Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to ...start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing and the many different types of influencers that now exist. We identify influencers’ three functional components: the audience, the endorser, and the social media manager. We then detail for each of these components the different sources of value influencers potentially offer marketers. We draw on relevant academic research to offer advice about how to leverage each component strategically. We close by describing how the interplay of these functional components makes influencers a potentially powerful—and undervalued—marketing tool.
The targeted digital advertising infrastructures on which the business models of the social media platform economy rest have been the subject of significant academic and political interest. In this ...paper, we explore and theorise the appropriation of these infrastructures — designed for commercial and political advertising — by the state. In the U.K., public sector bodies have begun to repurpose the surveillance and messaging capacities of these social media platforms, along with the influencer economy, to deliver targeted behaviour change campaigns to achieve public policy goals. We explore how frameworks of behavioural government have aligned with Internet platforms’ extensive infrastructures and the commercial ecologies of professionalised strategic marketing. We map the current extent of these practices in the U.K. through case studies and empirical research in Meta’s Ad Library dataset. Although the networks of power and discourse within the ad infrastructure are indeed acting to shape the capacities of the state to engage in online influence, public bodies are mobilising their own substantial material networks of power and data to re-appropriate them to their own ends. Partly as a result of attempts by Meta to restrict the targeting of protected characteristics, we observe state communications campaigns building up what we term patchwork profiles of minute behavioural, demographic, and location-based categories in order to construct and reach particular groups of subjects. However, rather than a clear vision of a ‘cybernetic society’ of reactive information control, we instead find a heterogeneous and piecemeal landscape of different modes of power.
•Personalization depth and breadth define a retargeting banner's ad personalization.•Trust in the retailer moderates the impact of ad personalization on consumers.•For more trusted retailers, ...high-depth/narrow-breadth banners increase usefulness.•For less trusted firms, high-depth ads always elicit reactance and privacy concerns.•Reactance and privacy concerns are distinct negative responses to personalized ads.
With the amount of online advertising on a steady rise, generic ads noticeably lose effectiveness. In order to break through the clutter, retailers employ a method called retargeting to tailor their advertisements to individual consumers based on inferred interests and preferences. However, while personalization should generally make ads more appealing, the authors use field data to show that the effectiveness of retargeting considerably hinges on consumers’ trust in a respective retailer. To uncover the underlying mechanisms of this phenomenon, they investigate how trust moderates the impact of ad personalization on consumers’ internal and external responses in the lab. They propose a two-dimensional conceptualization of ad personalization: First, a banner's personalization depth defines how closely the ad reflects a consumer's interests. Second, its personalization breadth determines how completely the banner reflects these interests. The lab results show that more trusted retailers can increase the perceived usefulness of their ads through a combination of high depth and narrow breadth of personalization without eliciting increased reactance or privacy concerns. On the other hand, for less trusted retailers, banners with higher depth are not perceived more useful, but instead trigger increased reactance and privacy concerns, regardless of their personalization breadth. These effects directly translate into consumers’ click-through intentions so that retailers should adjust their personalization strategies accordingly in order to increase the effectiveness of their online advertising.
This paper examines social media ads purchased by the Russian Internet Research Agency (IRA). Using a public dataset, we employ a mixed method to analyze the thematic and strategic patterns of these ...ads. Due to Facebook and Instagram’s promotional features, IRA managed to microtarget audiences mostly located in the United States fitting its messages to suit the audiences’ political, racial, gendered, and in some cases religious backgrounds. The findings reveal the divisive nature and topics that are dominant in the dataset including: race, immigration, and police brutality. By expanding on the theoretical conceptualization of astroturfing strategy that focuses on carefully concealing the identity and intention of actors behind social media activities, we argue that IRA has added political astroturfing as a powerful tool at a low cost contributing to the broader Russian geopolitical disinformation campaign strategies. The IRA made use of the business model of Facebook and Instagram in an attempt to further divide its targeted audiences and by highlighting mostly negative issues with a potential goal of fuelling political rage.
Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and ...within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
Over the past decade, customer engagement has attracted significant interest from academics and practitioners. This article reviews and synthesizes customer engagement research published in seven ...leading hospitality and tourism journals between 2009 and 2019. It systematically analyzes publication outlets and trajectories, study sectors, methodological approaches, analytical techniques, conceptualizations of customer engagement, classifications of antecedents and consequences, and key mediators and moderators. This article also presents a model summarizing extant customer engagement research and identifies critical avenues for future scholarly inquiry into customer engagement. The comprehensive review and analysis offered in this article contribute to the literature by detailing the status of customer engagement research and the evolution of relevant literature over the past 11 years.
Drawing on a service-dominant (S-D) logic perspective, this study identifies key antecedents and consequences of tourism customer engagement, which remain nebulous to date. We develop a structural ...model that is tested on a sample of 310 customers at different tourist destination sites and attractions in India. The results reveal a positive effect of place authenticity and place attachment on customer engagement. The findings also indicate customer engagement's positive effect on the development of customer trust, brand loyalty, and co-creation. Third, we identify customer engagement's mediating role in the effect of place attachment and place authenticity on customer trust, loyalty, and co-creation. Specifically, place authenticity was found to exert a partial mediating effect in the association between place attachment and customer engagement. As such, this research bids newer insight into the role of tourism-based customer engagement, from which we develop relevant implications.
Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ...ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers. A text-mining study of negative eWOM demonstrates distinct impacts of high- and low-arousal emotions, structural tie strength, and linguistic style match (between sender and brand community) on firestorm potential. The firm’s response must be tailored to the intensity of arousal in the negative eWOM to limit the virality of potential online firestorms. The impact of initiated firestorms can be mitigated by distinct firm responses over time, and the effectiveness of different disengagement approaches also varies with their timing. For managers, these insights provide guidance on how to detect and reduce the virality of online firestorms.
PDF
