The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

Hudders, Liselot; Jans, Steffi De; Veirman, Marijke De

doi:10.1080/02650487.2020.1836925

Cited by 387 publications

(349 citation statements)

References 105 publications

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“…Among the important factors that impact the effect and reach of Social Media influencers, expertise increases credibility of the influencer (Hudders et al, 2020) leading them to be perceived more trustworthy by their followers (Biswas et al 2006). In addition to the listed findings, the results show that vlog characteristics are by far important than vlogger characteristics contradicting previous studies (Hill et al, 2017;Munnukka et al, 2019;Stein et al, 2020), giving rise to the acknowledgment of the importance of the content over the source.…”

Section: Discussionmentioning

confidence: 99%

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Tolunay¹,

Ekizler²

2021

OPUS Uluslararası Toplum Araştırmaları Dergisi

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Video blogs (Vlogs) and video bloggers (Vloggers) have gained importance in marketing with their entertaining and educational content as they are attracting huge numbers of viewers and are therefore shaping many consumers' attitudes and purchase decisions. Research on vlogs concentrated on content characteristics, vlogger characteristics and general vlog features. However, this stream of research is fragmented, mostly ignores vlog audience motivations and lacks empirical investigations that parsimoniously study influence of certain vlog and vlogger characteristics on consumers' online purchase decisions. The purpose of this study is to explore the impact of vlog content value in terms of informativeness and entertainment and vlogger personal characteristics such as authoritative and engagement knowledge on consumers' information satisfaction and further on their intention to shop online. With this aim, data were gathered via an online survey from 627 purposively sampled respondents and a theoretical structural equation model was tested. Vlog content's informative and entertaining value and authoritative knowledge of the vlogger were found to be important factors explaining information satisfaction, whereas the effect of engagement knowledge on information satisfaction was insignificant. Furthermore, strong impact of information satisfaction on intention to shop online was determined. Managerial and theoretical implications are discussed in the paper.

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Section: Discussionmentioning

confidence: 99%

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Tolunay¹,

Ekizler²

2021

OPUS Uluslararası Toplum Araştırmaları Dergisi

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“…Table 1 summarizes the superstar literature, including theoretical and empirical work. There is a lot of literature using superstars as explaining variable for other questions, e.g., superstar actors affecting movie success (inter alia, Gaenssle et al, 2018;Hofmann et al, 2017) or social media stars influencing the success of marketing campaigns (inter alia, Gräve, 2019;Hudders et al, 2020;Kolo & Haumer, 2018). We exclude this kind of literature and focus on the "economics of superstars," meaning the explanation of the emergence and existence of superstars.…”

Section: Literature Reviewmentioning

confidence: 99%

The economics of social media (super-)stars: an empirical investigation of stardom and success on YouTube

Budzinski

Gaenssle

2018

Journal of Media Economics

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A new type of superstars developed with the rise of social media markets: social media superstars (SMS). The economic literature on the superstar phenomenon provides empirical evidence on different types of stars, above all athletes and musicians. This paper presents the first empirical work on SMS with original data from YouTube. Using various econometric techniques, we analyze a unique sample of 200 YouTube stars out of four different video categories to shed light on this new phenomenon. Beyond applying classic economic concepts on superstars by Rosen, MacDonald, and Adler, we contribute to extending the literature toward attention economics and the concepts of audience building (audience attraction and maintenance). In our empirical analysis, we find evidence supporting an inverse U-shape influence of upload frequency on the success of SMS. Moreover, we find empirical evidence that the duration and experience in the market have a significant influence on social media success. Eventually, we derive implications for superstar theory, SMS management, service providers, and advertisers.

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“…However, in one sequence or another, it will reflect the action mechanism of the above forms of commercialization. Thus, choosing the form of introduction of innovations into the economic turnover is a complex task, its solution involves the correlation and comparison of several alternatives to obtain the maximum benefit from the use of the intellectual property (Hudders et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

“…On the other hand, the inability to commercialize and implement research achievements in new products and processes and market them is one of the major weaknesses of developing countries in the process of industrialization. Studies show that out of about 1000 raw ideas, only one or two ideas succeed in the market (Hudders et al, 2020) Undoubtedly, the biggest concern of the officials and major decision-makers of any country is the economic situation of that country. The economic growth of any country has a lot to do with creating and improving the economic infrastructure and business environment of that country (Budovich, 2019;Chesalin et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Innovative Products Commercialization and Social Aspects

Sergeevna¹

2021

Int. J. Criminol. Sociol.

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Ideation, research, and technological innovation are valuable when they lead to wealth creation. Commercialization is a way to tie science to economics and create wealth from innovation. Success in technology development and commercialization requires a combination of several factors, including creative thinking, appropriate technical knowledge, entrepreneurial thinking and spirit, and financial resources. But it is rare for a single person to have all of these characteristics. Therefore, the best way to successfully commercialize technology is to create a team of four different personalities with the above characteristics: These four personalities are inventor/innovator, investor, technology, and entrepreneur. This article examines the definitions and concepts of commercialization and points to social and economic factors in the commercialization process - from ideation to the development of success and growth. Then proposed the formation of an innovation team as one of the strategies for commercialization success and expresses the characteristics of the innovation team and its members and their role in different stages of commercialization. Finally, to achieve more and better achievements in the field of commercialization, suggestions are presented according to the existing conditions.

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The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

Cited by 387 publications

References 105 publications

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger Characteristics Matter

The economics of social media (super-)stars: an empirical investigation of stardom and success on YouTube

Innovative Products Commercialization and Social Aspects

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