Homemade pet celebrities: the everyday experience of micro-celebrity in promoting the self and others

Ngai, Tsz Lam

doi:10.1080/19392397.2022.2070714

Cited by 4 publications

(2 citation statements)

References 30 publications

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“…This set of articles, comprising 40%, is differentiated from the subsequent 24 articles that explore five additional research perspectives. The focus of these initial 16 articles is on novel techniques for identifying and ranking micro-influencers, with references ranging from [ 13 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 ]. These articles provide valuable managerial insights, aiding companies in the strategic selection of influencers for collaborative ventures [ 30 ].…”

Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

Chen,

Zhang,

Cai

et al. 2024

Behavioral Sciences

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This research provides a comprehensive overview of micro-influence marketing, analyzing the characteristics of influencers and the mechanisms of their impact. A systematic review was conducted, encompassing 2091 citing articles and references across 74 studies involving 95 research institutions and over 12,000 samples. Employing an interdisciplinary approach that integrates insights from computer science, information science, communication, culture, psychology, sociology, education, business, and management, this study outlines the distinct features of micro-influencers. These features include performable authenticity, affinity expressed through consistency and transparency, musical and artistic media talent, and competitive individual traits. The research synthesizes antecedents of trust and attachment mechanisms commonly employed in influencer theory, taking an objective standpoint and minimizing emphasis on audience engagement and perception to trigger influence. The findings highlight that followers’ pursuit of self-branding, driven by self-consciousness, social consciousness, credibility, and social presence, significantly influences the impact of self-expressive products on the audience’s purchase intention. The research contributes to micro-influence marketing theory by integrating mechanics, offering practical implications for micro-influencers, and suggesting future research agendas.

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Section: Systematic Review Of the Two Paradigmsmentioning

confidence: 99%

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

Chen,

Zhang,

Cai

et al. 2024

Behavioral Sciences

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“…“The same network and speed” in rural and urban areas has opened up the market and escorted students’ innovation and entrepreneurship ( Lin and Cheung, 2022 ). The online payment market is full of the resilience and provides a new path for students to innovate and start businesses ( Ngai, 2022 ). The scale of e-commerce live broadcast users has increased sharply, providing a new fulcrum for students’ innovation and entrepreneurship ( Sandel and Wang, 2022 ).…”

Section: Introductionmentioning

confidence: 99%

The Correlation Analysis for New Media Internet Celebrity Economy in College Students’ Entrepreneurial Values and Entrepreneurial Behavior

Xiang

Wang

2022

Front. Psychol.

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Driven by the development of new media, the Internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. It has aroused warm attention on the network platform and provided a breakthrough for entrepreneurship for college students. This thesis aims to explore the influence of the Internet celebrity economy on college students’ entrepreneurial values and entrepreneurial behavior. A questionnaire is conducted among students in two colleges in Xi’an. Moreover, a theoretical model is constructed according to the influence principle of entrepreneurial values on entrepreneurial behavior. The reliability and validity of the questionnaire data are analyzed, and the mediating and moderating effects are tested. The results of the questionnaire show that contemporary college students generally pay attention to Internet celebrity mainly through live broadcast platforms and shopping platforms, among which entertainment and shopping account for the largest proportion. More than 40% of college students are optimistic about the impact of Internet celebrity economy and remain rational and objective on the whole. The results of model analysis show that the standardized path coefficient of entrepreneurial values on entrepreneurial behavior reaches a significant level of 0.85, and entrepreneurial values have a positive and significant impact on entrepreneurial behavior. The influence coefficient of the Internet celebrity economy on entrepreneurial intention is 0.79, and the influence coefficient of entrepreneurial intention on entrepreneurial behavior is 0.84, both reaching a significant level. The entrepreneurial intention has an incomplete intermediary effect in the influence mechanism of the Internet celebrity economy on entrepreneurial behavior. The chain double intermediary composed of entrepreneurial motivation and entrepreneurial intention has an incomplete intermediary effect in the indirect impact path of the Internet celebrity economy on entrepreneurial behavior. The influence coefficient of the product of entrepreneurial intention and entrepreneurial policy satisfaction on entrepreneurial behavior is 0.17, which is always greater than −12.28, indicating that entrepreneurial policy satisfaction has a regulatory effect in the impact path of entrepreneurial intention on entrepreneurial behavior. The research results can guide college students to view the Internet celebrity economy rationally and objectively, and provide some guidance for them to have correct entrepreneurial values.

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“It’s good to show happy cows”: understanding farmer–livestock relations through social media

Robertson,

Riley

2024

Social & Cultural Geography

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Homemade pet celebrities: the everyday experience of micro-celebrity in promoting the self and others

Cited by 4 publications

References 30 publications

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

A Comprehensive Overview of Micro-Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends

The Correlation Analysis for New Media Internet Celebrity Economy in College Students’ Entrepreneurial Values and Entrepreneurial Behavior

“It’s good to show happy cows”: understanding farmer–livestock relations through social media

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