‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma‐aho, Vilma

doi:10.1080/0267257x.2019.1708781

Cited by 314 publications

(222 citation statements)

References 79 publications

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“…First, although the majority of articles do not examine SMIs from a specific industry context, the existing literature clearly favours fashion and beauty sectors. This comes as no surprise, since social media networks and particularly Instagram, which is the leading platform for influencer marketing (Reinikainen et al., 2020), constitute a suitable ecosystem for advertising beauty products and advocating luxurious lifestyles and luxury brands, due to visual aesthetics and filters (Jin et al., 2019). As a result, caution should be exercised in making generalizations to other product types and sectors.…”

Section: Future Research Agendamentioning

confidence: 99%

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Vrontis

Makrides

Christofi

et al. 2021

Int J Consumer Studies

634

357

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Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. In light of the pivotal role of SMIs on the consumer decision journey and as this research domain is still developing, a comprehensive and critical overview of extant research on this topic is sorely needed. In response, this paper is the first to consolidate the present state of research on IM within social media settings. More specifically, a systematic review of relevant studies published in peer‐reviewed academic journals across diverse fields was conducted in order to identify key themes and dominant concepts. The analysis of 68 articles from 29 Chartered Association of Business Schools‐ranked journals forges a robust understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of SMIs and their influential power in shaping consumer attitudes and behaviour. Based on the analysis, an integrative multidimensional framework is presented that considers antecedents, mediators and moderators of potential outcomes, as well as contextual factors that translate into consumer behaviour. In so doing, various research gaps are identified and avenues for future research are proposed that reflect important emerging areas and unexplored realms with reference to theory, context and methodology. Conclusively, implications of this study for theory and practice are discussed.

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Section: Future Research Agendamentioning

confidence: 99%

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Vrontis

Makrides

Christofi

et al. 2021

Int J Consumer Studies

634

357

View full text Add to dashboard Cite

show abstract

“…This seems to have occurred in Samoa following a vaccine accident, for example, when non-medical influencers shared their opinions (Hooper, 2020). Influencers can build trust with their audience through regular online posting (Reinikainen et al, 2020), so comments outside their area of expertise are potentially damaging.…”

Section: Anti-vaccination Sentiment On Twittermentioning

confidence: 99%

Covid-19 vaccine hesitancy on English-language Twitter

Thelwall

Kousha

Thelwall

2021

EPI

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Covid-19 vaccine hesitancy seems likely to increase mortality rates and delay the easing of social distancing restrictions. Online platforms with large audiences may influence vaccine hesitancy by spreading fear and misinformation that is avoided by the mainstream media. Understanding what types of vaccine hesitancy information is shared on the popular social web site Twitter may therefore help to design interventions to address misleading attitudes. This study applies content analysis to a random sample of 446 vaccine hesitant Covid-19 tweets in English posted between 10 March and 5 December 2020. The main themes discussed were conspiracies, vaccine development speed, and vaccine safety. Most (79%) of those tweeting refusal to take a vaccine expressed right-wing opinions, fear of a deep state, or conspiracy theories. A substantial minority of vaccine refusers (18%) mainly tweeted non-politically about other themes. The topics on Twitter reflect vaccine concerns, but those stating vaccine refusal in non-political contexts may unsettle the wider Twitter network by reaching outside right-wing areas of Twitter.

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“…Trust has been described as "a web" (Kim & Ahmad, 2013), and it has also been claimed that trusting relationships help build further trusting relationships (Canel & Luoma-aho, 2019;Smith & Taylor, 2017). In fact, trust has been found to be contagious, especially in the online environment, and that, for example, trust in other people can transfer to trust in brands (Bowden, Conduit, Hollebeek, Luoma-aho, & Solem, 2017;Reinikainen, Munnukka, Maity, & Luoma-aho, 2020). Communication is an important factor in trust, as trust is formed through ongoing interaction (Canel & Luoma-aho, 2019).…”

Section: Trust and Organizational Listeningmentioning

confidence: 99%

Generation Z and Organizational Listening on Social Media

Reinikainen

Kari

Luoma‐aho

2020

MaC

Self Cite

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Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging political institutions and governments, young people today are also holding the corporate world accountable. To respond to young people’s expectations, brands, and organizations have turned to social media to interact and build relationships with them. However, critics have lamented that these attempts often fail and that young people’s trust in institutions, brands, and organizations continues to decline. This article asks how young people perceive organizational listening on social media and whether their perceptions are related to their trust in the information shared by brands and other organizations on social media. Data for the study were gathered through an online survey in Finland and the UK. The respondents (N = 1,534), aged 15–24, represent the age cohort known as Generation Z. The results show that organizational listening is connected to higher levels of perceived benefits from social media as well as higher levels of trust in the information that brands, public authorities, and non-governmental organizations share on social media. The results highlight the role of competent listening on social media, bolstering the previous literature connecting both organizational listening and trust with higher levels of participation and engagement online.

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‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

Cited by 314 publications

References 79 publications

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Covid-19 vaccine hesitancy on English-language Twitter

Generation Z and Organizational Listening on Social Media

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