Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships

Rutter, Richard; Barnes, Stuart J.; Roper, Stuart; Nadeau, John; Lettice, Fiona

doi:10.1108/imds-02-2021-0093

Cited by 32 publications

(24 citation statements)

References 64 publications

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“…In addition to testing the mediating effect in this study, a moderating effect was also identified to find out whether the negative publicity that celebrities have when they are exposed to a scandal will have an impact on consu mers' purchase intentions for brands endorsed by these celebrities. Previous research identified an influence on consumer engagement and brand loyalty (Osei-Frimpong et al, 2019, Rutter et al, 2021. However, there are some differences between this study and previous research.…”

Section: Introductioncontrasting

confidence: 63%

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

Agustina

Suryandari²,

Kirana³

2022

Khazanah Hukum

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The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase intention. The research sample was 200 respondents and it was selected using a nonprobability sampling technique and using a purposive sampling technique with the research sample criteria being people who follow the XXX celebrity Instagram social media account for at least 3 months, are female and have Instagram social media. Data were collected by questionnaire, distributed online, and analyzed using a structural equation model (SEM) with partial least squares (PLS) as the method. The results showed that celebrity endorsement did not have a positive and significant effect on consumer engagement, but had a positive and significant effect on brand loyalty and purchase intention. Consumer engagement and brand loyalty have a positive and significant effect on purchase intention. The moderating effect shows that negative publication has no effect on the relationship between celebrity endorsement and purchase intention.

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Section: Introductioncontrasting

confidence: 63%

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

Agustina

Suryandari²,

Kirana³

2022

Khazanah Hukum

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“…The influence of the celebrity's trustworthiness on consumers' purchase intention has been shown in previous research (Erdogan, 1999;Till and Busler, 2000), indicating that celebrities' ability to influence purchase behaviour hinges on the perceived credibility and genuineness of the endorsement (Rutter et al, 2021). So, the following hypothesis is presented:…”

Section: Credibility Of Celebritiesmentioning

confidence: 81%

“…Therefore, consumers get more easily influenced by celebrities perceived as authentic and to whom they trust. Similarly, prior research reports that the influence of celebrities through social media is due in part to their increased authenticity, as they are perceived as a more authentic source compared to celebrities who appear in traditional advertising (Rutter et al, 2021).…”

Section: Credibility Of Celebritiesmentioning

confidence: 96%

“…2.3.5 Influence of celebrity credibility on purchase behaviour. Previous studies report the influence of celebrity endorsement on consumers' purchase behaviour (Erdogan, 1999;Till and Busler, 2000;Lafferty et al, 2002;Winterich et al, 2018;Rutter et al, 2021). On one hand, previous studies have demonstrated that credible sources enhance consumers' attitude towards the product or brand, have a positive influence on consumers purchase intention (Lafferty et al, 2002), also influencing consumers' choice and purchase consideration set (Singh and Banerjee, 2018).…”

Section: Ijwbr 353mentioning

confidence: 99%

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The influence of social media celebrity endorsement on beer and wine purchase behaviour

Calvo-Porral

Rivaroli

Orosa-González

2023

IJWBR

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Purpose Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour. Design/methodology/approach Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277). Findings Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts. Originality/value This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.

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“…It also enables organizations to understand and rapidly respond to the market's evolving needs. Organizations desire to achieve the full potential of social media engagement (SME) to improve their sales, customer satisfaction and opportunity in decision quality (Rutter et al ., 2021; Simon and Tossan, 2018). Hence, it becomes crucial for the business to maintain its social presence through media content (Gandhi and Kar, 2022).…”

Section: Introductionmentioning

confidence: 99%

How should B2B firms create image content for high social media engagement? A multimodal analysis

Singh

Gandhi

Kar

et al. 2023

IMDS

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PurposeThis study evaluates the effect of the media image content of business to business (B2B) organizations to accelerate social media engagement. It highlights the importance of strategically designing image content for business marketing strategies.Design/methodology/approachThis study designed a computation extensive research model based upon the stimulus-organism-response (SOR) theory using 39,139 Facebook posts of 125 organizations selected from Fortune 500 firms. Attributes from images and text were estimated using deep learning models. Subsequently, inferential analysis was established with ordinary least squares regression. Further machine learning algorithms, like support vector regression, k-nearest neighbour, decision tree and random forest, are used to analyze the significance and robustness of the proposed model for predicting engagement metrics.FindingsThe results indicate that the social media (SM) image content of B2B firms significantly impacts their social media engagement. The visual and linguistic attributes are extracted from the image using deep learning. The distinctive effect of each feature on social media engagement (SME) is empirically verified in this study.Originality/valueThis research presents practical insights formulated by embedding marketing, advertising, image processing and statistical knowledge of SM analytics. The findings of this study provide evidence for the stimulating effect of image content concerning SME. Based on the theoretical implications of this study, marketing and media content practitioners can enhance the efficacy of SM posts in engaging users.

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Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships

Cited by 32 publications

References 64 publications

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

The influence of social media celebrity endorsement on beer and wine purchase behaviour

How should B2B firms create image content for high social media engagement? A multimodal analysis

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