#sponsored: Consumer insights on social media influencer marketing

Coco, Savannah Lee; Eckert, Stine

doi:10.1177/2046147x20920816

Cited by 51 publications

(43 citation statements)

References 28 publications

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“…The results show that this perception is related to emotions of disgust, annoyance, distrust, and support. Furthermore, the consumption motivation of influencer content seems to be associated with prior topic interest, escapism, community, relatability, influencer authenticity, attitudes towards the influencer, subjective norms related to the influencer, influencer-related perceived behavior control, personal relevance, trust, inspiration, and perceived risk (Chopra et al, 2020;Coco and Eckert, 2020).…”

Section: Persuasiveness Of Social Media Influencersmentioning

confidence: 99%

“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

Rohde

Mau

2021

EJM

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Purpose This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products. Design/methodology/approach The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube. Findings The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness. Research limitations/implications The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content. Practical implications This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing. Originality/value Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.

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Section: Persuasiveness Of Social Media Influencersmentioning

confidence: 99%

“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

Rohde

Mau

2021

EJM

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“…In turn, audiences' relationship is shifted into a humanized reference to the placed product (Jin and Muqaddam, 2019). The absence of the transparency and relatability influences followers to believe the product placement post is "paid"/bought (Coco and Eckert, 2020;Dhanesh and Duthler, 2019) harming parasocial relationships (Lee and Eastin, 2020).…”

Section: Social Media Influencers' (Smis') Product Placementmentioning

confidence: 99%

Product placement by social media homefluencers during new normal

Ghosh

2021

SAJM

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PurposeThe purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills.Design/methodology/approachThis research applies a qualitative approach of thematic content analysis of a total of 49 micro and nano-homefluencer's contents in beauty fashion, clothing, workout-yoga, food and lifestyle sectors on Instagram.FindingsThe findings of this study identify the main five themes of homefluencers by analyzing UGC in the new normal portraying both positive and negative comments incorporating four manners of product placement as a framework backed by two identified skills: relevance and relationship.Research limitations/implicationsThis research pioneers the study on how SMIs as “homefluencers” can adapt product placement skills in crises strengthening UGC by proposing a framework in the existing influencer marketing literature, where research is scarce.Practical implicationsThe findings of this research represent a guideline for effective SMI marketing development in the new normal and post-COVID. Based on the findings, recommendations are provided for the brand managers and influencers uplifting UGC blending skill of relevancy and relationship in product placement.Originality/valueThe author has contributed to the body of research by qualitatively analyzing how “homefluencer's” product placement in a crisis period can manage consistency and humanitarian association amplifying UGC and the practical implications in post-COVID.

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“…While most researchers agree that ad disclosures increase ad recognition and brand/product recall (Boerman, 2020;, it remains highly contested whether ad disclosures significantly affect brand attitudes or purchase intentions. found that ad disclosures led to negative brand attitudes, yet other studies found that they have no significant impact on brand attitudes or purchase intentions (Coco & Eckert, 2020;Stubb & Colliander, 2019).…”

Section: Ad Disclosurementioning

confidence: 92%

The Dynamics of Influencer Marketing

Monzoncillo¹

2022

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His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.YouTube, Instagram, Facebook, Vimeo, Twitter, and so on, have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence. The Dynamics of Inf luencer MarketingThis series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing 'mix' -from product development, consumer behaviour, marketing analysis, branding and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.

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#sponsored: Consumer insights on social media influencer marketing

Cited by 51 publications

References 28 publications

“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

Product placement by social media homefluencers during new normal

The Dynamics of Influencer Marketing

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