scholarly journals Impact of Influencer Marketing on Consumer Purchase Behavior during the Pandemic

2021 ◽  
Vol 9 (4) ◽  
Keyword(s):  
Social Media ◽  
Sample Size ◽  
Brand Identity ◽  
Purchase Behavior ◽  
Research Survey ◽  
New Form ◽  
Traditional Marketing ◽  
The Impact

Social Media has turned from our regular photos and thought dumping platform to a marketing space mainly led by influencers. Influencers, the ones who influence, hold a firm grasp on people all over social media through their content, views, thoughts, and uniqueness that they have to offer. These influencers are known to impact people especially the younger generations. We can mark them as a new form of marketing that works beyond traditional marketing and is not limited to just selling a product but broadens the horizon to building a brand identity and creating a trustful relation between the audience, the brand, and the influencer. As the number of people who use social media grow, so grows the number of influencers and so does the number of companies choosing to use influencer marketing. The scope is big, the audience is endless and the influencers are professionals at creating engaging marketing content that is a long-term investment for any company big or small. The aim of this paper is to bring to light the recent uproar of Influencer Marketing on social media during the pandemic and how it has had an impact on companies and on the audience’s purchase behavior. The data for this paper has been taken through a small research survey that has also been done on a sample size of 50 consumers to study the impact of influencer marketing on their purchase behavior and decisions. All data used is particular to the pandemic and hence data post-2020 to now has been used.

Reducing Resistance: The Impact of Nonfollowers’ and Followers’ Parasocial Relationships with Social Media Influencers on Persuasive Resistance and Advertising Effectiveness

2021 ◽  
Author(s):  
Priska Breves ◽  
Nicole Liebers ◽  
Bernadette Motschenbacher ◽  
Leonie Reus
Keyword(s):  
Social Media ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Parasocial Relationships ◽  
Brand Evaluations ◽  
New Form ◽  
The Impact ◽  
Consumer Advocates ◽  
Practical Implications

Abstract Although social media influencers have become popular brand endorsers, previous research on this new form of advertising has neglected to analyze how the followers of these influencers are persuaded. Based on a key mechanism proposed by the entertainment overcoming resistance model, long-term parasocial relationships (PSRs) should reduce the amount of persuasive resistance in the forms of reactance and counterarguing. Consequently, the persuasive effects should be enhanced. To empirically test these assumptions, two online studies were conducted. The first experimental study (N = 151) confirmed that followers experienced stronger PSRs than did nonfollowers, which resulted in higher perceived source trustworthiness and reduced levels of both perceived freedom threat and counterarguing after exposure to a sponsored Instagram post. The second study (N = 225) further confirmed the enhanced persuasive impact of PSRs in terms of brand evaluations and behavioral intentions. The theoretical and practical implications for advertisers, consumer advocates, and future research are discussed.

'How Does the ASEAN Region Localize International Brands?’ A Multidimensional Analysis of Thai TV ads

2020 ◽  
Author(s):  
Thiti Nawapan ◽  
◽  
Remart P. Dumlao ◽  
Keyword(s):  
Social Media ◽  
Third Space ◽  
The Philippines ◽  
Southeast Asian ◽  
Cultural Representation ◽  
Multidimensional Analysis ◽  
Brand Identity ◽  
Identity Positioning ◽  
Asian Context ◽  
The Impact

In intercultural scholarship, there is a considerable number of studies that explores the impact and effect of culturally oriented social media (see Koda 2014, 2016; Mendoza 2010). Of these studies, however, there is a paucity of understanding on how social media becomes a third space of cultural representation, especially in the Southeast Asian context (Dumlao and Wattakan 2020; Feng 2009; Kalscheuer 2008). Drawing from insights connected to inter-semiosis by Kress and Van Leeuwen (1996) and SF-MDA by O’Halloran (2011), therefore, this paper explores the glocalization process and its inclination to cultural representation, and thus creating new discursive forms of identities, by looking at Thai TV ads from January 2019 to December 2019. Two Thai TV ads were purposively chosen from international beverage companies. To capture the glocalization and cultural representation, we compared these with TV ads from other countries, namely, the Philippines, and the U.S.A. Through content and multidimensional analysis, the findings suggest that commercials construct glocal identities through several factors and incidences. These incidences and factors support and provide understanding for brand identity positioning, which itself describes the intersemiosis of elements within contemporary consumer cultures. Implications of this study are discussed in the paper.

Online to Offline: The Impact of Social Media on Offline Sales in the Automobile Industry

2021 ◽  
Author(s):  
Yen-Yao Wang ◽  
Chenhui Guo ◽  
Anjana Susarla ◽  
Vallabh Sambamurthy
Keyword(s):  
Social Media ◽  
Automobile Industry ◽  
Durable Goods ◽  
Term Effect ◽  
Traditional Media ◽  
Long Term Effect ◽  
Light Vehicle ◽  
Dynamic Relationships ◽  
The Impact

This study examines the dynamic relationships between firm-generated content (FGC), user-generated content (UGC), traditional media, and offline light vehicle sales. Data were collected from the official Facebook and Twitter pages of 30 U.S. car brands from 2009 to 2015. Our results suggest that Facebook and Twitter are heterogeneous in terms of their effect on offline vehicle sales; FGC is more effective than UGC for influencing offline light vehicle sales; viral impressions from Facebook and Twitter are essential, although effects vary for the various social media platforms, FGC, and UGC; and a firm’s marketing efforts and UGC both have a long-term effect on sales, with the long-term effect of a firm’s marketing efforts outlasting that of UGC. We also documented the within-Twitter synergistic effect between FGC and UGC for offline car sales and cross-channel substitution relationships between FGC and both Facebook and traditional media and Twitter and traditional media. Our study implies that managers who attempt to maximize multichannel marketing for offline sales of durable goods should consider (1) the nature of each platform, (2) the number of potential audiences each platform can reach, and (3) the user basis of each platform.

Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior

2018 ◽  
pp. 756-773
Author(s):  
Evelyn Chronis ◽  
Qiang Lu ◽  
Rohan Miller
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Customer Relationship Management ◽  
Organic Food ◽  
Relationship Management ◽  
Customer Relationship ◽  
Purchase Behavior ◽  
Consumer Engagement ◽  
Loyalty Program ◽  
The Impact

Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management. This chapter fills this gap by proposing a conceptual framework to capture the impact of social media on traditional Customer Relationship Management in the context of consumers' organic food purchasing. Specifically, this study investigates how social media influences the purchase behavior of loyalty program members and non-loyalty program members. This study also examines the effectiveness of different types of social media content on consumer purchase behavior of organic food.

Social Media, Surgeons, and the Internet: An Era or an Error?

2012 ◽  
Vol 78 (5) ◽  
pp. 555-558 ◽  
Author(s):  
Michelle C. Azu ◽  
Elizabeth J. Lilley ◽  
Aparna H. Kolli
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Care Setting ◽  
Primary Care Setting ◽  
The Internet ◽  
Research Corporation ◽  
Physician Rating ◽  
Access Information ◽  
The Impact

According to the National Research Corporation, 1 in 5 Americans use social media sites to obtain healthcare information. Patients can easily access information on medical conditions and medical professionals; however physicians may not be aware of the nature and impact of this information. All physicians must learn to use the Internet to their advantage and be acutely aware of the disadvantages. Surgeons are in a unique position because, unlike in the primary care setting, less time is spent developing a long-term relationship with the patient. In this literature review, we discuss the impact of the Internet, social networking websites, and physician rating websites and make recommendations for surgeons about managing digital identity and maintaining professionalism.

The impact of social media on destination branding

2012 ◽  
Vol 18 (3) ◽  
pp. 197-206 ◽  
Author(s):  
Yumi Lim ◽  
Yeasun Chung ◽  
Pamela A Weaver
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Brand Identity ◽  
Destination Marketing ◽  
Marketing Organization ◽  
Destination Branding ◽  
Destination Brand ◽  
The Impact ◽  
Insight Into ◽  
Destination Marketing Organization

A one-way conversation with consumers in destination branding was pervasive when destination-marketing organizations created and generated their destination brands. However, social media has made a two-way conversation possible with consumers participating in the development of a destination brand identity/image. This study investigates consumer perception of destination brands created by consumer-generated videos and destination-marketing organization videos. The findings suggest that consumer-generated videos do not carry the same destination brand as destination marketer-generated videos. In addition, consumer-generated videos have little positive impact on a destination brand. This study provides insight into destination-branding strategies with respect to the roles that social media plays in creating destination-brand identity and image.

scholarly journals Media Sosial Sebagai Budaya Baru Pembelajaran di SD Muhammadiyah 9 Malang

2020 ◽  
Vol 2 (1) ◽  
pp. 17-27
Author(s):  
Mohammad Kamal
Keyword(s):  
Social Media ◽  
Negative Impact ◽  
Learning Culture ◽  
Tips And Tricks ◽  
Negative Effects ◽  
Social Language ◽  
Research Theme ◽  
New Learning ◽  
New Form ◽  
The Impact

This study tries to find answers to the application of social media as a new form of culture in learning. SD Muhammadiyah 9 Malang which is the object of research has characteristics that are in line with the research theme. SD Muhammadiyah 9 Malang has implemented social media in the last few years. In the results of this study found many interesting things that can be said as a form of habit which in social language is called culture. In addition, the impact of this new learning culture is very positive. This means it is different from the previous community's understanding that social media must be kept away from children because it can interfere with learning. From the application of social media for learning, SD Muhammadiyah 9 Malang can encourage students to be creative, innovative and able to adapt critically to the negative effects of social media. Although there are some notes that need attention or just tips and tricks from teachers or teachers to avoid the negative impact of social media.

scholarly journals Challenges of Gauging the Impact of Area-Based Fishery Closures and OECMs: A Case Study Using Long-Standing Canadian Groundfish Closures

2021 ◽  
Vol 8 ◽  
Author(s):  
Nancy L. Shackell ◽  
David M. Keith ◽  
Heike K. Lotze
Keyword(s):  
Biological Diversity ◽  
Regional Scale ◽  
Effective Area ◽  
Convention On Biological Diversity ◽  
Population Growth Rates ◽  
Research Survey ◽  
Development Goals ◽  
Marine Areas ◽  
The Impact

The United Nations Convention on Biological Diversity was established in 1993. Canada is a signatory nation that has adopted, and exceeded, the UN Aichi biodiversity target to protect 10% of coastal and marine areas through marine protected areas or “other effective area-based conservation measures” (OECMs) by 2020. However, the science of OECMs as contributors to biodiversity conservation is relatively young and their definition and efficacy testing continue to evolve. Here, we examine whether areas closed to fishing on the Scotian Shelf in Atlantic Canada, where the groundfish community had collapsed in the early 1990s, have the potential to serve as OECMs for groundfish recovery. Using long-term research survey data, we show that three long-term area-based fishing fleet closures did not enhance per capita population growth rates of the majority of 24 common groundfish species. At a regional scale, 10 out of 24 species are currently at less than 50% of their pre-collapse (1979–1992) biomass, reflecting a sustained diminished productivity, even though fishing mortality has been drastically reduced through a moratorium in 1993. Additional measures are needed to protect severely depleted groundfish, especially when the causes of continued diminished productivity are still largely unresolved. The importance of OECMs as a risk-averse approach toward sustainability is globally accepted and they can be considered a tool toward the overarching UN Sustainable Development Goals (SDG-14). Our study provides further impetus toward articulating the criteria of OECMs and improving their design, monitoring, and testing, while placing OECMs within the broader context of sustainable ecosystem-based management.

scholarly journals The Impact of Media Advertisement on Consumers Purchasing Behaviour

Patan Pragya ◽  
2020 ◽  
Vol 7 (1) ◽  
pp. 268-278
Author(s):  
Gunja Kumari Sah ◽  
Sangita Karki
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Media Platform ◽  
Purchasing Behaviour ◽  
Media Habits ◽  
The Impact ◽  
The Relationship ◽  
Structured Questionnaire

Marketers spend a massive amount on various media platforms to influence consumer behavior. Advertisement on every media platform has a different component that involves the Consumer for different purposes. Technological innovation has led to changes in Consumer's media habits. Hence, a deeper understanding of advertisements on various media platforms, and their implications on consumer behavior needs to be established. This study aims to examine the relationship between advertisement dimensions such as printing, broadband, outdoor and social media, and consumer purchasing behavior. Data were collected with the help of a structured questionnaire by email and direct interviews with the consumers located in Kathmandu valley. The findings revealed that the advertisement media dimensions had a strong correlation with consumer purchasing behavior. It also indicated that printing, outdoor and social media were statistically significant, and broadband media were found to be statistically insignificant with consumers 'purchase behavior

scholarly journals #PrettyLittleLiars: ABC Family in TV’s Post-Network Era

2021 ◽  
Author(s):  
◽  
Ariane Galope
Keyword(s):  
Social Media ◽  
Brand Identity ◽  
Critical Perspective ◽  
Network Competition ◽  
Transmedia Storytelling ◽  
American Television ◽  
Online Platforms ◽  
Online Presence ◽  
Network Era

<p>This thesis explores the branding of ABC Family as a home for ‘Millennial’ viewers through its original TV drama programme, Pretty Little Liars. ABC Family emerged during what Amanda Lotz (2007) terms the ‘post-network’ era of American television, a period that has been characterised by fierce inter-network competition and the availability of TV programming on a larger array of platforms, including online platforms. These revolutionary changes have been coupled with the emergence of a commercially desirable demographic known as the ‘Millennials’, a group of young people who are considered to be ‘native’ to this ‘post-network’ environment and whose media use and preferences are challenging networks to revise their strategies and develop programmes that aim to solicit their attention and engagement.  Pretty Little Liars has been specifically constructed to assert the brand identity of ABC Family as a channel “for and about Millennials” (Liesse A2). This programme has sought to distinguish itself within teen-oriented TV drama by incorporating cinematic aesthetics, serial storytelling, narrative complexity, and intertextuality – all of which have been characteristic of adult-oriented ‘high-end’ TV drama in the ‘post-network’ era. Pretty Little Liars has supplemented these efforts to distinguish itself by cultivating a thriving online presence. Important to this online presence are the use of ‘transmedia storytelling’ and social media. As this thesis demonstrates, transmedia storytelling and social media have the capacity to significantly extend the experience of a TV programme beyond what is aired on television. Importantly, their deployment in support of Pretty Little Liars has been successful in encouraging consistent viewing of new episodes as they are broadcast, a pattern that persists despite the post-network era’s capacity for delayed viewing on alternative platforms.  This thesis undertakes an in-depth examination of ABC Family’s ‘post-network’ strategy in three chapters, each of which takes a different critical perspective. Chapter One examines the internal and external challenges that contributed to the emergence of ABC Family’s rebranding. Chapter Two analyses Pretty Little Liars as a ‘high end’ teen-oriented TV drama that functions to elevate the profile of ABC Family while simultaneously engaging ‘Millennial’ viewers. Finally, Chapter Three explores the transmedia extensions of Pretty Little Liars that function to supplement the television narrative in ways that encourage and reward consistent viewing patterns and long-term loyalty.</p>

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