Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media

Abstract

Brands and influencers are increasingly collaborating in the development of marketing campaigns. This work analyses to what extent the collaboration of influencers with renowned brands affects the effectiveness of the message and the influencer's own reputation. The results of an experiment with more than four hundred Spanish consumers indicated that renowned brand-influencer collaborations, in comparison to non-renowned brand-influencer collaborations, enhanced consumers' attitude towards the message, their purchase intentions and the perceived credibility of the influencer. Furthermore, positive attitude towards the message and intention to search for information are greater for services offered by renowned brands than for their products. This study contributes by bridging a gap in the literature and raises interesting implications for brand managers and their decisions to collaborate with influencers on social media.

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

“…A link is hence seen between relevant knowledge and purchase intention, and "empty" marketing or simply appearing next to a brand name is not enough to persuade buyers-however well-known the influencer is, they will still have to understand the market and the product or service being advertised [2,[25][26][27]. Consumers tend to seek information from other consumers or reference figures when they find themselves in a situation of uncertainty [23]. From this perspective, the indirect influence of perceived expertise on purchase intention, when mediated by the attitude toward influencers, may be related to a process of uncertainty reduction (note that some countries are more averse to uncertainty than others [64], so the results may vary from culture to culture; Portugal is one of the most uncertainty-averse countries in the world, immediately after Greece).…”

“…In situations of uncertainty, consumers tend to seek information from other consumers or similar others [22,23], so the way in which they perceive them becomes a central issue that will influence their purchase decision process. In this sense, the visual presentation of the extroversion of a given influencer has a direct positive influence on the perceived credibility of the same, which in turn will increase the chances of purchase intention [24], the main objective of commercial firms and campaigns.…”

El ewom y los influencers como fenómeno digital en el reconocimiento de marcas deportivas

“…Si las redes sociales han permitido que las personas compartan sus opiniones, también ha provocado que algunos usuarios se dediquen completamente a guiar a los demás en sus compras. Conocidos como influencers, este fenómeno mediático permite a los usuarios compartir sus opiniones de forma profesional (Ibáñez-Sánchez et al, 2021). Como líderes de opinión, los influencers se desempeñan en crear contenido multimedia con temas de interés para determinados segmentos a los cuales se dirigen.…”

“…El ewom tiene una relación positiva con la actividad de los influencers. Los influencers son personas que gracias a las redes sociales han podido llegar a la fama, convirtiéndose en celebridades, respaldadas por grandes cantidades de seguidores (Ibáñez-Sánchez et al, 2021). Son líderes de opinión, al representar diferentes sectores sociales y comunidades relacionadas a disciplinas deportivas, cocina, arte, cultura, música, videojuegos, comedia, etc., además valorados por las empresas por considerarlos como herramienta de alta utilidad para las empresas en redes sociales, al ser un fenómeno en completo auge el cual puede causar beneficios o problemas a las marcas: Por ello se ha planteado la hipótesis número tres.…”

“Doctors” or “Influencers”? Physicians’ Presentation of Self in Health Vlogs

“…Future-focused and driven; unfazed by naysayers (Khamis et al, 2017) Indicators of successful impression management Patient satisfaction (Awad Allah et al, 2017;Gu & Itoh, 2016) Positive reactions, feedback from superiors and colleagues (Vanstone & Grierson, 2019) Formal performance evaluations (Huffman et al, 2021) Engagement (e.g., number of likes, shares, retweets, followers, comments) (Khamis et al, 2017) Visibility, or size of audience (Khamis et al, 2017) Invitations to endorse reputable brands (Ibáñez-Sánchez et al, 2021;Kim et al, 2021;Schouten et al, 2020) In this research, we use the term physician vloggers to refer to our participants. We define "physicians" as licensed health professionals who offer services for physical or mental wellbeing, including general practitioners, specialists, pharmacists, physiotherapists, and psychologists.…”