Search results for "media influence"
showing 10 items of 11 documents
Sociālo mediju ietekmētāju nozīme digitālajā mārketingā
2021
Šī pētījuma mērķis ir izprast sociālo mediju ietekmētāju nozīmi digitālā mārketinga produktos un pakalpojumos mūsdienu pasaulē. Apkopojiet atbilstošas zināšanas par sociālo mediju mārketingu un ietekmētājiem, kā arī sociālo mediju ietekmētāju lomu dažādu zīmolu un pakalpojumu veiksmīgā mārketingā. Izpētiet sociālo mediju ietekmētāju lomu zīmola attīstībā klientu interesēs. Sagatavotā aptauja galvenokārt sastāv no 15 jautājumiem ar atbilžu variantiem. Visi jautājumi tika izstrādāti, izmantojot kvantitatīvās analīzes metodes. Mans galvenais mērķis, veidojot anketu, ir efektīvi apkopot atsauksmes. Šīs analīzes pierāda, ka sociālo mediju ietekmētājiem ir milzīga ietekme uz mūsdienu tirgu, īpaši…
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…
‘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
When Social Media Influencers Go Political: An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers
2022
Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing and branding. In recent years, various influencers have addressed political issues during important political events such as elections. This political aspect of social media influencing has not received much scholarly interest thus far. In one of the first exploratory studies on the topic, we surveyed over one hundred Finnish influencers and investigated the degree to which they engaged with political topics. Our results show that political topics are commonly brought up among Finnish influence…
The Process of Selecting Influencers for Marketing Purposes in an Organisation
2023
Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with their target audiences. Influencers can affect purchase intentions if the audience identifies with them. For a successful collaboration with an influencer, an organisation needs to ensure that the brand fit is suitable, as the audience will become suspicious if the paid collaboration is too apparent. In addition, an organisation can ask an influencer to perform many roles during the collaboration. The objectives of this study, therefore, are to discover how organisations ens…
Social media influencer: a new hybrid professionalism in the age of platform capitalism?
2023
International audience; Chapter 13 Social media influencer: a new hybrid professionalism in the age of platform capitalism? by P. Sedda and O. Husson, analyses the way social media influencers, acting in the context of communities of practice, participate in redefining professionalism and professional practices in marketing and communications fields while promoting social values or advocating for a cause of public interest. Using a methodological approach based on interviews and ethnographic observation, the study considers the influencer as a specific case of “hybrid professionalism” (Noordegraaf 2007) in which quantitative performance criteria, prescribed by platforms, are combined with c…
The Role of Social Media Influencers in Public Health Communication: Case COVID-19 Pandemic
2022
During public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations given that they typically work with brands that align with their own interests and expertise, which rarely is epidemiology. We use the two-step flow of communication model and social influence theory to analyze research data that consisted of 96 Instag…
Populārās Latvijas personas Instagram vietnē kā viedokļa līderi kosmētikas un modes preču segmentā Latvijas patērētāju starpā 2016.-2017. gadā
2018
Maģistra darba mērķis ir izpētīt sociālajā tīklā Instagram populāro Latvijas iedzīvotāju auditorijas izcelsmi un aktivitāti; noteikt, vai sociālajā tīklā Instagram Latvijas ietekmētāji ir bijuši viedokļu līderi Latvijas iedzīvotājiem vecumā no 18 līdz 35 gadiem modes preču segmentā 2016.-2017.gadā; noteikt faktorus, kas ļauj identificēt un izvērtēt sociālo tīklu ietekmētājus kosmētikas līdzekļu un apģērbu jautājumos. Darbā aplūkotās tādas tēmas kā patēriņa kultūra, demonstratīvs patēriņš, etalongrupas, viedokļu līderi, komunikācija no mutes mutē, sociālo tīklu ietekmētāji un to atlases un novērtēšanas paņēmieni. Tika izmantotas trīs pētījuma metodes – kontentanalīze, daļēji strukturētās int…
Odmiana medialna języka a ustne wypowiedzi uczniów
2022
This article seeks to answer the question whether features of media language can be discerned in the utterances of the younger generation and, if so, which ones. The oral presentations performed during the secondary school final examinations (obtained from the recordings) were studied. They have never been analysed in this respect before. The presentations have, on the one hand, an official character and, on the other, are spontaneous as they are produced on an ad hoc and continuous basis, with no possibility of predicting their final shape. First, the article reviews the characterisation of media language by researchers working on the subject in order to establish a group of the most disti…