Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest ...of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. In light of the pivotal role of SMIs on the consumer decision journey and as this research domain is still developing, a comprehensive and critical overview of extant research on this topic is sorely needed. In response, this paper is the first to consolidate the present state of research on IM within social media settings. More specifically, a systematic review of relevant studies published in peer‐reviewed academic journals across diverse fields was conducted in order to identify key themes and dominant concepts. The analysis of 68 articles from 29 Chartered Association of Business Schools‐ranked journals forges a robust understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of SMIs and their influential power in shaping consumer attitudes and behaviour. Based on the analysis, an integrative multidimensional framework is presented that considers antecedents, mediators and moderators of potential outcomes, as well as contextual factors that translate into consumer behaviour. In so doing, various research gaps are identified and avenues for future research are proposed that reflect important emerging areas and unexplored realms with reference to theory, context and methodology. Conclusively, implications of this study for theory and practice are discussed.
Full text
Available for:
BFBNIB, FZAB, GIS, IJS, IZUM, KILJ, NLZOH, NUK, OILJ, PILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
Social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for ...effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives.
•This research presents a new and holistic definition of social media marketing.•Social media marketing is cross-functional and interdisciplinary.•Social media marketing dimensions include culture, scope, structure, and governance.•Findings are integrated in a holistic social media marketing framework.•The management of strategic social media marketing is highly complex.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
This study examines the relationship between peoples' personality traits and social media uses with data from 20 societies (N = 21,314). A measure of the "Big Five" personality traits is tested on ...key social media dimensions: frequency of use, social interaction, and news consumption. Across diverse societies, findings suggest that while extraversion, agreeableness, and conscientiousness are all positive predictors of different types of social media use, emotional stability and openness are negatively related to them.
This study explores forms of social media fatigue described by professional journalists, including frustration with the perception of their increased affective labor, dissatisfaction with ...communication environments on particular social media platforms, and increased anxiety about the possible impact of social media use on both their professional reputations and personal well-being. We argue that these forms of social media fatigue have influenced new professional practices on social media practice that include strategies of disconnecting from, but not necessarily terminating, social media use. Using a comparative analysis of semistructured interviews with Australian and American professional journalists, this study illustrates that experiences of social media fatigue over time have resulted in a careful renegotiation of professional and personal boundaries around journalists’ social media use, influenced by the technological, social, and cultural affordances of specific media platforms, organizational and institutional constraints, as well as the online literacies and behaviors of journalists themselves.
Full text
Available for:
NUK, OILJ, SAZU, UKNU, UL, UM, UPUK
The role of social media in promoting sustainable attitudes is currently understudied. Underpinned by social learning theory, this study unveils the effect of social media usage and browsing on ...sustainable purchasing attitude, the underlying mechanism, and the boundary condition. Drawing on a sample of 693 experienced respondents analyzed using structural equation modeling, this study reveals that social media usage and browsing have a significant positive association. Both constructs significantly impact sustainable purchasing attitudes with complementary partial mediation of the drive for environmental responsibility. Further, trust in social media and perceived environmental effectiveness significantly moderate the relationships belongs to the browsing and drive for environmental responsibility. Contrary to the theorization, moderating constructs cannot substantially impact the proposed associations of social media usage. In this manner, the present research is innovative and provides valued knowledge to comprehend social media's role in encouraging sustainable attitudes.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Organizations continue to make investments in social media with the hope that it will help their sales force in improving engagement with customers. The academic literature on social media use in ...business markets has supported the growth and utilization of such technology; however, much more work is needed. This article, building upon the recent scholarly advances and considering a managerial perspective, offers suggestions to guide future academic research examining the links between social media use and customer engagement within the B2B sales domain. Several research questions are presented under the four broad topics, namely utility of social media technologies, context matters, social media pitfalls, and futuristic social media applications.
•Social media's role to facilitate customer engagement in business markets should be explored.•Knowledge-based viewpoint enables the integration of social media marketing into the organization's strategic framework.•Clarifying the fit of different social media technologies with business processes and activities is vital.•The association between social media and social capital, within as well as outside the organization, is needed.•AI could helpin analyzing communication between the organization and potential customers through social media.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation ...strategy in the context of China's online technology industry. Analysis of 357 online technology ventures, created during the past 6years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both types of market orientations in achieving brand innovation, suggesting that on social media, customer's needs, both expressed and latent (or unexpressed), can be identified more comprehensively than that of the traditional setting. Hence, the context of social media provides a different set of rules for competition and strategic behavior, in which online technology ventures should note. Implications are useful to improve the current understanding of social media brand innovation strategy, here in China's dynamic social media scene.
•The present study focuses on the knowledge acquired from social media channels leading to brand innovation.•Brand innovation is affected by both knowledge acquisition from social media and market orientation (pro- and reactive).•Social media strategic capability acts as a moderator between knowledge acquisition, market orientation, and brand innovation.•On social media, customer's needs can be identified more comprehensively than that of the traditional setting.•The context of social media provides a different set of rules for competition and strategic behavior.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
•Interrelationships among the dark consequences of fear of missing out (FoMO) investigated.•FoMO and online social comparison found to be antecedents of social media fatigue.•Age and gender found to ...have a significant confounding effect on fatigue.•Limited evidence for the moderating role of social media envy.•Social comparison partially mediates the association of FoMO with fatigue and stalking.
Research on the dark side of social media usage has explored the fear of missing out (FoMO), social media fatigue (fatigue), social media stalking (stalking), and online social comparison (social comparison) independently. Accordingly, the complex interrelationships among these phenomena have remained understudied, creating a chasm that hinders a clearer understanding of their drivers and the potential counterstrategies to mitigate the collateral damage they may cause. We attempt to bridge this gap by drawing upon the theory of social comparison and the theory of compensatory internet use to formulate a framework that hypothesizes the mechanism of interaction among these negative fallouts. The model, tested through analysis of data collected from 321 social media users from the United Kingdom (UK), takes into consideration the moderation effect of the frequency of posting social media status updates and social media envy, along with the mediation effect of social comparison and stalking. The results indicate that FoMO and social comparison are directly associated with fatigue. Furthermore, social comparison partially mediates the association of FoMO and fatigue, while social media envy negatively moderates the association of FoMO with social comparison. The results provide new insights into the dynamic interplay of these dark side manifestations of social media.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
PDF
