Driving Engagement on Instagram: A Comparative Analysis of Amazon Prime and Disney+

Rahman, Kazi Turin

doi:10.33215/sbr.v1i3.676

Cited by 4 publications

(1 citation statement)

References 19 publications

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“…Using influencers to promote products is changing the landscape of traditional marketing. This is due to the penetration of modern technological advancements like social media, smartphones, and blockchain (Rahman 2021a;Rahman 2021b;Rahman 2021c). While consumer purchase decisions can be swayed using this method, marketers and influencers must also be wary of adverse consequences.…”

Section: Discussionmentioning

confidence: 99%

Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?

Rahman¹

2022

SBR

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Objective - This paper conceptualizes a novel theoretical model of consumer mimicry of various types of influencers and associated behavioral outcomes. Design – This model was conceptualized after a thorough literature review and gap analysis. Moreover, prominent and underrepresented concepts from the literature were integrated to develop the novel model synthesized in this paper. Findings – Many facets of social media influencers have been studied in extant literature. These include source and content characteristics along with marketing strategies and sponsorship disclosures. However, most studies examine influencers from a broad perspective without refinement. Influencers are grouped into four categories based on their following and expertise: mega, macro, micro, and mini-influencers. Such categorizations are rarely reflected in the existing literature. Moreover, consumer mimicry of influencers and the consumer well-being aspects have been largely understudied. Policy Implications -Choosing the right influencer is challenging. Therefore, recognizing which types of influencers evoke consumer mimicry (and which don’t) will ease the selection process. This will increase the efficiency of influencer marketing campaigns run by marketers and brands. Originality - This is the first paper to incorporate all four types of influencer categories into a theoretical model. Subsequently, the largely scarce concept in SMI research, consumer well-being, has also been incorporated to ensure followers' welfare.

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Section: Discussionmentioning

confidence: 99%

Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?

Rahman¹

2022

SBR

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The Netflix Strategy in France: Local Language Productions, Teen Audiences, and Instagram Marketing

Kite

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The relationship between France and Hollywood is rooted in a deep history that dates to the late 1800s. French Cultural elites and policymakers have regulated Hollywood to prevent the American ideals that are depicted in Hollywood movies from infringing on French culture, restricting free trade distribution practices to limit audiences' accessibility of imported, non-French media. These import regulations have strengthened French exceptionalism, which is an ideal that recognizes France as being superior to any other culture, region, or market. Yet, the impacts of globalization and the rise of technology have shifted media consumption habits and forced France to regulate new modes of distribution, like digital streaming platforms, to continue to protect the French culture, film industry, and commerce. In 2014, when Silicon Valley-based streaming platform Netflix, entered France, the principles of French exceptionalism impacted the reception of the Hollywood-focused platform. Policymakers imposed a tax system which requires internationally based streamers to invest in the French media industry. Netflix invested their tax into local language, teen productions to target a demographic whose ideals were less rooted in French exceptionalism. Additionally, Netflix utilized the affordances of Instagram to visually appeal to teen users when marketing the local language productions Mortel (2019-2021) and Vampires (2020-). Netflix capitalized on the French teen audience in order to gain a foothold within this culturally and economically protected market.

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The South Asian Sharing Economy

Rahman

Bansal

2022

Handbook of Research on Stock Market Investment Practices and Portfolio Management

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The central agenda of this study is to assess the current state of affairs on research pertaining to the South Asian sharing economy. As per PwC assessment, Asians are more receptive to these economies in comparison to Americans and Europeans. However, in terms of research, most of it is focused on developed markets rather than emerging ones. This chapter initiated a comprehensive review of research on the South Asian sharing economy by following the updated 2020 guidelines issued by PRISMA. After exclusions, only a handful of studies were found dealing with the sharing economy in South Asia. Moreover, no studies on Bhutan, Afghanistan, and Maldives were found. Lack of theoretical foundations in included studies was a point of concern. Mixed method studies were also scarce among the papers reviewed. A comprehensive review of research on the South Asian sharing economy is absent in extant literature, and this study contributed to filling this gap.

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Driving Engagement on Instagram: A Comparative Analysis of Amazon Prime and Disney+

Cited by 4 publications

References 19 publications

Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?

Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry?

The Netflix Strategy in France: Local Language Productions, Teen Audiences, and Instagram Marketing

The South Asian Sharing Economy

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