How the popularity of influencers negatively affect the sales of the business?
Best insight from top research papers
The popularity of influencers can negatively affect the sales of a business in various ways. Influencers with high numbers of followers may be perceived as more popular and likeable, but this popularity might not always translate into increased sales, especially for promoting divergent products, as it can decrease the brand's perceived uniqueness and brand attitudes . Additionally, the commercial orientation of influencer-created content can reduce follower trustworthiness and credibility, leading to a decreased willingness to search for more information related to the product, ultimately impacting sales . Moreover, social influence amplifies demand uncertainty, potentially resulting in lower profits for the firm, especially when consumers are responsive to others' decisions, which can further impact sales negatively .
Answers from top 5 papers
More filters
| Papers (5) | Insight |
|---|---|
2 Citations | Not addressed in the paper. |
908 Citations | Influencers with high popularity can decrease brand uniqueness, impacting brand attitudes negatively, potentially reducing sales due to decreased perceived uniqueness of the promoted products. |
61 Citations | Influencer popularity can amplify demand uncertainty, leading to lower profits for the business. Recruiting a small fraction of influencers can help diminish sales unpredictability. |
26 Citations | Not addressed in the paper. |
| Not addressed in the paper. |
Related Questions
How influencer marketing affects brand percpetion?5 answersInfluencer marketing significantly impacts brand perception by influencing various factors such as brand awareness, brand image, word of mouth, and consumer purchasing decisions. The effectiveness of influencer marketing is influenced by the influencer's online presence, expertise, content attractiveness, consumer desire to mimic, and preferred platform. Algorithms on social media platforms play a crucial role in determining the visibility of influencer content, affecting both brands and influencers. The credibility and characteristics of influencers, such as their ability to inspire and promote applications authentically, are key factors that shape consumers' brand perception and usage intentions. Ultimately, influencers perceived as honest and sincere have a more significant impact on consumers' purchase decisions, highlighting the importance of authenticity in influencer marketing.
What is the impact of influencer marketing on consumer behavior and purchase decisions?5 answersInfluencer marketing significantly impacts consumer behavior and purchase decisions. Research indicates that influencers, whether virtual or human, play a crucial role in shaping consumer attitudes and purchase intentions. Factors such as trust, authenticity, and perceived expertise of influencers influence customers' purchasing decisions. Additionally, influencers' characteristics like professionalism, credibility, attractiveness, and interactivity affect consumers' choices in live commerce, ultimately influencing purchase intentions. The study also highlights that influencers' opinions are considered in the purchase decision process, albeit as a relatively minor factor. Overall, influencer marketing, especially on platforms like Instagram, has a notable impact on customers' purchase intentions, with interest fit and opinion leadership playing significant roles in influencing consumer behavior.
Is the popularity of an influencer affect the sales of the business?4 answersThe popularity of an influencer can positively impact the sales of a business. Influencers have a large number of followers, and their credibility can influence consumers' willingness to purchase products. Influencers can increase brand awareness and brand image, which in turn can lead to word of mouth marketing among consumers and influence their purchasing decisions. A deliberate influencing strategy adopted by influencers can positively affect parasocial relationships with fans, leading to favorable sales outcomes. Social media influencers can make products more visible and increase brand awareness, ultimately impacting sales. However, it is important for businesses to choose the right influencers who fit with their products, as choosing the wrong influencers can harm the image of a brand or product.
How does influencer marketing affect purchase intention?5 answersInfluencer marketing has a significant impact on purchase intention. Factors such as trust, brand attitude, consumer attitude, and attractiveness play a role in influencing purchase intention. Customer involvement is the most important factor in determining whether a consumer will follow through on a purchase intent prompted by an influencer. Influence marketing can significantly and constructively affect the consumer's inclination to purchase by instilling brand awareness, fostering confidence, and providing social confirmation. Influencer credibility positively influences purchase intention, and advertisement disclosure may impact customer purchase intention differently. Trustworthiness, attractiveness, and expertise of social media influencers have a direct effect on a consumer's decision to buy.
How does the huge number of competitors on social media affect the sales of a business?2 answersThe huge number of competitors on social media can have both positive and negative effects on the sales of a business. On one hand, social media provides a platform for businesses to reach a large audience and engage with potential customers, which can lead to increased sales. On the other hand, the high level of competition on social media means that businesses need to stand out and differentiate themselves in order to attract customers. Additionally, the use of social media in marketing and sales has become increasingly important, with consumers relying on recommendations from their social networks when making purchasing decisions. However, the impact of social media on sales performance in a B2B context is still not well understood. Further research is needed to fully understand how the presence of competitors on social media affects the sales of a business.
How has the rise of influencer marketing affected the way that brands market their products and services?2 answersThe rise of influencer marketing has significantly impacted the way brands market their products and services. Influencer marketing allows brands to leverage the credibility and reach of influencers to engage with their target audience. It has become a preferred choice for appealing to younger generations, such as Generation Z, who have negative impressions of traditional advertising and trust influencers more. Social media platforms have evolved to offer marketing opportunities, and influencer marketing has emerged as a new alternative for companies to promote their offerings. Brands now partner with influencers to market their products and services, as influencers have the ability to influence the decision-making process of their followers. However, the effectiveness of influencer marketing campaigns depends on factors such as influencer originality, follower size, sponsor salience, and content management. By strategically selecting influencers, targeting their followers, and managing content, marketers can enhance the effectiveness of influencer marketing initiatives.