Social media influencer marketing: foundations, trends, and ways forward

Joshi, Yatish; Lim, Weng Marc; Jagani, Khyati; Kumar, Satish

doi:10.1007/s10660-023-09719-z

Cited by 78 publications

(25 citation statements)

References 126 publications

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“…Although lead users and opinion leaders (i.e., influencers) differ from each other, as mentioned in the beginning of this paper, the findings of our research can also apply to opinion leaders who possess lead user characteristics. This observation leads to a deeper understanding of the opinion leaders and the antecedents of the influencer marketing (Joshi et al, 2023).…”

Section: Discussionmentioning

confidence: 99%

The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

Wang,

Hu,

Yang

et al. 2023

J of Consumer Behaviour

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The traditional lead user theory proposes that lead users are an important source of innovation. However, little is known about how lead users influence other users in online brand communities. Based on the uses and gratifications theory, we introduce ordinary user‐perceived benefits—including cognitive benefits, social integrative benefits, personal integrative benefits, and hedonic benefits—as mediators to explain the relationship between lead users' characteristics and ordinary users' participation in an online brand community. Furthermore, we introduce the hosting type of the brand community (consumer‐run vs. company‐managed brand community) and explain its moderating effect on the relationship between lead users' characteristics and ordinary users' participation. The finding reveals that lead users' characteristics have a significant positive effect on ordinary users' participation, and that the effect is partially mediated by cognitive benefits, social integrative benefits, and personal integrative benefits. Besides, the relationship between lead users' characteristics and ordinary users' participation is stronger for consumer‐run brand communities than for company‐managed brand communities.

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Section: Discussionmentioning

confidence: 99%

The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

Wang,

Hu,

Yang

et al. 2023

J of Consumer Behaviour

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“…The last and the most recent time frame became the base for future research directions. This unconventional approach enabled the authors to draw gaps in the recent literature, resulting in an elaborate list of research questions on which scholars can build their future studies (also see Joshi et al, 2023).…”

Section: Bibliographic Couplingmentioning

confidence: 99%

Theoretically Contributing with Hybrid Reviews: Special Focus on Bibliometric Analysis

Mishra,

Dey

2024

South Asian Journal of Business and Management Cases

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Issue 1) focused on the 'what' and 'why' of hybrid review, emphasizing the structure of the manuscript with particular reference to contribution within each section. This editorial is an extension of the previous editorial, further delving into specifics of how to theoretically contribute through a hybrid review study. In doing so, we present a suggestive template that the authors can use when writing hybrid review studies for the South Asian Journal of Business and Management Cases. It is necessary to note that the template is only suggestive, and the authors can identify further creative but scientific ways of contributing to the field through hybrid studies.Hybrid reviews are literature review studies that integrate multiple review methods. An example would be component integration, also called framework-based review (TCCM, ADO, AMO, etc.), or process integration (e.g., bibliometric and framework-based review) (Paul & Criado, 2020). The journal is currently focused on the latter.It is noticed that most hybrid review manuscripts submitted to the journal fail to present bibliometric analysis meaningfully so as to contribute to the literature, which results in desk rejection. Hence, the remainder of the editorial focuses on two main aspects of bibliometric study: performance analysis and intellectual structure. Meaningful Performance AnalysisPerformance analysis, also called descriptive analysis, is the hallmark of a bibliometric study . However, it remains a primary reason for manuscript rejection. The availability of various bibliometric tools (Bibiolshiny, VOS Viewer, BibExcel, CiteSpace, etc.) has made performance analysis an easy endeavour. However, the convenience has also resulted in poor presentation and description of the section. To elaborate further, there are two particular reasons for this.The first is including multiple constituents of performance analysis without a rationale. These could include research productivity and evolution, prolific authors and documents, significant journals, significant countries, research collaboration between academic institutes. These are but a few types of performance analysis (see , for an exhaustive list). Since the bibliometric tools provide performance analysis output in an instant, novice authors tend to include all of them in the study. However, if you go through the bibliometric studies of the past few years in the management domain, you will notice a pattern change. There has been a reduction in the performance analysis section, reporting mostly four parameters: (i) research productivity, (ii) prolific documents, (iii) prolific journals and (iv) prolific authors. Instead, emphasis is given to the science mapping, which will be delved into in the latter

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“…Through active engagement such as responding to comments, clicks, likes, and shares, influencers create a sense of community. Some of the recent tendencies [12,13] are as follows:…”

Section: Key Features and Taxonomy Of Social Media Influencersmentioning

confidence: 99%

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Ilieva,

Yankova,

Ruseva

et al. 2024

Preprint

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The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and on that base to explore their effects on purchase intentions towards advertised products or services. A total of 376 fulfilled questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour, affecting consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural Equation Modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The results obtained provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure continuous improvement of this e-marketing channel.

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Social media influencer marketing: foundations, trends, and ways forward

Cited by 78 publications

References 126 publications

The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

Theoretically Contributing with Hybrid Reviews: Special Focus on Bibliometric Analysis

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

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