Search results for "Influencer marketing"
showing 10 items of 17 documents
The genre repertoires of Norwegian beauty and lifestyle influencers on YouTube
2021
Abstract YouTube represents an increasingly popular cultural phenomenon in the contemporary Norwegian media landscape. Since the inception of the digital video platform over 15 years ago, personal videoblogging has emerged as one of its dominant types of user-generated content. In this article, I draw from New Rhetoric genre theory and netnographic approaches to explore the beauty and lifestyle sphere on YouTube, in which several emergent genres are situated within a new media ecosystem. Through a qualitative content analysis of seven established Norwegian YouTube channels, a total of 17 individual genres were identified. Furthermore, I elaborate upon how informational, instructional, and c…
Role of Marketing and Technological Innovation on Satisfaction and Word of Mouth in Retailing
2017
Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work analyses innovation in retail experiences from two aspects—marketing innovation and technological innovation—to understand the role it exercises in satisfaction and subsequent recommendation. For that purpose, our objective is to investigate the direct and indirect influence of marketing and technological innovation on satisfaction and word of mouth through three core constructs: store image, consumer value, and …
Bibliometrics and Science Mapping of Digital Marketing
2021
This research paper focuses on marketing areas and specifically in the field of digital marketing. Marketing and other commercial endeavors are of the utmost importance for both companies and professionals in this field. The current research aims to determine how influencers persuade internauts in their consumption initiatives. Bibliometrics and science mapping are at the core of this study, and the yielded metrics highlight details that empower strategies and tactics in digital marketing. Thoroughly designed messages delivered by influencers can increase the visualization of companies enhancing their brands and positioning their products above the competence. Researchers can also use the p…
Media for the minorities: Russian language media in Estonia 1990–2012
2013
This article aims to explore the ways in which Estonian public broadcasting tackles one specific media service sphere; how television programmes for language minorities are created in a small country, how economics and European Union media policy have influenced this processes. The article highlights major tensions, namely between Estonian and Russian media outlets, Estonian and Russian speakers within Estonia and the EU and Estonia concerning the role of public service broadcasting (PSB). For research McQuail’s (2010) theoretical framework of media institutions’ influencers – politics, technology and economics – is used. For analyses media regulatory acts and audience surveys are accomplis…
Patērētāju attieksme pret ietekmētāju mārketingu sociālo mediju platformās Latvijā un Uzbekistānā
2020
Ziyoda Mashatova. Bakalaura darbs “Patērētāju attieksme pret ietekmētāju mārketingu sociālo mediju platformās Latvijā un Uzbekistānā”. Šajā dokumentā tiek analizēta patērētāju attieksme pret ietekmētāju mārketingu sociālo mediju platformās Latvijā un Uzbekistānā. Mērķis ir novērtēt patērētāju viedokli par ietekmētāju mārketingu, ņemot vērā viņu vajadzības un kultūras izcelsmi. Galvenais uzdevums ir sasniegt šī dokumenta mērķi, saistot teoriju un praktiskus piemērus par patērētāju uzvedību sociālo mediju platformās. Iegūtie rezultāti parāda starpkultūru faktorus, kas ietekmē patērētāju uzvedību interneta vidē un viņu uztveri par ietekmētāju mārketingu. Bakalaura darbs satur 36 figūras, 15 ta…
B2B influencer marketing : Conceptualization and four managerial strategies
2023
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements o…
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
2022
Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and atti…
Making and breaking relationships on social media: the impacts of brand and influencer betrayals
2021
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purc…
YouTube and influencers in childhood. Content analysis and educational proposals
2020
RESUMEN: La presencia de las tecnologías móviles e Internet entre los niños y jóvenes está generando nuevos marcos de comprensión, interacción y consumo de medios y contenidos. YouTube se ha convertido en una de las plataformas más utilizadas por estos, lo cual exige investigar las repercusiones ejercidas por estos influencers en los niños. En el presente trabajo se realiza una contextualización teórica sobre el nuevo entorno digital en el que Internet y las redes sociales forman parte indiscutible de la cotidianeidad, para avanzar hacia un marco metodológico y de investigación de los principales YouTubers seguidos por niños/as de Educación Primaria en España. Se ha utilizado una metodologí…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
2020
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed