Os influenciadores digitais influenciam a intenção de compra de bens e serviços e atuam como mediadores ou (re)produtores das mais variadas ideologias. Ao alcançarem um amplo espectro populacional, ...disseminam crenças, valores e representações e moldam as atitudes e comportamentos das suas audiências em múltiplas esferas da vida social. Através de uma incursão teórico-empírica a estudos de várias áreas das ciências sociais, sugerem-se algumas pistas analíticas relacionadas com as estratégias simbólico-ideológicas mobilizadas por estes indivíduos nas suas práticas.
Although influencer marketing is deemed as the panacea to marketing issues and the solution to success for many tourism businesses, this research highlights some of the challenges and threats ...associated with its practice. Based on the literature available on the topic and some of the
latest evidence from a variety of locations, we examine the phenomenon from a range of perspectives including audiences, policy and regulatory, influencers, destination management organizations, as well as tourism organizations. This study highlights that more attention should be paid to vulnerable
groups such as young audiences and local communities. This study concludes with implications for theory and practices and future research avenues for influencer marketing in tourism.
•Disabled influencers positively impact consumer perceptions of product luxury.•Consumers are willing to pay more for products promoted by disabled influencers.•Disabled influencers can make a ...critical contribution to luxury advertising.
This article initiates a debate on consumer perceptions of products promoted by disabled social media influencers. The findings of six experimental studies show that consumers consider products promoted by disabled (vs. nondisabled) influencers more luxurious. Further extending this effect, driven by perceived influencer uniqueness, this research also demonstrates that consumers are willing to pay a premium for products promoted by disabled influencers. The positive effect of disabled influencers on perceptions of product luxury is especially robust for consumers with a relatively strong belief in psychological contagion. Substituting a disabled influencer’s promotional post with a brand-generated post featuring a disabled model does not render the same effect, emphasizing the unique role of disabled influencers (vs. models) in advertising. This research demonstrates a critical contribution that disabled influencers can make to luxury advertising, thereby highlighting the need for companies to collaborate with such influencers in promoting luxury products.
The main objective of this research is to investigate the impact of social media marketing activities — restricted only to Instagram influencers — on online impulse buying through the mediating ...effect of source credibility (attractiveness, expertise, and trustworthiness), predicated on Stimulus-Organism-Response (S-O-R) theory. The hypothesised relationships were examined using cross-sectional data obtained from 273 Instagram users. Partial least squares structural equation modelling (PLS-SEM) using the SMART-PLS software was employed as the primary data analysis method. The results revealed that the perceived social media marketing activities of Instagram influencers have a significant positive influence on the perceptions of followers pertaining to all three dimensions of source credibility (attractiveness, expertise, and trustworthiness). In turn, only attractiveness and trustworthiness were found to have a significant positive influence on online impulse buying. Moreover, this study revealed that it was the perceived attractiveness and trustworthiness of Instagram influencers that were the influential mediating factors in the relationship between perceived social media marketing activities and online impulse buying. There is a dearth of studies that have been conducted on the examination of the mechanism through which Instagram influencers’ social media marketing activities influence online impulse buying. This study is significant as it provides new insights into the importance of Instagram influencers social media marketing activities in affecting followers’ online impulse buying through source credibility.
The literature on influencer marketing has identified opinion leadership of influencers and parasocial relationship with influencers as two focal constructs affecting followers' purchase intention; ...yet they are only studied in isolation. This research aims to provide a comprehensive understanding of the effects of the two key constructs by combining and comparing them in a model with the moderators of post characteristics, namely post type and correspondent inference. Empirical results from 409 online followers of two Instagram accounts confirm the complementary effects of opinion leadership and parasocial relationship in influencer marketing and reveal the more prominent role of parasocial relationship over opinion leadership in affecting followers’ purchase intention. These effects are moderated by post characteristics. Storytelling posts intensify both effects. Correspondent inference enhances the effect of parasocial relationship, but not that of opinion leadership. These findings point to the importance of the social aspect of influencer marketing and inform the influencer marketing research and practice on “who says what” for improving communication effectiveness.
•First academic field study on the effects of influencer marketing disclosure.•Three online experiments provide insights on underlying behavioral mechanisms.•Platform-initiated branded content tool ...consistently leads to strongest effects.•Disclosure interacts with number of followers and previous brand endorsements.•Actionable recommendations for public policy makers, managers, and influencers.
Consumers’ changing media consumption behaviors and skepticism toward traditional forms of advertising have prompted the growth of influencer marketing. Even as regulatory authorities call on brands and influencers to disclose the posts as advertising, no consistent guidelines exist. The distinct effects of self-generated versus platform-initiated disclosures also remain unclear, nor has research addressed the interplay of key influencer characteristics and marketing disclosures. This article reports on findings from the first academic field study of influencer marketing disclosures, as well as three experimental studies, which indicate that disclosure is a double-edged sword. When provided through a platform-initiated branded content tool, disclosure consistently exerts the strongest effect on perceptions of advertising, negatively relating to influencer trustworthiness and consumer engagement. The effects of disclosure type also depend on the number of followers and number of previously endorsed products (i.e., influencer characteristics). Yet, consumers also express appreciation for transparency when influencers disclose posts as advertising, which increases perceived trustworthiness of the influencer and engagement with the post. The implications of these findings should inform choices by public policy makers, brand managers, and influencers.
Influencer marketing has become a dominant and targeted means for brands to connect with consumers, but it also brings risks associated with influencer transgression and reputation damage. In recent ...years, virtual influencers have gained popularity and given rise to falsity, or artificially created and manipulated influencers that are revolutionizing the field of influencer marketing. A virtual influencer is an entity—humanlike or not—that is autonomously controlled by artificial intelligence and visually presented as an interactive, real-time rendered being in a digital environment. As brands increasingly seek to engage virtual influencers to connect with and sell to audiences, we take a step back and discuss the opportunities and challenges they present for firms and managers. To help marketers understand this emerging field, we first document the rise of virtual influencers. Then, we discuss consumer reactions to virtual influencers before unpacking their associated opportunities and challenges for brands and marketers. Finally, we conclude with an overview of implications and future considerations.
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The ...findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.
This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing ...on influencer marketing, published mostly in the last three years (2018-2020). Most of these studies were empirical and used survey research, an experimental design, content analysis, or interview methodology. While a few studies examined how influencers can incite behavioural change or affect public opinion, the majority of studies focussed on the use of influencers as a commercial marketing tactic. Using Stern's Revised Communication Model for Advertising as a theoretical framework, the studies were classified according to three research characteristics: source, message, and audience. The first research stream focussed on the perspectives of influencers and communication professionals. The second stream was concerned with the content strategies used by influencers in their sponsored posts. The third research stream focussed on the appeal of influencers and the efficacy of their sponsored recommendations. Several studies in the third stream were concerned with the transparency of this covert marketing tactic. The paper concludes with a future research agenda and implications for marketing practice and public policy.
Influencer marketing represents a $10 billion industry in 2020 and is becoming of increasing relevance for many firms, especially those operating in a business-to-consumer environment. Few firms in ...the fashion, beauty, travel, food, or beverage industries are running marketing campaigns these days that do not include, at least to some share, a collaboration with popular users on platforms such as Instagram and TikTok. However, many marketing managers still have a less than adequate understanding of those platforms compared with their knowledge of more traditional media channels and often find it hard to make the right decision in this fast-moving environment. To provide some guidance in this respect, this article aims to give an introduction to the most critical platforms for influencer marketing. It then presents advice to firms who want to engage in influencer marketing as well as specific questions on identifying the right influencers to collaborate with.
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