Influencer marketing: brand control, commercial orientation and post credibility

Martínez–López, Francisco J.; Anaya‐Sánchez, Rafael; Esteban-Millat, Irene; Torrez-Meruvia, Harold; D’Alessandro, Steven; Miles, Morgan P.

doi:10.1080/0267257x.2020.1806906

Cited by 84 publications

(54 citation statements)

References 81 publications

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“…In conclusion, brands that partner with SMIs who reveal themselves intimately can promote their products in a more approachable and interactive way (Martínez-López et al , 2020). Thus, brands wishing to develop a strong relationship with consumers from influencer marketing and, consequently, drive sales should partner with SMIs that disclose intimate and personal content about themselves.…”

Section: Discussionmentioning

confidence: 99%

Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Leite

Baptista

2021

JRIM

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PurposeThis study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of SMIs' self-disclosure. The authors further evaluate the extent to which SMIs' ISD fosters consumers' self-brand connections via consumer-SMI parasocial relationships.Design/methodology/approachThe scale was developed through item generation, purification, and validation. First, items were generated from existing scales and revised based on feedback provided by experts. The items were subjected to exploratory and confirmatory factor analyses using an online survey with 433 participants. Structural equation modeling (SEM) was used to examine the predictive power of SMIs' ISD on parasocial relationships and self-brand connections.FindingsThe results suggest that the perceived SMIs' ISD is a unidimensional construct. As proposed, SMIs' ISD enhances consumer-brand connections through the underlying mechanism of consumers' sense of being in a parasocial relationship with an SMI.Originality/valueThis study advances self-disclosure and influencer marketing literature by addressing the lack of measures on SMIs' ISD from a consumer perspective and the scarcity of empirical understanding of how brands can profit from SMIs' capabilities to make intimate self-disclosure. Based on the literature review, this study is the first to empirically consider factual, emotional, and cognitive intimacy to develop scale and demonstrate the importance of SMIs' ISD in developing consumers' self-brand connections.

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Section: Discussionmentioning

confidence: 99%

Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Leite

Baptista

2021

JRIM

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“…When consumers rely on a source that they find honest, relatable, and sincere, they will follow his/her recommendations on brands, products/services. If viewers perceive the influencers' posts as commercial, their trust in the influencer will be reduced (Martínez-López et al, 2020). The result can also be explained by the audiovisual eWOM format, which conveys more and higher quality information than the information contained in explicit verbal arguments (Rossitier & Percy, 1980).…”

Section: Interestingly Inmentioning

confidence: 99%

Influencers' “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty

Filieri

Açikgöz

et al. 2022

Psychology and Marketing

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Despite the growing importance of influencers' word‐of‐mouth through audiovisual content, little is known about its effect on consumers' brand evaluation, purchase intentions, and decisions. Drawing on Ohanian's source credibility framework, we conducted two studies across different influencers, product categories, and respondents' gender and tested the hypotheses using covariance‐based and partial least square structural equation modeling. Study 1 focuses on a mega‐influencer of cosmetic and beauty brands and predominantly involves female respondents. The findings show that the influencer's attractiveness affects perceptions about source expertise and source trustworthiness but not brand attitude, while source expertise predicts source trustworthiness, and both mediate the effect of source attractiveness on brand attitude. In contrast, brand attitude predicts purchase intention and mediates the impact of source credibility dimensions. Study 2 focuses on various influencers of hedonic products (lifestyle, fashion, and beauty). The results confirm the influence of source attractiveness and expertise on source trustworthiness, which ultimately predicts consumer purchase decisions. This study reveals the interdependencies between different source constructs, contributing to source credibility theory. Furthermore, we show that the effect of source dimensions that are relevant in the celebrity endorsement literature, such as source attractiveness, do not directly influence consumers' intentions and decisions in the context of influencers' electronic word of mouth. Finally, the two studies confirm that only influencers perceived as honest and sincere can influence consumers' purchase decisions.

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“…Firmy odnoszą korzyści z reklamy w mediach społecznościowych za pośrednictwem influencerów, ponieważ może to obniżyć koszty dotarcia do docelowych nabywców i zwiększyć zaufanie do marki dzięki rekomendacjom influencerów mediów społecznościowych.Można tu wręcz mówić o efekcie domina [14] . Baker [15] definiuje różne typy influencerów; mikro-influencer, influencer celebrytów, influencer blogów, influencer mediów społecznościowych i kluczowy lider opinii.…”

Section: Influencer Marketing W Branży Turystycznejunclassified

Influencer marketing jako nowoczesne narzędzie promocji w branży turystycznej

Szejniuk¹,

Werenowska²,

Glista³

2022

Wybrane Zagadnienia Cyfryzacji Działalności Gospodarczej, Społecznej I Edukacyjnej

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Rozwój technologii przyczynił się do wzrostu znaczenia podejmowanych działań marketingowych, prowadzących online przez przedsiębiorstwa. Szczególnego znaczenia w tym zakresie nabrało promowanie produktów i usług, budowanie wizerunku marki, a także tworzenie relacji z klientami. E-marketing, przyniósł wiele korzyści firmom działającym w różnych dziedzinach, w tym w znaczącej dla rozwoju gospodarki branży turystycznej. Turyści szukają inspiracji dla swoich podróży, coraz częściej wykorzystując w tym celu Internet. W artkule przedstawiono znaczenie opinii influencera w promocji produktu turystycznego. Wyszczególniono również działania niepożądane, które negatywnie wpływają na opinie odbiorców.

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Influencer marketing: brand control, commercial orientation and post credibility

Cited by 84 publications

References 81 publications

Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Influencers' “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty

Influencer marketing jako nowoczesne narzędzie promocji w branży turystycznej

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