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Nguyen, Cuong, Tien Nguyen y Vinh Luu. "RELATIONSHIP BETWEEN INFLUENCER MARKETING AND PURCHASE INTENTION: FOCUSING ON VIETNAMESE GEN Z CONSUMERS." Independent Journal of Management & Production 13, n.º 2 (1 de abril de 2022): 810–28. http://dx.doi.org/10.14807/ijmp.v13i2.1603.
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The exploration of social media among Gen Z has promoted the development of influencer marketing in emerging markets. This study aims to determine how influencer marketing would impact Vietnamese Gen Z consumer’s purchase intention. This study employed quantitative research and used Exploratory Factor Analysis (EFA) to analyze the data. The data collection process is conducted online with a sample size of 250 Gen Z respondents. The respondents are aware of the impacts of influencer marketing on their purchase intention. The respondents are exposed to influencer marketing on social media and had experiences with online shopping. The study analyzes five factors that would influence Gen Z’s consumer purchase intention: perceived influencers’' credibility (CRE), the relevance between products and customers (RE), the entertainment value of influencers' content (ENT), perceived expertise of influencers (EXP) and peer’s review and recommendation (PEER). This study's findings concluded that 4 out of 5 factors had influenced Gen Z purchase intention: perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation. There is no statistical evidence to conclude that the relevance between products and customers (RE) impacts Vietnamese Gen Z’s consumer purchase intention. Remarkably, peer’s review and recommendation (PEER) is the most vital factor impacting Vietnamese Gen Z's consumer purchase intention. Managerial recommendations are provided to improve influencer marketing's effectiveness on purchase intention among Vietnamese Gen Z consumers.
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Čolaković, Maja y Marko Bevanda. "INFLUENCER MARKETING I ZAŠTITA POTROŠAČA". Zbornik radova „Aktualnosti građanskog i trgovačkog zakonodavstva i pravne prakse“, n.º 21 (10 de julio de 2024): 145–63. http://dx.doi.org/10.47960/2744-2918.21.2024.145.
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Sažetak: U vrijeme snažne digitalne transformacije u području audiovizualnih i elektroničkih komunikacija potrošači su itekako izloženi riziku od raznih vrsta marketinških prevara i manipulacija. Politike Europske unije nastoje osigurati visoku razinu zaštite potrošača i u području influencer marketinga, provodeći u tom cilju raznovrsne mjere i aktivnosti. Međutim, njihova djelotvornost ugrožena je zbog mnoštva razloga, a jedan od njih je fragmentiranost propisa koji se odnose na influencere. Popularnost influencer marketinga konstantno raste, a kompanije ga rado koriste jer je fleksibilan i učinkovit. Pratitelji se prilično olako povode za preporukama njima omiljenih influencera u pogledu kupovine i konzumacije raznovrsnih roba i usluga. Temeljni pravni problem leži u netransparentnosti takvih reklama, jer influenceri uglavnom ne označavaju da se radi o plaćenom oglašavanju, pa nepoštenom poslovnom praksom dovode svoje pratitelje u zabludu, kršeći njihova potrošačka prava. U ovome radu posebna pozornost posvećena je jednoj od najvažnijih potrošačkih direktiva maksimalne harmonizacije, koja se pod određenim pretpostavkama primjenjuje na influencere i njihove marketinške aktivnosti – Direktiva 2005/29/EZ o nepoštenoj poslovnoj praksi. Riječ je o ključnom instrumentu prava Europske unije za zaštitu potrošača od manipulativnog oglašavanja, zavaravajućeg marketinga i problematičnih poslovnih praksi influencera. Osim osvrta na potrošački acquis, u radu je dan i komparativni prikaz pravila o influencer marketingu i zaštiti potrošača u pojedinim zemljama Europe. Ključne riječi: prevarno reklamiranje, plaćene promocije, ciljano oglašavanje, društvene mreže, nepoštena poslovna praksa.
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Cindy Firstiananda Deka y Alifah Niser. "Perbandingan Strategi Pemasaran Tradisional Dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli Pada Audiens Muda". Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2, n.º 1 (9 de diciembre de 2023): 279–87. http://dx.doi.org/10.61132/manuhara.v2i1.526.
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In the ever-evolving digital era, marketing is undergoing significant changes. Rapid developments in the world of marketing demand a deep understanding of effective methods in reaching the target market. The purpose of this research is to compare how influencer marketing and traditional marketing strategies can influence young audiences' purchase intention. This research uses a qualitative approach with a literature study method, and focuses on the influence of influencer marketing and traditional marketing strategies on young consumers' purchase intention. Influencer marketing is an important strategy for market segmentation, building trust, and faster turnaround time. With a large social media following, digital influencers can significantly influence consumers' purchase intention. Authenticity and personal engagement are key aspects of influencer marketing. Combining traditional and influencer marketing can create a responsive strategy for young audiences. Influencer marketing and traditional marketing significantly impact consumer interest and advertising effectiveness. The marketing mix increases trust and confidence, which leads to increased purchase decisions. Understanding the influence of influencers can help companies develop effective strategies, allocate resources wisely and increase profits.
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Et. all, Mustafizul Haque. "Impact of Influencer Marketing on Consumer Behavior : An Analytical Study". Tuijin Jishu/Journal of Propulsion Technology 44, n.º 4 (16 de octubre de 2023): 3160–66. http://dx.doi.org/10.52783/tjjpt.v44.i4.1410.
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The phenomenon of influencer marketing has rapidly transformed consumer behavior, providing marketers with a potent means of effectively reaching their intended target demographics. In the realm of consumer behavior, it has been seen that influencer marketing exerts a notable impact, as evidenced by the findings presented in this abstract.In contemporary advertising, influencer marketing has emerged as a fundamental component. This marketing technique leverages the utilization of influencers who possess substantial social media and other online audiences. Influencers are seen as reliable authorities of knowledge, and their recommendations have the potential to significantly impact consumer conduct.The influencer marketing sector has grown to be worth billions of dollars in recent years due to its exponential expansion. For firms to successfully deploy their marketing dollars, it is imperative to comprehend the impact of marketing on consumer behavior.Reaching and interacting with modern consumers is becoming more difficult for traditional advertising approaches. Influencer marketing research enables marketers to use the power of social media and online influence while adjusting to the changing business environment.Influencers are frequently more relatable to and trusted by consumers than traditional advertising Examining this authenticity and trust can reveal ways to strengthen the bonds between brands and consumers.Influencers play a crucial part in the decision-making process by introducing customers to new goods and services. Companies may enhance their marketing tactics by knowing how influencer recommendations affect consumers.Influencer marketing's interactive quality enables direct communication between companies and customers. Brands can improve customer connections and the customer experience by researching this element.Businesses can connect with their potential clients by using influencer marketing to target particular groups. Study aids in the improvement of targeting tactics.The main aim of the research is to analyse factors impacting influencer marketing on consumer behaviour.& to study opportunities & challenges in influencer marketing & how it impacts on consumer behaviour.
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Zhao, Yiran. "The Influence of the Instability Factors of Influencer Marketing on Brand Marketing -- Based on the Analysis of Florasis's Influencer Marketing Event". Lecture Notes in Education Psychology and Public Media 38, n.º 1 (15 de enero de 2024): 36–43. http://dx.doi.org/10.54254/2753-7048/38/20240584.
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This study explores the impact of the instability of influencer marketing on brand marketing in the context of China's mobile Internet boom. With over 1.08 billion mobile Internet users, social platforms like TikTok have emerged as significant e-commerce channels. Influencer marketing, driven by influencers, plays a crucial role in connecting with targeted consumers. The research focused on the theme "The Influence of the Instability of Influencer Marketing on Brand Marketing," utilizes qualitative methods, particularly the process tracking method in case studies. The chosen case for analysis is the Florasis influencer marketing event. The study combines relevant theories, agenda-setting, opinion leaders, and the SOR model of consumption to investigate instability factors and their impact on brand marketing. Instability factors are classified into subjective factors of the influencer, packaging by the influencers team, and three characteristics of the influencer. The analysis identifies causes and influencing factors contributing to the instability of influencer marketing. The study concludes that the instability of these live streams poses risks and impacts on brand marketing, emphasizing the need for corresponding countermeasures in brand marketing strategies and collaborations with Key Opinion Leaders(KOLs).
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Satpathy, Abhilash, Ansuman Samal, Kilaru Madhavi y Raju Agrawal. "The Role of Influencer Marketing on Consumer Buying Decision". ECS Transactions 107, n.º 1 (24 de abril de 2022): 12373–80. http://dx.doi.org/10.1149/10701.12373ecst.
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The purpose of this research is to identify how influencer marketing can influence buying behavior of the consumers. To find out the same, primary data collection method was followed in this research work. Sample size was 66 however, 50 complete responses were received. From the responses it was found that most some participants directly buy products recommended by influencers while most of them check reviews about that product before buying it. Some consumers compare recommended products with other products before buying and some consumers check the price before buying. Therefore, from this information it can be concluded that influencers can positively influence buying behavior of the consumers. However, several factors affect this. For example, higher number of followers ensures that an influencer influences consumer. However, if influencers are paid for product promotion, then it cannot influence consumer buying behavior. On the other hand, area of expertise of the influencers also plays a major role in influencing buying behavior of the consumers. Besides, if an influencer is from a same country with the followers, then the influencers can easily influence their buying behavior.Keywords: Influencer marketing, consumer buying behavior, consumer-buying process, buying behavior of followers
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Shahzad, Aamir, Hamza Rashid, Atif Nadeem, Muhammad Bilal y Wisal Ahmad. "Social Media Influencer Marketing: Exploring the Dynamics of Follower Engagement". Journal of Policy Research 12, n.º 4 (31 de diciembre de 2023): 1–8. http://dx.doi.org/10.61506/02.00120.
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This study explores the dynamic realm of influencer marketing, a transformative force in contemporary digital marketing. Influencer marketing harnesses the power of social media influencers (SMIs) to endorse products, services, or causes, reshaping the consumer-brand relationship. Despite extensive research in this field, a critical aspect remains underexplored: the factors and processes influencing follower engagement. The study utilizes a qualitative research approach, employing triangulation to synthesize existing literature and conduct focus group discussions. This study introduces an integrative framework encompassing "Influencer Content Characteristics," "Source Characteristics," and "Psychological Characteristics." These dimensions shed light on the multifaceted influencer marketing landscape, providing insights into how influencers shape trust, connections, and persuasive impact. The study offers a deeper understanding of follower engagement, empowering marketers to craft more effective influencer strategies in the ever-evolving digital sphere. As the global influencer marketing industry continues its meteoric rise, this research becomes increasingly pertinent, forecasting a promising future for influencer marketing's role in brand engagement and consumer decision-making.
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Kreutzer, Ralf T. "Influencer-Marketing". WiSt - Wirtschaftswissenschaftliches Studium 51, n.º 1 (2022): 47–50. http://dx.doi.org/10.15358/0340-1650-2022-1-47.
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Unternehmen fällt es heute aufgrund der Fragmentierung der Märkte sowie der Vielzahl von Kommunikationskanälen immer schwerer, ihre Zielgruppen effizient zu erreichen. Gleichzeitig verlieren klassische Medien (wie lineares TV, Zeitschriften und Zeitungen) vor allem bei der jüngeren Bevölkerung an Bedeutung. Hier bietet sich durch Influencer-Marketing die Chance, Zielgruppen auf einem anderen Wege zu erreichen. In diesem Beitrag wird aufgezeigt, was unter Influencer-Marketing zu verstehen ist und wie es eingesetzt werden sollte.
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Böse, Matthias. "Influencer-Marketing". Monatsschrift für Deutsches Recht 73, n.º 13 (1 de julio de 2019): 769–74. http://dx.doi.org/10.9785/mdtr-2019-731304.
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Lis, Bettina, Christian Neßler y Sandra Ziewiecki. "Influencer Marketing". WiSt - Wirtschaftswissenschaftliches Studium 48, n.º 2-3 (2019): 55–57. http://dx.doi.org/10.15358/0340-1650-2019-2-3-55.
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Ansetzend an der Überdrüssigkeit gegenüber traditioneller Werbung hat sich eine neue Form der Markenkommunikation entwickelt. Über einflussreiche Nutzer wird eine neuartige Aufmerksamkeit in den sozialen Medien erzeugt, die sowohl als originell als auch glaubwürdig und authentisch wahrgenommen wird. Dabei handelt es sich um das Instrument des Influencer Marketing.
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Stubb, Carolina, Anna-Greta Nyström y Jonas Colliander. "Influencer marketing". Journal of Communication Management 23, n.º 2 (7 de mayo de 2019): 109–22. http://dx.doi.org/10.1108/jcom-11-2018-0119.
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PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer.FindingsThe paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure.Research limitations/implicationsThe hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms.Practical implicationsThis empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers.Originality/valueThe study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.
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Chen, Yanjie. "Influencer Marketing". Open Journal of Business and Management 11, n.º 05 (2023): 2310–20. http://dx.doi.org/10.4236/ojbm.2023.115127.
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Petrișor Mateuț, Oana. "Marketing influencer". AGORA INTERNATIONAL JOURNAL OF ECONOMICAL SCIENCES 15 (14 de febrero de 2022): 17–19. http://dx.doi.org/10.15837/aijes.v15i.4727.
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Is marketing influence the right way or not for a business? Investing in this type of marketing is advantageous or not for promoting a product or service. What type of marketing defines this strategy? We will discuss all these aspects in this paper.
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Burnaz, Sebnem y Fulya Acikgoz. "The influence of 'influencer marketing' on YouTube influencers". International Journal of Internet Marketing and Advertising 15, n.º 2 (2021): 201. http://dx.doi.org/10.1504/ijima.2021.10036966.
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Acikgoz, Fulya y Sebnem Burnaz. "The influence of 'influencer marketing' on YouTube influencers". International Journal of Internet Marketing and Advertising 15, n.º 2 (2021): 201. http://dx.doi.org/10.1504/ijima.2021.114331.
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Audrey Jessie Widyadhana. "Analisis Pengaruh Makro Influencer Dan Mikro Influencer Dalam Kol (Key Opinion Leader) Marketing Terhadap Brand Awareness Skintific". Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen 2, n.º 4 (21 de julio de 2023): 62–75. http://dx.doi.org/10.30640/inisiatif.v2i4.1412.
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Brand awareness is a crucial factor in marketing strategies that influences brand recognition and perception among consumers. This study aims to analyze the impact of macro influencer, Abel Cantika, and micro influencer, Skin Oppa, in Key Opinion Leader (KOL) marketing strategies on brand awareness for the brand Skintific. The research adopts a quantitative approach, employing survey methods and collecting data through questionnaires distributed to social media users. The collected data is analyzed using regression analysis to examine the influence of independent variables (macro influencer and micro influencer) on the dependent variable (brand awareness). The findings indicate that both the macro influencer, Abel Cantika, and the micro influencer, Skin Oppa, significantly influence brand awareness for the Skintific brand. These findings have important implications for marketing practitioners in planning KOL marketing strategies involving both types of influencers to enhance brand awareness and brand image in the beauty industry. The participation of Abel Cantika as a macro influencer demonstrates higher brand recognition and positive perceptions among consumers. On the other hand, Skin Oppa's presence as a micro influencer influences brand awareness through direct interaction and personal recommendations with his engaged followers. These results highlight the importance of combining the impact of macro and micro influencers to create a holistic and effective approach in reaching a wider target audience and strengthening the brand-consumer relationship. Additionally, this study provides deeper insights into the power of KOL influence in shaping brand awareness, which can assist companies in making better strategic decisions to establish their brand presence in a competitive market. The findings underscore the significance of incorporating both macro and micro influencers in KOL marketing strategies, enabling marketers to maximize brand exposure and effectively engage with consumers. Practitioners can leverage the insights from this research to plan and implement impactful KOL marketing campaigns that enhance brand awareness and foster a positive brand image in the beauty industry.
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Landgrebe, Jeanette. "Rise of Digital Influencer Marketing". HERMES - Journal of Language and Communication in Business, n.º 64 (9 de septiembre de 2024): 75–102. http://dx.doi.org/10.7146/hjlcb.vi64.143879.
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Virtual influencer marketing is a global emerging phenomenon in social media research. Research on traditional influencer marketing and practices has been the locus of attention for years, but fairly scarce research deals with the rise and influence of virtual influencers, also known as artificial intelligence influencers (AIIs) or computer-generated influencers (CGIs). In this article, an explorative, qualitative single case analysis of the Japanese CGI influencer Imma is presented to identify how the CGI is visually constructed on Instagram in a marketing campaign. Two supplementary semiotic lenses are applied, i.e. a visual compositional analysis and a semiotic image analysis. The results indicate that the CGI influencer Imma is visually presented by and large with the same characteristics and attributes as found in similar studies of human influencers. Moreover, the findings indicate subtle yet essential differences in the visual framing of the CGI character to enhance a human-like appearance. Concludingly, this study has preliminary implications for research, practitioners, prospective marketers, and future innovation leaders in the virtual marketing industry, and it is proposed to consider reconceptualizing our understanding of virtual influencers and acknowledging the rise of Virtual Influencer Marketing as a field in its own right.
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Karakaš, Diana y Hrvoje Zovko. "Influencers and influencer marketing – indispensable part of the business of modern companies". Mednarodno inovativno poslovanje = Journal of Innovative Business and Management 16, n.º 1 (28 de junio de 2024): 1–8. http://dx.doi.org/10.32015/jibm.2024.16.1.6.
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With the growth of popularity and the development of social networks, appeared influencers and developed a new type of marketing, influencer marketing. Today, influencers, due to the influence they have on people, and influencer marketing, which records excellent results and helps the company achieve its business goals, are an indispensable part of the business of every modern company. The purpose of the article is to explain why influencers and influencer marketing are an important, indispensable part of the business of modern companies. Research methods which are applied in the paper are description and compilation method. By observing and researching the influence that social networks and influencers have on them authors concluded that influencer marketing will certainly continue to develop in the future and that it will gain even more importance for business operations. The paper presents the knowledge that the authors who were involved in research on influencers and influencer marketing have come to over the years. The information presented in the paper will serve other authors in researching this field.
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Tartaraj, Azeta, Drita Avdyli y Brunela Trebicka. "Accessing the TikTok Influencer Marketing on Consumer Behavior: An Econometric Examination". Journal of Educational and Social Research 14, n.º 2 (5 de marzo de 2024): 346. http://dx.doi.org/10.36941/jesr-2024-0048.
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Background: This research aims to access the effect of TikTok influencer marketing on consumer behavior using econometric models. TikTok has emerged as a popular social media platform, with influencers playing a crucial role in molding consumer perspectives and purchasing decisions. However, there is a need to empirically understand the effectiveness of TikTok influencer collaborations in driving brand awareness, purchase intentions, and actual purchasing behavior. Methods: Data for this study is gathered through a survey that is conducted to TikTok users, capturing variables such as exposure to influencer collaborations, engagement with influencer content, brand recall, and trust in TikTok influencers. Demographic information (gender, age, income, education) are also collected. Econometric models, including regression and correlation analysis, are applied to examine the gathered data, and assess the relationship between TikTok influencer marketing and consumer behavior outcomes (brand awareness, purchase intentions, and actual purchasing behavior). Results: The outcomes of the econometric analysis offer valuable information into the influence of TikTok influencer marketing on consumer behavior. The research illuminates the efficacy of influencer collaborations in driving brand awareness among consumers. It also unveil the influence of TikTok influencer promotions on the inclinations of consumers to buy products or services. The findings will contribute to understanding the extent to which TikTok influencer marketing affects actual purchasing behavior. Contribution: This research addresses a research gap by investigating the influence of TikTok influencer collaborations on consumer behavior. Through an econometric analysis, it provides quantitative insights into the relationship between TikTok influencer marketing and consumer outcomes. The findings inform marketers and brands about evaluating the efficiency of TikTok influencer campaigns, aiding in the development of impactful marketing strategies. This research enhances our insights into the function of TikTok influencer marketing in molding consumer behavior and contributes to the field of social media marketing.
Received: 22 October 2023 / Accepted: 28 February 2024 / Published: 5 March 2024
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Sesar, Vesna, Ivana Martinčević y Anica Hunjet. "How Influencer Credibility and Advertising Disclosure affects Purchase Intention". ENTRENOVA - ENTerprise REsearch InNOVAtion 8, n.º 1 (10 de noviembre de 2022): 248–63. http://dx.doi.org/10.54820/entrenova-2022-0023.
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In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels. Therefore, influencer marketing is here to stay, and the pandemic has turned many customers online. Nowadays, customers most often collect information regarding products or services from influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising disclosure. A systematic literature review was done to provide an overview of the related influencer marketing field and the impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and ("influencer credibility" OR "source credibility" and “advertising disclosure”) were used to collect data. The papers were reviewed to determine how influencer credibility and advertising disclosure impact customer purchase behavior. Results indicate that influencer credibility traits positively influence purchase intention, and advertisement disclosure may impact customer purchase intention differently.
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Vemuri, Sritha, Jahnavi P, Lingala Manasa y Pallavi D. R. "The Effectiveness of Influencer Marketing in Promoting Sustainable Lifestyles and Consumer Behaviours". Journal of Business Strategy Finance and Management 05, n.º 02 (15 de enero de 2024): 95–114. http://dx.doi.org/10.12944/jbsfm.05.02.05.
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Influencer marketing is a kind of marketing across social media platforms involving endorsements, recommendations, support, and product placement from influencers. Influencers are usually people online that have a large following on social media and use this identity to influence the opinions and behaviours of their audience. Influencer marketing is a powerful tool to reach the people in this generation, and that can also be used to promote sustainable lifestyles and consumer behaviour. Influencers have the potential and effectiveness to alter consumer mindsets. When influencers promote sustainable products and practices, they can reach a large audience and positively impact the environment. Although the effectiveness of influencer marketing depends on some factors including the credibility and trustworthiness of the influencer, the content of the message given by them, and the target audience, the impact nevertheless is huge. This study uses a survey questionnaire to gather data on 200 consumers in India. The primary responses were collected all over India using a structured questionnaire consisting of questions to understand consumer behaviour, sustainability, and the role of an influencer marketer. It examines influencer marketing exposure, purchase behaviour, and brand perception. The review of literature for this topic focuses on the impact of influencer marketing on sustainable lifestyles and consumer behaviour between 2000-2023. There are certain challenges and ethical implications concerning influencer marketing that are explored in the paper, along with people's responses and acceptability towards a sustainable lifestyle. The empirical study also focused on the effectiveness of influencer marketing in promoting sustainable lifestyles and consumer behaviours. Influencer marketing can be a valuable tool for promoting sustainable lifestyles and consumer behaviour in this generation. Incorporating influencer marketing as a tool has two faces and it is essential to understand both aspects.
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Kohli, Javin y Dr Rajeev Gupta. "Impact of Influencer Marketing and User-Generated Content on Millennials\' Purchase Decisions". International Journal for Research in Applied Science and Engineering Technology 12, n.º 4 (30 de abril de 2024): 5679–701. http://dx.doi.org/10.22214/ijraset.2024.61376.
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Abstract: In the digital era, influencer marketing and user-generated content (UGC) have significantly transformed marketing strategies, particularly affecting millennials' purchasing decisions. This research delves into the impact of these digital marketing strategies on millennials, focusing on the importance of trust, authenticity, and the integration of influencer marketing with UGC. Influencers, due to their perceived credibility and relatability, play a pivotal role in shaping consumer behavior, but their influence depends heavily on the authenticity of their endorsements. Similarly, UGC contributes to shaping consumer perceptions through genuine expressions of consumer experiences, highlighting the value of transparency and community in digital marketing. The study employs a mixed-methods approach, analyzing the responses of millennials to influencer marketing and UGC, and presents an integrated view of how these strategies influence purchasing decisions. The findings underscore the necessity for brands to forge authentic partnerships with influencers, emphasize storytelling, and actively engage with and promote UGC to resonate with millennials. Integrated marketing campaigns that effectively blend the persuasive power of influencers with the authenticity of UGC have been shown to generate curiosity, trust, and excitement among millennials, although skepticism remains a challenge due to concerns over authenticity. This research contributes to the evolving landscape of digital marketing strategies, offering insights into the complex web of influences that shape millennials' consumer behavior. It highlights the need for marketers and brands to navigate the intricacies of trust, authenticity, and community engagement in a digital context, providing a roadmap for effectively leveraging influencer marketing and UGC to engage the millennial audience.
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KONOPLIANNYKOVA, Marianna. "Influence marketing in social media". Scientia fructuosa 154, n.º 2 (11 de abril de 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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Erwin, Erwin, Haris Maupa, Julius Jilbert y Abdullah Sanusi. "Amplifying the Customer Voice: Unleashing the Power of Influencer Partnerships and Co-creation to Drive Viral Growth". International Journal of Religion 5, n.º 11 (30 de agosto de 2024): 8114–22. http://dx.doi.org/10.61707/yb8qg779.
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The escalating prominence of social media trends within micro and small enterprise (MSEs) marketing strategies has prompted this research. Its primary objective is to scrutinize the influence of influencer marketing and co-creation on MSEs' marketing performance, with viral marketing serving as a mediating factor. A survey involving 214 MSEs, utilizing a 5-point Likert scale questionnaire, yielded the data for this study. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through Warp-PLS version 8.0. The findings reveal that both influencer marketing and co-creation effectively stimulate viral marketing. Consequently, influencer marketing's contribution to marketing performance is realized solely through its impact on viral marketing. In contrast, co-creation exhibits a more pronounced direct influence on marketing performance compared to its mediated effect through viral marketing. These results contribute to the understanding of the appropriate application of social media trends within MSEs operating in urban areas of South Sulawesi, Indonesia.
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Sri Ram Kailash, M. "Social Influence Strategies: Unveiling the Dynamics of Influencer Marketing in Modern Communication". Shanlax International Journal of Management 11, iS1-Jan (27 de enero de 2024): 48–54. http://dx.doi.org/10.34293/management.v11iis1-jan.7139.
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The study aims to elucidate the underlying mechanisms of influencer marketing by examining the tactics used by influencers to foster authentic connections with their audience and, as a result, influence consumer choices. The study provides a detailed analysis of the strategies used by influencers, such as content curating and strategic brand partnerships, to effectively incorporate marketing into their content. The research primarily examines the merging of authentic identity and persuasive impact in influencer marketing. In contrast to traditional advertising, influencer marketing flourishes by leveraging the perceived genuineness of influencers and the relatability of their content. The study aims to clarify how influencers effectively manage the delicate equilibrium between authentic self-expression and intentional business promotion. It aims to elucidate the strategies they use to develop trust and connection with their audience, thereby amplifying their persuasive impact. The report also examines influencer marketing in great detail, predicting its future development in the field of marketing communication. The study seeks to provide significant insights into the evolving dynamics of consumer-brand relationships in a social media and influencer-driven age by examining the intricate connections among influencers, corporations, and consumers. This research enhances our comprehensive comprehension of influencer marketing’s impact on the direction of contemporary marketing communication by unravelling its intricacies and predicting future trends.
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Asif Iqbal. "From Influence to Purchase: Unraveling the Impact of Influencer Credibility, Brand-Involvement and Influencer Professionalism on Perceived Quality and Trust-Driven Purchase intention". Research Journal for Societal Issues 6, n.º 2 (30 de junio de 2024): 832–51. http://dx.doi.org/10.56976/rjsi.v6i2.265.
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This study aims to examine the impact of influencer attributes specifically, influencer credibility, professionalism, brand involvement and content quality on customer perceived quality in the realm of influencer marketing. The study also investigates the role of customer trust in moderating the relationship between perceived quality and purchase intention, offering insights into the mechanisms by which influencers impact consumer behavior. In the digital era, influencer marketing has emerged as a crucial instrument for firms to connect with consumers. Nevertheless, although considerable research has concentrated on the direct impact of influencer marketing on purchase intentions, lack of emphasis has been given on elucidating the intermediary function of customer perceived quality and the moderating impact of customer trust. The deficiency in the literature constrains our comprehension of the mechanisms by which influencer marketing influences customer behavior, especially for perceived quality and ensuing purchase decisions. The study employed a quantitative design, employing survey data gathered from 330 a varied sample of social media users who actively interact with influencer content. Structural equation modeling (SEM) analyzes the interactions among independent variables influencer credibility, professionalism, brand involvement, and content quality, the mediating variable consumer perceived quality, and the dependent variable purchase intention. The influence of customer trust on the relationship between perceived quality and purchase intention is also examined. This study's findings provide significant insights for marketers and brands utilizing influencer marketing methods. By comprehending the essential qualities of influencers that elevate customer perceived quality and how trust can improve these impacts, marketers can more effectively plan and optimize campaigns to increase purchase intention.
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Gaur, Preethi. "Influencer Marketing Unveiled: A Conceptual Exploration of Emotional Marketing, Consumer Connections, and Future AI Trends". Shanlax International Journal of Management 11, iS1-Jan (27 de enero de 2024): 183–90. http://dx.doi.org/10.34293/management.v11iis1-jan.7163.
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This research aims to get a conceptual knowledge of influencer marketing, as well as its relationship with emotional marketing. Emotional marketing is considered a component of influencer marketing, since customers form an emotional connection with the influencers. An analysis has been conducted to investigate the level of emotional connection that may be formed between influencers and customers across many categories, including nano influencers, micro influencers, and celebrities. Influencers use several methods such as authenticity, narrative, engagement, and interaction to control customers’ purchasing attitude and intention. These strategies enable influencers to develop an emotional connection with consumers. These strategies assist in quantifying the influence on customers by analysing their purchases. The future trajectory of marketing, with a focus on the integration of AI, has been thoroughly examined, along with a comprehensive analysis of the potential impact of influencer marketing.
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Liu, Guanchen. "A Review of the Mechanism of the Influencer". Lecture Notes in Education Psychology and Public Media 21, n.º 1 (20 de noviembre de 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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Putri, Catherine Chandra y Miharni Tjokrosaputro. "MUSEUM VISIT INTENTION: THE EFFECT OF SOCIAL MEDIA MARKETING AND INFLUENCER'S CREDIBILITY". International Journal of Application on Economics and Business 2, n.º 1 (28 de febrero de 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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Chavda, Kishan y 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, n.º 3 (29 de marzo de 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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Joyce L. "Influence of Influencer Marketing on Consumer Purchase Intentions". American Journal of Public Relations 3, n.º 1 (30 de mayo de 2024): 1–11. http://dx.doi.org/10.47672/ajpr.2055.
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Purpose: The aim of the study was to assess the influence of influencer marketing on consumer purchase intentions. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that consumers are more likely to trust and be influenced by recommendations from individuals they perceive as authentic and knowledgeable. Influencers, especially those with niche audiences, can create a sense of personal connection and trust with their followers, making their endorsements more persuasive than traditional advertising. This trust translates into higher engagement rates and a greater likelihood of consumers trying and purchasing products endorsed by these influencers. Additionally, the interactive nature of social media platforms allows influencers to engage directly with their audience, answering questions and providing real-time feedback, further enhancing their impact on purchase decisions. Overall, influencer marketing effectively taps into the power of social proof and word-of-mouth, driving consumer interest and purchase intentions more effectively than many conventional marketing strategies. Implications to Theory, Practice and Policy: Social influence theory, informational social influence theory and theory of planned behavior may be used to anchor future studies on assessing the influence of influencer marketing on consumer purchase intentions. Encourage brands to establish strategic collaborations with influencers based on authenticity, trustworthiness, and alignment with brand values. Advocate for transparency and ethical guidelines in influencer marketing practices to build consumer trust and credibility.
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Izza, Ahmad Mudrikul, Muhammad Nur Ardiansyah, Fajar Barkah y Jefry Romdonny. "Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study)". International Journal of Social Service and Research 4, n.º 05 (25 de mayo de 2024): 1339–47. http://dx.doi.org/10.46799/ijssr.v4i05.781.
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This research aims to investigate the synergistic influence between Content Marketing and Influencer Marketing on the formation of Brand Awareness and Purchase Interest of TikTok Shop users in Cirebon City. The aim is to analyze the impact of these two marketing strategies on brand awareness and purchase intention and to test their influence significantly. The research method uses a quantitative approach using research instruments and statistical analysis, especially with SPSS version 24. Samples were taken through non-probability sampling with purposive sampling criteria for respondents aged 17-30 years who are users of the TikTok application in the Cirebon area. Research variables include Content Marketing (X1), Influencer Marketing (X2), Brand Awareness (Y1), and Purchase Intention (Y2). The analysis results show that Content Marketing and Influencer Marketing have a significant influence on Brand Awareness and Purchase Interest, with a high R Square value indicating the influence of these variables on the outcome. In conclusion, this research found that Content Marketing and Influencer Marketing play an important role in forming brand awareness and interest in purchasing products on the TikTok Shop. Recommendations include strengthening content-based marketing strategies and collaboration with influencers, as well as paying attention to the relationship between Brand Awareness and Purchase Interest to improve sales performance through the TikTok Shop platform. This research can be the basis for further research regarding the influence of Content Marketing and Influencer Marketing in the context of digital marketing.
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Mandiri, Lukman Norhakim Panji, Jamhari Jamhari y Dwidjono Hadi Darwanto. "Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product". Agro Ekonomi 33, n.º 2 (27 de diciembre de 2022): 80. http://dx.doi.org/10.22146/ae.73195.
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Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand.
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Leung, Fine F., Flora F. Gu y Robert W. Palmatier. "Online influencer marketing". Journal of the Academy of Marketing Science 50, n.º 2 (8 de enero de 2022): 226–51. http://dx.doi.org/10.1007/s11747-021-00829-4.
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Laksana, Shifa Al-Fathia, Fadhil Irmani Putra y Nava Gia Ginasta. "Designing a Web-Based Influencer Marketing System to Increase Brand Influence and Authority". Journal of Digital Business and Innovation Management 3, n.º 1 (30 de junio de 2024): 77–93. http://dx.doi.org/10.26740/jdbim.v3i1.60448.
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Social media and online platforms are key in building and strengthening brands in the digital era. Influencer marketing is a strategy that involves influential individuals on social media, becoming popular to increase brandreputation. However, brands often have difficulty identifying the right influencers, managing relationships with influencers, and measuring campaign effectiveness. This research aims to design a web-based influencer marketing system to help brands overcome this challenge. This system will increase brand influence and authority in the digital world, strengthen customer relationships, and increase influencer marketing transparency. The research managerial implication is that companies can understand user needs and preferences more deeply from an influencer and brand perspective. This allows them to design more intuitive interfaces, easy navigation, and features that facilitate collaboration and content management, as well as identify crucial features to introduce in an influencer marketing website system.
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Lestari, Anisa Citra y Meylani Tuti. "Using Technology to Increase Sales: Influencer Marketing and Viral Marketing". Jurnal Sosioteknologi 23, n.º 1 (27 de abril de 2024): 120–32. http://dx.doi.org/10.5614/sostek.itbj.2024.23.1.9.
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Companies need to boost sales to draw in clients and influence their purchase decisions at a time when business rivalry is becoming fiercer. As technology develops, many businesses develop new ideas to boost sales through more effective digital marketing, such as viral and influencer marketing tactics. In addition, companies need to use technology strategically to modify their marketing campaigns based on the tastes and actions of their target audience. This study will ascertain how taste, influencers, and viral marketing affect consumer decisions. The people who shop at Roti Keset Condet are the population. An accidental sampling technique yielded a sample size of 250 individuals. With SmartPLS, data analysis employs a structural equation model. The study's findings demonstrate the importance of flavor and viral marketing in influencing consumers' buying decisions. Influencer marketing, however, has no bearing on consumer choices. Consumers who make purchases do so due to viral marketing that is executed, even though the influencer serving as the message's messenger is not the campaign's target. Aside from that, people continue to prioritize taste and image when they are making purchases.
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Tri Harto Katamso y Sugianto Sugianto. "Pengaruh Brand Image, Brand Experience dan Influencer Marketing Terhadap Keputusan Pembelian Konsumen Melalui Minat Beli Sebagai Variabel Intervening Pada Produk Kecantikan Scarlett Whitening". MASMAN : Master Manajemen 2, n.º 1 (17 de enero de 2024): 165–83. http://dx.doi.org/10.59603/masman.v2i1.324.
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This research was conducted with the aim of showing the influence of brand image, brand experience and influencer marketing on purchasing decisions with the purchase interest variable being the intervening variable. This study uses a quantitative approach. The research population is Scarlett Whitening consumers in Jakarta, the total of which is not known for certain. Sampling used purposive sampling technique and obtained 90 samples. The data analysis technique uses path analysis. The research results show that brand image has no influence on purchasing decisions. Brand image also has no influence on purchasing interest. Brand experience has a significant positive influence on purchasing decisions and purchasing interest. Influencer marketing variables have no influence on purchasing decisions. Influencer marketing influences purchasing interest. Then the purchase interest variable has no influence on purchasing decisions. Meanwhile, the results of research on mediation (intervening) variable tests produce that brand image, brand experience and influencer marketing have an influence through purchasing interest on purchasing decisions. This research can be used by companies in deciding policies and developing strategies in maintaining a good brand image from consumer perception, and using brand experience and influencer marketing to promote products.
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Iqbal, Asif, Samia Aslam, Wasif Ul Bari Jalali, Abdul Saboor y Wajiha Haider. "Unveiling the Power of Influencer Marketing: A Systematic review of Influencer Marketing Antecedents, Outcomes, Theoretical Framework and the Future Research Directions". Research Journal for Societal Issues 5, n.º 2 (30 de junio de 2023): 362–95. http://dx.doi.org/10.56976/rjsi.v5i2.119.
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Examining and understanding the effectiveness, ramifications, and various dimensions of employing influencers as a marketing strategy is the goal of influencer marketing research. It entails examining the part played by influencers in influencing consumer behaviour, brand perception, purchasing decisions, and business advantages. It is well understood that the condition of prior information should be a predictor of the suitable study methodology. Our aim was to get in-depth knowledge about influencer marketing tactics. We undertake an organized search in the Scopus, WOS, and EBSCO database related to influencer marketing, the connected celebrities, E-communications pathways in online buying, the innovative marketing method, and proposed conceptual models. We used the period of 2017 to 2022, we also ensured the review was comprehensive. We intentionally limited our search to English language articles to maintain consistency. Influencer marketing has provided several crucial insights. First off, it has been discovered that influencer marketing initiatives raise brand exposure and recognition. Consumers exposed to influencer content frequently remember and recognise the brand more, increasing visibility and reach. Influencers are also seen as credible and trustworthy, which increases consumer confidence. Consumers regularly see influencer recommendations as genuine, which has a beneficial effect on their decision to make a buy, according to studies. Consumers' selection and purchase of goods or services are significantly influenced by the recommendations of influencers. What is truly distinct about this comprehensive literature study is that it has critically examined diverse research findings for influencer marketing in relation to its strategies utilization outcomes experiences and untapped potentials areas available for extra examination by researchers. By adopting an intricate mapping process robustly woven into data collation activities revealing timely insights unparalleled from existing analyses into pinpoint techniques leveraged widely by practitioners. This review necessarily unearths viable possibilities needed adding value collaboratively & gainfully going forward.
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Wijaya, Hadi, Nora Listiana, Feri Nugroho, Revita Desi Hertin, Nurul Aslamiah Istiqomah, Alfi Maghfuriyah y 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, n.º 2 (3 de septiembre de 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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Gunawan, Ayesha Anzani Putri Dinanti, Nurillah Jamil Achmawati Novel y Sri Ayu Budiyanti. "STRATEGI INFLUENCER MARKETING PADA RAHSA NUSANTARA DALAM MENINGKATKAN BRAND AWARENESS". JURNAL LENTERA BISNIS 12, n.º 3 (12 de septiembre de 2023): 725. http://dx.doi.org/10.34127/jrlab.v12i3.869.
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<p align='justify'>The increasingly fierce business competition in this digital era requires business people to be more creative in building strategies to compete. In choosing a product, consumers will most likely choose a brand that they already know. Therefore, a company must choose the right strategy in increasing brand awareness. In this digital era, digital marketing is an important strategy in the marketing activities of a business, one of which is through the use of influencer marketing. Influencer marketing is a promotional activity through individuals who have a large following and strong influence on social media. This strategy is used by Rahsa Nusantara to increase brand awareness in the wider community. This research aims to find out how the implementation of influencer marketing at Rahsa Nusantara. The type of method used in this research is descriptive qualitative by conducting interviews and participant observation. The results of this study show that Rahsa Nusantara has successfully implemented an influencer marketing strategy through collaboration with influencers on Instagram and TikTok who have personas and target audiences that match Rahsa Nusantara to increase brand awareness.</p>
<p><strong>Keywords:</strong> Marketing, Influencer, Digital Marketing, Influencer Marketing, Brand Awareness</p>
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F, Fadhilah y Galih Ginanjar Saputra. "FACTORS IN INFLUENCER MARKETING THAT AFFECT GENERATION Z'S IMPULSE BUYING BEHAVIOR ON INSTAGRAM". Sinergi : Jurnal Ilmiah Ilmu Manajemen 13, n.º 2 (25 de septiembre de 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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Permana, Rezi Muhamad Taufik, M. Malik Akbar Rohandi y Yudha Dwi Nugraha. "New Business Model For Creative Agency Through Influencer Marketing". Jurnal Manajemen dan Bisnis Performa 18, n.º 3 (7 de septiembre de 2021): 11–19. http://dx.doi.org/10.29313/performa.v18i3.8101.
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ABSTRACTInfluencer Marketing is seen as one of the best strategies to bring in potential customers when using social media marketing by leveraging the masses of Influencers. The purpose of this study is to analyze the phenomenon of influencer marketing, business models and decision making in the use of influencers in marketing activities for creative agency business people. In this study, we will analyze the social relationships of individuals or groups because influencer marketing can be an appropriate reference group. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review, while primary data uses direct surveys with 200 respondent to social media active users. From the results of this study, it can be concluded that influencers have a significant role in the business processes of creative agencies. Where influencers who have quite significant followers and the variety of content they create make it attractive to consumers.Keywords : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing. ABSTRAKPemasaran Influencer dipandang sebagai salah satu strategi terbaik untuk mendatangkan pelanggan potensial saat menggunakan pemasaran media sosial dengan memanfaatkan massa Influencer. Tujuan dari penelitian ini adalah untuk menganalisis fenomena influencer marketing, model bisnis dan pengambilan keputusan dalam penggunaan influencer dalam kegiatan pemasaran bagi para pelaku bisnis creative agency. Dalam penelitian ini, kami akan menganalisis hubungan sosial individu atau kelompok karena influencer marketing dapat menjadi kelompok referensi yang tepat. Penelitian ini menggunakan data sekunder yang terdapat dalam buku, white paper, jurnal, artikel yang menjadi dasar dari literature review, sedangkan data primer menggunakan survey langsung dengan 200 responden pengguna aktif media sosial. Dari hasil penelitian ini dapat disimpulkan bahwa influencer memiliki peran yang signifikan dalam proses bisnis agensi kreatif. Dimana influencer yang memiliki followers cukup signifikan dan variasi konten yang mereka buat membuatnya menarik bagi konsumen.Kata kunci : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing.
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RASTOGI, SACHIN. "IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISION". INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, n.º 04 (2 de mayo de 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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Ardiyanti, Ardiyanti. "Influencer Marketing Strategies for Customer Reacquisition in Large Corporations". Journal of Social Commerce 3, n.º 2 (21 de junio de 2023): 75–85. http://dx.doi.org/10.56209/jommerce.v3i2.121.
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The impact of credibility and quality content of influencers as key factors of customer recovery marketing in large firms is the topic of this research. In this research, data were collected with the use of quantitative research design where questionnaires were used to gather information from the marketing professionals and customers who are usually targeted by the influencer marketing campaigns. It is established that the variables influencer credibility and content quality highly influence the rates of customer reacquisition. These audiences believed that information from trustworthy and knowledgeable influencers who also engage them positively will help appeal to their needs to come back for more of the client’s services. Relevant and engaging content boosts reacquisition attempts by creating high content quality. The use of real and influential persons, in combination with the generation of quality content showing the best repurchase rates. It is for these reasons that credibility and quality must be incorporated in influencer marketing campaigns to enhance customer reacquisition. The study offers practical implications for marketing practitioners that intend to improve their customer reacquisition efforts using influencer marketing.
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Yudhistira Akhmad Kurniawan y Widya Sastika. "ANALISIS STRATEGI INFLUENCER MARKETING PADA INSTAGRAM STUDIO DAPUR TAHUN 2024". JURNAL LENTERA BISNIS 13, n.º 3 (18 de septiembre de 2024): 1538–49. http://dx.doi.org/10.34127/jrlab.v13i3.1202.
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Business competition has significantly increased over time as various companies introduce innovative flagship products. Consumers are more likely to choose well-known brands when selecting products. Therefore, companies must find effective marketing strategies to ensure that consumers recognize the products or services offered. One factor that can influence a company's or enterprise's recognition is improving brand awareness. To increase brand awareness, one of the most appropriate strategies is using influencers as part of promotions, or influencer marketing. Influencer marketing involves promoting products through influencers to their followers. The purpose of this research is to understand the stages and implementation of influencer marketing at Studio Dapur. The method used in this research is descriptive qualitative, consisting of participatory observation, interviews, documentation, and triangulation. The results of this study conclude that the implementation of the influencer marketing strategy on Studio Dapur's Instagram has yielded positive results, particularly in terms of engagement rate, with an average achievement of 1-5% from the four influencers used. These results indicate strong performance and have a direct impact on increasing brand awareness.
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Lestiyani, Dhea Nofa y Sugeng Purwanto. "Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific". BUDGETING : Journal of Business, Management and Accounting 5, n.º 1 (18 de noviembre de 2023): 96–107. http://dx.doi.org/10.31539/budgeting.v5i1.7479.
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This study aims to analyze the effect of influencer marketing and brand love on purchasing decisions for skintific skincare products. This research method is a quantitative method. The hypothesis in this study was tested using the Structural Equation Model, because the SEM model test is an advanced development of multiple regression analysis. The results of this study note that the T-statistic value of influencer marketing on purchasing decisions is 3,348. The test results show that the T-statistic value is > 1.96. The influencer marketing variable on purchasing decisions shows a value of 0.001. The T-statistic value of brand love on purchasing decisions is 2,459. The test results show that the T-statistic value is > 1.96. The brand love variable on purchasing decisions shows a value of 0.014. It can be concluded that influencer marketing and brand love influence purchasing decisions. The R-square value is 0.489 which can be concluded that the purchasing decision variable (Y) can be explained by influencer marketing and brand love variables of 48.9%. While the remaining 51.1% is influenced by other variables.
Keywords: Brand Love, Buying Decision, Influencer Marketing, Skincare Skintific.
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Nam, Lê Giang y Hoàng Thái Dân. "Impact of social media Influencer marketing on consumer at Ho Chi Minh City." International Journal of Social Sciences and Humanities Invention 5, n.º 5 (22 de mayo de 2018): 4710–14. http://dx.doi.org/10.18535/ijsshi/v5i5.10.
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The marketing field is changing simultaneously with the digital world and social media influencer marketing would be a good alternative to other old types of marketing. The authors sketched the literature of social media Influencer marketing and conducted a survey in Ho Chi Minh City. The authors find that consumers tend to trust in influencers strongly and the consumer’s purchasing intention is significantly impacted by four factors including the trust of influencer, the quality of content, the relevance between influencer and product, the involvement of consumer. The result shows that the trust of influencer is a key component of influencer marketing.
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Ligaraba, Neo, Aqeelah Mohammed y Husnaa Mohamed. "The effect of influencer interactivity on customer brand engagement: An interactivity theory perspective: The effect of influencer interactivity on customer brand engagement: An interactivity theory perspective." IROCAMM-International Review Of Communication And Marketing Mix 2, n.º 7 (2024): 105–27. http://dx.doi.org/10.12795/irocamm.2024.v07.i02.06.
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TikTok has become highly popular among young consumers, offering a valuable platform for brands to partner with influencers. This paper investigates the effect of TikTok fashion influencer interactivity on brand and behavioural outcomes of young consumers. The quantitative data were collected from 233 TikTok fashion influencer followers, using convenience sampling technique. The relationships among variables were tested using structural equation modelling Smart PLS 4.0 and the Statistical Package for the Social Sciences version 28. The results indicate that influencer interactivity has a positive and significant effect on brand credibility. Furthermore, brand credibility significantly and positively influenced customer brand engagement. Customer brand engagement is found to be a significant mediate between brand image and purchase intention. Leveraging interactive influencers can enhance brand credibility, and as brand credibility increases, so will customer brand engagement, brand image and purchase intention. These findings can guide marketers to make informed decisions when choosing effective interactive influencers. This study provides a better understanding of the impact of influencer interactivity which will be helpful to marketers in developing an effective TikTok marketing strategy. This study contributes the influencer marketing literature by proposing a model to understand how influencer interactivity can influence behavioural outcomes.
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Xuan, Chin Jing, Cheng Boon Liat, Anuja Chalke y Izian Idris. "BRAND ENGAGEMENT IN SELF-CONCEPT FOR INFLUENCER MARKETING: THE ROLE OF PRODUCT INVOLVEMENT AS A MODERATOR". e-Academia Journal 12, n.º 1 (25 de mayo de 2023): 90–104. http://dx.doi.org/10.24191/e-aj.v12i1.21506.
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Despite the rise of influencer marketing in creating brand engagement with customers on social media platforms, there exists limited understanding about the factors that contribute to brand engagement in self-concept (BESC) among social media followers. BESC is instrumental in increasing a brand’s perceived value and word of mouth. This study aims to investigate the influencer-based factor (perceived influence, alongside consumer centric factors (value co-creation and social media marketing [SMM] activities) as antecedents for BESC in the influencer marketing context. Furthermore, the study tests the moderating role of product involvement on these relationships. Responses were collected through a self-administered online questionnaire which yielded a sample of 202 social media users in Malaysia. Analysis through IBM SPSS demonstrated that value co-creation and SMM activities of influencer-endorsed brands are significant predictors of BESC, while perceived influence does not contribute to BESC. Furthermore, product involvement exerted a moderating effect on all three direct relationships of perceived influence, value co-creation, and SMM activities on BESC. The research framework contributes to a greater understanding of BESC antecedents and the role of product involvement in influencer marketing context. The higher the level of product involvement, the larger the propensity for followers to form BESC through recommendations of influencers. This study can be beneficial to marketing managers that are building their own influencer marketing campaigns through incorporating value co-creation and SMM activities in their brand engagement strategy.
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Pandey, Krishna Mohan, Himanshu Kumar, Chaitanya Dahikar y Dr N. C. Rajyalaskhmi. "Influencer Marketing: A New Frontier for Brand Awareness in the Digital Era". International Journal for Research in Applied Science and Engineering Technology 11, n.º 10 (31 de octubre de 2023): 1752–73. http://dx.doi.org/10.22214/ijraset.2023.56239.
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Abstract: Influencer marketing is a new and emerging marketing strategy that can help brands overcome the challenge of creating awareness for their products or services in the digital era. A study using a mixed-methods approach found that influencer marketing is an effective way to increase brand awareness among consumers. The survey results showed that 70% of consumers were more likely to be aware of a brand if they had seen it promoted by an influencer. The secondary research results also revealed that influencers believe that influencer marketing is a powerful tool for building brand awareness. They reported that their followers are more likely to remember and trust brands that they see promoted by influencers. The study concludes that influencer marketing is a promising new frontier for brand awareness in the digital era. However, it is important to note that influencer marketing is not a magic bullet. Brands need to carefully select influencers who have a relevant audience and who are able to create engaging content. In addition, brands need to track the results of their influencer marketing campaigns to ensure that they are getting a return on their investment.