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Subjective norms are the buyers perception of social pressure. Of Nya Lacekocot and the curse of De-contextualised Influencer Marketing: Reflections and disillusionments on Uganda's Influencer culture. Views of UK and US millennials, Journal of Promotion Management, 25(6), pp. PDF Influencer Marketing and Its Impact on Consumer Behavior - Aalto <>/Metadata 2 0 R/Outlines 5 0 R/Pages 3 0 R/StructTreeRoot 6 0 R/Type/Catalog/ViewerPreferences<>>> Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. .XRG`&G\geJE*cWz7~_7G\ru_?NE~/, Social Media Influencer Motivation: Exploring What Drives Micro-Celebrities to Produce Content Using Social Exchange Theory. In this report, the approach of the narrative literature review is applied, which allows the author to cross-check the findings from different studies. <>stream It's no surprise to read that social media has been one of the main engines driving that change, at least culturally. It's 2020, a new decade, and so it's natural to reflect on how much has changed in the past 10 years. Influencer marketing's effect on brand perceptions We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the lands where we live, learn, and work. 225-251. 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. According to Argyris et al. It has to be.". 765-782. 8 June. endobj 351-391. IvyPanda. 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. Privacy Statement, Stuvia is not sponsored or endorsed by any college or university, Thesis: Rise of Influencer Marketing for an Online Brand Thesis Presentation, Also available in package deal from $21.10, Pennsylvania State University - All Campuses, Rutgers University - New Brunswick/Piscataway, University Of Illinois - Urbana-Champaign, Essential Environment: The Science Behind the Stories, Everything's an Argument with 2016 MLA Update, Managerial Economics and Business Strategy, Primates of the World: An Illustrated Guide, The State of Texas: Government, Politics, and Policy, IELTS - International English Language Testing System, TOEFL - Test of English as a Foreign Language, USMLE - United States Medical Licensing Examination. 58-73. One of the findings suggests that a significant difference in the visual elements of the brands website and its social media account will demotivate consumers from purchasing. (2020) point out that visual congruence correlates with better engagement when reviewing influencers posts. In essence, influencers can be categorised as a source of information for individuals, somewhere between opinion leaders and celebrities. 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. Shahid and Farooqi (2019) used structural equation modelling to examine the brand attachment of consumers, more specifically Indian citizens, who purchase luxury goods. This is IvyPanda's free database of academic paper samples. <>466 0 R]/P 549 0 R/Pg 541 0 R/S/Link>> For example, if the potential customer perceives that others will approve of his or her actions, they are more inclined to make a purchase and vice versa. Lin, X., Spence, P. R. and Lachlan, K. A. Visual congruence is a sense of harmony, and in the case of modern-day influencers, the congruence mainly applies to photos, for example, posted on Instagram (Argyris et al., 2020). <>21]/P 25 0 R/Pg 65 0 R/S/Link>> The consumer doppelganger effect is the theory of consumers mimicking the behaviour of influencers. 56 0 obj By simplifying the generation of content that is "good enough," these tools risk flooding the social platforms with content that lacks human touch as all parties involved want to minimize the time and resources spent on the creation process. According to Childers, Lemon and Hoy (2019), approximately 82% of adult Americans ask for a recommendation from their friends or family when making a purchasing decision. <>409 0 R]/P 525 0 R/Pg 524 0 R/S/Link>> endobj For example, if a website familiar to consumers has a link to an unknown page, the customer is more likely to trust the latter resource. SAM is a common theory in social sciences, explored both empirically and theoretically. Initially, influencers used primarily text content posted in blogs. 7-29. Apart from better ROI, influencers leverage the psychological aspects of human communication the need to ask for advice, evidence or a recommendation from a trustworthy source (Trivedi and Sama, 2020; Onwuegbuzie and Frels, 2016; Magno and Cassia, 2018). Firstly, this report will define the notion of influencer and the type of relationship they develop with their followers. endobj Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. Since celebrities are comparable in their effect on the consumers to influencers, the approach to viewing the follower-influencer relationship through the perspective of celebrity attachment is helpful. Practitioners can also benefit from understanding what factors have a negative impact on brand engagement and demotivate consumers from buying. <> <> Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. endobj However, I tried to focus only on the findings of the articles and empirical evidence as a main source of judgment. However, most of the examined studies conclude that in the majority of cases, influencer marketing is more beneficial and prominent when compared to traditional advertising methods. As a result, the studies that use surveys and responses from advertisement management conclude that influencer marketing is highly effective. When a person makes a decision to purchase something, they usually seek a recommendation from someone they know. <> Emily Dean Hund The current thesis investigates influencer marketing with a sustainability focus. Marketing Dissertation Topics - Research Prospect Notably, Ki and Kim (2019) also explain the theory of power dynamic, where the different stages of how influencers impact their followers are explained. As AI technology is becoming more widespread, we have been witnessing the integration of AI tools into influencer marketing. Next, the target desires to comply with the recommendation, which leads to the final stage the completion of an action (Ki and Kim, 2019). However, evidence from other researchers who use trials and valid studies proves the opposite. PDF The phenomenon and rise of Influencer Marketing and how it affects Many leading influencers often feel the need tocarefully curate their posts. endobj 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. Based on SAM, people tend to prefer to be around those who are similar to them (Argyris et al., 2020). Mainly, the similarities are assessed based on similar attitudes that individuals have. You are free to use it for research and reference purposes in order to write your own paper; however, you IvyPanda. 109-122. 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. Since then, companies have dedicated more attention to the unexplored opportunities for online marketing. 1. In the context of influencers, SAM and the theory of decision making where individuals seek advice from others when deciding to make a purchase. (2020) Ordinary celebrities related criteria to harvest fame and influence on social media, Journal of Research in Interactive Marketing, 14(2), pp. 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. It can significantly complicate the process of building an audience for smaller or less-established creators. This special issue is devoted to the fascinating world of influencer marketing. endobj Hence, influencer marketing encompasses not only the impact that online personalities have on people who follow them but also the process of cooperation with such individuals. Recently, regulators in many states developed policies that oblige influencers to reveal sponsored content, although, before this, they could integrate it into their content in whatever way they deemed suitable. Influencers have a unique bond with their followers something that no other advertising platform can offer. <>440 0 R]/P 536 0 R/Pg 524 0 R/S/Link>> This problem is especially critical in the case of generative AI tools, both text- and visual-based, which are becoming increasingly prevalent in the creative industries. But the potential downsides are clearly not dissuading buddinginfluencers Mr Singh said his business was overwhelmed by influencers wanting to be hosted on its platform. 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. [64 0 R 67 0 R 68 0 R 69 0 R 70 0 R 71 0 R 72 0 R 73 0 R 74 0 R 75 0 R 76 0 R] The reasoning behind such behaviour is a desire to look or be perceived similarly to the other person that is being mimicked (Ki and Kim, 2019). The idea for this thesis came up when I was trying to think about a new and innovative marketing method. 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. 498 0 obj 1 0 obj Hu, Zhang and Wang (2019) cite different examples of how this phenomenon impacts consumers and their decision. Nurhandayani, Syarief and Najib (2019) report the findings of their purchasing intention study based in Jakarta, which focused on female millennials who use social media. Moreover, some social media platforms, for example, YouTube, included the necessity to disclose sponsorship as part of their user agreement. Although, as suggested by research, a distinction should be made between influencers and celebrities, there is some correlation between the two notions. A heuristic-systematic model can explain how influencer marketing is perceived by consumers (Xiao, Wang and Chan-Olmsted, 2018). 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. Digital marketing is no exception. Expertise from Forbes Councils members, operated under license. <>31]/P 28 0 R/Pg 65 0 R/S/Link>> EI[.mt~-K9&UFr3aXJ$Gtdpdt3g_~9ob/_( As a result, they can increase brand awareness and encourage consumers to purchase more. Through the process of preparing this report, I learned that influencer marketing is present in a variety of niches, not only in beauty and related industries. <> Behavioural control theory suggests that if a person has a positive attitude towards some behaviour, they are more likely to execute it. Opresnik, M. O., Kotler, P. and Hollensen, S. (2017) Social media marketing: a practitioners guide. For example, on Facebook, the average engagement level is 35%, while on Twitter, it is only 0.5%. Moreover, some evidence suggests that visual congruence actually impacts the effect that the influencers content has on their followers. These theories are based on the notion that in social interactions, people look for recommendations from a source they trust and by developing a relationship with an instafamous person, they tend to mimic the behaviour of the influencer. endobj 500 0 obj Create a Listing Start selling; Casting Calls Find and pitch brands; Brands. xYMoF#d'HQ==hTrg)q` ~/7;Yg8? 5 0 obj The objectives of this study were to determine if it is feasible to enter the market of Finland, Moscow and Saint Petersburg and are there any possibilities for future development in those markets. 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. Marketing Influences on Consumer Decision Making Essay - IvyPanda Increased competition can lead to market saturation. 488 0 obj One theory explaining how influencers impact the decision-making process of consumers is the Similarity-Attraction Model (SAM). <><>446 0 R]/P 539 0 R/Pg 524 0 R/S/Link>> Jin, S.V., Muqaddam, A. and Ryu, E. (2019) Instafamous and social media influencer marketing, Marketing Intelligence & Planning, 37(5), pp. 2 0 obj influencer marketing has grown from $1.76 billion in 2016 to $13.8 billion in 2021 (Santora This includes a brief overview of marketing tactics that preceded influencer marketing, such as word-of-mouth (WOM) and celebrity endorsements. "Content creation is so important for a fashion brand because it just means you get your clothing on the right person and you'll sell out your collection in no time.". <> The growing competition, in its turn, comes with several problems: 1. (2016) Advertising as a cue to consume: a systematic review and meta-analysis of the effects of acute exposure to unhealthy food and nonalcoholic beverage advertising on intake in children and adults, American Journal of Clinical Nutrition, 103(2), pp. Table 2 summarises the main theories that were presented in the explained studies, and the following paragraphs will explain each concept in detail. "We probably get over 100 expressions a day," he said. <>436 0 R]/P 534 0 R/Pg 524 0 R/S/Link>> Word of mouth (WOM) marketing developed simultaneously with the increasing popularity of social media since people aimed to share their reviews and opinions about the things they bought, and others were willing to read these messages (Johansen and Guldvik, 2017). 55 0 obj endobj 3 0 obj 6891. Onwuegbuzie, A. and Frels, R. (2016) Seven steps to a comprehensive literature review: a multimodal and cultural approach. After a recent survey carried out by Influencer Marketing Hub concluded that The majority (59%) admit to having a standalone budget for content marketing, and 75% of them now intend to dedicate a budget to influencer marketing in 2021 (Influencer Marketing Hub, 2021). l*k\ @q8 +LIU%)K5+v^>^+>F]+eNVpZ3 V3H#f`$iW~% F|. 553567. Table 2. PDF The Impact of Influencer Marketing on Consumer Purchase - Iscte In terms of research, it would be interesting to investigate if posts with hashtags ad and advertisement generate less engagement from viewers as opposed to regular posts. Coates, A. et al. But those already working, like Ms Berlingeri, have a warning. The FTC in the United States recognised the impact that influencers have on people and the issue of deception advertising something without disclosing that the post is sponsored. Your privacy is extremely important to us. A thesis. Argyris et al. I received some help from my supervisor, who helped me plan the process of selecting articles for the review and advised me on how to approach the reading. While this may become a problem in the future, currently, influencer marketing remains to be extremely efficient. Another challenge in the usage of AI tools in influencer marketing is the issue of creativity. 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 relevance of the TPB model is in the notion that thoughts and perceptions affect peoples emotions and subsequent actions. "Tertiary scrutiny of what you can find online and elsewhere shows that substantial spends are being transferred from traditional media into the use of influencers," Professor Crouch said. The Influencer Industry: Constructing And Commodifying Authenticity On Social Media . Many factors have an effect on how the sponsored post will be perceived by the followers. endobj Influencers are people with sizable social-media followings who can influence their followers' behavior as consumers. In general, this report contains many implications for practitioners and researchers that are interested in influencer marketing that has taught me how to use influencer marketing appropriately. 1 As a result, 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'(Stubb, Nystrm and Colliander, 2019, p. 109). Web. Mr Singh said large companies were reportedly spending up to 10 per cent of their advertising budgets on thatform of marketing, with smaller,usually newer, brands opting to use it almost exclusively. (2022, June 8). Moreover, influencers can impact the consumers decision to either purchase or avoid buying a product, which is why this narrative literature review aims to summarise peer-reviewed articles on influencer marketing. To avoid any potential legal issues down the road, both businesses and creators must understand the risks of using AI tools in influencer marketing and know how to protect themselves. Opresnik, Kotler and Hollensen (2017) promote the concept that the size of the company should define the type of influencer selected for promotion. 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. endstream The primary objective of the thesis is to explore the impact of influencer marketing on consumer behaviors. 506 0 obj <>16]/P 25 0 R/Pg 65 0 R/S/Link>> . <>>> Moreover, the empirical evidence collected shows the significant advantage that influencer marketing has before traditional marketing. The concept of social proof is the basic theory of how trust between people affects decision making. In the age of overabundance of content, as brands and creators are fighting for a place in their audiences feed, creativity and the ability to create something that stands out is as important as ever. endobj endobj 2 0 obj June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. endobj Noora Puotiniemi THE ROLE OF INFLUENCER MARKETING AMONG YOUNG FINNISH 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. endobj This dissertation explores the topic Consumer responses to influencer marketing on Instagram. This section will focus on examining the impact that influencer marketing has on consumer behaviour. Having friends who are working to become influencers, this topic seemed to form itself. For example, the research on TPB and TRA is based on a literature review and does not have empirical results to support the findings. Huges, Swaminathan and Brooks (2019) state that influencer posts are effective in improving the WOM of the brand. The results of the present dissertation confirm that the influencer's posts on Instagram about a certain product/service have a significant impact both on consumer's purchase intentions and on their opinion towards a brand. Analysts estimate the annual value of influencer advertising at several hundred million dollars in Australia, and about$25 billion across the globe. stream IvyPanda. 6 0 obj The results of this research suggest that the impact of social media influencers on consumers purchasing intentions is not direct. Hence, although there are some theories developed to explain the specifics of influencer marketing, they can be further supported and tested with empirical evidence. Company Registration Number: 61965243 This section will focus on exploring the emergence and evolution of influencer marketing based on the existing studies. These developments are incredibly exciting to watch; however, its also important for brands to start exercising certain degrees of protection and control. endobj One of the main advantages of influencer marketing is its ability to drive sales and prompt customers to take action. 2 0 obj 4th edn. Next, the specifics of what attracts followers and prompts them to follow influencers should be discussed. This influencer marketing campaign proved to be successful by Daniel Wellington's Instagram followers increasing by 1.2 million and increased . Subscribe to newsletters. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. 93112. PDF Influencer marketing: Long-term collaborations on Instagram. The problem is, however, that generative AI tools, while sophisticated and powerful, cannot generate fundamentally new ideas as they are limited to the data they have been trained on. Childers, C.C., Lemon, L.L. Hughes, Swaminathan and Brooks (2019) focus their research on the consumer funnel on determining what drives brand success in the context of influencer marketing. Brand attitude correlates with an intention to purchase and actual sale, as Shahid and Farooqi (2019) conclude, which means that people who have a good perception of a brand are more likely to purchase its products. This type of conspicuous behavior, according to the analysis, is most influenced by brand quality as well as by social recognition and perception by society. Simply defined, this concept means that because individuals are exposed to a large number of advertisements on a daily basis, they no longer respond to them, memorise them, or use them as prompts for purchasing decisions. <>470 0 R]/P 551 0 R/Pg 541 0 R/S/Link>> Chief executive of social media marketing agency Hypetap, Detch Singh, said influencers are now considered a key part of brands' promotional strategies, primarily because of theireffectiveness. Another proof that influencer marketing is an important topic to study is the fact that many regulators in the United States, Europe, and other parts of the world created policies of ethical marketing that guide the work of the influencers (Association of National Advertisers, 2018). 2. endobj 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 . Al-Emadi and Yahia (2020) examine the issue of becoming an influencer and influential marketing development. This narrative literature review implied summarising the information from multiple articles on the topic of influencer marketing without providing an interpretation of the results. Influencer Marketing's ROI | Money Slides | All MKC Content | ANA 33 0 obj This thesis focuses on micro-influencers (between 10 and 100 thousand followers) and their effect on Millennial's consumer behavior. As a result, influencers and brands are encouraged to create only specific types of contentthose that will bring them the most traction.

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