Do Digital Influencers Successfully Contribute to Reducing the Gap Between Customers and Companies?

Moreira, Isaac; Stenzel, Paulo; Lopes, João M.; Oliveira, José Maria

doi:10.15728/bbr.2021.18.6.4

Cited by 9 publications

(2 citation statements)

References 2 publications

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“…The perception of service quality can be defined as a subjective judgment of quality compared with the expectation of service performance, which, in turn, can be based on the client’s own experiences and that of third parties or other elements, such as reputation, prices and the advertising involved (Mitra and Golder, 2006). That is, service quality can be defined as a client’s general assessment of a particular service (Lewis and Booms, 1983; Moreira et al (2021). Parasuraman et al (1985) conceptualize it as the global judgment, or attitude, regarding the superiority of a service.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

ACCOUNTQUAL: a scale for measuring accounting service quality

Azzari

Mainardes

Beiruth

2023

JAOC

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Purpose This study aims to develop and validate a scale for measuring accounting service quality (ASQ), which is named ACCOUNTQUAL. Design/methodology/approach The authors initially investigated the service quality literature in the context of accounting. To develop the scale, the authors carried out three studies. First, the authors conducted 20 in-depth interviews to generate the ASQ items. Then, they undertook a survey with 174 accounting services clients to group these items into factors through exploratory factor analysis (EFA). Finally, the authors carried out another survey with 330 clients to purify and validate the scale through a confirmatory composite analysis (CCA) and structural equation modeling (SEM). Findings The authors were able to validate the ACCOUNTQUAL scale, which is composed of the following dimensions: efficiency, trust, technological innovation and accountant knowledge, the latter being composed of three aspects: consultative view, technical capacitation and knowledge about clients. Originality/value The authors concluded that ASQ is a multidimensional construct that covers the assessment of technical, tooling, relationship and qualification aspects of the accounting service. To the best of the authors’ knowledge, this is the first study that developed and validated a scale for measuring ASQ. If accounting service providers meets the elements presented in the scale, they will potentially deliver a high-quality service.

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Section: Theoretical Frameworkmentioning

confidence: 99%

ACCOUNTQUAL: a scale for measuring accounting service quality

Azzari

Mainardes

Beiruth

2023

JAOC

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“…Los resultados muestran que muchas de las empresas empiezan con el marketing digital sin tener el más mínimo conocimiento, obteniendo pocos resultados; siendo un indicador que cada empresa necesita de un especialista para ayudar en el plan de marketing. Moreira et al (2021) realizaron un estudio sobre "¿Los influencers digitales contribuyen con éxito a reducir la brecha entre clientes y empresas?". Tuvo como objetivo analizar la influencia de los influencers digitales y el análisis de mercado en relación a los consumidores.…”

Section: Introductionunclassified

Tendencias en El Uso De Redes Sociales Como Estrategia De Marketing Digital, 2013-2022: Una Revisión Bibliográfica

Cava

Sir

2022

rce

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El marketing digital es una herramienta que facilita el proceso comercial nacional e internacional, para el cual se hace uso de diferentes medios como es el caso de las redes sociales, dicha estrategia permite generar oportunidades en mercados globales. Es por ello, que el propósito de dicho estudio es analizar las tendencias en el uso de redes sociales como estrategia de marketing digital, en los últimos 10 años. Para ello se realizó una revisión de la bibliografía utilizando un argumento de búsqueda en la base de datos de Scopus. El proceso de búsqueda de información se realizó de forma electrónica accediendo a la plataforma digital Scopus, mediante la ecuación de búsqueda “trends and social and networks and on and digital and marketing”. Concluyendo que las tendencias de usos de las redes sociales cada vez toman mayor importancia para el desarrollo del marketing digital; siendo uno de los más usados actualmente por los emprendedores, presentando tendencias innovadoras e interacción que tienen las empresas con las personas con las que se relacionan.

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The power of influence: How social media influencers are shaping consumer decision making in the digital age

Mrisha,

Xixiang

2024

J of Consumer Behaviour

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The prevalence of social media influencer (SMI) marketing has compelled businesses to adjust to the changing landscape of the digital age. This adjustment is driven by the substantial influence that social media influencers (SMIs) wield over consumer decision‐making; however, prior research often treated SMI strategy, content, and credibility as separate elements, leaving a knowledge gap on how these elements intersect and collectively influence SMI and consumer behavior. This study aimed to bridge this research gap by synthesizing existing literature on SMIs and consumer decision making, with a focus on SMI strategy, content, and credibility. It employed a systematic literature review with a hybrid domain‐based approach, integrating the strengths of various review types while addressing their limitations. This study employed a constructivist qualitative methodology with a reflexive thematic analysis approach. It focused on synthesizing and analyzing literature from EBSCO databases on social media influencer marketing and consumer behavior, following carefully designed inclusion and exclusion criteria. The findings revealed that SMI Strategy, SMI Content, and SMI Credibility are interconnected components of SMI marketing, and even subtle modifications to these elements can significantly influence consumer decision‐making. This study provides a holistic understanding of SMI marketing, emphasizing the interplay of SMI strategy, content, and credibility in shaping consumer choices. It offers valuable insights for businesses navigating the dynamic landscape of SMI marketing increasing their comprehension of the phenomenon.

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Do Digital Influencers Successfully Contribute to Reducing the Gap Between Customers and Companies?

Cited by 9 publications

References 2 publications

ACCOUNTQUAL: a scale for measuring accounting service quality

ACCOUNTQUAL: a scale for measuring accounting service quality

Tendencias en El Uso De Redes Sociales Como Estrategia De Marketing Digital, 2013-2022: Una Revisión Bibliográfica

The power of influence: How social media influencers are shaping consumer decision making in the digital age

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