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Jin, S. Venus, Aziz Muqaddam y Ehri Ryu. "Instafamous and social media influencer marketing". Marketing Intelligence & Planning 37, n.º 5 (5 de agosto de 2019): 567–79. http://dx.doi.org/10.1108/mip-09-2018-0375.
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Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.
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Nam, Lê Giang 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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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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Coco, Savannah Lee y Stine Eckert. "#sponsored: Consumer insights on social media influencer marketing". Public Relations Inquiry 9, n.º 2 (mayo de 2020): 177–94. http://dx.doi.org/10.1177/2046147x20920816.
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Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, perceived relatability, and authenticity. Social exchange and relationship management theories do not sufficiently account for purchasing decisions despite negative views of consumers. We argue for a new theory called Influencer-Follower Relationship Management Theory.
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Safitri, Yulianne y Sari Ramadanty. "Strategi Keterlibatan Key Opinion Leaders dalam Kampanye Public Relations di Indonesia". Warta ISKI 2, n.º 02 (15 de septiembre de 2019): 88–96. http://dx.doi.org/10.25008/wartaiski.v2i02.35.
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Peran influencer marketing atau yang disebut dalam ranah professional Key Opinion Leaders (KOLs) menjadi salah satu poin yang diperhitungkan dalam penyampaian pesan kampanye melalui media social yang dilakukan oleh Brand Communication, khususnya untuk menarik awareness khalayak. Penelitian ini bertujuan untuk mengetahui strategi Brand Communication dalam mengelola influencer marketing (KOLs) dalam kampanye media social di Indonesia. Metode Penelitian yang digunakan adalah metode kualitatif dengan melakukan wawancara Dept-Interview dengan 10 orang informan yang menggunakan influencer marketing (KOL’s) dalam mengkampayekan produk melalui media social. Teknik validasi yang dipergunakan adalah wawancara pengamat dan pakar social media. Lebih lanjut penelitian ini diharapkan dapat menjadi penelitian baru dalam perkembangan penggunaan media social pada penerapan kegitan Digital Public Relations di Indonesia. Hasil penelitian ini adalah menunjukkan strategi efektif untuk melakukan kampanye media sosial dengan menggunakan influencer marketing (key opinion leaders) di Indonesia.
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Rück, Daniela y Helena Birkner. "Globus pusht Influencer-Marketing". Lebensmittel Zeitung 73, n.º 27 (2021): 43. http://dx.doi.org/10.51202/0947-7527-2021-27-043-5.
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Globus weitet sein Influencer-Marketing aus und deckt dabei zusätzliche Themen-Bereiche ab. Dass der Einfluss der Social-Media-Stars vor allem auf die Kaufentscheidungen der 20- bis 29-Jährigen besonders groß ist, macht ein Ergebnis aus dem „Social-Media-Atlas 2021“ deutlich.
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Canesta, Felicia, Efendi Chen y Kelvin Chua. "Lingkungan Media Sosial Mempengaruhi Kesuksesan Sebuah Branding Melalui Komunitas Influencers". Jurnal Teknologi Informasi 6, n.º 1 (1 de julio de 2020): 70–77. http://dx.doi.org/10.52643/jti.v6i1.840.
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ABSTRAKMedia sosial memperkenalkan beberapa perubahan penting pada pemasaran digital. Perkembangan teknologi memfasilitasi peningkatan keterhubungan dan pemberdayaan pengguna media sosial saat ini. Hal ini mendorong perkembangan pemasaran branding melalui komunitas online di lingkungan media sosial, tempat pengguna untuk berpartisipasi dalam pembuatan dan kolaborasi dalam berbagi nilai terhadap produk yang dipasarkan. Komunitas online paling berpengaruh di media sosial memiliki kredibilitas tinggi, dan sejumlah besar koneksi yang diberdayakan mempengaruhi perkembangan aktual perusahaan / pemilik brand, sehingga komunitas online itulah yang diidentifikasi sebagai Influencer atau Public Figure di media sosial. Pemilik brand harus memiliki nilai-nilai atau ide kreatif terhadap produk yang dipasarkan dan harus menyediakan uang yang cukup sebagai bayaran yang harus dilakukan berdasarkan tarif yang ditawarkan oleh komunitas Influencer untuk mempromosikan brand tersebut. Studi penelitian ini bertujuan untuk menganalisis dan menyelidiki dampak perkembangan branding pada ekuitas media sosial yang dilibatkan oleh komunitas Influencer. Hasil pada penelitian ini membuktikan adanya wawasan yang relevan dan dampak yang signifikan dari hasil yang diperoleh praktisi terhadap konsep pengembangan pemasaran digital di lingkungan media sosial yang dilakukan oleh komunitas Influencer. Kata Kunci : Media Sosial, Branding, Influencer, Digital, Pemasaran ABSTRACT Social media introduces several important changes to digital marketing. Technological developments facilitate the current connection and empowerment of social media users. This encourages the development of branding marketing through online communities in the social media environment, where users can participate in the co-creation and collaboration of sharing value on the products being marketed. The most influential online community on social media has high credibility, and a large number of connections could influence the actual development of the company or branding, that’s what we called as Influencer or Public Figure in the social media environment. The owner must have a creative values or ideas of their product being marketed and must provide a sufficient money to be paid based on the rates offered by the Influencer Community to promote the brand. This research study aims to analyze and investigate the impact of the development of Branding on the social media equity involved by the Influencer community. The results of this study prove the existence of relevant insights and the significant impact of the results obtained by practitioners on the concept of developing digital marketing in the social media environment carried out by the Influencer community. Keywords : Social Media, Branding, Influencer, Digital, Marketing
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Gräve, Jan-Frederik. "What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers". Social Media + Society 5, n.º 3 (julio de 2019): 205630511986547. http://dx.doi.org/10.1177/2056305119865475.
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Measuring the impact of social media communication is a prominent and pertinent challenge; the commercialization of social media influencers (SMIs) in the form of so-called influencer marketing makes this effort even more complicated. Companies that embrace influencer marketing have limited control over content and context, so they must evaluate both the SMIs and the content they post, prior to and during their collaborations. Although quantitative success metrics (e.g., number of followers, number of likes) are readily available, it remains unclear whether such metrics offer appropriate proxies for evaluating an SMIs or the outcomes of an influencer marketing campaign. By combining secondary data on influencer marketing campaigns from Instagram with an online survey among marketers, this study finds that professionals generally rely on an SMI’s reach and number of interactions as success metrics. When they must trade off across multiple metrics, these professionals predominantly rely on comment sentiment, indicating their implicit awareness that the commonly used metrics are inadequate. A regression analysis affirms that only the sentiment measure correlates positively with professional content evaluations, so this study both challenges the use of common quantitative metrics to evaluate SMI content and emphasizes the relevance of content-based metrics.
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Singh, Kamaldeep. "Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior". European Integration Studies 1, n.º 15 (16 de septiembre de 2021): 231–41. http://dx.doi.org/10.5755/j01.eis.1.15.28803.
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Influencer marketing is a marketing method that more and more companies are using when it comes to marketing brands. The purpose of the study has been to gain a deeper understanding of how social media influencers affect consumers' buying behavior. To understand this, consumers' attitudes and confidence in the phenomenon have been relevant factors to examine. The study also aimed to find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior. The results have shown that social media influencer's impact on consumers' buying behavior depends on whether attitudes are positive or negative. Consumers with positive attitudes towards social media influencers have a greater tendency to acquire what is marketed in comparison with consumers who have negative attitudes towards social media influencers, who instead refrain from buying. Factors that increase confidence in social media influencer are whether the consumer feels connected, honesty and that social media influencer in markets products / services within its area of expertise. What has been shown to play a significant role when it comes to influencing consumers' buying behaviors and attitudes is what the environment's perceptions, opinions and experiences about the phenomenon look like WoM. It has emerged that the respondents have a greater confidence in their surroundings than they have in social media influencers. This study will adopt a qualitative approach towards collection and analysis of data. Hence this study will investigate influencer marketing from a consumer perspective through a qualitative method with the help of semi-structured interviews. The researcher will conduct a minimum of 5 semi-structured interviews and analyze the data to formulate the required findings of this study.
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Sun, Jie, Xi Yu Leung y Billy Bai. "How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender". International Journal of Contemporary Hospitality Management 33, n.º 7 (17 de mayo de 2021): 2337–51. http://dx.doi.org/10.1108/ijchm-09-2020-0959.
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Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.
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Pornsrimate, Kanyawee y Anon Khamwon. "How to convert Millennial consumers to brand evangelists through social media micro-influencers". Innovative Marketing 17, n.º 2 (27 de abril de 2021): 18–32. http://dx.doi.org/10.21511/im.17(2).2021.03.
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Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural equation modeling revealed that four core characteristics of social media micro-influencers (i.e., authenticity, the meaning of the influencer, specific content, and secret sharing) were a significant antecedent of brand engagement and brand love, which, in turn, mediated the pathway from social media micro-influencer characteristics to brand evangelism. Understanding what social media micro-influencers mean to Millennials offers the promise of improving brand evangelism through more precise market analysis and market strategy. In the discussion, the paper introduces a three-stage building method towards brand evangelism through social media micro-influencer, including: (1) the stage of selecting influencers; (2) the stage of constructing intense emotional responses to the brand (brand engagement and brand love); and ultimately (3) the stage of becoming a brand evangelist. Lastly, limitations and future directions were discussed.
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Balaban, Delia y Maria Mustățea. "Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany". Romanian Journal of Communication and Public Relations 21, n.º 1 (1 de abril de 2019): 31. http://dx.doi.org/10.21018/rjcpr.2019.1.269.
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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.
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Woodroof, Parker J., Katharine M. Howie, Holly A. Syrdal y Rebecca VanMeter. "What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions". Journal of Product & Brand Management 29, n.º 5 (11 de enero de 2020): 675–88. http://dx.doi.org/10.1108/jpbm-05-2019-2362.
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Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.
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Coates, Anna E., Charlotte A. Hardman, Jason C. G. Halford, Paul Christiansen y Emma J. Boyland. "Social Media Influencer Marketing and Children’s Food Intake: A Randomized Trial". Pediatrics 143, n.º 4 (4 de marzo de 2019): e20182554. http://dx.doi.org/10.1542/peds.2018-2554.
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Jun, Sunghee y Jisu Yi. "What makes followers loyal? The role of influencer interactivity in building influencer brand equity". Journal of Product & Brand Management 29, n.º 6 (30 de junio de 2020): 803–14. http://dx.doi.org/10.1108/jpbm-02-2019-2280.
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Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty. Design/methodology/approach A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling. Findings The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust. Originality/value This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.
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Nawi, Nor Fadzlina y Nur Amalina Faizol. "Examining Influencer Marketing Practices and Disclosure in Malaysia". Environment-Behaviour Proceedings Journal 6, SI5 (1 de septiembre de 2021): 87–93. http://dx.doi.org/10.21834/ebpj.v6isi5.2941.
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Recent times have seen social media influencers becoming the foundation of ‘influencer’ based marketing practices. This phenomenon raises certain legal concerns, including the issue of disclosure. This study examined influencer marketing practices in Malaysia on Instagram and explored Malaysia’s need to review its regulation, especially when it comes to disclosure. Although preliminary, the findings of this study give an overview of the marketing practices undertaken by these influencers and the lack of disclosure of ‘material connection’ between the business or brand and the influencers. It is concluded that Malaysia needs to acknowledge this concern and revised its laws. Keywords: disclosure; influencer marketing; social media; regulation eISSN: 2398-4287 © 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI:
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Trost, Katja y Jürgen Seitz. "Influencer Marketing und die Medienunternehmen". MedienWirtschaft 13, n.º 3 (2016): 28–33. http://dx.doi.org/10.15358/1613-0669-2016-3-28.
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Das Internet und speziell Social Media stellen Unternehmen und besonders auch Medienunternehmen vor die Frage, wie sie externe Meinungsmacher für die eigenen Zwecke aktivieren können und sollen. Als passende Antwort wird „Influencer Marketing“ gesehen. So beeinflussen zum Beispiel Meinungsführer in Freundeskreisen die Entscheidungen über den Kinobesuch oder im Wege der Second- Screen-Nutzung den Fernsehkonsum; Werbestrategen üben einen Einfluss auf Blogger aus, die wiederum die Meinung der Netzgemeinde steuern. Die Kunst besteht für die Unternehmen darin, gleichzeitig vorsichtig und dennoch effektiv vorzugehen. Allerdings lauern Gefahren: Wird zu dick auftragen, kann der gute Ruf des Unternehmens durch die Influencer beschädigt werden. Geeignete Influencer für sich einzuspannen, geeignete Influencer-Initiativen zu unternehmen, stellen große Herausforderungen dar.
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Choi, Jiyoon y Yunjae Cheong. "The Study on the Strategies of Beauty Influencer Marketing : Mass Media vs. Social Media". Korean Journal of Advertising 28, n.º 4 (15 de mayo de 2017): 47–72. http://dx.doi.org/10.14377/kja.2017.5.31.3.
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Choi, Jiyoon y Yunjae Cheong. "The Study on the Strategies of Beauty Influencer Marketing : Mass Media vs. Social Media". Korean Journal of Advertising 28, n.º 4 (15 de mayo de 2017): 47–72. http://dx.doi.org/10.14377/kja2017.5.31.3.
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Berne-Manero, Carmen y Mercedes Marzo-Navarro. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability". Sustainability 12, n.º 11 (27 de mayo de 2020): 4392. http://dx.doi.org/10.3390/su12114392.
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Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.
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Chopra, Anjali, Vrushali Avhad y and Sonali Jaju. "Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial". Business Perspectives and Research 9, n.º 1 (15 de junio de 2020): 77–91. http://dx.doi.org/10.1177/2278533720923486.
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Recent marketing trends indicate the rise of influencers as an extension of word of mouth campaigns. As consumers turn to social media platforms, organizations are realizing the power of influencers in affecting a purchase decision. The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and social learning theory by Bandura and Walters (1963) as part of the qualitative research to identify key factors of influencer marketing that impact consumer behavior. The study revealed that both attitude toward influencers and perceived behavior control that allows increase in domain knowledge had a favorable impact on consumer behavior while the influence of peers had no effect. Further additional constructs namely personal relevance, inspiration, and trust had a positive impact on behavior while perceived risk did not have any effect. Product influencer fitment was an important criterion for consumers, as they followed the specific type of influencers for different product categories. Depending on the posts shared by influencers, consumers are impacted at four levels: increase in brand awareness, subject matter expertise, brand preference, and preference. Successful influencer marketing involves identifying the right type of influencer who will offer curated advice, stories, and suggestions to create engagement with the audience.
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Vrontis, Demetris, Anna Makrides, Michael Christofi y Alkis Thrassou. "Social media influencer marketing: A systematic review, integrative framework and future research agenda". International Journal of Consumer Studies 45, n.º 4 (17 de enero de 2021): 617–44. http://dx.doi.org/10.1111/ijcs.12647.
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Murshed, Nasr Abdulaziz. "How Social Media Changes Today’s Marketing Strategies". Volume 5 - 2020, Issue 9 - September 5, n.º 9 (30 de septiembre de 2020): 725–36. http://dx.doi.org/10.38124/ijisrt20sep218.
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In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users in Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: more and more people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournament and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content
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Kim, Do Yuon y Hye-Young Kim. "Trust me, trust me not: A nuanced view of influencer marketing on social media". Journal of Business Research 134 (septiembre de 2021): 223–32. http://dx.doi.org/10.1016/j.jbusres.2021.05.024.
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Isti Raafaldini Mirzanti, Icha Isana Febriana,. "Instagram Influencer Selection Analysis on the SME’s Brand Campaign in Indonesia using Correlation Analysis (Case Study: IAM.ID)". Psychology and Education Journal 58, n.º 1 (1 de enero de 2021): 3455–61. http://dx.doi.org/10.17762/pae.v58i1.1285.
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The number of Small Medium Enterprises (SMEs) in Indonesia reached 64,194,057 units in 2018 and made a good impact on Indonesia’s economy. However, it turns out that SMEs face various problems, such as business strategy, marketing, and branding. Only 12% of SMEs currently use digital as one of their platforms and most of these businesses are still in stagnant condition. Currently, SMEs are starting to use influencers as their marketing strategy on Instagram. However, it is difficult to find a suitable influencer for their product or service due to so many influencers with various categories. The market potential in this field is quite high considering that Indonesia has the largest number of social media users in the world, especially Facebook and Instagram. Globally 5-10 billion USD marketing is done through influencer marketing in 2020, 65% of companies plan to use more influencer marketing and 92% of customers trust personal recommendations more than conventional advertising. An analysis was conducted of the selection of Instagram influencers on the brand campaign in Indonesia through a case study from IAM.ID. This company provides solutions in the fields of influencer marketing and technology with influencers data analytics. IAM.ID services include content creations, endorsement, store visits, and influencer’s community. In this research, the hypothesis is based on the level of engagement and influencer category. Influencers are considered more effective if they match the advertised brand. Influencer data analytics are obtained from engagement rate (ER) influencers, the number of followers, influencer categories, and content analysis. Brand analysis is obtained from brand preferences obtained through questionnaires. Then a correlation analysis was carried out on the ER campaign and the result was that both the number of followers and ER influencers had a strong relationship to the ER campaign. Besides, the suitability of the influencer category can also be checked using content analysis.
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Iqani, Mehita. "Brand and influencer strategies in social media marketing of luxury brands in African cities". Journal of Design, Business & Society 7, n.º 1 (1 de marzo de 2021): 105–21. http://dx.doi.org/10.1386/dbs_00022_1.
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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.
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Zak, Stefan y Maria Hasprova. "The role of influencers in the consumer decision-making process". SHS Web of Conferences 74 (2020): 03014. http://dx.doi.org/10.1051/shsconf/20207403014.
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In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the attitudes and decisions of consumers. In the contemporary globalised marketing using social media, this role is taken over by the influencers who affect consumers with their thoughts, attitudes and opinions and thus, significantly influence trends in demand for particular products. Over the recent years, influencer marketing has become increasingly popular, representing a specific type of social media marketing. The aim of this scientific contribution is the systematization of knowledge about the position and roles of influencers as opinion leaders in the social media environment in order to identify their typology, influence factors and the intensity of their impact on consumer decision making process, based on the comparison of knowledge from the results of global research studies and the quantitative online research study processed by authors. The findings of the survey showed that the promotion of some products through influencers may be more advantageous than others. Influencers will have the greatest impact when buying clothes, shoes, cosmetics and, surprisingly, services. Meanwhile, people rely heavily on other factors to buy food, jewellery and electronics, but it is not excluded that influencer marketing could affect them as well.
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Quan, Thanh-Tho, Duc-Trung Mai y Thanh-Duy Tran. "CID: Categorical Influencer Detection on microtext-based social media". Online Information Review 44, n.º 5 (14 de abril de 2020): 1027–55. http://dx.doi.org/10.1108/oir-02-2019-0062.
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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).
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Rodprayoon, Nachayapat. "Communication Via Self-disclosure Behavior of Micro-influencers on Social Media in Thailand". Modern Applied Science 14, n.º 2 (27 de enero de 2020): 49. http://dx.doi.org/10.5539/mas.v14n2p49.
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Technology and human way of life have changed through eras and time, just like business operations that require marketing in order to develop to have their spaces in the consumers’ minds. It can be seen that with the time passes, marketing communication tools also change. Currently, it is unavoidable to rely on internet technology to help in the marketing process through the use marketing communication tools called “Marketing Communication”, done through social media. The website has created a model of society, allowing consumers to search for information on their own based on the direct experiences of those who have used that products, influential people in ideas or influencers, which play a huge role in the distribution of news and information. Therefore, various agencies/ organizations are persuading these influencers to participate in activities, organized to help. The influencer will publish information and create word-of-mouth online. As the importance of the behavior of the group of people that are classified as micro-influencers have increased rapidly, information dissemination through micro-influencers has become an important tool in communication that marketers rely on by using consumers to communicate with consumers. Therefore, there are studies of forms of identity disclosure, level of disclosure, social capital, and social support of self-disclosure behavior of individuals, who are micro-influencer. It is beneficial to entrepreneurs, including marketers to study about aforementioned topics in order to plan communication to consumers by choosing to use consumers as messengers in order to make that communication most effective. The research was conducted in-depth interviews with 30 micro-influencers on social media via Facebook, between 24-38 years old, with 500 - 10,000 followers. The research found that Social support is the main reason that micro-influencers have revealed themselves on social media via Facebook. Meanwhile, it is also a way to learn about self-disclosure forms on social networks of influential people at the micro level or micro-influencers on order to be used as a tool for marketing communication in the current marketing world, especially the form of marketing communication in Thailand through social media.
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Riski, Malida Zulfaniazahra, Muhammad Edy Susilo y Kartika Ayu Ardhanariswari. "SOCIAL MEDIA MARKETING STRATEGY IN BUILDING BRAND ENGAGEMENT". Indonesian Journal of Communication Studies 14, n.º 1 (29 de julio de 2021): 44. http://dx.doi.org/10.31315/ijcs.v14i1.5071.
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The rapid development of social media as part of people’s lifestyle nowadays, is currently being used by companies to strengthen emotional bonds between consumer and brand. Through social media marketing activities in #AlamiLawanJerawat campaign, &friends as a creative agency carried out three objective phases, one of them is brand engagement, which is an important element in getting consumer participation. This study aims to find out the social media marketing strategy and explore the factors which oppose the social media marketing strategy of &friends in building Himalaya’s brand engagement through #AlamiLawanJerawat campaign on Instagram. This study used Breakenridge's The Social Media Strategy Wheel theory with the concept of brand engagement. This research method used descriptive qualitative case study. The data collection process was carried out by observation and in-depth interview. From the research results, it was found that the strategy taken by &friends for Himalaya was to create insights for content creation related to target audiences, utilize influencer channels, and engagement contents such as giveaway and honest reviews which ultimately succeeded in increasing brand engagement at the loyalty audiences stage, with 217% increase in sales in four months, and a growth of followers from 15,000 to 27,000 after the #AlamiLawanJerawat campaign on Instagram. In implementing the strategy, internal obstacles were found, namely inconsistencies in the implementation of the content schedule and external obstacles on the timeline production.
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Zhang, Yifeng y Xiaoqing Li. "Relative Superiority of Key Centrality Measures for Identifying Influencers on Social Media". International Journal of Intelligent Information Technologies 10, n.º 4 (octubre de 2014): 1–23. http://dx.doi.org/10.4018/ijiit.2014100101.
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Marketers have been increasingly turning to social media for marketing campaigns, including viral marketing. A key step in viral marketing is to identify influencers in order to maximize the reach of a marketing message. Existing research shows that centrality measures, such as degree and betweenness, are effective methods for influencer identification. However, viral marketing models used in different studies vary greatly, making it difficult to compare findings across the studies. In this paper, the authors built an agent-based framework of viral marketing that supports different experiment settings, such as different network structures and information diffusion modes, and used it to study relative superiority of various centrality measures. The results show that relative superiority of the measures are affected by some factors, but not as much by others. Practical implications of the results are discussed.
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Wibisono, Dimas. "Marketing Strategy of Madilog Coffee Shop using Influencers through Instagram Social Media". Jurnal Ad'ministrare 7, n.º 1 (10 de agosto de 2020): 191. http://dx.doi.org/10.26858/ja.v7i1.14664.
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Marketing Strategy of Madilog Coffee Shop using Influencers through Instagram Social Media (Case Study at Madilog Coffee Shop). This type of research uses a qualitative research design. The number of informants in this study amounted to 4 people (1 Owner and 3 Visitors). Samples will be obtained by using a purposive sampling technique. Data collection techniques can be done by way of interviews (interviews), and observations (observations), and a combination of the three, directly from respondents selected as a sample, which includes data on the identity of respondents. Based on the results obtained using qualitative analysis, it can be concluded in this study that the reason why the marketing strategy of Madilog Coffee Shop Marketing Using Influencers Through Instagram Social Media switches from conventional ways to Instagram marketing, namely, first because of technological advances using mobile phones, consumers are more often using Instagram social media, secondly by using social media marketing especially Instagram can further reduce marketing costs, Thirdly by utilizing influencers to increase marketing on Instagram, and have a positive impact on the progress of Madilog Coffee Shop using Influencers through Instagram Social Media, finally the role of place variables / place in the marketing mix can make Madilog Coffee Shop Marketing Strategies use Influencers through Instagram Social Media to come back to Madilog Coffee Shop Marketing Strategies using This Influencer Through Social Media Instagram gives and places an attractive place for consumers and the price is also in accordance with the prices of students. The place according to the researchers is less strategic but with advances in technology and promotion strategies that Madilog Coffee Shop.
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Krisna Cinditya P, Debhora. "Pengaruh Digital Influencer dan Intensitas Event Terhadap Tingkat Pengetahuan Khalayak di Instagram". CoverAge: Journal of Strategic Communication 10, n.º 2 (29 de marzo de 2020): 19–29. http://dx.doi.org/10.35814/coverage.v10i2.1380.
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The rise of the use of social media Instagram triggers a microcelebrity phenomenon that makes Instagram social media an advertising space. Djarum 76 sees a new opportunity in carrying out promotional activities through Instagram to raise the potential of Djarum 76 target villages spread in Central Java and DIY in the 2019 period. This study aims to determine whether there is an influence between digital influencers on social media Instagram and intensity Festival Heppiii 76 roadshow event to the level of public knowledge about the potential of Djarum 76 fostered villages in Central Java Region 2019 period. This study uses theories of uses and gratifications, digital influencer concepts, events, level of knowledge, integrated marketing communication, sales promotion, and personal sales. This research uses an explanatory quantitative approach with a positivistic paradigm. The results showed the effect of digital influencer activity on the level of knowledge of 0.218. The influence of the intensity of the event off air on the level of knowledge of 0.34. Simultaneous test results show the F value of significance of 0,000, which means that together with the digital influencer activity variable and the intensity of off air events affect the level of public knowledge about the potential of the Djarum 76 Guided Village in Central Java in the 2019 period.
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Nurfadila, Siti. "Impact of Influencers in Consumer Decision Process: The Fashion Industry". INTERDISCIPLINARY JOURNAL ON LAW, SOCIAL SCIENCES AND HUMANITIES 1, n.º 2 (24 de diciembre de 2020): 1. http://dx.doi.org/10.19184/ijl.v1i1.19146.
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The popularity of influencers is continuous and doesn’t have a limited window of influence. Internet and social media play vital role in helping consumers find the items they are looking for. Obviously companies will keenly try to retain a strong presence in the social media platforms; otherwise the target audience can easily change suppliers. The present study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers buying decision process in fashion industry.
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Ki, Chung-Wha (Chloe), Leslie M. Cuevas, Sze Man Chong y Heejin Lim. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs". Journal of Retailing and Consumer Services 55 (julio de 2020): 102133. http://dx.doi.org/10.1016/j.jretconser.2020.102133.
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Lutkenhaus, Roel O., Jeroen Jansz y Martine PA Bouman. "Tailoring in the digital era: Stimulating dialogues on health topics in collaboration with social media influencers". DIGITAL HEALTH 5 (enero de 2019): 205520761882152. http://dx.doi.org/10.1177/2055207618821521.
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In today’s media landscape, audiences increasingly turn to online communities for media consumption and to exchange information about specific niche interests such as health-related topics. This calls for a segmented approach in which interventions are targeted at online communities, tailored to their specific cultures and health-related perceptions, and leverage the dynamics of conversation and social influence in online networks. Strategies drawn from the field of influencer marketing provide interesting opportunities to reach and engage with audiences in a personally relevant manner, including with those who may disagree with an intervention’s message. This article reflects on what health communicators might learn from influencer strategies and proposes digital methods to target and tailor health communication in the digital era. More concretely, we present methods to: (a) identify online communities engaging on a specific health issue; (b) map community specific cultures and health-related perceptions; and (c) identify influencers as potential collaboration partners. As such, we adopt a slightly different take on tailoring by putting the creative and cultural competences of social influencers central, and by aligning our methods with a media mapping protocol to create influencer strategies that are tailored to the cultures and health-related perceptions of multiple online audience segments. We illustrate the potential of these methods with a study of how vaccination is discussed among Dutch Twitter users.
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Novianty, Suci Marini y Emma Rachmawati. "Children Exploitation in Disruptive Technology Era". Communicare : Journal of Communication Studies 6, n.º 2 (13 de junio de 2020): 156. http://dx.doi.org/10.37535/101006220194.
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It is impossible to ignore the fact that social media as powerful marketing too in this disruptive era. The user, transform and claim themselves as a content creator, such as endorser and social media influencer. Meanwhile, children are also included in this social media endorser phenomenon. Children are juvenile and not capable of making decisions for themselves. This study aims to map how child exploitation in social media platforms, such as Instagram and YouTube, are conducted. Using the case study method, we observe various child influencer accounts. Based on the research, we found that there are several parties related to child exploitation in social media. Social-media platforms, advertisers, state agencies, followers or subscribers, parents, and children are the parties related to the case. Social-media platforms, verifying the underage accounts. Advertisers are those who choose the children endorser; State agencies as the lawmaker who let this kind of case slip without any further action; Follower or Subscriber who support the contents; Parents who play their power role to use their children; and children as the labor. These findings lead to conclude; children are regarded as workers who generate profit from investments made by their parents.
Di era disrupsi teknologi saat ini, sulit untuk mengabaikan fakta bahwa media sosial adalah alat pemasaran yang berpengaruh. Pengguna, mentransformasikan dan mengklaim diri mereka sebagai pembuat konten, seperti endorser dan influencer media sosial. Sementara anak-anak juga termasuk dalam fenomena pendukung media sosial ini. Penelitian ini menemukan bahwa anak-anak sebagai endorser sebenarnya adalah bentuk eksploitasi anak terbaru. Anak-anak tidak mampu membuat keputusan untuk diri mereka sendiri. Penelitian ini bertujuan untuk memetakan bagaimana eksploitasi anak-anak di platform media sosial, seperti Instagram dan Youtube, dilakukan. Menggunakan metode studi kasus, kami mengamati berbagai akun influencer anak. Kami menemukan bahwa beberapa pihak terkait dengan eksploitasi anak di media sosial. Platform sosial-media, pengiklan, pemerintah, pengikut atau pelanggan, orang tua dan anak-anak adalah pihak yang terkait dengan kasus ini. Platform sosial-media, karena memverifikasi akun di bawah umur. Pengiklan, adalah mereka yang memilih penggunaan anak-anak; Pemerintah sebagai pembuat hukum yang membiarkan kasus seperti ini bergulir tanpa regulasi; Pengikut atau Pelanggan yang mendukung konten; Orang tua yang memainkan peran kekuatan mereka untuk menggunakan anak-anak mereka; dan Anak-anak sebagai pekerja. Temuan ini mengarah pada kesimpulan, anak-anak dianggap sebagai pekerja yang menghasilkan laba dari investasi yang dilakukan oleh orang tua mereka.
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Fitri, Afriza Indah y Selvi Ainul Inayah Dwiyanti. "EFEKTIVITAS MEDIA TIKTOK DAN INFLUENCERMENDONGKRAK PENJUALAN LIPPIE SERUM RAECCADIPANDEMI COVID19". Jurnal Ekonomi Dan Bisnis (EK&BI) 4, n.º 1 (2021): 345–53. http://dx.doi.org/10.37600/ekbi.v4i1.210.
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This research entitled The Effectiveness of the Social Media of the Tok Team and the Influencer in Boosting Sales Volume Amid the Covid Pandemic19. This research is motivated by the Covid19 pandemic which is a threat to business people in marketing their products. The purpose of this study was to determine the effectiveness level of Tik Tok social media as a place to increase the number of sales during the Covid19 pandemic. This research uses descriptive qualitative methods using literature and interviews with sources to strengthen the results of the research. The result of the research is that Tik Tok social media and Influencers have a role in increasing sales of Lippie Serum products.
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Lou, Chen y Shupei Yuan. "Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media". Journal of Interactive Advertising 19, n.º 1 (2 de enero de 2019): 58–73. http://dx.doi.org/10.1080/15252019.2018.1533501.
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ERTOGRUL, Busra, Gizem KILICSIZ y Aysun BOZANTA. "Instagram Influencer Analysis for Top 5 Categories in Turkey". Winter 2021 12, n.º 44 (19 de febrero de 2021): 22–36. http://dx.doi.org/10.5824/ajite.2021.01.002.x.
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Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.
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Amalia, Adhimurti Citra y Gabriella Sagita. "Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya". JURNAL SOSIAL : Jurnal Penelitian Ilmu-Ilmu Sosial 20, n.º 2 (27 de noviembre de 2019): 51–59. http://dx.doi.org/10.33319/sos.v20i2.42.
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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.
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Francisco, Evelina, Nadira Fardos, Aakash Bhatt y Gulhan Bizel. "Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing". International Journal of Marketing Studies 13, n.º 2 (13 de mayo de 2021): 20. http://dx.doi.org/10.5539/ijms.v13n2p20.
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The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.
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Hu, Haihua, Dandan Zhang y Chengjun Wang. "Impact of social media influencers' endorsement on application adoption: A trust transfer perspective". Social Behavior and Personality: an international journal 47, n.º 11 (5 de noviembre de 2019): 1–12. http://dx.doi.org/10.2224/sbp.8518.
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Social media influencers have become an important marketing tool for providers of computer applications (apps). We investigated from a trust transfer perspective how the endorsement of a social media influencer (SMI) can improve consumers' app adoption intention, within the framework of the technology acceptance model. Using structural equation modeling, we demonstrated that consumers' trust in an SMI had a direct influence on their trust in an app. Moreover, the endorsement of an SMI increased consumers' trust in the app through the perceived usefulness (but not the ease of use) of the app. Our results also showed that structural assurance, download volume, and online ratings were positively correlated with consumers' trust in the app. Theoretical contributions and managerial implications are discussed.
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Boentoro, Yenty, Sinta Paramita y Sinta Paramita. "Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan)". Prologia 4, n.º 1 (26 de febrero de 2020): 141. http://dx.doi.org/10.24912/pr.v4i1.6455.
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Development of communication technology is growing very rapidly especially social media.Social Media can be a new medium for business people to conduct marketing communication.In addition to the relatively cheaper advertising costs, social media can reach a wider audience.This research examines the marketing communication of Viral Marketing in creating a business brand awareness of SMES case studies Coffee Kwang Koan.The purpose of this research is to know the influence of digital word of mouth or exposure that influencers do on Instagram social media in creating brand awareness and its effect on the development of the general business.The research object consists of two ethnic coffee shops, Kedai Kwang Koan.This study used a descriptive qualitative method by conducting interviews with Johny Poluan as the owner as the main speaker and observing the visitors of the Kwang Koan coffee shop.Perkembangan teknologi komunikasi berkembang sangat pesat khususnya media sosial. Media sosial dapat menjadi medium baru bagi pelaku bisnis untuk melakukan komunikasi pemasaran. Selain biaya iklan yang relatif lebih murah, sosial media dapat menjangkau khalayak yang lebih luas. Penelitian ini mengkaji tentang komunikasi pemasaran Viral Marketing dalam menciptakan brand awareness bisnis UMKM studi kasus Kopi Kwang Koan. Tujuan penelitian ini untuk mengetahui pengaruh word of mouth digital atau exposure yang dilakukan influencer di media sosial instagram dalam menciptakan brand awareness dan efeknya terhadap perkembangan bisnis secara umum. Objek penelitian terdiri dari dua kedai kopi etnis yakni Kedai Kwang Koan. Penelitian ini menggunakan metode kualitatif secara deskriptif yaitu dengan melakukan wawancara terhadap Johny Poluan selaku pemilik sebagai narasumber utama dan melakukan pengamatan terhadap pengunjung Kedai Kopi Kwang Koan.
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Žák, Štefan y Mária Hasprová. "The Impact of Opinion Leaders on the Consumer Behaviour in the Global Digital Environment". SHS Web of Conferences 92 (2021): 06043. http://dx.doi.org/10.1051/shsconf/20219206043.
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Research background: Opinion leaders have always influenced consumers’ decision-making process. At present, with the development of digital technologies and social networks, influencers have taken on the role of opinion leaders worldwide. Influencers represent a very authentic group of people who publish their attitudes, opinions and observations through social media. People sympathize with them because the content they publish is close to them and reminds them of their own lives and the situations they face or would like to experience in the future. The impact of influencers is really great. This is also evidenced by the fact that a separate area called influencer marketing has emerged within the global marketing. Influencer marketing can be defined as the process of researching, identifying, supporting and engaging people in high-impact conversations. Purpose of the article: The aim of the contribution is to point out the history of the activity of opinion leaders in the traditional environment up to the current global digital environment and social networks. Methods: The authors used the analysis of secondary data and the comparison of knowledge from the results of global research studies and the research study processed by authors. Findings & Value added: The article provides a new perspective on the impact of opinion leaders on consumer behaviour and defines the characteristics that are most important in influencing the consumer.
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Lăzăroiu, George, Gheorghe H. Popescu y Elvira Nica. "The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce". SHS Web of Conferences 74 (2020): 03003. http://dx.doi.org/10.1051/shsconf/20207403003.
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This research investigates the way consumer repurchase intention in social commerce is shaped by electronic word-of-mouth at global scale. Building our argument by drawing on data collected from Deloitte, eMarketer, MarketingCharts, Marketing Insider Group, McKinsey, Mediakix, Nielsen, Smart Insights, and Statista, we performed analyses and made estimates regarding trusted information sources according to consumers, products/services that Internet users have personally recommended to others, channels through which Internet users would like to receive recommendations from others, leading social media marketing tactics among marketers/media agency professionals, sources that have influenced a recent purchase decision, what are retail digital buyers most concerned about when choosing a social e-commerce platform, important information in online reviews that influence purchase decisions according to Internet users, % of respondents who made a purchase influenced by electronic word-of-mouth channels, leading social media trends that will have the biggest effect on their advertising and marketing strategies, Internet users who agree that online reviews have an important influence on purchase decisions (by age), effective content formats for influencer marketing, and factors that influence whether a product is considered at each stage of the consumer decision journey. The data for this research were collected through an online survey questionnaire and were analyzed via structural equation modeling on a sample of 4,200 respondents.
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Lokithasan, Komathi, Salomi Simon, Nur Zahrawaani Jasmin y 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, n.º 9 (11 de septiembre de 2019): 21–30. http://dx.doi.org/10.35631/ijmtss.29003.
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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.
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Raynardhy, Arvian. "Perlindungan Hukum Terhadap Anak Sebagai Korban Eksploitasi Ekonomi Melalui Jasa Dukungan (Endorsement) di Media Sosial". Jurist-Diction 4, n.º 4 (1 de julio de 2021): 1305. http://dx.doi.org/10.20473/jd.v4i4.28440.
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AbstractNow businesses can market their products through social media at a low cost. The marketing of this product is done through endorsement services on social media by influencers on social media. Not only adults, now many children also become influencers who promote various products through social media and they got benefit from it. The purpose of this research is to determine the criminal provisions for users of endorsement services by children and also to determine the regulation of criminal acts of economic exploitation of children through endorsement services on social media. This research is a normative juridical legal research. The research approach uses a statute approach and a conceptual approach. Based on this research, there is a legal vacuum in the application of crimes for perpetrators of economic exploitation of children through endorsement services on social media. The prevailing laws and regulations are considered to be less relevant to the problem of economic exploitation of children through social media arising in the digital era.Keywords: Economic Exploitation Crimes Against Children; Endorsement Services; Social Media.AbstrakKini pelaku bisnis bisa melakukan pemasaran produknya melalui media sosial dengan biaya yang murah. Pemasaran produk ini dilakukan melalui jasa dukungan (endorsement) di media sosial oleh influencer di media sosial. Tak hanya orang dewasa, kini anak-anak pun banyak menjadi influencer yang memasarkan berbagai produk melalui media sosial dan memperoleh keuntungan darinya. Tujuan penelitian ini untuk menentukan ketentuan pidana bagi para pengguna jasa dukungan oleh anak-anak dan juga untuk mengetahui pengaturan tindak pidana eksploitasi ekonomi terhadap anak melalui jasa dukungan (endorsement) di media sosial. Penelitian ini merupakan penelitian hukum yuridis normatif. Pendekatan penelitian menggunakan pendekatan undang-undang (statute approach) dan pendekatan konsep (conceptual approach). Berdasarkan penelitian ini, ditemukan adanya kekosongan hukum dalam penerapan pidana bagi pelaku tindak eksploitasi ekonomi terhadap anak melalui jasa dukungan (endorsement) di media sosial. Peraturan perundang-undangan yang berlaku dirasa kurang relevan dengan permasalahan eksploitasi ekonomi terhadap anak melalui media sosial yang timbul pada era digital. Kata Kunci: Tindak Pidana Eksploitasi Ekonomi Terhadap Anak; Jasa Dukungan; Media Sosial.
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Silalahi, Ayuphita Tiara. "Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion". Humaniora 12, n.º 1 (30 de marzo de 2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.
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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings show that Instagram is a preferred social media platform in Indonesia for local companies to promote their brands by selecting micro-influencers as part of the communication strategy. Four distinctive characteristics outline the themes of Instagram micro-influencer that are seen as primary factors for the brands to utilize in ensuring effective brands’ communication strategy. The research concludes that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals and the high intensity of engagement between the influencer and their followers is the core strength for the success of the communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy.
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Zhou, Shuang, Marta Blazquez, Helen McCormick y Liz Barnes. "How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure". Journal of Business Research 134 (septiembre de 2021): 122–42. http://dx.doi.org/10.1016/j.jbusres.2021.05.011.
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