A Framework of Matching Algorithm for Influencer Marketing

Iwashita, Motoi

doi:10.1007/s12626-020-00065-2

Cited by 6 publications

(4 citation statements)

References 19 publications

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“…It is also common for firms to employ both big and small influencers for the same product (Schmidt 2018). 2 Deploying such a combined strategy could, however, increase the likelihood that consumers notice multiple influencers promoting the same product due to follower overlap and the platform's recommendation algorithm (Goldenberg et al 2022).…”

Section: Research Background and Theoretical Frameworkmentioning

confidence: 99%

“…Some firms use exclusively big influencers with a large number of followers, some solely use small influencers with fewer followers, and others use a combination of both. Since the market value and fees of influencers can vary significantly 1 and the marketing budget is usually a constraint, the decision to go with a specific strategy is complex (Schmidt 2018). Specifically, a key question managers grapple with is whether they should employ a single big influencer or several small influencers (Goldenberg et al 2022).…”

mentioning

confidence: 99%

“…Our findings are novel as this study is one of the first to empirically assess the sales effectiveness of influencer marketing, especially the influencer mix. We emphasize that employing both big and small influencers to promote a product may not necessarily be an effective strategy to maximize firms’ return on investment, which may contradict the early beliefs of many marketers (Haenlein et al 2020; Schmidt 2018). Also, we empirically show the relative strengths of big and small influencers in attracting audiences and driving conversions and highlight their differences based on various moderating effects.…”

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confidence: 99%

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Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

Gu,

Zhang,

Kannan

2024

Journal of Marketing

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A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience’s conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.

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Section: Research Background and Theoretical Frameworkmentioning

confidence: 99%

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confidence: 99%

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confidence: 99%

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Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

Gu,

Zhang,

Kannan

2024

Journal of Marketing

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“…La publicidad compartida por estos creadores de contenido tiene la capacidad de moldear las opiniones de su audiencia aprovechando que cuentan con la simpatía de sus seguidores (Brown & Hayes, 2008). El impacto del marketing de influencia como formato publicitario ha sido estudiado desde distintas ópticas como la relación de menores y creadores de contenidos, las características del mensaje publicado, y la efectividad de la señalización en la publicidad (Boerman & Van Reijmersdal, 2020;Hoek et al, 2022;Iwashita, 2020;Zozaya-Durazo & Sádaba-Chalezquer, 2022).…”

Section: Marco Teóricounclassified

Análisis de la capacidad de menores en España para reconocer los contenidos comerciales publicados por influencers.

Zozaya

Fernández

Sádaba

2022

RCom

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Los menores están expuestos a diversos contenidos en su navegación por internet y el presente estudio explora específicamente aquellos creados por influencers en formatos híbridos que mezclan diversos fines, incluidos los comerciales, y que además representan un reto mayor para ser identificados correctamente. Desde la óptica de la alfabetización publicitaria tal y como la articulan Roozendal et al. (2011), la investigación tiene como objetivo identificar qué elementos de las dimensiones conceptuales y actitudinales de esta alfabetización están presentes en el procesamiento que los menores hacen del contenido generado por influencers. Para ello se realizaron 12 grupos de discusión en los que participaron 62 menores de entre 11 y 17 años, de colegio privados, concertados y públicos en España, durante el primer semestre de 2021. Los resultados expresan que en general los menores identifican un vínculo comercial entre marcas e influencers, sin embargo, y especialmente los más pequeños, no son capaces de identificar cuando se les presenta un contenido pagado si este no está señalizado como tal. Los adolescentes, por su parte, asumieron una actitud crítica ante el marketing de influencia a partir de la coherencia y afinidad del producto promocionado y el influencer, así como la trayectoria o profesión del creador de contenido.

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A Consideration of Trust Evaluation for Individual System Developers

Iwami,

Iwashita

2023

2023 IEEE/ACIS 8th International Conference on Big Data, Cloud Computing, and Data Science (BCD)

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A Framework of Matching Algorithm for Influencer Marketing

Cited by 6 publications

References 19 publications

Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

Análisis de la capacidad de menores en España para reconocer los contenidos comerciales publicados por influencers.

A Consideration of Trust Evaluation for Individual System Developers

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