Social media engagement for global influencers

Bentley, Kara; Chu, Charlene K.; Nistor, Cristina; Pehlivan, Ekin; Yalcin, Taylan

doi:10.1080/08911762.2021.1895403

Cited by 40 publications

(14 citation statements)

References 73 publications

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“…Therefore, this research will focus on the user consumption of shared content through their active participation in commenting. Thus, our conceptualization of the term is in line with Bentley et al (2021), in which engagement is considered as intense behaviour or media use (likes, shares, and comments), to create, generate online wordof-mouth, and communicate with brands and other consumers and not as a predictive issue for consumption (Calder et al, 2016).…”

Section: Branded Content As Digital Narrative For Engagementmentioning

confidence: 99%

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Castillo-Abdul¹,

Pérez-Escoda

Barriopedro

2022

MaC

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Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.

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Section: Branded Content As Digital Narrative For Engagementmentioning

confidence: 99%

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Castillo-Abdul¹,

Pérez-Escoda

Barriopedro

2022

MaC

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“…Si bien el uso de micro influencers en la comunicación social del turismo en España se reduce a 12%, al observar los datos en conjunto se diagnostica preferencia por este tipo de perfiles y por cuentas especializadas (38% en total) frente a influencers de grandes masas (36%). Los resultados coinciden, pues, con estudios previos que demuestran que en la comunicación de viajes los usuarios apuestan por quienes comparten experiencias (Yılmaz et al, 2020) o se muestran cercanos a la comunidad (Abidin, 2021) a la hora de seleccionar los perfiles que les resultan interesantes (Bentley et al, 2021).…”

Section: Instagramunclassified

“…Uso de influencers en el marketing digital de las empresas turísticas españolas en medios de comunicación tradicionales. Un estudio reciente concluye que los usuarios interactúan con personas influyentes porque les brindan contenido oportuno, entretenido e interesante (Bentley et al, 2021). Por lo tanto, sigue siendo necesario que el influencer sea una persona que cuente con credibilidad sobre un tema en específico y que, debido a su presencia e influencia en redes sociales, pueda convertirse en un prescriptor para una marca (Castelló & del Pino, 2015).…”

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Uso de influencers en el marketing digital de las empresas turísticas españolas

Rodríguez

García

2022

cdi

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El marketing de influencia es un fenómeno en auge. Cada vez más organizaciones recurren a influencers para comunicar su mensaje a través de las redes sociales, sobre todo en Instagram y YouTube. En este trabajo analizamos el uso que hacen de los influencers las diez empresas turísticas españolas con mayor inversión publicitaria durante 2019 en esas dos redes sociales. Se emplea una metodología de modelo mixto para analizar la utilización de este tipo de figuras en la comunicación de las entidades, detectar los tipos de perfiles profesionales a los que se recurre y determinar si su empleo aumenta el valor de las cuentas organizacionales. Los resultados evidencian preferencia por Instagram frente a YouTube, un aumento del Earned Media Value, y que 60% de las empresas analizadas recurren a influencers en su comunicación habitual, aunque apuestan por especialistas y no necesariamente a perfiles con un número mayor de seguidores.

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“…Social media performs a critical function in influencing the choice of the younger era. Thus, it's been analyzed that there are large wide variety of applicants who believes that social media advertising has helped them to get prompted to shop for merchandise consistent with the fashion and it has helped in improving the choice associated with the acquisition of retail and make-up merchandise (Bentley et al, 2021).…”

Section: Evidence From Literaturementioning

confidence: 99%

Digital Influencers and their impact on purchasing decisions of Millennials to buy Make Up products

Sakib¹

2022

Preprint

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This challenge makes a specialty of the impact and moves of a virtual influencer in terms of the acquisition of merchandise through the web platform. In this challenge, the principal purpose of virtual influencers is to take advantage of people’s belief and inspire them to shop for product-unique makeup. It all relies upon at the influencer's advertising strategies, and the challenge is centered on course target market while shopping for splendor merchandise. In this project, the evaluation of various people's responses at the social media platform became tremendously clear to make from different magazine articles. The respondents have been taken exclusively as male and female fore this research to be performed. The literature evaluate phase includes all of the distinctive parameters related to the virtual influencer. The proposed technique related to the translation of the effect of virtual influencers at the patron related to the acquisition of splendor products.

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Social media engagement for global influencers

Cited by 40 publications

References 73 publications

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Uso de influencers en el marketing digital de las empresas turísticas españolas

Digital Influencers and their impact on purchasing decisions of Millennials to buy Make Up products

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