#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns

Childers, Courtney Carpenter; Lemon, Laura L.; Hoy, Mariea Grubbs

doi:10.1080/10641734.2018.1521113

Cited by 223 publications

(185 citation statements)

References 53 publications

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“…(Djafarova & Rushworth, 2016). A qualitative approach provides the opportunity to explore the participants' construction of the meaning of the influencers' credibility based on their daily online experience and it is an accepted method in advertising research (Halley et al, 2014;Carpenter Childers et al, 2018). As Wimmer & Dominick (2011) suggest, the rationale behind the focus-group choice derives from our desire to enhance our understanding about this subject, as well as to discover a wide range of opinions coming from the interviewees (p. 132).…”

Section: Methodsologymentioning

confidence: 99%

“…Social media influencers perform complex activities, being content creators and, therefore, advertising creators, opinion leaders and entrepreneurs (Carpenter, Childers, et al, 2018). They "can range from being celebrities to more micro-targeted professional or non-professional 'peers'" (IAB, 2018).…”

Section: Social Media Influencers and Influencer Marketingmentioning

confidence: 99%

“…Our data confirm the results of previous research. The respondents repeatedly suggested that influencers have unique approaches through which they build trust and brand credibility (Carpenter Childers et al, 2018).…”

Section: Theme 3: Source Credibilitymentioning

confidence: 99%

“…The present research addresses the issue of perceived source credibility. The focus is on social media influencers and on influencer marketing as an advertising instrument that is gaining more popularity among users and marketers (Carpenter, Childers, et al, 2018). The Romanian users' perspective and the perspective of users coming from Germany, a Western European country where social media influencers have a relatively long history, were analyzed.…”

Section: Introductionmentioning

confidence: 99%

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Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany

Balaban

Mustățea

2019

Ro. J. Comm. & PR

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The present research addresses the issue of source credibility of social media influencers from the perspective of users. Social media influencers are defined as online personalities with a large number of followers, across one or several social media platforms. They have a complex role, being content creators, online opinion leaders, and even entrepreneurs. Influencer marketing is becoming a more and more relevant component of current advertising campaigns worldwide. A consistent body of literature has underlined the importance of source credibility for the effectiveness of advertising. Recent researches on Source Credibility Theory (Teng et al, 2014; Djafarova & Rushworth, 2016; Munnukka et al 2016; Lou &Yuan, 2018) have stressed the influence of trustworthiness, expertise, similarity and attractiveness as elements of source credibility on perceived trust in influencer marketing. In order to gain better insights, we chose to conduct qualitative research that can allow us an in-depth perspective on the phenomenon of source credibility in influencer marketing. We carried out four group discussions in Germany and five in Romania. We explored the differences and similarities regarding the users’ perception of the perceived credibility of social media influencers.

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Section: Methodsologymentioning

confidence: 99%

Section: Social Media Influencers and Influencer Marketingmentioning

confidence: 99%

Section: Theme 3: Source Credibilitymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany

Balaban

Mustățea

2019

Ro. J. Comm. & PR

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“…A medida que los medios digitales y sociales continúan creciendo en términos de uso, influencia y gastos de publicidad, la industria publicitaria continúa explorando y desarrollando estrategias innovadoras para llegar a sus mercados objetivos (Childers et al, 2018). Una de estas estrategias innovadoras es el marketing de influencer.…”

Section: Influencers Y Transparencia Publicitariaunclassified

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The complex triad of congruence issues in influencer marketing

Mettenheim

Wiedmann

2021

J of Consumer Behaviour

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Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts on post attitude/belief, brand trust and purchase intention are thereby studied. The novelty of this study lies in the integral examination of the types of congruencies and involvement in the context of influencer marketing as well as the consideration of their impact on the brand‐related variables. Based on an online survey with 547 participants analyzed by means of structural equation modeling in SmartPLS, partly counterintuitive findings were produced. When the involvement level rises, congruence with consumers' actual selves becomes more important. Under low‐involvement conditions, practitioners should pay more attention to influencers' fit with consumers' ideal selves. An adequate fit between brand and endorser is paramount and becomes even more important under high‐involvement conditions. Overall, this study reveals that the three types of congruency and involvement interact in a very unique way in the context of influencer marketing.

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#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns

Cited by 223 publications

References 53 publications

Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany

Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany

Untitled

The complex triad of congruence issues in influencer marketing

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