Online influencer marketing Leung, Fine F.; Gu, Flora F.; Palmatier, Robert W.
Journal of the Academy of Marketing Science,
03/2022, Letnik:
50, Številka:
2
Journal Article
Recenzirano
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.
John Austin introduced the formulation ‘performative utterance’ in his 1962 book How to Do Things with Words. This term and the related concept of performativity have subsequently been interpreted in ...numerous ways by social scientists and philosophers such as Lyotard, Butler, Callon and Barad, leading to the coexistence of several foundational perspectives on performativity. This paper reviews and evaluates critically how organization and management theory (OMT) scholars have used these perspectives, and how the power of performativity has, or has not, stimulated new theory‐building. In performing a historical and critical review of performativity in OMT, the authors’ analysis reveals the uses, abuses and under‐uses of the concept by OMT scholars. It also reveals the lack of both organizational conceptualizations of performativity and analysis of how performativity is organized. Ultimately, the authors’ aim is to provoke a ‘performative turn’ in OMT by unleashing the power of the performativity concept to generate new and stronger organizational theories.
To understand how Twitter bots and trolls ("bots") promote online health content.
We compared bots' to average users' rates of vaccine-relevant messages, which we collected online from July 2014 ...through September 2017. We estimated the likelihood that users were bots, comparing proportions of polarized and antivaccine tweets across user types. We conducted a content analysis of a Twitter hashtag associated with Russian troll activity.
Compared with average users, Russian trolls (χ
(1) = 102.0; P < .001), sophisticated bots (χ
(1) = 28.6; P < .001), and "content polluters" (χ
(1) = 7.0; P < .001) tweeted about vaccination at higher rates. Whereas content polluters posted more antivaccine content (χ
(1) = 11.18; P < .001), Russian trolls amplified both sides. Unidentifiable accounts were more polarized (χ
(1) = 12.1; P < .001) and antivaccine (χ
(1) = 35.9; P < .001). Analysis of the Russian troll hashtag showed that its messages were more political and divisive.
Whereas bots that spread malware and unsolicited content disseminated antivaccine messages, Russian trolls promoted discord. Accounts masquerading as legitimate users create false equivalency, eroding public consensus on vaccination. Public Health Implications. Directly confronting vaccine skeptics enables bots to legitimize the vaccine debate. More research is needed to determine how best to combat bot-driven content.
•We attempt to understand how customers interpret the use of social media for personal and business communication and how customers respond to messages received.•WeChat personal accounts and Moon ...Struck’s official account offer radically different meanings to customers.•WeChat personal accounts symbolizes a sociality-oriented meaning (e.g., relationship and image building).•WeChat official accounts symbolizes information broadcasting-related meaning (e.g., selling, advertising, and branding).•Both technological features and the distance of relationships among users contribute to the constructed symbolic meaning of technology, subsequently affecting use patterns.
Achieving the anticipated business benefits of a social medium is important as organizations diligently invest in different social media platforms. While much previous research assumes that social media helps organizations to communicate with customers, less is known about whether customers embrace using social media to interact with organizations. It is important to understand the role of social media for business communication from the customers’ perspective, as this may significantly deviate from the organizations’ own communicative intentions. In this exploratory case study of the Moon Struck hotel in China, we investigate both how customers interpret the hotel’s use of WeChat official account for business communication and how customers respond to messages received from Moon Struck’s WeChat account. Adopting a symbolic interactionism perspective, we surprisingly find that WeChat personal accounts and Moon Struck’s official account offer radically different meanings to followers. Specifically, WeChat personal account symbolizes a sociality-oriented meaning (e.g., relationship and image building), while Moon Struck’s WeChat official account symbolizes information broadcasting-related meaning (e.g., selling, advertising, and branding). Both technological features and the distance of relationships among users contribute to the constructed symbolic meaning of technology, subsequently affecting users’ WeChat use patterns. The theoretical implications of this study are discussed and recommendations are made for future research and practice.
Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their ...customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.
ABSTRACT
Research on organizational signalling tends to focus on the effects of isolated or congruent signals, assuming highly rational responses to those signals. In this study, we theorize about ...the cognitive processes associated with the attention paid to and interpretation of multiple, often incongruent signals that organizations send to consumers, financiers, and other stakeholders who make organizational assessments. Contributing a cognitive perspective of signal attention and interpretation, alongside the introduction of signal sets, we provide a more complete picture of how organizational signalling unfolds in the field. Our research opens new frontiers for future inquiry into the cognitive foundations of signal attention, multi‐signal interpretation, and incongruent signals.
Este estudo investiga a influência do gerenciamento de riscos na inovação colaborativa e a interveniência da intensidade de comunicação em cooperativas agropecuárias. Uma survey foi realizada com ...gestores de cooperativas agropecuárias brasileiras listadas na Organização das Cooperativas do Brasil, e na amostra das 103 respostas válidas aplicou-se a técnica de modelagem de equações estruturais. Os resultados mostram que o gerenciamento de riscos influencia positivamente a inovação colaborativa e a intensidade de comunicação, e que a intensidade de comunicação influencia positivamente a inovação colaborativa. Ainda, foi observado efeito mediador da intensidade de comunicação na relação entre gerenciamento de riscos e inovação colaborativa. Implicações teóricas decorrem da observação da interveniência da intensidade de comunicação nessa relação, principalmente por fornecer insights para aprofundar pesquisas nessa direção. Também implicações práticas advêm da constatação da interveniência da intensidade da comunicação nessa relação, como alertas aos gestores dessas organizações sobre a relevância de alinhar a comunicação e o gerenciamento de riscos ao propósito da inovação colaborativa.
•We compare the impact of multiple touchpoints on consideration in four categories.•Respondents report on six touchpoints using the real-time experience tracking method.•Touchpoint positivity and not ...just touchpoint frequency influences consideration.•In-store communications positivity is more influential than that of ads, WOM or PR.•Peer observation, a hardly studied touchpoint, is both pervasive and persuasive.
Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications, word-of-mouth, peer observation (seeing other customers), and traditional earned media such as editorial. Using the real-time experience tracking (RET) method by which respondents report on touchpoints by contemporaneous text message, the impact of touchpoints on change in brand consideration is studied in four consumer categories: electrical goods, technology products, mobile handsets, and soft drinks. Both touchpoint frequency and touchpoint positivity, the valence of the customer's affective response to the touchpoint, are modeled. While relative touchpoint effects vary somewhat by category, a pooled model suggests the positivity of in-store communication is in general more influential than that of other touchpoints including brand advertising. An almost entirely neglected touchpoint, peer observation, is consistently significant. Overall, findings evidence the relative impact of retailers, social effects and third party endorsement in addition to brand advertising. Touchpoint positivity adds explanatory power to the prediction of change in consideration as compared with touchpoint frequency alone. This suggests the importance of methods that track touchpoint perceptual response as well as frequency, to complement current analytic approaches such as media mix modeling based on media spend or exposure alone.
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