Emotional, cognitive and conative response to influencer marketing

Weinlich, Petr; Semerádová, Tereza

doi:10.1016/j.techum.2022.07.004

Cited by 12 publications

(6 citation statements)

References 69 publications

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“…According to Gerlach et al (2016), attitude is an expression of consumers' feelings about an object, whether they like it or not, and attitude also describes consumers' beliefs about various attributes and benefits of the object. There are three indicators that can be used to measure consumer behavior towards products that explained by Weinlich & Semerádová (2022) and Khoirunnisa et al (2023) including the cognitive aspect, namely knowledge and perceptions obtained through a combination of direct experience with products obtained from various sources; then the affective aspect relates to the consumer's emotions or feelings towards an object; and the conative aspect is a tendency that someone will take certain actions related to a product or in other words it is an expression of a consumer's intention to buy.…”

Section: Also Argues That Bargainingmentioning

confidence: 99%

Exploring the contingent role of 4B’s marketing mix towards customers’ attitude

Susilo,

Kurniawan,

Avianty

2023

JPUM

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Modern consumers regard social media as a reference group through which they can meet their demands by trading-up purchases for the purpose of recognition in reference groups. Limited edition products are those that take advantage of consumer requirements in this way. Consumers have a more favorable view toward a brand the more closely their self-image and the brand image aligned. The purpose of this study is to examine the 4B marketing mix including Best, Bargaining, Buffer Stocking, and Bombarding towards customer attitude in the context of footwear. Using a quantitative explanatory approach, the sample of this study is 97 people who are consumers of footwear with the Converse Brand in Malang City. The research instrument used an online questionnaire and was analyzed using descriptive analysis and inferential analysis using SPSS version 25. The findings showed that the variables Best, Bargaining, Buffer Stocking, and Bombarding were able to influence customers' attitudes towards Converse footwear consumers in Malang. It is hoped that through these findings, the Converse brand will increase the dissemination of information regarding product quality and retailer capabilities as well as marketing optimization in strengthening consumer perceptions regarding the brand.

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Section: Also Argues That Bargainingmentioning

confidence: 99%

Exploring the contingent role of 4B’s marketing mix towards customers’ attitude

Susilo,

Kurniawan,

Avianty

2023

JPUM

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“…The definition of an opinion leader is no longer limited to political or public issues. Weinlich y Semeradova demonstrated that emotion in influencer marketing is a key factor by evaluating the role of emotion in generating emotional, cognitive and symbiotic responses [14]. People tend to compare themselves with similar people, such as those of similar age or similar social status.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

A Review of the Mechanism of the Influencer

Liu

2023

LNEP

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Opportunities for marketing innovation have emerged in the new media era as a result of the fast diversification of social media platforms and the power of social media influencers. Influencer marketing, which includes user-generated content, multi-agent information distribution guided by social media influencers, and the expansion of influencers' advocacy and endorsement of goods and services, has its roots on social media platforms. The majority of recent studies on influencer marketing concentrate on specific influencers and followers. On the basis of the source credibility model, cognitive consistency theory, matching hypothesis, trust transfer theory, meaning transfer theory, etc., it investigates the influence processes of influencers on specific followers. The main topics of the current studies on the influencer marketing mechanism are the interactions between influencers and businesses or products, and the relationships between influencers and customers. By reviewing the latest developments in current research, this study sorts out and analyzes the mechanism of influencer marketing and interprets how influencers influence followers' behavior from the perspectives of sociology and psychology.

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“…Consumer preferences are related to purchasing decisions toward a product (Song et al, 2021). Consumer preferences are divided into three types of response elements: cognitive responses, affective responses, and conative responses or behavioral tendencies (Weinlich & Semerádová, 2022). A component of the cognitive response is the belief in the utilitarian (benefit) of a brand.…”

Section: Literature Reviewmentioning

confidence: 99%

Digital entrepreneurship: Socio-demographics and consumer behavior in Indonesia

Azwardi

Andaiyani

Igamo

2023

Problems and Perspectives in Management

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Consumer characteristics of digital entrepreneurship are indispensable in achieving sustainable growth. Digital entrepreneurship has been rapidly growing and developing worldwide, and Indonesia is no exception. This study aims to determine the effect of socio-demographics on consumer decisions on using products and services of digital entrepreneurship in Indonesia. The study used an online survey of 400 residents of Palembang City, Indonesia. The respondents were selected through a stratified random sampling method. A logistic regression model is estimated to determine the effect of socio-demographic variables that promote start-up entrepreneurship. The empirical results show that age, education, and income have a significant effect on consumers of digital entrepreneurship. The results also confirm that young people are more likely than older people to set up digital entrepreneurship. The higher people’s income and higher their education, the greater their likelihood of using products and services of digital entrepreneurship. The implication is that digital entrepreneurs must consider the reach of consumers to the products and services offered in terms of price, quality, uniqueness, and convenience per socio-demographic conditions. AcknowledgmentThe research team would like to thank the Directorate of Resources, Directorate General Higher Education, Research and Technology Ministry of Education, Culture, Research and Technology as the funder, with Contract number 009/E4.1/AK.04.RA/2021.

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Emotional, cognitive and conative response to influencer marketing

Cited by 12 publications

References 69 publications

Exploring the contingent role of 4B’s marketing mix towards customers’ attitude

Exploring the contingent role of 4B’s marketing mix towards customers’ attitude

A Review of the Mechanism of the Influencer

Digital entrepreneurship: Socio-demographics and consumer behavior in Indonesia

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