The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications

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

doi:10.1080/00913367.2020.1857888

Cited by 228 publications

(142 citation statements)

References 76 publications

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“…Our study is also unique in a way that it provides a method to encapsulate the views of customers of a brand or a specific campaign in the selection of a celebrity. Further, our model can be use for influencer selection for brands, based on the premises of selection parameters and the group decision-making context (Mallipeddi et al , 2021; Schouten et al , 2020; Ye et al , 2020).…”

Section: Results and Discussion Of The Illustrationsmentioning

confidence: 99%

“…Moreover, the MGFEM and FITradeoff approaches can be applied to other areas of practice that use multi-criteria group decision-making, such as to assessing different criteria and designing a decision process for evaluating influencers in social media settings (Britt et al , 2020; Lee and Eastin, 2020) on dimensions of their popularity. The proposed approach and method can also be adapted to the context of social media influencer selection based on the interactive group decision-making context aligned with some key parameters, such as engagement, reach, sentiments, growth and interactive behavior (Mallipeddi et al , 2021; Schouten et al , 2020; Ye et al , 2020).…”

Section: Discussionmentioning

confidence: 99%

“…The evolution of social media as a mode of advertisement and consumer engagement has also led to an entire realm of research on social media influencers and endorsement strategy and various mediums, including creative videos, animations and visual storytelling (Britt et al , 2020; Corrêa et al , 2020; Lim and Childs, 2020; Park and Kaye, 2017). Social media influencers, who might not qualify as conventional celebrities, form an entirely new and evolving landscape of endorsement research (Arora et al , 2019; Ye et al , 2020). These influencers have connections with large audiences that admire and value them based on their credibility and trust dimensions (Lou and Yuan, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

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Celebrity selection in social media ecosystems: a flexible and interactive framework

Shukla

Dubey

2021

JRIM

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PurposeQuantitative objective studies on the problem of celebrity selection are lacking. Furthermore, existing research does not recognize the group decision-making nature and the possibility of customer involvement in celebrity or influencer selection for social media marketing. This study conceptualizes celebrity selection as a multi-attribute group decision-making problem while deriving the final ranking of celebrities/influencers using interactive and flexible criteria based on the value tradeoff approach. The article thus proposes and demonstrates a quantitative objective method of celebrity selection for a brand or campaign in an interactive manner incorporating customer's preferences as well.Design/methodology/approachEach decision-maker's preferences for celebrity selection criteria are objectively captured and converted into an overall group preference using a modified generalized fuzzy evaluation method (MGFEM). The final ranking of celebrities is then derived from an interactive and criteria-based value tradeoff approach using the flexible and interactive tradeoff method.FindingsThe approach gives a different ranking of celebrities for two campaigns based on group members' perceived importance of the selection criteria in different scenarios. This group includes decision-makers (DMs) from the brand, marketing communication agency and brand's customers. Further, each group member has an almost equal say in the decision-making based on fuzzy evaluation and an interactive and flexible value tradeoff approach to celebrity selection for receiving a rank order.Research limitations/implicationsThe approach uses secondary data on celebrities and hypothetical scenarios. Comparison with other methods is difficult, as no other study proposes a multi-criteria group decision-making approach to celebrity selection especially in a social media context.Practical implicationsThis approach can help DMs make more informed, objective and effective decisions on celebrity selection for their brands or campaigns. It recognizes that there are multiple stakeholders, including the end customers, each of whose views is objectively considered in the aspects of group decision-making through a fuzzy evaluation method. Further, this study provides a selection mechanism for a given context of endorsement by objectively and interactively encapsulating stakeholder preferences.Originality/valueThis robust and holistic approach to celebrity selection can help DMs objectively make consensual decisions with partial or complete information. This quantitative approach contributes to the literature on selection mechanisms of influencers, celebrities, social media opinion leaders etc. by providing a methodological aid that encompasses aspects of interactive group decision-making for a given context. Moreover, this method is useful to DMs and stakeholders in understanding and incorporating the effect of nature or context of the brand and the campaign type in the selection of a celebrity or an influencer.

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Section: Results and Discussion Of The Illustrationsmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Celebrity selection in social media ecosystems: a flexible and interactive framework

Shukla

Dubey

2021

JRIM

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“…There is a social media platform that shifts places and blurs the line between aspirational and informative use. Social media influencers use the platforms for advertising to online followers with product information and ads (Vrontis et al, 2021;Wellman, 2020;Ye et al, 2021;Zhou et al, 2021). In the marketing mix, endorsement and advertising are created by businesses to inform, encourage, boost, and promote their products to people (Haenlein et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

The impact of social media influencers purchase intention in the Philippines

Dalangin¹,

Arthur²,

Salvador³

et al. 2021

Indonesian Journal of Communications Studies

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The study aims to determine consumers' perception of the advertising efficacy of social media influencers regarding their purchase intention. The researcher believes that specific strategies and skills should be customised to attract consumers' buying intention for an influencer to be effective across social media. The study adopted the "social media influencer questionnaire" developed by Xin Jean Lim. It is an organised questionnaire designed to assess and analyse the effectiveness of social media influencers connected to consumers' purchase intention. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129 female participants, 71 male participants and mostly from 18 to 24 years old. The respondents' assessment implies that an influencer who establishes most of their honesty and is trustworthy can change consumers' behaviour and purchase intention. Attractiveness and relationships with the product are seen to be also adequate. The respondents' assessment also implies that there is an optimistic and agreeable attitude towards the different advertising efficacy of an influencer for the purchase intention of consumers. Furthermore, there is a significant relationship between the advertising effectiveness and purchase intention of consumers. Female respondents have a higher perception of social media influencers than male respondents because women use the internet more often.

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“…Extant research on influencer advertising has paid due attention to the role of sponsorship disclosure (e.g., Evans et al 2017), the impact of AI influencers (Thomas and Fowler 2021), the appeal of influencers among children (Boerman and van Reijmersdal 2020), influencer-follower relationship (Lou 2021), and the effect of consumers' characteristics (e.g., social comparison tendency, compulsive buying tendency, and materialistic envy) (Jin and Ryu 2020). Recent review articles have also summarized the current themes in influencer advertising and bibliometric analysis for practical implications (e.g., Hudders, De Jans, and De Veirman 2021;Ye et al 2021). Yet, there are still untapped or understudied issues in influencer advertising pertaining to the broad context of interactive advertising, for instance, analysis from the perspectives of influencers and/or advertising agencies, the impact of influencers in promoting prosocial behavior (e.g., mask wearing during the pandemic, getting vaccines), the effect of virtual influencers, pet influencers, children influencers, and so on.…”

mentioning

confidence: 99%

Untapped and Understudied Issues in Influencer Advertising

2021

Journal of Interactive Advertising

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The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications

Cited by 228 publications

References 76 publications

Celebrity selection in social media ecosystems: a flexible and interactive framework

Celebrity selection in social media ecosystems: a flexible and interactive framework

The impact of social media influencers purchase intention in the Philippines

Untapped and Understudied Issues in Influencer Advertising

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