What makes followers loyal? The role of influencer interactivity in building influencer brand equity

Jun, Sung-Hee; Yi, Jisu

doi:10.1108/jpbm-02-2019-2280

Cited by 187 publications

(144 citation statements)

References 82 publications

(121 reference statements)

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“…It is important that what employees perceive and express as their opinion on social media platforms is contingent upon effective organizational communication and fulfillment of their brand promise. By expressing their opinion, they also act as influencers (Jun and Yi, 2020) in building external brand equity for customers and prospective talent.…”

Section: Discussionmentioning

confidence: 99%

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

Deepa¹,

Baral

2021

JPBM

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Purpose This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication helps an organization fulfill its employer value proposition or employment value proposition (EVP). A firm that fulfills its brand promise in terms of EVP will derive employee-based brand equity (EBBE) benefits. Integrated communication is effective when employees experience coordination and consistency in brand communication. This influences their perception of psychological contract fulfillment (in terms of EVP attributes), which results in positive employee behavior in the form of EBBE benefits. Design/methodology/approach The study draws insights from the signaling theory and psychological contract literature which is based on the social exchange theory. The literature on integrated communication, employer branding and internal branding was reviewed to propose the relationships between the variables of interest. Data was collected using a questionnaire survey on 520 employees from the information technology (IT)-business process management industry in India, which is a customer-oriented industry known for its exemplary employer practices. Findings The findings suggest that integrated communication effectiveness impacts the perceived fulfillment of EVP attributes and EBBE. Again, the fulfillment of the relational value dimension of EVP attributes partially mediates the relationship between integrated communication effectiveness and EBBE. Originality/value This study is one of the first to explore employees’ perception of integrated communication effectiveness and fulfillment in terms of EVP attributes as antecedents to EBBE.

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Section: Discussionmentioning

confidence: 99%

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

Deepa¹,

Baral

2021

JPBM

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“…19 Further studies should also examine how PSIs may influence viewers' attitudes (e.g., by increasing trust and commitment to the streamer). As interactivity increased authenticity and thus trust towards influencers and brands 25 , PSIs might encourage the audience to subscribe to channels and donate money to those streamers to whom they are most committed. Another avenue might investigate how parasocial experiences on Twitch affect viewers' belongingness and wellbeing.…”

Section: Discussionmentioning

confidence: 99%

Exploring viewers' experiences of parasocial interaction with videogame streamers on Twitch

Wulf¹,

Schneider²,

Queck³

2021

Preprint

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Research on parasocial interaction (PSI) has a long tradition in non-interactive environments such as watching TV or listening to radio speakers. In the last years, researchers have started to apply PSI on videogame streaming environments, where the audience can interact with the observed media persona and get immediate feedback on their messages and requests. In a 3×2 online experiment (N = 251), we manipulated how a streamer addressed participants (individual vs. collective vs. no addressing) and whether he paid attention to and answered messages in the chat (attention vs. no attention to the chat). Findings show that the more individually participants were addressed and whether the streamer reacted to messages in the chat affected experiences of PSI. Further, alongside their overall enjoyment, PSI predicted viewers’ commitment to social norms. We discuss these findings regarding their implications for the conceptualization of PSI in light of interactive novel technologies.

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“…Hal ini yang membuat para pengikutnya memiliki ketertarikan emosional dengan influencer tersebut karena memiliki rasa percaya. Intinya, interaktivitas yang dilakukan influencer terhadap para pengikutnya dapat memengaruhi kepercayaan merek dan juga loyalitas merek (Jun & Yi, 2020).…”

Section: Pengaruh Influencer Terhadap Decision Makingunclassified

Dampak Dari Pengetahuan Konsumen Mengenai Kosmetik Terhadap Keputusan Pembelian Produk

Azzahra¹,

Afriani²

2021

Tuturlogi

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Seorang konsumen biasanya mencari informasi tentang produk yang akan mereka beli. Informasi tersebut tentang merek, kualitas, kuantitas, hingga harganya. Informasi yang konsumen dapatkan bisa memengaruhi cepat atau lambatnya konsumen dalam mengambil keputusan terhadap produk yang mereka inginkan. Penelitian ini bertujuan untuk mengidentifikasi pengaruh pengetahuan konsumen mengenai produk kosmetik terhadap durasi berpikir konsumen dalam membeli produk berdasarkan brand reputation, brand engagement, dan influencer. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Pengumpulan data penelitian ini menggunakan kuesioner online yang disebarluaskan melalui media sosial. Hasil penelitian menunjukkan bahwa: 1) brand reputation berpengaruh signifikan dan positif terhadap decision making konsumen. 2) brand engagement berpengaruh signifikan dan positif terhadap decision making konsumen. 3) influencer berpengaruh signifikan dan positif terhadap decision making konsumen. Temuan dalam penelitian ini menunjukkan bahwa influencer sangat berpengaruh terhadap decision making dengan menunjukkan hasil persentase terbesar, yakni 29,1%. Namun begitu, peran brand reputation dan brand engagement juga sangat mendukung untuk meningkatkan durasi berpikir konsumen dalam memutuskan produk kosmetik yang akan dibeli.

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What makes followers loyal? The role of influencer interactivity in building influencer brand equity

Cited by 187 publications

References 82 publications

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

Exploring viewers' experiences of parasocial interaction with videogame streamers on Twitch

Dampak Dari Pengetahuan Konsumen Mengenai Kosmetik Terhadap Keputusan Pembelian Produk

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