Online influencer marketing Leung, Fine F.; Gu, Flora F.; Palmatier, Robert W.
Journal of the Academy of Marketing Science,
03/2022, Volume:
50, Issue:
2
Journal Article
Peer reviewed
Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential ...threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks, personal positioning, communication content, and follower trust) to enhance a firm’s marketing communication effectiveness. Six novel propositions illustrate the benefits and potential threats of OIM, which may spur progress toward a theory of OIM. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.
Purpose
Based on theories related to coopetition, the purpose of this paper is to examine the patterns of business-to-business digital referrals inscribed in businesses’ digital content.
...Design/methodology/approach
A complete industry-wise digital data set is formed by extracting digital referrals in all the content pages. The authors outline how digital referrals are strategically used among peer businesses in the peer-to-peer digital network and in the augmented digital network, taking into consideration geographical framing and physical distance.
Findings
The authors reveal how geographical framing and physical distance influence peer-to-peer referral patterns in the digital space. Quite counter-intuitively, businesses are more likely to give digital referrals for peers residing in the same region, as well as for peers located in closer proximity. Further, results from the augmented digital network show that peer businesses in closer proximity exhibit greater strategic similarity in their digital referring strategy.
Research limitations/implications
The findings extend the understanding of business-to-business coopetition to the digital space and suggest that geographical framing and physical distance can induce reciprocated relationships between peers by offering each other digital referrals.
Practical implications
The findings shed light on the formation of a business-to-business digital coopetition strategy using digital referral marketing.
Originality/value
This study highlights the impact of digital referrals in business-to-business relationship management, especially in the digital coopetition context.
With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever;while being inundated with increasing ...amounts of marketing material. This straightforward guide takes you through these new technologies and shows how to leverage them to reach new markets.
This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can ...impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience.
Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in-depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice.
Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.
Purpose
When consumers experience a self-threat that calls their self-concept into question, the ensuing psychological discomfort motivates them to restore their self-perceptions on the threatened ...attribute. Although consumers can restore a threatened self-perception by consuming products and brands that possess the desired symbolic associations, this study aims to propose that word of mouth can serve to resolve self-threat and restore a threatened self-perception when the brand at the center of a word-of-mouth communication is symbolically congruent with the domain of the threat.
Design/methodology/approach
Experimental online survey research was conducted, inducing self-threat, manipulating brand and word-of-mouth conditions and measuring self-perceptions. Data for three studies were analyzed using SPSS and Hayes’ (2013) PROCESS macro.
Findings
Three studies show that spreading word of mouth can restore consumers’ threatened self-perceptions when the brand is symbolically congruent with the threat domain. Word of mouth about a symbolically congruent brand alleviates psychological discomfort, resulting in higher self-perceptions on the threatened attribute. The restorative effect is amplified for lower self-esteem consumers.
Research limitations/implications
Participants in the focal conditions were required to spread word of mouth, which may not be an organic response for all consumers; although not spreading word of mouth is ineffective, other compensatory consumer behavior options exist. The brand option was provided to participants, which allowed for control but may have reduced some of the realism.
Practical implications
Positioning brands to meet consumers’ psychological needs encourages the development of consumer–brand attachments. Brands that resonate with consumers reap the benefits of consumers’ active loyalty behaviors and enjoy stronger brand equity. The present research implies a new way consumers can form brand attachments: by spreading word of mouth to resolve self-threat. As many consumers post detailed, personal information online, this research suggests firms can align their brand messages with relevant identity-related discrepancies.
Originality/value
This research extends the symbolic self-completion compensatory consumption strategy to the word-of-mouth context, showing that consumers can achieve the same restorative effect as consumption by spreading word of mouth. This research also contributes to compensatory word-of-mouth literature by establishing the role of brand meaning.
Don’t you (forget about me) Mo, Ce (Jacky); Yu, Ting; de Ruyter, Ko
European journal of marketing,
04/2020, Volume:
54, Issue:
4
Journal Article
Peer reviewed
Open access
Purpose
To advance research on channel relationship management, this study aims to test for the impacts of a channel member’s perception of exclusion from a supplier’s distribution channel networks ...(i.e. out-of-the-channel-loop perceptions OCLP) on supplier–channel partner relationships. The authors also systematically develop and empirically validate a scale to measure OCLP.
Design/methodology/approach
This paper reports two empirical studies. The first develops a new scale for OCLP, following established approaches. The second tests the hypotheses. Survey data from a sample of channel firms operating in four industries were subjected to partial least squares modelling in the test of the hypothesized main and moderating effects.
Findings
The authors developed the new scale, including eight items, that capture OCLP from both social and economic perspectives. The results also show that OCLP has negative impacts on channel members’ psychological and behavioural outcomes (satisfaction, information sharing, positive word of mouth), after controlling for the effect of perceived unfairness. Channel partner perceived peer support emerges as a boundary condition of the impact; perceived informational support attenuates, whereas emotional support amplifies, the impact of OCLP.
Research limitations/implications
This study suggests new research opportunities for explaining business-to-business marketing relationships using newly conceptualized OCLP.
Practical implications
This study highlights that suppliers must recognize the potential for negative consequences of OCLP and manage these perceptions to minimize the negative implications. For suppliers, this study also offers several tools for managing OCLP.
Originality/value
This study introduces ostracism concepts to marketing channel literature to study a potential detriment to channel relationships. The proposed scale captures channel partners’ sense of exclusion from supplier relationships. It provides initial insights into the direct impacts on channel relational outcomes and associated boundary conditions.
Der Beitrag skizziert grundlegende Überlegungen für die Förderung nachhaltigen Verbraucherverhaltens durch die Entwicklung entsprechender Marketingstrategien und dient als Arbeitshilfe für die ...Vorbereitung von Marketingstrategien zur Förderung nachhaltigen Konsums. Mit Blick auf die Organisation stellt sich die zentrale Managementaufgabe, Nachhaltigkeitsziele zu integrieren und transparente Changeprozesse zu gestalten. Der Blick auf die Kund*innen erfolgt durch Vorstellung des erweiterten SHIFT-Frameworks von White et al. (2019), das sowohl als konzeptionelle Rahmung einer internen Neukonfiguration als auch als Praxis-Checkliste und Leitfaden für kreative Ansätze Anwendung finden kann.
In this contribution, fundamental considerations for promoting sustainable consumer behaviour through the development of corresponding marketing strategies are outlined. It serves as a practical tool for preparing marketing strategies to encourage sustainable consumption. In terms of organizational perspective, the central management task initially involves integrating sustainability goals and designing transparent change processes. The focus on customers is achieved by introducing the extended SHIFT framework by White et al. (2019), which can be applied as a conceptual framework for internal reconfiguration, as well as a practical checklist and guide for creative approaches.
El objetivo de este trabajo consiste en determinar los factores de gestión relevantes para el Pueblo Mágico de Tapijulapa, México, desde la perspectiva de sus actores involucrados. Diversos ...investigadores han propuesto factores para la gestión de destinos turísticos en los modelos teóricos de competitividad, dada la influencia que ejercen en el desempeño de su actividad. En efecto, en este destino turístico, su Comité Directivo desconoce cuáles son estos factores y el papel que desempeñan para el diseño de estrategias que contribuyan a su permanencia en el mercado. Es estudio se realiza bajo un enfoque metodológico cuantitativo, con un muestreo no probabilístico de 200 prestadores turísticos. Se hizo una prueba de hipótesis basada en análisis de ecuaciones estructurales. Los resultados muestran que la gestión de marketing representa un mayor impacto, seguido de la gestión medio ambiental, como factores claves para el diseño de acciones que coadyuven a su competitividad y sustentabilidad a largo plazo.
Arc’Teryx is a well-known outdoor gear brand that has gained significant recognition due to the growing trend of outdoor activities. However, with increased brand recognition comes a corresponding ...increase in operational risks. This article aims to analyze specific operational risk cases and suggest solutions based on these risks to maximize expansion efficiency. Research shows that a significant portion of operational risks for Arc’Teryx stem from cross-border trade and the insensitivity of outdoor goods companies towards other countries’ cultures. To minimize these risks, the brand should consider implementing various marketing strategies. Firstly, improving customer education can ensure that customers are well-informed about the brand’s products and values. Secondly, utilizing influencer marketing can help the brand reach a wider audience and increase brand awareness. Thirdly, Arc’Teryx should establish a sustainable corporate culture to demonstrate its commitment to environmental responsibility and social justice. Finally, effective localization can help the brand enhance its cultural sensitivity and adapt to local customs and values more efficiently. By adopting these strategies, Arc’Teryx can reduce the risks associated with expanding its business and enhance its reputation as a socially responsible brand. Recognizing and accepting cultural differences is the key to achieving maximum marketing results.
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