<>462 0 R]/P 547 0 R/Pg 541 0 R/S/Link>> endobj Influencer Marketing and Applicable Theories. The combination of these two models allowed determining the motivating and demotivating factors that impact young consumers decisions. . 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. 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. 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). "School holidays are nearly over, can you believe it? Other authors offer different explanations for influencer marketing. The thesis was conducted Ammattikorkeakoulujen opinnytetyt ja julkaisut, https://urn.fi/URN:NBN:fi:amk-202205169450, Swedish market entry strategy utilizing Internet marketing: the utilization of Internet marketing in a cost effective and efficient way to market a virtual world, Tammi Jewellery : Market research for entering the Hong Kong market; market channels and brand positioning in the market, Market Analysis of Finnish Market and Part of Russian Market (Moscow and Saint Petersburg). 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. 4 Food Influencer Marketing Tips to Dazzle Followers and Brands To sum up, although practitioners already apply influencer marketing, some further improvements can be made to help others apply this tool by developing guides and frameworks for influencer marketing. The focus of the influencer marketing campaign is on the collaboration between an influencer and a marketing specialist of a brand, which differs from other advertising methods. The Evolution of Influencer Marketing over the Past Decade - NeoReach This is IvyPanda's free database of academic paper samples. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). "Most of the feedback is, 'Oh my God, we didn't know we needed this'. Notably, other researchers, such as Mohit (2011), Lou and Yuan (2019) and Chatterjee (2011), outline the theories rather than provide empirical support to their hypothesis. <>stream endobj ': Jailed Navalny taunts Russian prison with bizarre requests, Chris Dawson's accuser breaks down in Sydney court at suggestion she's 'making things up', leading the Australian Competition and Consumer Commission and the Australian Tax Office to announce crackdowns earlier this year, Influencer crackdown as ACCC gets set to sweep social media for hidden ads, Fitness influencers inspire thousands online but there are concerns some peddle dangerous advice, Glut of influencers already reported to ACCC amid sweep of hidden ads, 'Shouldn't view the NDIS as a chance to build a verandah on their beach house': Government announces crackdown on inflated prices for NDIS services, Husband mourns soulmate as driver receives immediate parole despite showing 'no remorse', 'It didn't feel like I'd stabbed him': Defendant tells court he didn't mean to kill 16-year-oldBalin Stewart, Workers evacuated after tunnel collapse hundreds of metres underground on major Melbourne project, Thanasi Kokkinakis fumes over toilet break in French Open defeat, Demons snap losing streak with narrow win over Blues, Ex-garbageman's flash of intuition leads to ancient Roman statues. "We probably select one or two of those.". <>>> In this article, I'll take a look at four of those challenges. Influencer Marketing and Applicable Theories Essay Hence they usually do not have management and other personnel or familiarity with traditional advertising methods. May 25, 2023 10:19 am ET. The concept of social proof is the basic theory of how trust between people affects decision making. endobj Hence, a suggestion for practitioners is to approach influencer marketing with caution and use sales figures and other metrics to ensure that the campaign is reaching the expected results. Some of the specific topics that were uncovered as part of this review include the various theories that help explain why people engage with the content that these social media personalities post and why the recommendations of the latter matter, such as the word of mouth theory, social exchange theory, similarity attraction model, the theory of visual congruence. The Influencer Industry: Constructing And Commodifying Authenticity On Social Media 59 0 obj In the United States, for instance, the Federal Trade Commission (FTC) is a governmental institution enforcing these regulations (Association of National Advertisers, 2018). 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. This paper will help address these questions with peer-reviewed sources. Synthesis of influencer marketing theories found in the literature. Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. It's 2020, a new decade, and so it's natural to reflect on how much has changed in the past 10 years. 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). Although typically, one perceives that well-known individuals are a better choice for endorsement deals, studies by Djafarova and Trofimenko (2019) prove that it is not the case. The researchers found that the following factors: platform, content, and sponsored content affect brand engagement. Practitioners can also benefit from understanding what factors have a negative impact on brand engagement and demotivate consumers from buying. %PDF-1.5 The main keywords were influencer marketing, quantitative research on influencer marketing, consumer decision making, and influencer marketing. The inclusion criteria were the time of publication articles that were older than five years were excluded. Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. <> Influencer Marketing Today. endobj PDF Forside - Det Digitale Projektbibliotek, Aalborg Universitet This can complicate the work of the influencer and a brand. 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. 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). Do I qualify? In essence, influencers can be categorised as a source of information for individuals, somewhere between opinion leaders and celebrities. 2. Social media is a volatile environment and influencers who stray often inadvertently into controversial territory can face severe backlashes. I would also like to thank my second advisor, Sorim Chung, for providing her opinion from a marketing perspective Check out this 2021 list of the world's top 50 social-media influencers. 5575. However, evidence from other researchers who use trials and valid studies proves the opposite. 5 0 obj <>372 0 R]/P 509 0 R/Pg 508 0 R/S/Link>> 499 0 obj 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. 489 0 obj 02 Jun 2023 09:41:46 "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 main thing is that I'm able to do it with my kids and do it at home," she told the ABC. (2020) Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences, Journal of Fashion Marketing and Management, 24(2), pp. 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). 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. endobj 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. One theory explaining how influencers impact the decision-making process of consumers is the Similarity-Attraction Model (SAM). Influencer marketing is a relatively unexplored niche, despite it having the potential to make a multi-billion pound impact on brands. <>420 0 R]/P 529 0 R/Pg 524 0 R/S/Link>> Hu, Zhang and Wang (2019) cite different examples of how this phenomenon impacts consumers and their decision. 258-274. 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). <> <>29]/P 28 0 R/Pg 65 0 R/S/Link>> Social media influencerslike Ms Berlingeri are highly prized for blending advertising with "authentic" experiences and opinions selling products as they share snippets of their lives on platforms like Instagram and TikTok. Many companies now choose influencer marketing as one of the key instruments in their advertisement strategies. 1-21. June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. This section will focus on exploring the emergence and evolution of influencer marketing based on the existing studies. These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. endobj Argyris et al. To come up with a paper of excellent quality, you need to pick a winning topic in marketing, make use of the proper paper format, collect only relevant facts and data, and describe all your findings in an original way. Based on SAM, people tend to prefer to be around those who are similar to them (Argyris et al., 2020). Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. According to Childers, Lemon and Hoy (2019), the financial investment in digital marketing campaigns suppressed those made to advertise in traditional media in 2008. The aim of this paper is to examine the target group of Finnish people between the age of 15 and 24, and the attitudes and awareness of them concerning the topic of influencer marketing, and through that to get a solution for what the role of influencer marketing is among the target group. Although, as suggested by research, a distinction should be made between influencers and celebrities, there is some correlation between the two notions. The aim of this study is to analyze the phenomenon of influencer marketing, its rise and its effects on consumer behaviour and brand perception. "People are holding you accountable if you slightly slip and that never used to happen," Ms Atkins said. Literature review: traditional or narrative literature reviews (no date) Web. IvyPanda. 2020-02-10T07:14:29-08:00 488 0 obj Influencer Marketing's ROI. Ki, C. W. and Kim, Y. K. (2019) The mechanisms by which social media influencers persuade consumers: the role of consumers desire to mimic, Psychology of Marketing, 36, pp. For policymakers, influencer marketing has already become a concern. This is a BETA experience. 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). 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. As was mentioned in the report, the majority of practitioners and brands already use Instagram advertisement as the main method of promoting their products. 22 Top Creator Economy and Influencer Marketing Experts to Know Therefore, there is a difference in terms of the benefits that micro and mega influencers bring to the brand. May 24, 2023. Sales. Although most researchers agree that, in any case, a good influencer marketing campaign will contribute to a brands image, the exact relation to the purchases remains unknown. <> 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. 500 0 obj 78 0 obj (2022, June 8). Peeping Behind The Influencer Marketing Agency Curtain Hence, another suggestion for marketing managers is to develop new concepts and guidelines that can be used to further improve influencer marketing. To clarify, influencers are typically not viewed as celebrities, as they rarely have any other platform or job, unlike movie actors, singers, or other well-known individuals. Djafarova, E. and Trofimenko, O. Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). By Ashley Wong and Alyssa Lukpat. SAM implies a high level of trustworthiness and relatability, which is why influencer marketing has developed into being an integral part of modern-day advertising. Hu, Zhang and Wang (2019) found that social media influencers as power users who can prompt potential customers to make purchasing decisions through their networking power.

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