“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

Abstract

Purpose This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products. Design/methodology/approach The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube. Findings The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness. Research limitations/implications The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content. Practical implications This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing. Originality/value Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.

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“…SMI adalah orang yang mempunyai pengaruh sosial tertentu, yang biasanya diukur dengan metrik media sosial (misalnya dihitung dari banyaknya pengikut dan/atau tingkat keterlibatan) di atas rata-rata orang pada kanal YouTube, Instagram, dan Telegram. 24 SMI mempromosi diri dalam konten video berdurasi panjang, (selanjutnya: vlog). SMI seringkali melakukan promosi melalui iklan-iklan di media elektronik.…”

Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality

“…In doing so, the present research contributes to the literature on social media marketing in several ways. First, it contributes to the literature on influencer marketing (De Vries, 2019; Martínez-López et al , 2020; Rohde and Mau, 2021) by investigating how micro- versus meso-influencers can effectively persuade consumers on social media. In this way, the current study addresses the call for research on the persuasiveness of different types of SMIs (Boerman, 2020; De Veirman et al , 2017; Kay et al , 2020).…”

The three-step persuasion model on YouTube: A grounded theory study on persuasion in the protein supplements industry

“…Their role can be described as a hidden persuader who commonly weaves commercial products into their private environment. Strategies include the development of carefully crafted personal branding, staged scenes in which either photos or videos are taken, and specific choreographies to influence the viewer's perception and behavior and encourage an imitation of the desired behavior (e.g., purchase of a particular product) (Ferchaud et al, 2018 ; Rohde and Mau, 2021 ).…”

“…We concentrated on long-form videos produced by SMIs as video blogs (short vlogs). As part of vlogs, influencers commonly talk to the camera about a personal topic while sharing with the viewer how they live and work (Rohde and Mau, 2021 ). The recorded video is then edited and uploaded to the internet, where viewers can rate and/or comment on it (Frobenius, 2011 ).…”