Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

Dhanesh, Ganga S.; Duthler, Gaelle

doi:10.1016/j.pubrev.2019.03.002

Cited by 266 publications

(186 citation statements)

References 34 publications

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“…Social media have become major media platforms to share personal information, news, photos, videos and are an essential communication platform facilitates the interactions of online users, which can influence or be affected by the opinions of others [2,3]. Research and applied evidence suggest that online opinion leaders are important promoters of products and services in different areas of business and marketing tools [4,5,6,7]. At present, influencer marketing is an important tool to influence buying behaviour and can be defined as the process of exploring, identifying, supporting and engaging people involved in high impact conversations.…”

Section: Introductionmentioning

confidence: 99%

The role of influencers in the consumer decision-making process

Žák

Hasprová

2020

SHS Web Conf.

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In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the attitudes and decisions of consumers. In the contemporary globalised marketing using social media, this role is taken over by the influencers who affect consumers with their thoughts, attitudes and opinions and thus, significantly influence trends in demand for particular products. Over the recent years, influencer marketing has become increasingly popular, representing a specific type of social media marketing. The aim of this scientific contribution is the systematization of knowledge about the position and roles of influencers as opinion leaders in the social media environment in order to identify their typology, influence factors and the intensity of their impact on consumer decision making process, based on the comparison of knowledge from the results of global research studies and the quantitative online research study processed by authors. The findings of the survey showed that the promotion of some products through influencers may be more advantageous than others. Influencers will have the greatest impact when buying clothes, shoes, cosmetics and, surprisingly, services. Meanwhile, people rely heavily on other factors to buy food, jewellery and electronics, but it is not excluded that influencer marketing could affect them as well.

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Section: Introductionmentioning

confidence: 99%

The role of influencers in the consumer decision-making process

Žák

Hasprová

2020

SHS Web Conf.

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“…As Bentele and Nothaft [66] state, in the virtual public sphere an organization can no longer rely on being the only one who has access to publics. A new kind of equality has emerged between communicative roles as public relations practitioners try to manage the interplay with bloggers and influencers in the construction of information, but there is no evidence of conflictual rivalry between these two groups so far [67].…”

Section: Trust In the Pr/communication Professional Fieldmentioning

confidence: 99%

Trust in Public Relations in the Age of Mistrusted Media: A European Perspective

2021

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One of the core problems of misinformation and post-trust societies is, indeed, trust in communications. The undermining of the credibility of media as the backbone of democratic societies is becoming a serious problem that affects democracy, business and all kinds of public institutions and organizations in society(ies). This paper explores perceptions of trust in key stakeholders involved in communication on behalf of organizations. Findings are considered at the professional (macro), departmental (meso) and individual (micro) level as well as considering the trusted role of non-specialist communicators for organizations including internal and external spokespeople. Data were collected from an online survey of 2883 respondents from 46 countries across Europe. Key findings were at the macro level that: antagonism between management communication professionals and journalists remains. The lowest trust in the profession is felt to be by the general public. At the meso level, top executives are perceived to trust the department the most followed by journalists in second place. External experts such as professors and consultants are perceived to be the most trusted by the general public. Finally, at the micro level individuals are more trusted than organizations or departments and the communication profession more widely.

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“…Duthler [2] Individuals who have developed a sizeable social network of people following them and are viewed a trusted tastemaker in several niches.…”

Section: Dhanesh Andmentioning

confidence: 99%

“…For example, Freberg, et al [1] defined social media influencer as "a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media." Dhanesh and Duthler [2] defined it as "A person who through personal branding, builds and maintains relationships with multiple followers on social media, and has the ability to inform, entertain, and potentially influence followers' thoughts, attitudes, and behaviors." De Veirman, et al [3] defined it as "individuals who have developed a sizeable social network of people following them and are viewed a trusted tastemaker in several niches.…”

Section: Introductionmentioning

confidence: 99%

Social Media Influencer Research: An Bibliometric Analysis

Chang

Wang

Kuo³

2020

IJECS

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The current study identified research trends and theory regarding social media influencers. By searching journals related to social media influencers in the Social Sciences Citation Index and Sciences Citation Index Expanded database in the 20-year period between January 2000 and December 2019, we collected 237 research articles pertaining to social media influencers. From an analysis of these articles, we mapped research trends and identified highly influential articles. The theories used in social media influencer research were also identified. The results provide fundamental insights into research on social media influencers.

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Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

Cited by 266 publications

References 34 publications

The role of influencers in the consumer decision-making process

The role of influencers in the consumer decision-making process

Trust in Public Relations in the Age of Mistrusted Media: A European Perspective

Social Media Influencer Research: An Bibliometric Analysis

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