Selling through social media influencers in influencer marketing: participation-based contract versus sales-based contract

Shen, Bin; Cheng, Ming; He, Renlong; Yang, Minglei

doi:10.1007/s10660-022-09600-5

Cited by 6 publications

(3 citation statements)

References 34 publications

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“…Например, выделяются такие роли, как «ищейка», «информатор», «артист эстрады», а также «пресссекретарь», «соавтор» или «совладелец» [Rundin, Colliander, 2021]. В [Shen et al, 2022] отмечается, что маркетинг влияния включает в себя два типа контрактовна основе участия и на основе продаж. Первый тип контрактов подразумевает, что лидеры мнений могут получать фиксированную оплату, второй -комиссию за продаваемые посредством продвижения товары и услуги.…”

Section: современные тенденции изучения маркетинга влияния: обзор лит...unclassified

Product promotion by means of influencer marketing in the Chinese perfumery and cosmetics market

Volodin

2023

Vestnik SPbSU. Management

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The paper discusses the development of ways to improve the procedure of selecting the most effective opinion leaders (influencers) for the promotion of perfumery and cosmetic products based on the results of the empirical study of the audience’s subjective perception in the Chinese market. The analysis was carried out on the basis of a formalized online survey of perfumery and cosmetics consumers — 992 out of 1,032 responses from the Chinese audience were included in the final sample of the study and handled by means of the partial least squares structural equation modeling. The study proposes a conceptual model of the impact of the characteristics of an opinion leader and their messages on the effectiveness of influence marketing represented by consumer intentions and formed brand image through the process of transmitting a message to influence consumer opinion. As a result, the features of the promotion of perfumery and cosmetic products in the Chinese market were revealed. It was found that overestimating the attractiveness of an opinion leader and underestimating their subjective perception by the consumer result in a low effectiveness of influence marketing. The analysis of the message transmission process showed that its moderators come to the fore, namely, consumer engagement and their valence to advertising. Yet, the impact significantly depends on the category of an opinion leader (number of subscribers, type, etc.). It was found that the direct influence of the opinion leader on the intentions of consumers is ineffective. The study offers practical recommendations to improve the procedure for selecting the most effective opinion leader in order to promote products taking into account the identified features. The directions for further research are outlined.

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Section: современные тенденции изучения маркетинга влияния: обзор лит...unclassified

Product promotion by means of influencer marketing in the Chinese perfumery and cosmetics market

Volodin

2023

Vestnik SPbSU. Management

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“…In the era where digital engagement is not just a trend but a way of life, the relationship between brands and social media influencers is symbiotic. It goes beyond transactions, embodying a deeper connection that resonates with the values and aspirations of the target audience (Shen et al, 2022). Social media influencers are not just conduits for brand messages; they are architects of digital narratives, weaving stories that captivate, inspire, and drive meaningful engagement.…”

Section: Introductionmentioning

confidence: 99%

“…This research contributes to understanding the psychological mechanisms underlying influence marketing effectiveness and its impact on brand perception. Shen et al (2022) delve into the contractual aspects of influence marketing, comparing participation-based contracts with sales-based contracts. This research provides insights into the various models employed by brands when collaborating with influencers, influencing both brand perception and consumer engagement.…”

Section: Introductionmentioning

confidence: 99%

Influence marketing in social media

KONOPLIANNYKOVA

2024

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This article aims to comprehensively explore the evolving landscape of influence marketing, specifically focusing on its impact on brand perception and consumer engagement. Delving into influencer characteristics, the evolution of marketing strategies, and successful campaigns, the study seeks to illuminate the multifaceted dynamics that contribute to the effectiveness of influence marketing in the digital era. The analysis reveals that influence marketing serves as a cornerstone for building authentic connections in an era marked by digital saturation. Insights into emerging trends, such as the rise of nano-influencers and purpose-driven collaborations, underscore the pivotal role influencers play in shaping brand narratives. Innovations like virtual reality integration further highlight the dynamic nature of influence marketing. The emphasis on long-form storytelling, sustainability, and genuine engagement reinforces the enduring importance of influencers as cultural mediators and trusted conduits between brands and consumers. The scientific novelty lies in a nuanced exploration of influence marketing, transcending traditional promotional strategies. The study delves into the psychological impact of influencer endorsements, the effectiveness of specific content formats, and ethical considerations surrounding virtual influencers. By addressing these dimensions, the research contributes to a deeper understanding of influence marketing dynamics, providing valuable insights for researchers and industry professionals alike. The practical value of this research is two-fold. Firstly, it offers marketers actionable insights into navigating challenges, adapting to emerging trends, and refining influencer strategies. Secondly, the exploration of ethical considerations and the impact of technologies in influence marketing equips industry professsionals with the knowledge needed to make informed decisions, fostering responsible and effective influencer campaigns. This article encourages continuous inquiry, ensuring that influence marketing remains not only a dynamic force in the digital landscape but also an ethically grounded and impactful strategy for building brand connections

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