics was used to analyse the data. The results show that influencers can be significant support for business sales. Credibility of influencers was deemed of primary importance to attract customers through social media. However, the authors also found that influencers can damage business reputation, as their brand image—if negative—can contaminate the business brand.

APA, Harvard, Vancouver, ISO, and other styles

30

Nasih, Muhammad, Otto Masyad Susanto, Abdul Roziq Fanshury, and Sigit Hermawan. "Influencer dan Strategi Penjualan: Studi Netnografi pada Pengguna Jasa Selebgram sebagai Media Promosi." Benefit: Jurnal Manajemen dan Bisnis 5, no. 2 (December 17, 2020): 135–44. http://dx.doi.org/10.23917/benefit.v5i2.11305.

Full text

Abstract:

The business is undergoing many changes including the media used as promotion. The existence of advertisements on television began gradually abandoned and shifted to a new strategy, namely advertising on social media. The rapid growth of social media users in Indonesia has become one of the factors in the change. This study aims to determine the extent of the impact of using influencers as a promotion strategy on social media, especially Instagram. This study uses a qualitative netnographic method by collecting data through observation of social media accounts and in-depth interviews from informants. The results of this study include illustrating that there are positive and negatif impacts from the use of influencer services. Companies must be smart in choosing influencers that are in line with product segmentation, price, and influencer's background because people are now getting smarter at making purchases.

APA, Harvard, Vancouver, ISO, and other styles

31

DAMAYANTI, Novita, Yos Horta MELIALA, and Fatihatul Sabilla SILMI. "THE TREND OF YOUNG MARRIAGE ON INSTAGRAM SOCIAL MEDIA INFLUENCERS IN SHAPING YOUTH’S VIEWS." ICCD 3, no. 1 (October 10, 2021): 227–31. http://dx.doi.org/10.33068/iccd.vol3.iss1.342.

Full text

Abstract:

The massive information on various social media platforms, particularly Instagram, frequently shows the euphoria or attractiveness of young marriages by influencers who may have privileges that may be different from the followers. This study focuses on two primary issues, namely: the background of young marriage among influencers and the youth’s view on the young marriage trend among influencers. This study aims to discover the reasons of young marriages performed by influencer and learn about the youth’s view on the trend of young marriage influencers on social media Instagram. This study uses the basics of mass communication, computer mediated communication theory, new media, symbolic interaction and social reality construction. This study uses a qualitative approach with case study. Data collection techniques are conducted in-depth interviews and the object of research is the content of young marriage influencers and the subjects in this study are young people and influencers. The results of the study show that influencers conducting young marriages are based on the desire to have children quickly, the freedom and the desire to learn responsibility. The youth’s view on influencer young marriage constructs expectations of freedom, romance and happiness of young marriage so that many young people are encouraged to do young marriages that are motivated by influencers and the neighbors.

APA, Harvard, Vancouver, ISO, and other styles

32

Wu, Yao, Satish Nambisan, Jinghua Xiao, and Kang Xie. "Consumer resource integration and service innovation in social commerce: the role of social media influencers." Journal of the Academy of Marketing Science 50, no. 3 (February 4, 2022): 429–59. http://dx.doi.org/10.1007/s11747-022-00837-y.

Full text

Abstract:

AbstractSocial media technologies have given rise to influencers who shape the purchasing behaviors of their followers (peer consumers), thus enabling consumer-initiated social commerce. However, few studies have explored how social media influencers, and more broadly, consumers, actively integrate resources to engage in service innovation in social commerce. This qualitative study (involving two firms and their influencers) examines the emerging roles of social media influencers and their resource integration behaviors in service innovation. Drawing on the service-dominant logic and the technology affordance theory, the study advances a framework that identifies the resource integration behaviors that underlie two primary roles of influencers—communicator and innovator—and explains how social media technology affordances facilitate these behaviors, and thereby, the ensuing innovation outcomes. By focusing on the technology-mediated processes of social media influencers’ engagement in service innovation, we contribute to research and practice in consumer-led service innovation in the emerging digital world.

APA, Harvard, Vancouver, ISO, and other styles

33

Amalia, Adhimurti Citra, and Gabriella Sagita. "Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya." JURNAL SOSIAL : Jurnal Penelitian Ilmu-Ilmu Sosial 20, no. 2 (November 27, 2019): 51–59. http://dx.doi.org/10.33319/sos.v20i2.42.

Full text

Abstract:

Social media influencers have now been used by many commercial brands as one of the promotional strategies to market their products. Especially for Z generation who are close to the use of the internet, social media, and digital media in their daily lives. Although the existence of social media influencers is on the rise, the trust of commercial brands to advertise their products on conventional media such as televisions is still quite high compare to the digital media. This issue encourages researchers to dig deeper whether social media influencers really influence the purchasing decisions of Z generation consumers in Surabaya city or not. In addition to measure the influence, researchers also want to know what factors are related to social media influencers that influence the purchasing decisions of Z generation consumers. This research uses quantitative methods where data collection is obtained through questionnaires. The results of the research were analyzed using Pearson Product Moments and it was found that Chi-square value (239.088) > Chi-Square table (42.557) and P-value (0.000) < alpha (0.05) which leads to the decline of H0, which indicates that there is an influence between social media influencers variables (independent / X) with generation Z consumer purchasing decision variables (dependent / Y).Keywords: influencer, social media, marketing strategy, consumer behaviour.

APA, Harvard, Vancouver, ISO, and other styles

34

Hassan, Siti Hasnah, Shao Zhen Teo, T. Ramayah, and Nabil Hasan Al-Kumaim. "The credibility of social media beauty gurus in young millennials’ cosmetic product choice." PLOS ONE 16, no. 3 (March 29, 2021): e0249286. http://dx.doi.org/10.1371/journal.pone.0249286.

Full text

Abstract:

Social media influencers play a role in the beauty industry by making it more accessible and diverse, engaging in cultural acceptance and diversity, and making their lives public through social media. Known as ‘beauty gurus’, these influencers use their makeup skills to work with cosmetics brands, in which they earn substantial remuneration by raising brand awareness among social media audiences. While work was conducted on social media influencers, there was no clear focus on how influencers engage with young millennials regarding the choice of cosmetics products and its use. Hence, this study analysed the beauty ‘gurus’ credibility in influencing young female millennials’ cosmetics brands of choice. A survey method was used to collect data using a judgemental sampling from young females who have subscribed and observed makeup tutorials on social media platforms, such as YouTube, Instagram, and Facebook, among many others. Additionally, a total of 271 usable questionnaires were gathered and analysed using AMOS. Credibility traits, such as knowledge, attractiveness, and relatability, were the core elements of an influencer’s capability to influence young millennials. Social media influencers were seen as a new and effective marketing tool in targeting a broad demographic and increasing brand awareness.

APA, Harvard, Vancouver, ISO, and other styles

35

G. Dalangin, Jerico John, James M. B. Mc Arthur, Jan Benedict M. Salvador, and Angelika B. Bismonte. "The impact of social media influencers purchase intention in the Philippines." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 5, no. 3 (November 20, 2021): 551–68. http://dx.doi.org/10.25139/jsk.v5i3.3708.

Full text

Abstract:

The study aims to determine consumers' perception of the advertising efficacy of social media influencers regarding their purchase intention. The researcher believes that specific strategies and skills should be customised to attract consumers' buying intention for an influencer to be effective across social media. The study adopted the "social media influencer questionnaire" developed by Xin Jean Lim. It is an organised questionnaire designed to assess and analyse the effectiveness of social media influencers connected to consumers' purchase intention. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129 female participants, 71 male participants and mostly from 18 to 24 years old. The respondents' assessment implies that an influencer who establishes most of their honesty and is trustworthy can change consumers' behaviour and purchase intention. Attractiveness and relationships with the product are seen to be also adequate. The respondents' assessment also implies that there is an optimistic and agreeable attitude towards the different advertising efficacy of an influencer for the purchase intention of consumers. Furthermore, there is a significant relationship between the advertising effectiveness and purchase intention of consumers. Female respondents have a higher perception of social media influencers than male respondents because women use the internet more often.

APA, Harvard, Vancouver, ISO, and other styles

36

Rohani, Vala Ali, Shahid Shayaa, and Ghazaleh Babanejaddehaki. "How Social Media Influencers Govern Sentiment Territory." International Journal of Applied Evolutionary Computation 8, no. 1 (January 2017): 49–60. http://dx.doi.org/10.4018/ijaec.2017010104.

Full text

Abstract:

In present research, the authors examined how social media influencers affect the overall sentiment of a topic. To this end, they utilized supervised machine learning approach to develop SentiRobo for measuring the sentiment score of social media content. In the next stage, they studied social media datasets with 375,141 records in the education domain to investigate the correlation between social media topics and top authors' sentiment. The Pearson correlation test results revealed that top one percent of social media authors are enough to significantly influence the whole sentiment of each topic.

APA, Harvard, Vancouver, ISO, and other styles

37

Chae, Jiyoung. "Explaining Females’ Envy Toward Social Media Influencers." Media Psychology 21, no. 2 (June 12, 2017): 246–62. http://dx.doi.org/10.1080/15213269.2017.1328312.

Full text

APA, Harvard, Vancouver, ISO, and other styles

38

Valle, L., F. I. Chu, M. A. Smith, P. Lee, and A. Raldow. "Characterizing Social Media Influencers in Radiation Oncology." International Journal of Radiation Oncology*Biology*Physics 105, no. 1 (September 2019): E468. http://dx.doi.org/10.1016/j.ijrobp.2019.06.1436.

Full text

APA, Harvard, Vancouver, ISO, and other styles

39

Taylor, Jo-Ann. "Social media and the rise of influencers." BDJ Team 8, no. 7 (July 2021): 12–13. http://dx.doi.org/10.1038/s41407-021-0674-0.

Full text

APA, Harvard, Vancouver, ISO, and other styles

40

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

41

Cabrera Caro, Leticia. "Influencers y publicidad encubierta en las redes sociales." IUS ET SCIENTIA 2, no. 7 (2021): 7–28. http://dx.doi.org/10.12795/ietscientia.2021.i02.02.

Full text

Abstract:

El empeño por garantizar el principio de autenticidad en la publicidad difundida por influencers en las redes sociales ha tenido como resultado la redacción y aprobación del Código de conducta sobre el uso de ‘influencers’ en la publicidad, promovido por la Asociación Española de Anunciantes (AEA), Autocontrol y la Secretaría de Estado de Digitalización e Inteligencia Artificial, que entró en vigor en enero de 2021. En los pocos meses de vida, el Jurado de la Publicidad de Autocontrol ha emitido seis dictámenes y cuatro resoluciones en aplicación de la norma cinco, referida precisamente a la exigencia de la identificación clara e indubitada del carácter publicitario de cualquier comunicación que pretenda este fin, dada la creciente tendencia de las marcas comerciales a utilizar perfiles de influencers para realizar publicidad (encubierta) sin que los usuarios sean conscientes de ello. En este trabajo se analiza la suficiencia de las medidas actuales de autorregulación para garantizar el principio de autenticidad de la publicidad, en particular cuando ésta tiene lugar a través de redes sociales y bajo la apariencia de imparcialidad de un influencer.

APA, Harvard, Vancouver, ISO, and other styles

42

Febrianta, Mochamad Yudha, Yusditira Yusditira, and Sri Widianesty. "Application of social network analysis for determining the suitable social media influencers." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 6 (September 28, 2021): 348–54. http://dx.doi.org/10.20525/ijrbs.v10i6.1347.

Full text

Abstract:

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

APA, Harvard, Vancouver, ISO, and other styles

43

Castillo, Ronn Alexis, Czarina Zoy Jaramillo, and Leonard Sy. "The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos." Journal of Business and Management Studies 4, no. 2 (March 31, 2022): 180–91. http://dx.doi.org/10.32996/jbms.2022.4.2.14.

Full text

Abstract:

Influencer marketing, the process of examining, identifying, and supporting beauty influencers who communicate on behalf of the brand’s customers, is a trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers. To investigate the effectiveness of social media influencers in the cosmetics and skincare industry, the researchers conducted a quantitative analysis using Pearson Product Moment Correlation to examine and identify the effectiveness of social media influencers in the said industry on the purchase intention of Filipino consumers. This research is distinctive as it concentrates on the relatively emerging and fast-evolving cosmetic and skincare industry in the Philippine market. The absence of studies in the Philippines, where social media influencers play a vital role in a brand’s marketing and advertising efforts, is one element that distinguishes this study. The study has highlighted four main hypotheses. These factors include Trust, Perceived Credibility, Perceived Image, and Brand Attitude as the influencing factors for Generation Z Filipino consumers. Findings from the data gathered have shown that all the hypotheses generated a significant relationship and positive correlation toward purchase intention.

APA, Harvard, Vancouver, ISO, and other styles

44

Loria, Enrica, Lennart E. Nacke, and Annapaola Marconi. "On Social Contagion in Gamification." Proceedings of the ACM on Human-Computer Interaction 5, CHI PLAY (October 5, 2021): 1–20. http://dx.doi.org/10.1145/3474670.

Full text

Abstract:

Social connections shape our behaviour because of peer pressure and social contagion. This phenomenon is amplified in online networks by particularly influential individuals: influencers. Although this concept originated in social media, recent research shows how influencers can also exist in games and affect players' long-term retention. Prolonged retention caused by influencers could benefit gameful systems, especially if the system's goal is positive behavioural change. Retention is desirable because it can aid in internalizing new habits. Therefore, we investigated retention influencers' presence within a location-based persuasive gamified system (Play&Go) and their influence on other behaviours (i.e., the pursuit of a gamification goal), via social network analysis techniques. Results show how retention influencers exist in Play&Go and how studying different influence types (which push the systems' goals) may lead to different influencer groups. Our findings emphasize the importance of social mechanics in location-based gamification and discuss the value of understanding a player community to improve game design.

APA, Harvard, Vancouver, ISO, and other styles

45

Polozhentseva, Yuliya, Ulzhan Kazybekova, Madina Subalova, and Anjan Ghosh. "We or I? Survival and success challenges jokeasses." Emerald Emerging Markets Case Studies 12, no. 1 (March 7, 2022): 1–23. http://dx.doi.org/10.1108/eemcs-03-2021-0085.

Full text

Abstract:

Learning Outcomes The learning outcomes are as follows: to understand the internal processes that take place in social media influencers operations; to evaluate the role communication and planning in the social media marketing process; to discover the importance of social media as a pinnacle of new communication mix tool; to make strategic decisions in managing a social media account; and to highlight how the team internal interactions could determine the success and profitability of the social media influencer. Case overview/Synopsis Case deals with the growth and managing issues faced by the social media influencers in Kazakhstan. The case shows the other side of social media marketing, where the main focus is shifted from the corporate clients, who use social media influencer, toward the influencers themselves and challenges faced by them. Hence, the case reveals the story of Jokeasses team, who are based in Kazakhstan with significant following both on Instagram and YouTube platforms. The decision-making dilemmas in the case focused upon not only the issues of brand formation but also how online brand could be transferred into profitable enterprise. Complexity academic level Bachelor Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 3: Entrepreneurship.

APA, Harvard, Vancouver, ISO, and other styles

46

Prasetya, Mohammad Reza. "Self-presentation dan kesadaran privacy micro-influencer di instagram." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 4, no. 1 (March 5, 2020): 239. http://dx.doi.org/10.25139/jsk.v4i1.2301.

Full text

Abstract:

Instagram is a platform that can be used to express online self-presentation by uploading contents. Micro-influencers also perform the self-presentation to maintain their existence on social media. However, we cannot be sure if everything shown in social media are actual representation of the influencer’s real lives. Social media users also threatened by privacy issue. This research attempted to find out self-presentation strategies applied by micro-influencers on Instagram, as well as the differences between front stage and back stage by using dramaturgy theory by Erving Goffman. This research also studied the privacy awareness of micro-influencers on Instagram. The results of this study indicated that micro-influencers only display positive content on Instagram. The study also revealed that there are differences between front stage and back stage shown by micro-influencers on Instagram. Then, this study also found that both influencers are concerned of their privacy on Instagram. Consequently, they use privacy features offered by Instagram.

APA, Harvard, Vancouver, ISO, and other styles

47

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.

Full text

Abstract:

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.

APA, Harvard, Vancouver, ISO, and other styles

48

Hermanda, Atika, Ujang Sumarwan, and Netti Tinaprillia. "THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION." Journal of Consumer Sciences 4, no. 2 (August 31, 2019): 76–89. http://dx.doi.org/10.29244/jcs.4.2.76-89.

Full text

Abstract:

The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.

APA, Harvard, Vancouver, ISO, and other styles

49

Valsesia, Francesca, Davide Proserpio, and Joseph C. Nunes. "The Positive Effect of Not Following Others on Social Media." Journal of Marketing Research 57, no. 6 (June 3, 2020): 1152–68. http://dx.doi.org/10.1177/0022243720915467.

Full text

Abstract:

Marketers commonly seed information about products and brands through individuals believed to be influential on social media, which often involves enlisting micro influencers, users who have accumulated thousands as opposed to millions of followers (i.e., other users who have subscribed to see that individual’s posts). Given an abundance of micro influencers to choose from, cues that help distinguish more versus less effective influencers on social media are of increasing interest to marketers. The authors identify one such cue: the number of users the prospective influencer is following. Using a combination of real-world data analysis and controlled lab experiments, they show that following fewer others, conditional on having a substantial number of followers, has a positive effect on a social media user’s perceived influence. Further, the authors find greater perceived influence impacts engagement with the content shared in terms of other users exhibiting more favorable attitudes toward it (i.e., likes) and a greater propensity to spread it (i.e., retweets). They identify a theoretically important mechanism underlying the effect: following fewer others conveys greater autonomy, a signal of influence in the eyes of others.

APA, Harvard, Vancouver, ISO, and other styles

50

Balaban, Delia, and Maria Mustățea. "Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany." Romanian Journal of Communication and Public Relations 21, no. 1 (April 1, 2019): 31. http://dx.doi.org/10.21018/rjcpr.2019.1.269.

Full text

Abstract:

The present research addresses the issue of source credibility of social media influencers from the perspective of users. Social media influencers are defined as online personalities with a large number of followers, across one or several social media platforms. They have a complex role, being content creators, online opinion leaders, and even entrepreneurs. Influencer marketing is becoming a more and more relevant component of current advertising campaigns worldwide. A consistent body of literature has underlined the importance of source credibility for the effectiveness of advertising. Recent researches on Source Credibility Theory (Teng et al, 2014; Djafarova & Rushworth, 2016; Munnukka et al 2016; Lou &Yuan, 2018) have stressed the influence of trustworthiness, expertise, similarity and attractiveness as elements of source credibility on perceived trust in influencer marketing. In order to gain better insights, we chose to conduct qualitative research that can allow us an in-depth perspective on the phenomenon of source credibility in influencer marketing. We carried out four group discussions in Germany and five in Romania. We explored the differences and similarities regarding the users’ perception of the perceived credibility of social media influencers.

APA, Harvard, Vancouver, ISO, and other styles

Journal articles on the topic 'Social Media Influencers'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles