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The impact of TikTok influencer marketing on consumer - Theseus It has been AI tools have simplified content creation significantly. The assumption is that they have to continuously put effort into creating content and showing the details of their everyday life, which improves their credibility. 61 0 obj 137-152.
"TikTok Made Me Try It": Social Media's New Role in Marketing The examined theories provide a framework for such education since students should understand not only how to interact with influencers but how the followers perceive this relationship. This report will examine the basics of influencer marketing, how it emerged and developed and highlight the recent research on this topic. In the case of using influencer marketing as a way of increasing brand awareness, multiple researchers prove the effectiveness of this approach, both theoretical and empirically. According to Augure (2015) 85% of the U.S. companies are currently implementing influencer marketing uuid:b21d4cb3-ada4-11b2-0a00-c01d5b010000
PDF Consumer responses to influencer marketing on Instagram <>470 0 R]/P 551 0 R/Pg 541 0 R/S/Link>>
PDF Effect of Influencer Marketing on Brand Awareness and Purchase Company Registration Number: 61965243 Copyright 2023 - IvyPanda is operated by, Influencer Marketing and Applicable Theories, The Concept and Role of Market Positioning in Companies, Neiman Marcus & Wal-Mart Companies' Target Markets, Marketing Activities and Brand Communication, Entrepreneurial Conversation and Its Strategies, 12 Elements of the Emotional Intelligence, "Achieving Performance Excellence" by Mark Blazey, Organizational and Household Decision Making, Seniors Financial Vulnerability in Healthcare, International Competitiveness of Small and SME in China, Marketing. "So yeah, you can definitely earn a lot of money.". However, nowadays, many celebrities are joining social media and gaining a massive following, which means that they can also be categorised as influencers since they have a following on social media platforms where they post content, including that created in partnerships with brands. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. Considering the impact of influencers and the established practice of failing to disclose partnerships, it is essential for policymakers outside the United States to create policies and guidelines for fair advertisements. The understanding of distinct strategies for managing influencer advertising is also supported by the idea that influencers are not celebrities. TPB and TRA theories help practitioners understand how customers make decisions. uuid:7866eccb-b13a-11b2-0a00-00acbbd2fe7f
Influencer marketing's effect on brand perceptions Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. The SAM implies that shared interests and opinions result in affiliations between individuals (Argyris et al., 2020). %PDF-1.5
Celebrity endorsements have been a popular marketing tactic for brands for years (Bergkvist and Zhou, 2016; Knoll and Matthes, 2017). B. Developing an impressive dissertation is an important step in receiving a degree and meeting all your academic goals. As a result, these ordinary celebrities appear to be more credible when compared to traditional celebrities as their relationship with their followers is closer. The focus of this narrative review is in particular on consumer behaviour because this is the main factor that companies and advertisers use when evaluating the potential benefit of collaborating with an influencer whether the consumer decided to purchase an item after they saw a promotional post or not. JavaScript is disabled for your browser. 51 0 obj As a result, I have collected digital notes on all the reviewed articles with my reflections on how scientific information can be used by me as a marketing practitioner. However, Nurhandayani, Syarief and Najib (2019) found an improvement in brand image recognition and overall perception. The mimicking is typically conscious because an individual wants to adopt a certain type of behaviour look in a particular way or have similar habits, or for other reasons. 504 0 obj Therefore, this topic is worthy of a review because influencer marketing has become a part of a brands marketing strategy, the impact that influencers have on the consumers decision making is significant, and brand managers or advertisers should be aware of the theories and studies on influencer marketing. Hence, people take their recommendations seriously. 496 0 obj According to Johansen and Guldvik (2017), the Theory of Reasoned Action (TRA) is a framework for understanding purchasing decisions induced by influencers. By using creative micro-influencers and its authentic content,. Influencer marketing agencies handle the new age stars. This means that the authorities recognise the impact that influencers have on the population. endobj According to Childers, Lemon and Hoy (2019), 89% of marketers who used social media influencers reported that this advertisement channel generated a better return on investment than others. There are a large number of theories that aim to explain the relationship and communications between influencers and their audience. Notably, since digital advertisement is a relatively new development as opposed to traditional media advertisement, this issue has been ignored for many years. Influencer marketing has been used more recently and a single academic definition has been lacking (Johansen & Guldvik, 2017), especially in the Indian context.From a meager 1,000 influencers across India at one point of time, Instagram now has over 6 million influencers on its platform; while around 44 million influencers exist worldwide (Economic Times, 24 May 2018). The current thesis investigates influencer marketing with a sustainability focus. Moreover, they are influenced by people with whom they have a large number of perceived similarities. <> 487 0 obj Most importantly, advertisers should keep in mind the unique relationship that an influencer has with their followers, which the Similarity-Attraction Model explains as a connection based on a shared interest. The results of this research suggest that the impact of social media influencers on consumers purchasing intentions is not direct. 77-101. endobj <>14]/P 25 0 R/Pg 65 0 R/S/Link>> 2 0 obj
As a result, I gained valuable experience in collecting and synthesising data from a large number of sources. Other authors offer different explanations for influencer marketing. 501 0 obj EI[.mt~-K9&UFr3aXJ$Gtdpdt3g_~9ob/_( After a recent survey carried out by Influencer Marketing Hub concluded that The majority (59%) admit to having a standalone budget for content marketing, and 75% of them now intend to dedicate a budget to influencer marketing in 2021 (Influencer Marketing Hub, 2021). 58-73. Behavioural control theory suggests that if a person has a positive attitude towards some behaviour, they are more likely to execute it. In the United States, for instance, the Federal Trade Commission (FTC) is a governmental institution enforcing these regulations (Association of National Advertisers, 2018). (2019) Influencer marketing: the impact of disclosing sponsorship compensation justification on sponsored content effectiveness, Journal of Communication Management, 23(2), pp. Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. These instafamous influencers have such an impact on their followers because they are perceived as someone familiar. IZEA Wins Five 2023 Vega Digital Awards for Influencer Marketing Campaigns Orlando, Florida, May 30, 2023 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of . Influencer marketing affects consumers and their desire to purchase something in a different manner than traditional marketing. Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. As a result, the studies that use surveys and responses from advertisement management conclude that influencer marketing is highly effective. Driving the rise of this phenomenon have been (1) individuals who want to be recognized as persuasive online (2) advertisers who increasingly direct their budgets to social media, where influencers' "authentic," personality-inflected content has proven potent for selling product (3) social media companies whose tools and rules both advance and e. <>466 0 R]/P 549 0 R/Pg 541 0 R/S/Link>> <>440 0 R]/P 536 0 R/Pg 524 0 R/S/Link>>
PDF Influencer Marketing on Instagram - Theseus Temperature-Sensitive Vending Machine, Sales Portfolio: A Bank Mortgage and Marketers, Business Marketing: Lost Accounts, Rock Cantino and Ron Wilson Cases, People look for recommendations from others, Consumer funnel and variability of influencers impact based on different conditions, Association of National Advertisers (2018), Different types of influencers based on size, Social media word of mouth (sWOM) and purchasing intention, Visual-Congruence-induced Social Influence (VCSI), Advertisers anticipate better consumer engagement with influencer marketing, Traditional ads no longer have a significant impact on potential buyers, 82% of Americans ask their friends and family for recommendations, Product from trusted and not trusted sources is perceived differently, There are notable examples of failed influencer marketing campaigns, Consumers are attracted to relatable influencers. Marketing Strategies and Its Effect on Consumer Behavior . 77 0 obj <> <> <>16]/P 25 0 R/Pg 65 0 R/S/Link>>
The Influencer Industry: Constructing And Commodifying Authenticity On <><>432 0 R]/P 532 0 R/Pg 524 0 R/S/Link>> IvyPanda. "Influencer Marketing and Applicable Theories." Stubb, C., Nystrm, A.-G. and Colliander, J. Because of this, extensive usage of AI in influencer marketing comes with certain downsides that are important to consider. JEL Classification System: M31; M37. Followers who trust an influencer will trust the brand. Influencer Marketing Today. This thesis is a desktop study done to explore Influencer marketing on Instagram. This will also help policymakers design effective guidelines for influencer advertisements that will protect consumers from unfair practices and the potentially harmful effect of these ad campaigns. (2020, p. 106443), advertisers use influencers to garner engagement from their target consumers in a new marketing strategy known as Influencer marketing. Despite the increasing popularity of influencer marketing, there are both successful and unsuccessful examples of these types of campaigns. 1 Hence, the only source of information suggesting that influencer marketing is indeed effective in promoting potential customers into making decisions are various social theories. Coates, A. et al. must. These tools are trained on existing data. Some of the findings of this research imply that influencer marketing does not always have a direct impact on a consumer purchasing decision. "I think consumers are often quite naive about the degree to which influencers are paid and reimbursed and what they say is quite scripted, versus what they honestly think," Professor Crouch said. According to Charles Sturt University Guide, narrative reviews are an essential part of the research process and help to establish a theoretical framework and focus or context of the research (Literature review: traditional or narrative literature reviews, no date; Wilson, 2019). 642663, Berryman, R. and Kavka, M. (2017) I guess a lot of people see me as a big sister or a friend: the role of intimacy in the celebrification of beauty vloggers, Journal of Gender Studies, 26(3), pp. Although anyone can be an influencer, the internetlike the world more broadlytends to favor the rich, the famous, and the glamorous. De Veirman, M., Cauberghe, V. and Hudders, L. (2017) Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), pp. 495 0 obj In conclusion, followers are attracted to influencers who they perceive as similar to themselves. For example, the research on TPB and TRA is based on a literature review and does not have empirical results to support the findings. The role of AI in different areas of digital marketing is rising, and we are yet to see the extent to which AI tools will revolutionize influencer marketing. endobj Flinders University business management expert Roberta Crouch said it was difficult to determine the exact amount of moneybeing spent on influencer marketing. 494 0 obj <>413 0 R]/P 527 0 R/Pg 524 0 R/S/Link>> Laurie, S., Mortimer, K. and Beard, F. (2019) Has advertising lost its meaning? SOCIAL MEDIA INFLUENCER MOTIVATIONS 4 Acknowledgements I would like to thank my thesis advisor, Ammina Kothari, for her consistent guidance and support, and for inspiring me to pursue a study on social media influencers. "People would send little outfits for them and I'd dress them and mostly send the content back to them for them to use on their socials," she said. Table 1 presents the key themes and facts that explain why many brands use influencer marketing as a part of their strategies. Over the course of writing this report, I encountered some difficulties connected to not being able to strictly adhere to the schedule because I overestimated my capabilities. While many of these platforms have proven to be effective, theres a catch: Influencer marketing is a field effective precisely due to the human connection and genuine interaction it helps to establish. When conducting a literature review, I tried to find empirical evidence and theories that would clearly explain why people trust influencers more than other advertisement means and how this can be used by brands. ?}khjY.3t4h*lg|v Qi,U9(4z'|/X2}3xs&fx";ef%6n0+p0) In both cases, these are influencers, but the engagement with the followers that the two categories have differs. <>452 0 R]/P 542 0 R/Pg 541 0 R/S/Link>> Many influencers havenot been declaring they arepaid for their posts, leading the Australian Competition and Consumer Commission and the Australian Tax Office to announce crackdowns earlier this year. 33 0 obj Web. As a result, the focus is on theories and findings and not on the potential outcomes of the research. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students.
22 Top Creator Economy and Influencer Marketing Experts to Know endobj <> Moreover, they generate a better return on investment, suggesting that modern brands have to include influencer marketing in their advertisement strategies (Pick, 2020; Zhang, Moe and Schweidel, 2017). <>409 0 R]/P 525 0 R/Pg 524 0 R/S/Link>> As was mentioned in the report, the majority of practitioners and brands already use Instagram advertisement as the main method of promoting their products. "Influencer Marketing and Applicable Theories."
The Evolution of Influencer Marketing over the Past Decade - NeoReach IvyPanda. Hu, H., Zhang, D. and Wang, C. (2019) Impact of social media influencers endorsement on application adoption: a trust transfer perspective, Social Behavior and Personality, 47(11), pp. Appligent AppendPDF Pro 6.3 AT&T and social media marketing agency The Social Standard report on data that demonstrates the growth in spending on influencer marketing and the ROI generated by that investment. Opresnik, M. O., Kotler, P. and Hollensen, S. (2017) Social media marketing: a practitioners guide. This influencer marketing campaign proved to be successful by Daniel Wellington's Instagram followers increasing by 1.2 million and increased . Originality: This thesis brings originality by presenting an initial attempt to endobj
What is influencer marketing? | McKinsey This service may include material from Agence France-Presse (AFP), APTN, Reuters, AAP, CNN and the BBC World Service which is copyright and cannot be reproduced. <>/Metadata 2 0 R/Outlines 5 0 R/Pages 3 0 R/StructTreeRoot 6 0 R/Type/Catalog/ViewerPreferences<>>> In the first stage, an influencer attempts to make an influence, at the second, the target audience responds. <>/MediaBox[0 0 612 792]/Parent 80 0 R/Resources<>/Font<>/ProcSet[/PDF/Text/ImageC]/XObject<>>>/StructParents 0/Tabs/S/Type/Page>> These studies and reports use company records and insights. By Ashley Wong and Alyssa Lukpat. Influencers are people with sizable social-media followings who can influence their followers' behavior as consumers. Argyris et al. As a result, the studies provide multiple theories of influencer-follower interactions and the impact they have on one another. TPB suggest that there are three key factors that determine the likelihood of a purchase attitude, subjective norms and behavioural control (Chetioui, Benlafqih and Lebdaoui, 2020, p. 3). A large number of influencers targeting several niche industries risk shrinking the available customer and audience bases and leading to a fall in demand for influencer services, especially among smaller creators. <>stream
As of July 2021, the number of worldwide social media users reached 4.48 billion, compared to 0.97 billion in 2010 (Dean . Influencer marketing is described in more detail, given the research question of the study.
60 Interesting Marketing Dissertation Topic Ideas Huges, Swaminathan and Brooks (2019) state that influencer posts are effective in improving the WOM of the brand. 2021-05-11T13:43:06-07:00 As suggested by Ozuem & Willis. 489 0 obj 288-290. However, Johansen and Guldvik (2017) note that there is a major difference between opinion leadership and influencer marketing since the latter targets a multimillion audience, while opinion leaders usually communicate with a few people. .XRG`&G\geJE*cWz7~_7G\ru_?NE~/, Social Media Influencer Motivation: Exploring What Drives Micro-Celebrities to Produce Content Using Social Exchange Theory. SAM explains why influencers have become so important in the context of digital advertising they affect their followers and their purchasing decisions (Kapitan and Silvera, 2016; Lin, Spence and Lachlan, 2016; Zhou, Lu and Wang, 2016). Practitioners can also benefit from understanding what factors have a negative impact on brand engagement and demotivate consumers from buying. 109-122. The literature review reveals that a large number of marketing specialists already uses influencers in their marketing campaign. Consumers consciously mimic the behaviour of influencers, SAM and VCSI result in high visual congruence, Growth of engagement due to the engagement between an influencer and a follower, benefiting the brand, Influencer marketing does not affect purchasing decisions directly, Rational choices of consumers based on their expectations, Relationships with consumers are beyond simple transactions. For practising managers, this report and literature review on influencer marketing suggest that attention should be dedicated to engaging influencers in advertising and brand management practices. Mitigating Operational Risk In Healthcare With High-Performance Pharmacies, What Companies Should Know About Route Optimization Technology, How Enterprises Can Regulate The Development Of Generative AI, Quantifying Multi-Cloud Complexity Using Cloud Entropy, Cross-Industry Synergy In Electronics, Automotive And Aerospace. Chetioui, Benlafqih and Lebdaoui (2020) explore the industry of fashion and how consumers perceptions are shaped by the influencers in this industry. 351-391. Either way, influencers have become an effective tool for promoting a brand. <>420 0 R]/P 529 0 R/Pg 524 0 R/S/Link>> Therefore, there is a difference in terms of the benefits that micro and mega influencers bring to the brand. However, there are limitations to the method that the author has chosen.
4 Food Influencer Marketing Tips to Dazzle Followers and Brands IvyPanda. "We probably get over 100 expressions a day," he said. <>21]/P 25 0 R/Pg 65 0 R/S/Link>> The research examined in this narrative review is both qualitative and quantitative, with sufficient validity to rely on the authors conclusions. In addition, this study was conducted to deliver its readers with a practical case, TikTok, emphasizing the impact of influencer marketing initiated on generation Z customers attitudes and responses. The main themes in the literature on influencer marketing are the history of how this phenomenon emerged. Expertise from Forbes Councils members, operated under license. AppendPDF Pro 6.3 Linux 64 bit Aug 30 2019 Library 15.0.4 <><>18 19]/P 25 0 R/Pg 65 0 R/S/Link>> Six huge, pumped up bodyguards in black attire are escorting a 26-year-old to his suite after a meet and greet session with his fans at a .
(PDF) THE IMPACT OF MICRO-INFLUENCER MARKETING ON - ResearchGate !," she wroteon the platform recently. The Association of National Advertisers (2018) cites that the majority of its marketers work with macro or micro-influencers as their main tool for advertisement, with a few citing mega influencers as their main choice for campaigns. 2 0 obj As a result, the evidence suggests that influencers indeed have an immense impact on their followers and can help brands in their advertising campaigns. Argyris, Y. et al. Literature reviews are a collection of articles on a single topic that allows systemising the evidence one can gain a better comprehension of the topic (Xiao and Watson, 2019). . 28 0 obj Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). Influencer marketing is now considered a key part of brands' promotional strategies Analysts estimate the value of influencer advertising at about $25 billion globally But it comes with risks as . Magno, F. and Cassia, F. (2018) The impact of social media influencers in tourism, ANATOLIA, 29(2), pp. As Kapitan and Silvera (2016) state, influencer marketing is a continuation of celebrity endorsements that were popular in the past brands continue sending their products to celebrities, but in a digital space. endobj It can significantly complicate the process of building an audience for smaller or less-established creators. It became a lucrative pursuit when companies unsolicited started sending her clothes and other products for her child. endobj Lou, C. and Yuan, S. (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19(1), pp. However, consumer engagement with posts remains low. It suggests that marketers should be concerned with how to present their brands through influencers on different social media platforms, and researchers should continue developing and testing theoretical frameworks for this advertisement means since it is apparent that influencer marketing will continue to be an essential aspect of advertisement in the nearest future. 7-29. Hence, it is vital to include influencer marketing in the process of teaching students the basics of inbound marketing to ensure that their skills are relevant to the demands of the contemporary marketing environment. 505 0 obj Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. (2022, June 8). The commission has already begun to enforce these regulations and reach out to influencers who violate the rules. <>2]/P 19 0 R/Pg 65 0 R/S/Link>> %PDF-1.7
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Analysts estimate the annual value of influencer advertising at several hundred million dollars in Australia, and about$25 billion across the globe. endobj (2020) point out that visual congruence correlates with better engagement when reviewing influencers posts. In terms of influence marketing, in particular, the fit of an influencer with an overall perception of the brand appears to be the central matter for consideration with practising managers.