Influencer marketing

2019 ◽  
Vol 23 (2) ◽  
pp. 109-122 ◽  
Author(s):  
Carolina Stubb ◽  
Anna-Greta Nyström ◽  
Jonas Colliander
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Product Category ◽  
Content Type ◽  
Disclosure Control ◽  
Product Categories ◽  
Social Media Platforms ◽  
Media Platform ◽  
Practical Implications ◽  
Control Post

PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer.FindingsThe paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure.Research limitations/implicationsThe hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms.Practical implicationsThis empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers.Originality/valueThe study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.

The new marketing solutions that will drive strategy implementation

2016 ◽  
Vol 44 (3) ◽  
pp. 20-26 ◽  
Author(s):  
Kenneth Alan Grossberg
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
Marketing Innovation ◽  
The Social ◽  
Efficiency And Effectiveness ◽  
Media Platform ◽  
Practical Implications

Purpose Delineate the strategic implications for three new marketing trends based on digital technology. Design/methodology/approach The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing. Originality/value This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

This thing of social media! Going business or socialisation? Solving the great dilemma

foresight ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 331-350
Author(s):  
Akwesi Assensoh-Kodua
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Continuance Intention ◽  
Content Type ◽  
Social Media Platform ◽  
Actual Usage ◽  
The Future ◽  
Social Media Platforms ◽  
Media Platform ◽  
Near Future

Purpose Social media has become a “thing” not just for its historical purpose of socialisation, but a multi-faceted platform of unpredictable possibilities. With the current high levels of actual usage, business on the platform has assumed different styles and has become one of the competing activities on this platform, creating a dilemma for the future. However, as social beings, we can manage such capricious adventure by means of research, to predict the possible destination before we are taken by surprise. One of such medium of studies is through the philosophies of the continuance intention theories. To this end, the purpose of this paper was to investigated some antecedents of social media that are capable of predicting the direction of this platform to test this theory of continuance intention, and the results from the predictive Smart PLS3 shows that the continuance intention for business on this platform will overtake socialisation to offer the biggest market among the elitist class in the near future, and not China, Nigeria or the NYSE. Design/methodology/approach This paper uses Predictive Smart PLS3 to analyse the continuance intention of social media platforms. Findings Predictive Smart PLS3 shows that the continuance intention for business on social media platform will overtake socialisation to offer the biggest market. Research limitations/implications The questions asked in this study focussed on buyers and not platform managers. As the continuance intention depends on the latter as well, it would have been better if their opinions were also sought to determine what will make them continue to provide social media. Originality/value This paper is among the first to do such a study.

Innovating through social media

2019 ◽  
Vol 35 (4) ◽  
pp. 26-27
Keyword(s):  
Social Media ◽  
Open Innovation ◽  
Design Methodology ◽  
Global Market ◽  
Diverse Range ◽  
Content Type ◽  
Social Media Platforms ◽  
Pertinent Information ◽  
External Actors ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Open innovation, bringing internal and external actors together to create new products and services, is the key to survival in the global market. Social media platforms are able to help companies bring a diverse range of actors together to gain competitive advantage. Originality/value The briefing saves busy executives, strategists, and researchers’ hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

A taxonomy of value co-creation on Weibo – a communication perspective

2018 ◽  
Vol 30 (4) ◽  
pp. 2075-2092 ◽  
Author(s):  
Jing Ge ◽  
Ulrike Gretzel
Keyword(s):  
Social Media ◽  
Future Research ◽  
Marketing Organization ◽  
Content Type ◽  
Social Media Platform ◽  
Social Media Platforms ◽  
Media Platform ◽  
Comprehensive Classification ◽  
Practical Implications

Purpose This paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media. Design/methodology/approach In total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 responses were collected to develop a taxonomy by conducting qualitative empirical-to-conceptual analysis. To apply the taxonomy through conceptual-to-empirical analysis, 100 DMO-initiated posts and 823 responses were collected. Findings The communication-focused value co-creation taxonomy shows a variety of co-creators, verbal and non-verbal communicative co-creation actions facilitated by social media, and different co-created value types. Research limitations/implications This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Practical implications This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Originality/value This study enriches the tourism literature and the general marketing literature by examining value co-creation from a communication perspective and provides a comprehensive classification of value co-creation opportunities on social media.

When silence isn’t golden

2019 ◽  
Vol 35 (12) ◽  
pp. 17-19
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Communication Strategies ◽  
Content Type ◽  
Social Media Platforms ◽  
Pertinent Information ◽  
Corporate Crisis ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Organizations should utilize social media platforms like Twitter to communicate effectively with stakeholders impacted in the wake of a preventable corporate crisis. It is critical to deploy relevant communication strategies in order to repair relations and minimize damage caused to the reputation and legitimacy of the firm. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Ordinary celebrities related criteria to harvest fame and influence on social media

2020 ◽  
Vol 14 (2) ◽  
pp. 195-213
Author(s):  
Fatima Abdulaziz Al-Emadi ◽  
Imene Ben Yahia
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Data ◽  
Opinion Leadership ◽  
Social Media Marketing ◽  
Content Type ◽  
Content Quality ◽  
Social Media Platforms ◽  
Practical Implications ◽  
Shed Light

Purpose The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to opinion leadership on visual platforms, such as Instagram and Facebook. Design/methodology/approach Qualitative data were collected from 32 social media users following at least one ordinary celebrity on Instagram and Facebook in Qatar and Tunisia. Findings The findings of this study highlight five main characteristics that lead to fame and opinion leadership on social media visual platforms: credibility, storytelling and content quality, fit with the platform, Actual and aspired image homophily and consistency. Research limitations/implications This research is, to the best of the authors’ knowledge, one of the first studies that highlight the features determining opinion leadership on visual platforms such as Instagram and Facebook. Second, the results of the study highlight some features that distinguish ordinary celebrities from traditional established celebrities. Practical implications The findings of this research represent a guideline for effective influential marketing development. Based on the results, recommendations are provided for companies, influencers and social media users who aspire to become influencers. Originality/value This research, to the best of the authors’ knowledge, is among the first to shed light on opinion leadership through ordinary celebrities on visual social media platforms, such as Facebook and Instagram, and thus, adds new insights to the area of social media marketing.

scholarly journals Consumption attachments of Brazilian fans of the National Football League

2020 ◽  
Vol 17 (3) ◽  
pp. 251-266
Author(s):  
Bruno Melo Moura ◽  
André Luiz Maranhão de Souza-Leão
Keyword(s):  
Social Media ◽  
Social Interactions ◽  
Social Life ◽  
Design Methodology ◽  
National Football League ◽  
Cultural Practices ◽  
Content Type ◽  
Audience Interaction ◽  
Media Platform ◽  
Practical Implications

Purpose The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments. Design/methodology/approach The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons. Findings The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league. Research limitations/implications The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media. Practical implications The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them. Originality/value The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

I’ll laugh, but I won’t share

2017 ◽  
Vol 11 (1) ◽  
pp. 75-90 ◽  
Author(s):  
Seung Hwan (Mark) Lee ◽  
Alan Brandt ◽  
Yuni Groff ◽  
Alyssa Lopez ◽  
Tyler Neavin
Keyword(s):  
Social Media ◽  
Physical Environment ◽  
Design Methodology ◽  
Light Condition ◽  
Cautionary Tale ◽  
Content Type ◽  
Consumer Interest ◽  
Social Media Platforms ◽  
Practical Implications

Purpose This paper aims to investigate the experience of darkness on people’s evaluation of humorous taboo-themed ads and their willingness to share these ads digitally with others. Design/methodology/approach Multiple studies are conducted to demonstrate the connection between darkness and humor. Another experiment was conducted to investigate people’s willingness to share taboo-themed ads. Findings The results demonstrate that people in dark settings (vs light) found controversial, taboo-themed ads to be more humorous. Three studies demonstrate that people in the dark (vs light) condition found taboo-themed ads to be more humorous. More importantly, despite finding taboo-themed ads to be more humorous, people in dark settings (vs light) were less inclined to share these ads on social media platforms. Practical implications When using humorous taboo-themed ads, advertisers are encouraged to show these ads in dark settings. If the physical environment is uncontrollable, marketers may still benefit by cueing consumers about darkness (e.g. through their products) or reminding them of nightly activities which may also yield similar effects. However, the cautionary tale is that, although people in the dark may enjoy these ads, they may not be willing to share it with others. Originality/value Marketers utilize taboo-themed ads to increase consumer interest. Despite its controversial content, darkness enhances people’s evaluation toward these taboo-themed ads. However, if one of the goals of advertisers is to create an ad that is amenable to sharing, developing a humorous taboo-themed ad may not be the most rewarding strategy.

scholarly journals Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard N. Rutter ◽  
Stuart J. Barnes ◽  
Stuart Roper ◽  
John Nadeau ◽  
Fiona Lettice
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Design Methodology ◽  
Network Effects ◽  
Product Placement ◽  
Content Type ◽  
Product Categories ◽  
Close Fit ◽  
Practical Implications ◽  
Beauty Products

PurposeThis research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers.Design/methodology/approachA total of 226,881 posts on Instagram were analyzed using the Inception V3 convolutional neural network (CNN) pre-trained on the ImageNet dataset to identify product placement within the Instagram images of 75 of the world's most important social media influencers. The data were used to empirically test the relationships between influencers, product placement and network engagement and efficiency.FindingsInfluencers achieved higher network engagement efficiencies than celebrities; however, celebrity reach was important for engagement overall. Specialty influencers, known for their “subject” expertise, achieved better network engagement efficiency for related product categories. The highest level of engagement efficiency was achieved by beauty influencers advocating and promoting cosmetic and beauty products.Practical implicationsTo maximize engagement and return on investment, manufacturers, retailers and brands must ensure a close fit between the product type and category of influencer promoting a product within their social media posts.Originality/valueMost research to date has focused on brand-controlled social media accounts. This study focused on traditional celebrities and social media influencers and product placement within their own Instagram posts to extend understanding of the perception of endorsement and subsequent engagement with followers. The authors extend the theory of network effects to reflect the complexity inherent in the context of social media influencers.

Getting closer to the customer

2014 ◽  
Vol 30 (11) ◽  
pp. 35-38
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Reading Time ◽  
The Internet ◽  
Business Organizations ◽  
Content Type ◽  
Technological Developments ◽  
Social Media Platforms ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The arrival of Web 2.0 represents one of the more striking technological developments of the new century. Social media has taken the Internet to new heights by enabling users to exploit different platforms to generate and share content. Business organizations have wisely become attuned to this trend. An increasing number are thus exploiting the scope of social media platforms as a means to target customers effectively. The ability of such media to transform the way information is exchanged furthers their appeal. Consumers are now able to actively engage with one another and also communicate more productively with firms. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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