The Dynamics of Influencer Marketing

Monzoncillo, José María Álvarez

doi:10.4324/9781003134176

Cited by 5 publications

(4 citation statements)

References 359 publications

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“…Product quality as the totality of the form and characteristics of goods or services that show their ability to satisfy consumer needs and desires (Monzoncillo, 2023). Consumer selection is determined by the quality of the products offered.…”

Section: A Literatur Review 1 Product Qualitymentioning

confidence: 99%

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The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion

Nilowardono,

Baktiono,

Artaya

et al. 2024

ijebd

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Purpose: A deep understanding of the factors influencing purchasing helps companies become more responsive, effective, and successful in marketing their products or services. This study aims to assess the impact of product quality on purchasing decisions involving the brand image factor in 3-second Fashion Surabaya. Design/methodology/approach: The research method employed a quantitative approach with the participation of 100 respondents. Structural equation model analysis was used as the analytical technique. Findings: The study results indicate that product quality influences the purchasing decisions for 3-second Fashion products. In other words, the better the product quality, the higher the consumer's decision to make a purchase. The research findings also show that brand image has an impact on purchasing decisions for 3-second Fashion products. In other words, the better the brand image, the higher the consumer's decision to make a purchase. This study also reveals that brand image serves as an intervening variable that mediates the relationship between product quality and purchasing decisions for 3-second Fashion Surabaya products. Research limitations/implications: This research focuses on the influence of product quality and brand image on purchasing decisions without considering other variables that may play a role in the purchasing process. Practical implications: Understanding the influence of product quality on purchasing decisions through the brand image in 3second Fashion Surabaya has several practical implications that can aid decision-making at the managerial and marketing levels. Practitioners and business managers can take specific steps to enhance the performance and competitiveness of the company. Originality/value: This research provides a new and original contribution, particularly regarding the relationship between product quality, brand image, and purchase decisions in the field of fashion retail. Paper type: Research paper

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Section: A Literatur Review 1 Product Qualitymentioning

confidence: 99%

“…This image can be cultivated using various media owned by the company and is enduring, delivering a message through visual media, symbols, atmosphere, and events. The brand's image is connected to customer attitudes, manifested in their beliefs and preferences toward a specific brand (Monzoncillo, 2023).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion

Nilowardono,

Baktiono,

Artaya

et al. 2024

ijebd

View full text Add to dashboard Cite

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“…Meanwhile, the effectiveness of these campaigns extends beyond the confines of simply conveying information; it lies in their capability to tell a compelling story. Through a blend of engaging visuals, relatable narratives, and persuasive rhetoric, advertising campaigns become more than just promotional materials; they become a narrative of opportunity, personal growth, and transformation (Alvarez-monzoncillo, 2022;Kang et al, 2020;Milfeld & Flint, 2020;Rehman et al, 2022). In essence, deep learning algorithms play a vital role in shaping the nature and impact of these campaigns.…”

Section: Literature Reviewmentioning

confidence: 99%

AI-Driven Sustainable Video Marketing Strategies: Harnessing Deep Learning Algorithms to Sustainable Advertising Campaigns with Special Reference to the Education Industry

Ediriweera,

Fernando,

Pramudika

2024

AJMM

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Purpose: This research explores the interplay between deep learning algorithms, trust in sustainable advertising, and prior knowledge of deep learning algorithms in shaping perceptions of sustainable advertising in the context of education. The study aims to uncover the impact of these factors on sustainable advertising and examine the moderating role of prior knowledge of deep learning algorithms. Design/methodology/approach: The study employs a quantitative research design, utilizing a structured survey instrument for data collection. Simple random sampling techniques were used to select participants from a population of 194,366 1st year students. Data analysis includes multiple regression, mediation analysis, and moderation analysis using Hayes PROCESS Model 58. Findings: The results reveal significant positive effects of deep learning algorithms (independent variable) and trust in sustainable advertising (mediator variable) on sustainable advertising (dependent variable). Prior knowledge of deep learning algorithms (moderator variable) also has a positive influence on sustainable advertising. Trust on sustainable advertising mediates the relationship between deep learning algorithms and sustainable advertising. However, above mediator relationship is negatively moderated by prior knowledge of deep learning algorithms. This suggests that prior knowledge can weaken the positive impact of trust. Originality: This research contributes to the understanding of how AI-driven marketing strategies, trust, and knowledge influence sustainable advertising perceptions. It offers valuable insights into the moderating role of prior knowledge in this context. Implications: The findings have implications for educational institutions and marketing practitioners. They suggest that deep learning algorithms and trust in sustainable advertising can positively impact sustainable advertising perceptions. However, practitioners should be cautious in situations where individuals have high prior knowledge, as trust can reduce impact. Educational institutions can use these insights to optimize their marketing campaigns and foster sustainable advertising in the education sector. Limitations of the study include the reliance on self-reported data and the potential for response bias, which may affect the generalizability of the findings. For future research, investigating the role of other potential moderators and mediators in the relationship between deep learning algorithms and sustainable advertising could provide a more comprehensive understanding of this phenomenon. Keywords: Deep Learning Algorithms, Education Industry, Prior Knowledge of Deep Learning Algorithms, Sustainable Advertising, Trust in Sustainable Advertising

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“…One major way customers do this is through influencer marketing, where companies work with social media influencers to convey deceiving promotional messages [58]. In some cases, the influencers are paid to promote products without disclosing that they are paid, thus causing their followers to think they use those products [59,60]. Despite the belief that this strategy works, it poses various potential negative consequences.…”

Section: The Prevalence Of Fake News In Marketingmentioning

confidence: 99%

Fake News in Marketing

Silva¹,

Rosário²,

Gestoso³

et al. 2023

Preprint

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Fake news was conventionally assumed to mean fabricated information published in newspapers and other mass media. It was mostly done to increase the paper's sales and was unlikely to have long-term impacts on society. Fake news in marketing concerns intentionally delivering false or misleading information regarding a product or service to influence consumer behavior. Despite the severity of these impacts, we noted that there is very little scientific research on fake news in marketing and consumer behavior. This systematic literature review (LRSB) aims to bridge this knowledge gap by searching and analysing relevant publications on "fake news in marketing" and synthesising data from 117 relevant studies, providing a framework for marketers and business leaders to reduce the spread and impact of online misinformation. The main highlights identify that the implementation and use of social media, shaping a presence on the internet, diffusion, and consumption of fake news have become a serious challenge and a dominant problem in the marketing sector, especially with the growth of digital marketing. Strategically, fake news spread can be categorized into various types, and the use of these tactics can produce short-term benefits such as increased engagement and instant sales, but they can also have severe long-term costs such as reputational damage, loss of revenues and market share, and discouraged investors and shareholders.

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The Dynamics of Influencer Marketing

Cited by 5 publications

References 359 publications

The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion

The Influence of Product Quality on Purchase Decision Through Brand Image: A Case Study On 3second Fashion

AI-Driven Sustainable Video Marketing Strategies: Harnessing Deep Learning Algorithms to Sustainable Advertising Campaigns with Special Reference to the Education Industry

Fake News in Marketing

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