Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers

Smith, Brian G.; Kendall, Megan; Knighton, Devin; Wright, Temi O.

doi:10.22522/cmr20180127

Cited by 59 publications

(43 citation statements)

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“…A portion of these earnings stem from multiple brand deals with a variety of food brands (McCarthy, 2017). Brands approach online celebrities, like BJs, because of the voluminous number of subscribers and followers, which gives brands a window of opportunity to reach out to potential customers (Lim et al, 2017; Smith et al, 2018). To illustrate, David Dobrik, a Vlogger and BJ, recently reviewed pizzas from PizzaHut, as part of his Mukbang show (Weiss, 2018).…”

Section: Introductionmentioning

confidence: 99%

I like Watching Other People Eat: A Cross-Cultural Analysis of the Antecedents of Attitudes towards Mukbang

Pereira

Sung

Lee

2019

Australasian Marketing Journal

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This study aims to examine why online consumers watch Mukbang, a type of South Korean online entertainment show, by exploring the antecedents of consumers’ attitude toward Mukbang from a cross-cultural perspective. Data was collected from 114 Asians and 129 Caucasian participants using a self-administered questionnaire online. Data was then analysed using structural equation modelling. Similarities and differences were noted for both the samples. The findings show that Asians tend to watch Mukbang due to host attractiveness and social normative influence, while Caucasians watch such shows due to host attractiveness, perceived novelty and social normative influence. Practical implications are provided for traditional and digital marketers, advertisers and broadcast jockeys so they are better equipped with insights on online consumer behaviour, marketing strategies and conceptualisation of videos.

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Section: Introductionmentioning

confidence: 99%

I like Watching Other People Eat: A Cross-Cultural Analysis of the Antecedents of Attitudes towards Mukbang

Pereira

Sung

Lee

2019

Australasian Marketing Journal

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“…The CSR actions of an organization are legitimized by their brand ambassadors and the organizations' reputation is protected in terms of the questions laid by their consumers regarding their motivation of their social responsibility. The communication of an organization's CSR activities using the social media is beneficial for both the organization and their brand ambassadors, therefore, this area becomes significant for research (Smith, Kendall, Knighton, & Wright, 2018).…”

Section: Effect Of Media Exposure Csr Compliance and Customer Percmentioning

confidence: 99%

Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk

Khan

Sukhotu

2020

Corp Soc Responsibility Env

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This research tries to measure the direct effects of media exposure, Corporate Social Responsibility (CSR) compliance on customer perception; and, to analyze the moderating role of firm's reputation risk. Data is collected from sports manufacturing industry, Sialkot, Pakistan. Partial Least Squares Structural Equation Modeling technique was used for analysis. The results showed positive effects of firm's media exposure and CSR compliance on customer perception. This suggests that firms which maintain positive image in the media and consider contributing positively in society and doing business with ethics, they attract positive attitude of the customers towards products and firms as well. Moderating results show that interaction of firm's reputation further strengthens the effects of both media exposure and CSR initiatives on customer perception. Results also revealed the positive effects of firm's reputation risk on customer perception. The paper discusses implications of this research for the existing literature, practitioners, and policymakers.

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“…A través de la comunicación digital de estos influencers, donde el contenido que publican es leído por su comunidad compuesta por miles de seguidores que generar altas tasas de interacción y engagement (Marcos et al, 2020), las marcas comunican y construyen su storytelling. Tratando de transmitir la historia de marca (identidad y valores), de una forma más emocional, cercana y en constante construcción con la comunidad (Lou y Yuan, 2019;Jin et al, 2019;Smith et al 2018).…”

Section: Influencer Marketingunclassified

Relevancia del Modelo 4E en las narrativas del influencer marketing: el caso Daniel Wellington

Lera

SanMiguel

2020

Redmarka Rev Mark Apl

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La realidad del mercado de la moda actual demanda nuevas formas de comunicación. A través del caso de la marca de relojes millennial, Daniel Wellington, la investigación tiene como objetivo principal analizar como el modelo 4E puede ayudar a impulsar el influencer marketing desde un enfoque coherente de marca y storytelling. A partir de un análisis de contenido cuantitativo y cualitativo se mide la actividad en red tanto de la propia marca como la de los usuarios, la interacción, y la coherencia de marca a través del relato sobre una muestra de 200 publicaciones relativas al año 2019 y 2020. Los resultados confirman que el éxito de la marca radica en el poder de los micro-influencers y que este tipo de comunicación, que construye marca, responde a la estrategia del modelo 4E.

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Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers

Cited by 59 publications

References 0 publications

I like Watching Other People Eat: A Cross-Cultural Analysis of the Antecedents of Attitudes towards Mukbang

I like Watching Other People Eat: A Cross-Cultural Analysis of the Antecedents of Attitudes towards Mukbang

Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk

Relevancia del Modelo 4E en las narrativas del influencer marketing: el caso Daniel Wellington

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