Social Media Influencers and Consumer Online Engagement Management
With the popularity of social media, social media influencers have been playing an increasing role in modern marketing. However, there is little research on the impact of social media influencers on consumer brand engagement. To fill this gap, this chapter develops a conceptual framework to examine the impact of the endorsement by social media influencers on online brand engagement. The authors use social distance theories to construct several propositions to provide a deep understanding. They suggest that traditional celebrities and social media influencers have different social distance, therefore generate different types and degrees of consumer online engagement. And the product characteristics moderate the effectiveness of the different types of celebrity endorsement.