Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers

Britt, Rebecca K.; Hayes, Jameson L.; Britt, Brian C.; Park, Haseon

doi:10.1080/15252019.2020.1763873

Cited by 76 publications

(53 citation statements)

References 17 publications

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“…The present researcher has extended SMIs' product placement by revealing how homefluencers' skill of relevancy can activate UGC in the most popular five industrial domains applying influencer marketing. Likewise, Britt et al (2020) and Alassani and G€ oretz (2019) explored micro and nano-influencers collaborate with those brands that synchronize their style and identity. About relationship skills in new normal, homefluencers' product placement contents are crucially valuing their followers' wellness rather than prepandemic product-centered contents.…”

Section: Discussionmentioning

confidence: 99%

“…Influencers' stories-experiences reflecting the COVID-19 situation during pandemic generate more comments (Zhang and Zhao, 2020). Numerous SNS scholars emphasize on micro and nano-SMIs' expertise displayed in their contents that increases congruency (Britt et al, 2020;Stubb and Colliander, 2019), but its absence leads to follower's intrusiveness (Jin and Muqaddam, 2019). Nano-influencers are the "persuaders" and micro-influencers are "topic experts" skilled in high conversion rate, enhancing placed products' content topicality (Berne-Manero and Marzo-Navarro, 2020).…”

Section: Product Placement By Social Media Homefluencersmentioning

confidence: 99%

“…Social media influencers (SMIs) are acting like "viral mavens" implementing their subject-matter skills associating brand features and level of relationship with followers (Gangadharbatla and Valafar, 2017). Micro-influencers and nano-influencers are deeply committed to their niche followers' well-being through relevance and interpersonal communication (Britt et al, 2020;Alassani and G€ oretz, 2019). Micro-influencers (10,000-500,000 followers) and nano-influencers (1,000-10,000 followers) are the experts in discussing relatable issues integrating brands in their lifestyle (Zhang and Zhao, 2020;Seeler et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Fashion influencers' product relatability is managed by crosscategorization of skills either by staying-home workout wearing sponsored accessories or cooking the healthy recipes reinforcing partnered brands usage. Previous academics examined the adoption of influencers' contents in beauty, fashion, food and lifestyle domains, which are booming as followers find "realness" and "intimacy" among micro and nano-SMIs (Argyris et al, 2020;Britt et al, 2020;Macon, 2017;Boerman et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Product placement by social media homefluencers during new normal

Ghosh

2021

SAJM

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PurposeThe purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills.Design/methodology/approachThis research applies a qualitative approach of thematic content analysis of a total of 49 micro and nano-homefluencer's contents in beauty fashion, clothing, workout-yoga, food and lifestyle sectors on Instagram.FindingsThe findings of this study identify the main five themes of homefluencers by analyzing UGC in the new normal portraying both positive and negative comments incorporating four manners of product placement as a framework backed by two identified skills: relevance and relationship.Research limitations/implicationsThis research pioneers the study on how SMIs as “homefluencers” can adapt product placement skills in crises strengthening UGC by proposing a framework in the existing influencer marketing literature, where research is scarce.Practical implicationsThe findings of this research represent a guideline for effective SMI marketing development in the new normal and post-COVID. Based on the findings, recommendations are provided for the brand managers and influencers uplifting UGC blending skill of relevancy and relationship in product placement.Originality/valueThe author has contributed to the body of research by qualitatively analyzing how “homefluencer's” product placement in a crisis period can manage consistency and humanitarian association amplifying UGC and the practical implications in post-COVID.

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Section: Discussionmentioning

confidence: 99%

Section: Product Placement By Social Media Homefluencersmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Product placement by social media homefluencers during new normal

Ghosh

2021

SAJM

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“…Extant research has examined the merits of influencer marketing such as influencer types (e.g., micro‐, macro‐, and mega‐influencers), sponsorship disclosure, source credibility, perceived congruence, product placement, and marketing‐related outcomes (Britt et al, 2020; Childers et al, 2019; De Cicco et al, 2020; Jin & Muqaddam 2019; Lee & Kim, 2020; Kim & Kim, 2020). For example, Westerman et al (2012) suggested that having too many or too few followers may negatively impact evaluations of expertise and trustworthiness, while De Veirman et al (2017) noted that influencers with a high number of followers are considered more likeable by followers partly due to perceived popularity.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent

Chen

Lin

Yan

2021

J of Consumer Behaviour

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Considering trends in influencer marketing, this research explores the mechanism by which Chinese consumers develop responses to branded content on social media, especially the key psychological factors that may positively or negatively affect that process. To substantiate the proposed conceptual frameworks, we used data from a nationwide online survey (N = 511) conducted in China. The results revealed that consumers' parasocial identification with social media influencers contributed to their engagement with, trust in, and attitude toward branded content associated with the influencers. Their engagement with branded content also mediated the relationships between parasocial identification and trust in as well as attitude toward such content. Beyond that, inferences of manipulative intent played a significant role in moderating those indirect effects. The findings are interpreted in terms of theoretical and managerial implications.

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