Top Research Papers on Influencer Marketing

El presente artículo de investigación analiza la nueva perspectiva del Marketing de Influencers, como como herramienta en el marketing, siendo el influencer considerado como líder de opinión, que ayudan a conectar las marcas con las personas, para dar a conocer los productos y/o servicios con su público objetivo, donde las redes sociales han ido evolucionando con el tiempo, a tal punto que se ha convertido en uno de los nuevos medios de comunicación directa al consumidor, ya que se puede interactuar con los clientes gracias a los Smartphone y la conectividad a internet. La metodología utilizad...

The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consume ...

Social media started as a group of platforms where the main goal was to socialize, post pictures, and videos, and update your current thoughts, feelings, and location. Over time, social media platforms have begun to expand the type of activities they offer. Thus, social media has become a new alternative for marketing activities provided by various companies. One of the latest online marketing techniques is called Influencer Marketing. This article presents the analysis of several specialized articles, as well as the results of research conducted in this field. It further highlights the curren...

Is marketing influence the right way or not for a business? Investing in this type of marketing is advantageous or not for promoting a product or service. What type of marketing defines this strategy? We will discuss all these aspects in this paper.

Ansetzend an der Überdrüssigkeit gegenüber traditioneller Werbung hat sich eine neue Form der Markenkommunikation entwickelt. Über einflussreiche Nutzer wird eine neuartige Aufmerksamkeit in den sozialen Medien erzeugt, die sowohl als originell als auch glaubwürdig und authentisch wahrgenommen wird. Dabei handelt es sich um das Instrument des Influencer Marketing.

Unternehmen fällt es heute aufgrund der Fragmentierung der Märkte sowie der Vielzahl von Kommunikationskanälen immer schwerer, ihre Zielgruppen effizient zu erreichen. Gleichzeitig verlieren klassische Medien (wie lineares TV, Zeitschriften und Zeitungen) vor allem bei der jüngeren Bevölkerung an Bedeutung. Hier bietet sich durch Influencer-Marketing die Chance, Zielgruppen auf einem anderen Wege zu erreichen. In diesem Beitrag wird aufgezeigt, was unter Influencer-Marketing zu verstehen ist und wie es eingesetzt werden sollte.

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 eit...

Influencers are omnipresent in various appearances in today's media landscape. Nevertheless, there is a lack of uniform handling of media and unfair competition law standards. In fact, divergences in decisions by regional and higher regional courts have led to uncertainties in answering the question of whether and how publications by influencers must comply with any advertising labelling obligations. The author takes this as an opportunity to clarify the key problem areas and, at the same time, to determine whether the existing legal regulatory framework is sufficient and capable of producing ...

Due to the digitalization consumers are becoming more educated as media users and more critical of commercial messages. It is getting nearly impossible for brands to stand out among the crowd of advertisers, why many turn into Influencer marketing. It is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision-making, because the built in level of trust between influencer and reader is essentially impossible for a brand to build alone with the customer. The purpose of this study is to understand why companies should use influen...

This study explores the impact of the instability of influencer marketing on brand marketing in the context of China's mobile Internet boom. With over 1.08 billion mobile Internet users, social platforms like TikTok have emerged as significant e-commerce channels. Influencer marketing, driven by influencers, plays a crucial role in connecting with targeted consumers. The research focused on the theme "The Influence of the Instability of Influencer Marketing on Brand Marketing," utilizes qualitative methods, particularly the process tracking method in case studies. The chosen case for analysis ...

When the Internet provided the limitless ability for bloggers and vloggers to spread their voice, a whole new online genre emerged in the form of online influencers. This chapter introduces what it means to be able to influence others and clarifies what it means to be influential on social media. As influencers became more prominent on social media, so have the different ways of categorizing them. By understanding the different classifications of influencers, the reader will understand the benefits and challenges that each group can offer brands and their marketing activities. Furthermore, thi...

There is a general belief among investors and speculators in Malaysia that a small and thinly traded stock market (or an emerging market), such as the Malaysian market,is highly influenced by the big and advanced markets of the US and Japan. Specifically, this paper looks at the influence of the US (NYSE) and the Japanese (TSE) markets, on the Malaysian (KLSE) market. This study uses end-of-the-week Index changes (friday's and Saturday's performance of the US and Japanese markets, respectively) of the advanced markets and the begining-of-the-week (monday's performance of the Malaysian market) ...

Along with the passage of time, parents have manifested a different attitude towards their children, trying to offer them everything they wanted in what concerns the toys. Therefore, the toy market is constantly expending, and the tough competition leads to the quality improvement of the toys and enforces certain standards on the market. The originality and topicality of the theme consist in the change in the toy consumers’ and users’ preferences which required greater attention to be paid to the influence manifested by the marketing environment on this market. The case study identifies the oc...

This bachelor thesis examines influencer marketing and its role on the B2C market. In this work, specifics of the B2C market have been analysed, comp

Internet Marketing enables consumers to compare purchasing objectives more extensively and conveniently and unprecedentedly facilitates consumers to inquire and consult.Through Internet,enterprises can establish and show their images on a global seale and expand their market seales to maxims at lower costs of marketing.Besides,Internet Marketing can promotes reforming and perfecting each level of business administration.

markdownabstractSocial influence is the corner stone of consumer psychology. In fact, in the last decade of the 19th century the study of consumer psychology emerged from an interest in advertising and its influence on people. Traditionally research on social influence has focused on understanding how people respond to influence attempts and how social influence emerges. This dissertation challenges common methodological conventions used to study social influence in consumer behavior and, more broadly, social psychology. The first part of this dissertation moves beyond the study of social i...

The results of the study show that influencer are carriers of influence in purchasing decisions so that influencers are used as the main choice in digital marketing strategies.

The purpose of this study is to systematically review the finance theories, macroeconomic variables and the econometric methods employed by the past studies to investigate the nexus between the macroeconomic variables and the stock market. The study employs 58 studies, published in journals, which are rated by the Australian Business of Deans Council (ABDC). As per the review, dividend discount model, arbitrage-pricing theory and the efficient market model are the commonly used finance theories by the selected literature. The review results further showed that, selected past research have give...

Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how f...

In today’s digital world, advertising and marketing has a great effect on people’s interactions, work, purchases and life habits. Customers show interest to know about the companies they purchase products and services from. Advertising is a perfectly excellent revenue flow in this business. Branding is no longer a guarantee for accelerated sales. Companies need to know how to brand their products, so as to reach the customers better. Facebook and Instagram are being used by people to a larger extent for distribution of messages, nowadays. This means entrepreneurs have their work cut out if the...

An important characteristic of journals is how influential they are in the generation and dissemination of scholarly knowledge in a discipline. We report a citation analysis of 49 marketing and marketing-related journals to assess their relative influence based on the index of structural influence proposed by Salancik (1986). We investigate the level and span of influence of the 49 journals, both in the marketing discipline as a whole and in five specific sub-areas of marketing. As expected, the Journal of Marketing emerges as the most influential journal in the discipline and as the journal w...

El uso de embajadores reconocidos siempre ha sido uno de los recursos de las marcas para llegar a su publico. Personas famosas de diferentes sectores con una audiencia cautiva es una llave maestra al interes de las personas, las redes sociales han hecho que ese rango de influencia deje de limitarse a famosos o deportistas, por lo que desde "malas madres", a nutricionistas, pasando por tecnologos, gamers y youtubers, se convierten en influencers, con una masa de seguidores que, por sus intereses, se convierten en objetivos de las marcas.

The advent of social media has led to the emerge of influencer marketing as a strategy of interest to marketers in recent years. As companies increasingly utilise influencers for advertising purposes, regulatory frameworks have been established to assist consumers in differentiating between content and advertising. One of the social media platforms that has implemented these regulations is Instagram. Influencers are now required to either disclose their sponsorship through a tag or clearly state it in their content. The purpose of this thesis is to investigate the impact of disclosure of spons...

Date Author(s) Iman Veissi Degree programme International Business Report/thesis title Influencer Marketing on Instagram Number of pages and appendix pages 35+1 This thesis is a desktop study done to explore Influencer marketing on Instagram. The idea for this thesis came up when I was trying to think about a new and innovative marketing method. Having friends who are working to become influencers, this topic seemed to form itself. Instagram was chosen as it is one of the most noticeable platforms for influencer marketing. The introduction gives a more detailed view on the background of this t...

Influencer marketing trends in this article were to study about concepts of social influence, the famous social online marketing today, influencer marketing trends in the future, and learn and develop marketing influencer marketing. They showed that content that causes public participation will lead to follow-up and reduce avoidance behavior by influential people. Micro-influencer can stimulate the purchase well when the product is known which is caused by the sense of accessibility and imitation of behavior, including useful content, will result in better purchase stimulation entertainment co...

Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases ...

Society is at a critical juncture in its relationship with the natural environment, a relationship in which tourism has growing significance. Yet, twenty years after the Brundtland Report, environmental policy has to date had little influence upon the workings of the tour- ism market, the supply and demand elements of which determine the 'use' or 'non-use' of nature. Inherent to the market is its environmental ethic, that is, the extent of our recogni- tion of nature's rights to existence. The thesis of this article is that whilst environmental policy may possibly have a greater influence in t...

A consistent advertising budget does not guarantee a successful advertising campaign. Two companies can spend the same amount of work and get results that completely different. Research demonstrates that creative messages may have greater importance for the success of advertising campaigns than money spent. No matter how big the budget, this activity can be successful only if the ads attract attention and effectively communicate messages.

Tematem diplomove prace je testimonialni a influencer marketing. Cilem teto prace je zjistit, zda influencer (testimonial) zvysuje pravděpodobnost koupě produktu zdrave výživy u slovenských žen ve věkove kategorii 20-40 let, a take zda Peter Sagan jako testimonial zvysuje důvěryhodnost znacky. Teoreticka cast se zabýva obecnou komunikaci a představenim testimonialniho a influencer marketingu, jejich kategoriemi a přiklady. V prakticke casti tema prace je zasadene do prostředi zdrave výživy. Obsahuje přiklad marketingove komunikace firmy, ktera využiva tento druh marketingu. Taktež je vykonaný ...

Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The ...

Recent developments in social media have morphed the age-old practice of paying influential individuals for product endorsements into a multibillion dollar industry, extending well beyond celebrity sponsorships. We develop a parsimonious model in which influencers trade off the increased revenue they obtain from paid endorsements with the negative impact that these have on their followers’ engagement and, therefore, on the price influencers receive from marketers. The model provides testable predictions that match suggestive evidence on pricing of paid endorsements, reveals a novel type of ine...

Purpose: This research investigates the effect or influence of source credibility and parasocial relationship on purchase intention within influencer marketing. The motivation behind this research was the increase in usage of social media, not only in Denmark but throughout most of the world. Furthermore, with an increase in social media usage, marketers have to use new ways of reaching potential consumers. One of the ways is by using social media influencers, which is a growing business. To further investigate these three constructs of source credibility, parasocial relationship and purchase ...

The research devoted to the competitive impact upon marketing has multiplied since the seminal works of Alderson (1937) who argued for differential advantage a company should try to achieve. These were structured mainly around two problems: market orientation and its impact on organizational performance and the design of marketing-mix within the context of rivals’ activities. Two questions remain under-explored: that of the alternative to marketing ways of market behaviour within the competitive context, and that of the influence of managerial perception of competition on the design of marketi...

Whether it is for the brand or the consumers, marketers are always looking into the future to anticipate the upcoming trends in the market. With the rise of Web 2.0, more and more activities shift from offline to online; it has become critical for brands to differentiate themselves from competitors. Social media has fundamentally changed the balance of power between consumers and brands. Influencer marketing in its current digital form took hold in the early 2000s alongside the blogosphere. Over the years, the internet has changed the traditional ways of conducting business and establishing cu...

Many companies and salesmen try to build and maintain long-term relationship with their customer. The influences of relationship marketing activities are important issue of the housing brokerage Market. The aims of study are to learn the impacts of relationship marketing on customer satisfaction and customer loyalty in the housing brokerage Market. The researchers survey the customers and use the regression analysis method to test the relationships between relationship marketing, customer satisfaction and customer loyalty in Taiwan. The research results show that the relationship marketing pos...

The article describes some trends in modern marketing, examines the concept of "Recommendation marketing", the prerequisites for its development.

This inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a protracted historical period in order to more fully inform a perspective on the relevant issues that have influenced the development of nonprofit marketing scholarship. The investigation suggests that, although the debate on whether or not marketing is a science was nominally resolved years ago, the origins of marketi...

With the transition towards distributed energy resources (DER) for electricity generation, new applications for information systems arise in enabling the development of innovative business models for grid control and operation. IS enables the merging of DERs and energy consumers into microgrids. Microgrids increase efficiency, e.g. through shorter transmission distances. Cost-savings due to these efficiency gains can be distributed among microgrid-participants via an “on-the-microgrid-market” platform. However, due to differences in the power plant parks and fluctuations in renewable energy ge...

The motivation for this book comes from many years of involvement in an often acrimonious debate over the influence of increased product market competition on labor market outcomes. This debate is often phrased as whether product competition reduces labor market discrimination. The formal suggestion that it does reduce discrimination nears its fiftieth birthday as Nobel Prize winner Gary Becker (1957) first proposed what is often referred to as the “neoclassical” theory of discrimination. The essence of that proposal is that prejudice is costly. The desire to replace a more efficient worker wi...

This article investigates the premium and discount incentive mechanisms in the fed cattle grid pricing system. A pooled cross-sectional dataset containing carcass information on 598 fed steers evaluated weekly on the AMS publically reported price grid was constructed for the years 2001 to 2008 (226,000 observations). Empirical evidence suggests that premiums and discounts associated with specific carcass-quality attributes have been adjusting over time and that the market value of carcass quality declined by $0.50/cwt during periods of packer cooperative behavior in the fed cattle market. Addi...

The aim of this research paper is to find out a set of factors and channel choice functions that are considered important in making channel decisions and identification of key benefits of electronic marketing channel for the organization.

The discovery of differences between tangible goods and services in the 1970s was one of the most landmark moments in the history of marketing with an emphasis being shifted to the need for using different/diversified marketing activities while dealing with various industries and types of products. The objective of this article is to briefly characterise the evolution of the marketing thought and to present the crucial influence of services marketing achievements on the shape and nature of modern marketing. As a result of the literature analysis it can be stated that currently a return to unif...

The article shows the analysis results of statistical data and includes a formed system functional model of market economy with the inclusion of the market of innovations and theMarket of information technologies of the Republic of Tatarstan.

This article aims to identify the ways to increase the effectiveness of content marketing through the use of context marketing tools aimed to make the content more desirable in the eyes of a potential customer. The study emphasises the significant position of the content marketing strategy in marketing activities and also shows the objectives that can be implemented with the help of this strategy. In addition, it presents the importance of customers in the content marketing, describing the observed purchasing trends called the ROPO and ROTOPO effect. The author presents the key assumptions of ...

The purpose of the article is an analysis of the impact of macro factors the marketing on agricultural market. Research methodology. The main base of research is the theoretical basis of developments on agrarian scientists and laying the foundations of logistics processes in agriculture of Ukraine. Research results. In the article the influence of factors marketing environment in the agricultural market. The impact of the scheme on his forces and macro factors. The practical significance of the study. The results are the basis for solving practical problems of improving the logistics system st...

Purpose: The purpose of this article is to identify the use of influencer marketing in place 5 communication.

Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with the ...

The authors find that in some ways, an AI influencer can be as effective as a human influencer and suggest that there may be a spill-over effect from consumer experiences with other AI recommendation systems, meaning that consumers are open to AI influencers recommendations.

Purpose: The aim of the study was to assess the influence of influencer marketing on consumer purchase intentions. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that consumers are more likely to trust ...

A typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers is introduced to provide a guideline for companies to successfully scout influencers.