When Does the Influencer Matter?

The purpose of this research is to identify what factors contribute to the effectiveness of social media influencers’ posts. The first phase of this project studied people’s initial feelings towards social media influencers using a focus group. The results indicated that social media influencers are in fact effective and influential. The second phase of this study tested what factors increase and decrease the effectiveness of a social media influencers post, and what factors will get them the most engagement. This was tested through sixteen experimental conditions with different variations of a fake social media influencer post. Five dependent variables were tested, willingness to share the post, willingness to buy, attitude toward the brand, attitude towards the ad, and attitude towards the influencer. Four independent variables were also measured, size of the influencer (micro or macro), picture (present or not), discount (present or not), and level of purchase involvement (high or low), as well as several contributing variables about personality. The results contended that the presence of a picture in a social media influencers ad was had a positive effect on willingness to share the post, willingness to buy, attitude toward the brand, and attitude towards the ad. Discount also was significant to consumers’ attitudes towards the brand and the ad. Level of involvement and size of the influencer only proved to be statistically significant towards the effectiveness of the post when interaction effects were found between one or more of those variables. The research and analysis conducted will provide valuable information regarding the effectiveness of social media influencers and the relevance of them pertaining to technological shifts and advancements in the marketing field

Social media research: influencing the influencers

One of the central concepts in marketing theory is the idea that some individuals are more influential than others, and that these influencers play a central role in driving adoption of new products and services. From a customer service perspective, when these influencers are dissatisfied, they are able to drive disproportionally large numbers of customers, and potential customers, away. This report includes two pieces of research to help organisations engage with, and manage, online influencers. The first investigates the role of hyperinfluencers in online rate-and-review sites. Whilst existing research suggests that most individuals who post online are motivated by feelings of altruism or reciprocity this study found that the hyperinfluencers viewed reviewing products as a form of entertainment, creating ‘game’ elements out of the review process. The second piece of research examined the role of influence on social media sites, specifically Facebook, and questions whether it is possible to build effective brand communities on Facebook. The effectiveness of Facebook as a tool for building relationships with customers has been questioned, with some arguing that Facebook has only a limited value for marketers as a platform for promotions and offers. The research indicates that effective brand communities can be built on Facebook, but many brands are currently adopting social media community strategies that actually destroy brand value. For both pieces of research recommendations are provided for best practice in maximising the beneficial effect of online influencers, and minimising the potential for damaging brands online

PENGARUH SOCIAL MEDIA MARKETING DAN SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Produk Fashion Deliwafastore di Tiktok)

This study aims to determine the effect of social media marketing and social media influencers on purchasing decisions through buying interest in Deliwafastore. The analysis method in this study uses path analysis using SPSS 25.0 software. The method used was purposive sampling with a sample size of 150 respondents. The results showed that for direct influence there is a significant positive effect of social media marketing on purchasing decisions, social media influencers affect purchasing decisions, social media marketing affects buying interest, social media influencers affect buying interest, buying interest affects purchasing decisions. For the indirect effect of social media marketing on purchasing decisions through purchase intention, and social media influencers affect purchasing decisions through purchase intention

Social Media Influencers

This paper takes an insider view of fashion and social media influencers. Taylor Lennox, a 2020 graduate with a B.S. in Textile Marketing, describes her own experiences as a social influencer on Instagram and TikTok. She compares her business with that of other social influencers

Beauty Influencers and Instagram Usage

Instagram has become a popular platform for beauty influencers. It’s a versatile and user-friendly platform. Beauty influencers use their profiles in a variety of ways that can impact social media users. Social media users perceive social media influencers and their profiles in different ways, affecting engagement rate. 5 macro-influencers and 5 micro-influencers were used in this study. Researchers coded 285 Instagram posts according to the content type used. Follower counts, overall likes, and overall comments were collected. Instagram engagement rate was calculated for each post. Macro-influencers had a higher engagement rate than micro-influencers. Micro-influencers used more hashtags than macro-influencers. Both macroinfluencers and micro-influencers used entertaining content and brand information than relational content and field information

Identification of influence within the social media

Social media is expected to have a growing impact on the corporate reputation of organizations. Various social media actors referred to as social media influencers can have a particular impact on corporate reputation. It is important for organizations to identify these actors and understand how to interact with them in order to safeguard the organizational reputation. In this study, based on extensive literature review and a Delphi study, we constructed a model for the identification of the social media influencers; the ‘social media corporate reputation influencers model’. The Delphi study shows that the model is suitable for the identification of social media influencers by identifying the main indicators for determining and predicting the influence within the social media. Based on the Delphi study amongst social media marketing professionals, we conclude that social media has an impact on corporate reputations

Influencers are Invading Kids’ Apps

Lord and Taylor, Warner Brothers, and L’Oreal all have something in common. Each of these companies have employed “social media influencers” to advertise their products and brands to consumers on social media. Social media influencers (“influencers”) tend to be described as 20 somethings that have garnered thousands of followers. Companies such as Lord & Taylor will pay these influencers thousands of dollars for them to snap pictures of their products and upload them on their different social media platforms. The goal of social media influencing is to reach young consumers that live and breath through their social media. This post was originally published on the Cardozo Arts & Entertainment Law Journal website on November 10, 2016. The original post can be accessed via the Archived Link button above

Opportunities, Challenges, and Capital Market Education Strategies through Social Media

Social media is becoming a popular channel for influencers to share information and recommendations about investment decisions in the capital market. However, this also creates a risk of misleading advice and investment scams for investors who need more financial literacy. The Indonesia Stock Exchange, social media users, and influencers should collaborate to prevent capital market crime and promote investment education. This study explores the challenges and opportunities of using social media as an alternative to capital market education programs. It also aims to formulate appropriate capital market educational strategies and identify the characteristics of capital market-qualified influencers on social media. We used a qualitative approach with a content analysis method and semi-structured interviews. The research subjects are influencers on social media selected using a purposive sampling method. We propose a strategic management process tailored for effective capital market education through social media based on the research findings. The results of this study provide recommendations for investors to refer to information from qualified influencers and regulators

Who are Portuguese followers of social media influencers (SMIs), and their attitudes towards SMIs? An exploratory study

Influencers serve as crucial role models, influencing the behavior, aesthetics, and ideologies of their followers. This cross-sectional study aims to explore the perspectives of Portuguese social media users toward influencers. Data were collected through a self-administered questionnaire from 759 participants obtained through snowball sampling. The majority (75.5%) were female, averaging 26 years in age. Descriptive statistics, mean comparisons, and correlations were utilized for analysis. Portuguese followers of social media influencers, primarily consisting of young women with lower formal education, are active on platforms like Facebook, Instagram, and Youtube. They spend considerable time on social media, engaging with influencers through actions such as liking or tagging friends. Fashion and beauty influencers are particularly favored. Followers value influencers who interact with them, appreciate personal posts and disclosures, and form parasocial relationships with influencers. While many express a willingness to purchase products promoted by influencers, a noteworthy portion hasn't made such purchases. Participants express uncertainty about the guaranteed quality of products endorsed by influencers, yet 36.5% acknowledge the significance of influencers in discovering new products or trends.This study provides valuable insights for influencers and brands targeting a specific audience. It also underscores potential concerns for followers, emphasizing the link between excessive social media use and problematic behavior.info:eu-repo/semantics/publishedVersio

Social Media Influencers Defined by Adolescents

Social media influencers have emerged as digital celebrities, positioning themselves as role models for different audiences, particularly young people. Due to the inherent social and psychological immaturity of adolescents, they are considered a more vulnerable group, and thus, their digital behaviour and its potential impact on their identity development should be carefully studied. This study aimed to explore how adolescents perceive social media influencers. Sixtytwo adolescents between the ages of 11 and 17 living in Spain participated in 12 focus groups. The study attempted to understand how adolescents define the concept of social media influencers and which profiles they follow in order to identify the attributes they prioritised. This study describes the categories proposed by the adolescents, as well as the influence generated by social media influencers based on the age and socio-economic status of the interviewees. Additionally, the study reveals that adolescents from lower socio-economic levels and adolescents between 16 and 17 years old expressed a desire to become social media influencers