In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of...

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions

Influencers on Instagram: Antecedents and consequences of opinion leadership

Two studies were conducted to examine whether shopping values are affected by perceived retail crowding, and whether shopping values mediate the relationship between perceived retail crowding and shopping satisfaction. Results of the first study show that perceived retail crowding affects shopping values, albeit not very strongly. However, the effects appear to be moderated by factors such as personal tolerance for crowding, time spent shopping, shopping intention, and whether a purchase was made. Study 2 indicates that the impact of perceived crowding on shopping value is mediated by emotions experienced by the shopper. The emotions and shopping value reactions, in turn, mediate the effect of spatial crowding on shopping satisfaction. Interestingly, the results show that when these mediating variables are accounted for, human crowding positively affects shopping satisfaction. These findings provide support for the inverted U explanation in the general crowding literature, and suggest new avenues of future research in the context of retail crowding.

Perceived retail crowding and shopping satisfaction: The role of shopping values

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.

/pdf/marketing-through-instagram-influencers-the-impact-of-number-14kofhq1md.pdf

Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude

Findings from two experiments show that Instagram influencers with high numbers of followers are considered more likeable, mostly because they are considered more popular. Important, only in limited cases, perceptions of popularity due to the influencer’s number of followers, lead to perceptions of opinion leadership. Furthermore, one should also take into account number of followees, as very low numbers of followees might negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this lowers the brand’s perceived uniqueness and consequently brand attitudes.

https://biblio.ugent.be/publication/7223607/file/7223625.pdf

Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude

This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing...

The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan's World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children's brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.

https://biblio.ugent.be/publication/8645353/file/8645398.pdf

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research.

Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study use...

Marijke De Veirman

Papers

Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude

Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude

The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research.

Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising