Top Research Papers on Influencer Marketing

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 ...

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...

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.

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...

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.

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.

This article will provide a document review intending to define and elaborate on the concept influencer marketing, and to explain the way it operates, to determine whether it is still as important as a customer relationship technique, as it was before this health crisis.

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.

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...

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 ...

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...

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...

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...

It is revealed that influence mar­keting serves as a cornerstone for building authentic connections in an era marked by digital saturation, and the exploration of ethical considerations and the impact of technologies in influence marketing equips industry profess­sionals with the knowledge needed to make informed decisions, fostering responsible and effective influencer campaigns.

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 ...

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...

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 ...

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...

Is it possible to reach every single student in every single accounting program at every single U.S. school to tell them about careers in management accounting and IMA® (Institute of Management Accountants)? Together, Jimmie and Lisa set out to find a way to let students know how IMA and its CMA® (Certified Management Accountant) certification can help support and strengthen their careers, as well as how both the organization and the certification can help with the transition from public to management accounting that some of these students very likely will make.

. In higher education, where it is required to create superior human resources, digitalization is a challenge that must be overcome both administratively and in, terms of learning functions. The occurrence of the COVID-19 pandemic seems to encourage and force the implementation of digital education, one of the implementations of which is an online learning system. The online learning system should not be an obstacle that discourages the pursuit of knowledge. The academic community of Universitas Putra Indonesia (UNPI) Cianjur in collaboration with the Faculty of Psychology, Jayabaya University...