Influencer Marketing Between Mothers: The Impact of Disclosure and Visual Brand Promotion

Holiday, Steven; Densley, Rebecca L.; Norman, Mary S.

doi:10.1080/10641734.2020.1782790

Cited by 32 publications

(22 citation statements)

References 63 publications

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“…SMIs’ value rests in their ability to be trusted and relatable to followers (Lee and Eastin 2020). Social media consumers are repelled when perceiving manipulative commercial intent from SMIs (Holiday, Densley, and Norman 2021) and are, thus, drawn to messaging by ordinary noncommercial consumers (Bang and Lee 2016; Mudambi and Schuff 2010). From a social exchange theory perspective, Lawler, Thye, and Yoon (2000) note that uncertainty reduction influences behavior prior to development of emotional attachment to exchange partners, at which point emotion and uncertainty reduction work simultaneously to drive productive exchange.…”

Section: Conceptualization Of Hypotheses and Research Questionsmentioning

confidence: 99%

“…This study employed facial expression analysis and computational text analysis from 402 Instagram posts made by micro-, macro-, and mega-influencers rated among Feedspot's top 50 “InstaMom” influencers in 2021 (Feedspot 2021). InstaMoms, mothers who are Instagram influencers, were chosen as exemplars of SMIs because of their legacy of influence and fervent activity as SMIs (Holiday, Densley, and Norman 2021; Wiley 2018) and their value to brands (Thompson 2007) as a product of the solidarity and emotional connection they have with their followers (Archer and Kao 2018; Duffy and Hund 2015; Duggan et al 2015). InstaMoms serve as acceptable, even sought-out and appreciated, credible sources of consumer advice and product information among this audience (Blum-Ross and Livingstone 2017; Hebblethwaite 2017; Holiday, Densley, and Norman 2021).…”

Section: Empirical Study Of Multimodal Emotion In Smi Marketingmentioning

confidence: 99%

“…As follower count grows, the SMI becomes a brand itself and attracts more brand sponsorships of posts, potentially degrading perceived relatability and authenticity and fundamentally changing the SMI’s impact (Britt et al 2020; Lee and Eastin 2020). In this conversation, Holiday, Densley, and Norman (2021) identify that influencers can maintain positive relationships with their followers through prominent, rather than furtive, brand integration, and Chung, Lee, and Kim (2023) did not identify a relationship between influencer type and sponsorship disclosure. Little is known, however, about how follower count and branding might interact with the emotional delivery of SMIs’ multimodal content to help or hinder the effectiveness of influencer advertising in generating consumer engagement.…”

mentioning

confidence: 91%

“…As influencers build relationships with their followers, emotional presentation of content in SMI messaging is key for community building and driving brand-favorable responses that convert audiences into consumers (Lee and Theokary 2021; Lyu and Kim 2020; Racine 2021). Although research has examined emotional responses to influencer advertising (Holiday, Densley, and Norman 2021) and even examined the general emotional delivery of influencer content (Lee and Theokary 2021; Racine 2021) and specific facial emotions of salespeople outside of SMI networks (Bharadwaj et al 2022), additional research is needed to fully explicate the value that the range of discrete emotions that SMIs express through influencer advertising have for consumer engagement. Further, as SMIs communicate brand content across a variety of social media contexts, understanding emotion's impact across and between modalities is also crucial, yet little is known about the relative impact of facial emotion and textual emotion expression in SMIs’ messages and their combined influence on message effectiveness.…”

mentioning

confidence: 99%

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A Multimodal Emotion Perspective on Social Media Influencer Marketing: The Effectiveness of Influencer Emotions, Network Size, and Branding on Consumer Brand Engagement Using Facial Expression and Linguistic Analysis

Holiday¹,

Hayes²,

Park³

et al. 2023

Journal of Interactive Marketing

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Social media influencers rely on emotional connection to maintain and grow their followings and have value for brands. To date, however, no research has quantitatively examined the impact of emotion in the facial expressions and caption text that influencers use in their video posts on consumer engagement through likes, comments, and views of posts. Grounded in consumer brand engagement, psychological sense of community, and the behavior ecology view of facial displays, this study uses social media analytics, facial expression analysis, and computational linguistic analysis to assess the emotional substance of 402 video posts by prominent micro-, macro-, and mega-influencer mothers, known as InstaMoms, as exemplars of Instagram influencers. The study identifies that the amount of emotion used and specific discrete emotions have a meaningful influence on engagement, and both follower count and presence of branding saliently contribute to a more robust understanding of the relationship. Theoretical and practical implications are identified and discussed.

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Section: Conceptualization Of Hypotheses and Research Questionsmentioning

confidence: 99%

Section: Empirical Study Of Multimodal Emotion In Smi Marketingmentioning

confidence: 99%

mentioning

confidence: 91%

mentioning

confidence: 99%

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A Multimodal Emotion Perspective on Social Media Influencer Marketing: The Effectiveness of Influencer Emotions, Network Size, and Branding on Consumer Brand Engagement Using Facial Expression and Linguistic Analysis

Holiday¹,

Hayes²,

Park³

et al. 2023

Journal of Interactive Marketing

Self Cite

View full text Add to dashboard Cite

show abstract

“…The content they create varies; it usually starts in early pregnancy and covers shopping before and after the birth, and how to care for, feed, and meet the basic needs of the child. The work of Instamoms can be understood as a subtle balance between financial gains and the desire to create a community by sharing meaningful, supportive content (Archer, 2019;Holiday et al, 2020). For this article's purposes, Instamoms are mothers who share content related to motherhood, child-rearing and child development, and the impact of motherhood on their lives.…”

Section: Instagram and Instamoms In Mexicomentioning

confidence: 99%

Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms

Zozaya

Sádaba

2022

MaC

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Influencers have established themselves as key allies for brands by cultivating a powerful public image to promote them. In the case of Instamoms, these collaborations can offer moms a means of achieving economic stability while allowing them to stay at home and fulfill their role as mothers. In a country like Mexico, where the gender gap in the labor market remains a contentious issue, digital work represents an opportunity for women. The similarity between the organic content and commercial content created by these profiles has strengthened the presence of hybrid advertising. This means of advertising has not spelled the end for the original content, and audiences may struggle to spot ads if sponsorship is not disclosed properly. It is important for consumers to be able to identify ads so their persuasion knowledge can be activated. This article examines the commercial messages and types of disclosure used by Mexican Instamoms to inform their followers of the commercial nature of their collaborations. The types of disclosure are analyzed based on language, location, and type of text. After a content analysis of 10,135 stories and more than 330 posts, 40% and 47% of the sample, respectively, was identified as advertising content. The analysis revealed that less than 5% of the Instamoms sponsored content was tagged as such and that sponsorship disclosure does not form part of the usual protocol for influencer-brand collaborations in a country where no legislation is yet in place and the sector is making little effort to control these practices.

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Role of social media influencer toward environmental involvement and green buying behavior

Nazir,

Wani

2024

Bus Strat Dev

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Sustainability and green purchase behavior are attracting a lot of attention from both researchers as well as marketers. This transition can be attributed to the growing environmental awareness and knowledge among people. Considering this as opportunity marketers are using different platforms to promote environmentally friendly products. One such way is through social media influencers; marketers promote their products through social media influencers with a huge following. However, the current study attempts to examine how individual characteristics of influencers promoting sustainable behavior can impact environmental involvement. A convenience sampling method was used to collect data from various social media users. The authors initially sent invitations via different social media channels. A total sample of 683 social media followers was considered. Covariance‐based structural equation modeling was used to examine the relationship between different variables. Trustworthiness, credibility, and commitment of the social media influencer had a positive impact on the environmental involvement of the followers. Expertise, similarity and familiarity had an insignificant effect. The environmental involvement positively affects environmental knowledge and green purchase attitude of the followers which in turn impact their green buying behavior. The study has multiple practical and managerial implications; the results reveal which influencer characteristics can induce environmental involvement in their followers and which characteristics are not impactful. Further, the study focuses on how inter‐relationships of influencer characteristics, environmental involvement, environmental knowledge, and attitude can push people toward green purchase behavior.

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Influencer Marketing Between Mothers: The Impact of Disclosure and Visual Brand Promotion

Cited by 32 publications

References 63 publications

A Multimodal Emotion Perspective on Social Media Influencer Marketing: The Effectiveness of Influencer Emotions, Network Size, and Branding on Consumer Brand Engagement Using Facial Expression and Linguistic Analysis

A Multimodal Emotion Perspective on Social Media Influencer Marketing: The Effectiveness of Influencer Emotions, Network Size, and Branding on Consumer Brand Engagement Using Facial Expression and Linguistic Analysis

Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms

Role of social media influencer toward environmental involvement and green buying behavior

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