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Matic, J.A.: Mapping and Leveraging Influencers in Social Media to Shape Corporate Brand Perceptions. Corporate Communications 16, 184-191
Abstract
Purpose
– The emerging new influencer community is wielding significant power over the perceptions of brands and companies, largely driven by the rapid expansion of social media channels through which influencers communicate. The “nobodies” of the past are now the new “somebodies” demanding the attention of communication professionals who seek continuous engagement with targeted consumers throughout the various channels of the social web. The purpose of this paper is to present a means of identifying these new “somebodies”.
Design/methodology/approach
– This paper reviews a customizable valuation algorithm created to identify the “new somebodies” who are the influencers creating a revitalized level of brand awareness for companies. The index valuation algorithm measures a cross‐section of variables that numerically rate influencers in the social media conversation about a particular company, product or service.
Findings
– This information helps us understand how these “somebodies” influence traditional target audiences, and help communications professionals establish effective outreach strategies. Integrating the influencer index data into a holistic social media strategy provides a comprehensive social media approach for optimizing brand equity.
Originality/value
– The index identifies the “conversation points” that should guide engagement with each individual influencer, determining aspects such as subject and tone, and identifies these influencers.
... The existence of using influencers to achieve marketing goals, especially promotions, was getting better on several social media platforms. The influencers were used as a marketing communication strategy by business actors in order to increase brand awareness and attract the attention of customers (Booth & Matic, 2011), Yu (2022 stated that the use of influencers on social media could help convey information easily and clearly to the market in this was the appropriate followers related to the business products and their uses. The use of influencers in interacting with consumers had a good impact on product marketing activities (Glucksman, 2017). ...
... The influencers were a route to creating brand engagement (Delbaere et al., 2020) where the influencers used would show a good brand image to their followers (Hariyanti & Wirapraja, 2018). The influencers made a good contribution from marketing activities by asking for responses from their followers from various done activities, the audience easily provided feedback that showed the customer's closeness to the influencer, including in this case the brand/product it promoted (Booth & Matic, 2011). The hypotheses proposed to analyze the influence of influencers and their contributions to marketing materials/content on customer engagement are: H3 = There was a positive and significant influence from Social Media Influencers on Customer Engagement H4 = Social Media Influencers strengthened the influence of Informative Content on Customer Engagement H5 = Social Media Influencers strengthened the influence of Persuasive Content on Customer Engagement ...
... The results of this study indicate a positive and significant influence from the use of social media influencers on customer engagement of MSME actors. This research was in line with the research conducted by Booth &Matic (2011) andHodijah et al. (2021). With their abilities, influencers could properly promote various products and made their followers the target consumers of the product being promoted (Delbaere et al., 2021). ...
The primary activity for businesses on social media is the creation of content,
including both persuasive and informative content. Influencers are also
thought to exist because they aid in the distribution of content related to
commercial actors' products. This study examines the role of content
marketing and influencers in boosting MSMEs' social media customer
engagement. The respondents in this study were 234 MSME actors who were
users of social media. The data was collected using a questionnaire with a
Likert Scale (5 Scale). The acquired data was analyzed using the Partial Least
Square Structural Equation Model (PLS-SEM) and then processed using
WarpPLS Version 8.0. Based on the data analysis findings, it was discovered
that the social media influencers and both informative and persuasive content
directly had a positive and significant influence on MSME customer
engagement, but that influencers were unable to adequately contribute to the
influence of marketing content on customer engagement. In marketing
materials created by the MSME actors, the influencers may be used separately.
The influencers had their own goals in order to increase client interaction for
MSMEs on social media.
... Individuals who attribute a strong positive identity to a particular organization display positive behaviors toward it in such a way as to support their own identity (Duman et al., 2013). Therefore, an individual not only acquires an organization's identity by belonging to it, but they also shape their identity through it (Booth & Matic, 2011;Dutton et al., 1994). An individual internalizing the identity of an organization establishes a cognitive link between themself and the organization, which fosters identification with the organization at both cognitive and emotional levels (Akgün, 2018). ...
... The identity of a brand, formed by the values it embodies, is a fundamental component of its positioning process (Janonis & Virvilait _ e, 2007), which expresses where the brand is placed in the mind of the consumer. The reflection of the brand in the consumer's mind, or the image that comes into existence, describes how the brand is perceived (Booth and Matic, 2011). The development and maintenance of this process in the desired direction is linked to how organizational perception creation process is managed (Çayo glu, 2010). ...
This study seeks to reveal the corporate discourses used by a newly-introduced brand to ensure brand awareness and legitimacy from its initial launch until its eventual departure from the market. The study examines the rhetoric used in communication in order to ensure brand awareness and legitimacy over the course of 10 years (2009e2019). Press releases served by the relevant brand were subjected to qualitative analysis through discourse strategies and legitimacy categories. The analysis found that the brand relied more heavily on discourse strategies that emphasized “validity” over “propriety.” Moreover, among the discourses on validity, those emphasizing that “a development or an entity is inevitable and natural” were used more heavily. Among the discourse strategies on conformity, on the other hand, discourses directing “emotions” and “the moral values of the focal entity,” and emphasizing “the success of a specific entity” were more dominant. According to different legitimacy types, the majority of the discourses were pragmatic and normative-based.
... Similar to nonprofit social media capital, influencer reach can be assessed through popularity factors, such as an overall footprint, engagement, and frequency of posts (Morteo 2018;Arora et al. 2019;Booth and Matic 2011). For instance, follower counts provide a simple way to sort influencers into mega-, macro-, and micro-influencers (Morteo 2018), but they tell us little about how their messages spread or are received. ...
... For instance, follower counts provide a simple way to sort influencers into mega-, macro-, and micro-influencers (Morteo 2018), but they tell us little about how their messages spread or are received. Thus, network centralities, indices, and algorithms can serve as stronger justifications for one's role as an influencer (Pöyry et al. 2022;Arora et al. 2019;Booth and Matic 2011;Morteo 2017;Bakshy et al. 2011;Cha et al. 2010). Such measures could also inform the influencer's role in information sharing during crises (Peter and Muth 2023). ...
While governments, nonprofits, and influencers differ dramatically in their resource availability for social media content creation and their duties to public safety, health, and welfare, all play a role in communication with the public at large. Governments provide for the broader public good and nonprofits and influencers have the opportunity to serve isolated communities vulnerable to social ills and health crises. We explore how these three content creator groups concurrently and independently use social media to provide critical information. We qualitatively coded 1392 posts by governments, nonprofits, and influencers on 6 social media platforms shared across the United States during the 2022 Mpox outbreak. We constructed a framework defining a public health communication progression from chaotic to controlled. The findings indicated that governments can reach minoritized communities to resolve a public health crisis by partnering with nonprofits and influencers trusted by these audiences and, most importantly, practicing flexible control over shared messaging.
... The existing tools also bring up micro-celebrities called influencers. An influencer is maximized by business actors in attracting the attention of customers by increasing their brand awareness, trying to establish relationships with the audience and asking for feedback on various activities they do [26]. Influencers contribute to reaching consumer segments that are not happy with advertising in this case skipping or even avoiding ad impressions [27]. ...
... [11]. The activities carried out by influencers have a good impact on marketing efforts because of their ability to interact with customers and their various attributes [3,26]. During the pandemic, a significant increase in online purchases occurred with the use of influencer endorsements [42]. ...
Business actors now frequently use social media as a means of both product promotion and product sales. Today's micro-businesses have benefited from a variety of social media trends to promote their businesses. The purpose of this study was to analyze the effect of using social media influencers, marketing contents and viral marketing campaigns in increasing customer engagement for micro businesses. The respondents were 289 micro-entrepreneurs who had used the services of influencers, marketing contents and viral marketing campaigns in their social media. The data were obtained using a questionnaire with a Likert scale (5 scale). The analysis used was Partial Least Square-Structural Equation Model (PLS-SEM) and the data was processed using WarpPLS Version 8.0. According to the study's findings, micro-businesses can increase client engagement by utilizing social media influencers, marketing material, and viral marketing initiatives.
... Social media, which have the power of speed and practicality in processes, appear to provide greater agility in interactions and behaviors. They enable new means of sales, in addition to modifying and influencing individuals, even if indirectly (Booth;Matic, 2011). ...
... Social media, which have the power of speed and practicality in processes, appear to provide greater agility in interactions and behaviors. They enable new means of sales, in addition to modifying and influencing individuals, even if indirectly (Booth;Matic, 2011). ...
... Schiniotakis and Divini (2020) explored strategies in employing social media influencers to create brand awareness. In addition, businesses are employing influencers to build brand image and brand equity (Booth & Matic, 2011). Jeong and Kim (2023) found that aligning brand communications with consumers' casual conversations serves as a heuristic cue that enhances social media engagement among less involved consumers on social media. ...
In this paper, the authors examined the structure and relationship between followers and leaders in Twitter followership to find similarities in personality. Specifically, they focused on the relationships between Twitter (now X) influencers and their followers through an extensive analysis of millions of tweets using IBM Watson Personality Insights. The results are founded on the relationships between two major social media influencers and their respective followers. The present research informs marketing practitioners on using IBM Watson to find congruence between social media influencers and followers for the most effective and compelling marketing strategies to sell products.
... Then (Goodman et al., 2011) identify "conversation points" to which each influencer should pay attention and define aspects such as content, subject, and tone. This information helps us understand how this "person" affects a person and helps companies establish effective strategies. ...
In the era of globalization, digital technology continues to develop. It can be seen by the increasing number of internet and social media users. The development of digital technology also causes changes in consumer behavior, thus requiring companies to be more adaptive to changes and establish their communication strategies. The development of social media as a digital communication tool continues to grow and becomes one of the opportunities as well as challenges for companies to improve their performance. The selection of the right digital media needs special attention, one of which is a digital influencer or Social Media Influencer (SMI). The role of Social Media Influencers (SMI) is increasingly important to shape consumer attitudes and corporate image. This study uses qualitative methods through observation and interviews with informants who meet certain requirements. Perum BULOG, one of the State-Owned Enterprises (BUMN) which is an important sector in the food industry, is the focus of the study. The results of the study indicate that Perum BULOG's marketing communication strategy in selecting Social Media Influencers is based on the credibility of influencers who influence the delivery of messages. </strong
... Planning a successful OIM campaign starts with defining the campaign objectives and audience, and ensuring that these objectives are aligned with the brand strategy. Defining the roles of influencers and the resources available is key, and this foundation provides direction on the selection of influencers and the length of the partnership [15,16]. Common goals include raising awareness, increasing sales and encouraging user-generated content. ...
Online influencer marketing (OIM) is a digital strategy where social media influencers promote products or brands to specific audiences. It has evolved from simple endorsements to sophisticated collaborations involving sponsored content, product placement, and influencer-generated material, facilitated by platforms like Instagram, YouTube, and TikTok. Brands utilize influencers to engage their target audiences, prioritizing authenticity and trust. Influencers range from celebrities to micro- and nano-influencers, offering diverse strategic options. This study examines the crucial role of authenticity in brand-consumer connections within OIM, exploring how content generation and transparency affect consumer perceptions and trust through electronic word-of-mouth (eWOM). A direct correlation exists between brand trust, marketing efficacy, and the disclosure of sponsored content and influencer authenticity. The article proposes a four-step methodology for effective OIM campaigns: planning, identifying, matching, and incentivizing, highlighting the need to prioritize conversion and brand loyalty over vanity metrics. Challenges like influencer fraud and shifting social platform algorithms can hinder OIM’s effectiveness, necessitating rigorous authenticity verification and adaptive strategies. Despite technological advancements, authenticity remains central to OIM. The study provides strategic insights for brands pursuing long-term influencer partnerships, emphasizing the importance of building lasting emotional connections with consumers through authenticity.
... Researchers attempt to clean social media data (Gao et al. 2014) and try to get rid of population biases (Olteanu et al. 2016) to understand how social media shapes society's perceptions on issues, products, people, and the like. Goodman et al. (2011). Social media has been found useful for measuring public opinion during elections (Anstead and O'Loughlin 2015), and the effect of online opinions on, for instance, the reputation of organisations (Sung and Lee 2015) or attitudes toward health programmes (Shi et al. 2014). ...
Despite the increasing use of social media platforms for information and news gathering, its unmoderated nature often leads to the emergence and spread of rumours, i.e. pieces of information that are unverified at the time of posting. At the same time, the openness of social media platforms provides opportunities to study how users share and discuss rumours, and to explore how natural language processing and data mining techniques may be used to find ways of determining their veracity. In this survey we introduce and discuss two types of rumours that circulate on social media; long-standing rumours that circulate for long periods of time, and newly-emerging rumours spawned during fast-paced events such as breaking news, where reports are released piecemeal and often with an unverified status in their early stages. We provide an overview of research into social media rumours with the ultimate goal of developing a rumour classification system that consists of four components: rumour detection, rumour tracking, rumour stance classification and rumour veracity classification. We delve into the approaches presented in the scientific literature for the development of each of these four components. We summarise the efforts and achievements so far towards the development of rumour classification systems and conclude with suggestions for avenues for future research in social media mining for detection and resolution of rumours.
... In particular, research topics that have gained importance include the exponential rise in popularity of DIs on social media, the widespread use of IM in business strategies, and the effect of them as a promotional tool on consumer decision-making behavior with the increase in social media interactions (Fernandez & Castillo, 2021, p. 1123. Trust in DIs has been studied in terms of how it affects people's plans to buy (Hsu et al., 2013;Silva et al., 2019;Lou & Yuan, 2019;Shamim & Islam, 2022;Santiago & Serralha, 2022;Rodrigues et al., 2024), how they think about things (Nascimento et al., 2020;De Cicco et al., 2024), how they feel (Booth & Matic, 2011;De Veirman et al., 2017;Panggati et al., 2023; Rodrigues et al., 2024), and how they affect society (Ki et al., 2020;Chetioui et al., 2020;Sookkaew & Saephoo, 2021). Scholars have explored the ethical implications of IM, its impact on consumer trust and loyalty, and the psychological factors contributing to its effectiveness, such as social proof and parasocial relationships, in relation to DI collaborations with brands. ...
By 2024, the global Internet user base is expected to reach 5.5 billion, with 94% actively engaging on social media platforms. Marketing managers increasingly employ strategies involving key opinion leaders to connect with Generation Z, a demographic known for its digital fluency and reliance on social networks. This study utilizes a qualitative approach to investigate how emotional attachment impacts Generation Z consumers’ trust in social media figures and its effect on impulsive buying behavior. It contributes to the body of knowledge on digital marketing by identifying factors that enhance the effectiveness of social media personalities in reaching and persuading Generation Z audiences. The findings provide actionable insights for content creators aiming to expand their following and for businesses seeking to strengthen their credibility and drive consumer purchasing decisions through collaboration with digital creators. The results reveal that emotional attachment to online personalities is a crucial driver of trust among Generation Z, significantly affecting their unplanned purchasing habits. Additionally, emotional connection acts as a catalyst, amplifying the impact of trust on spontaneous buying tendencies. Although trust in social media figures has a notable effect on unplanned purchasing, the relatively weak correlation underscores the need for further exploration of additional factors influencing Generation Z’s decision-making processes.
... Con la evolución tecnológica y las plataformas digitales, el marketing de embajadores de marca evolucionó significativamente (Goodman et al., 2011). Las redes sociales dieron paso a Revi sta RELIGACION una interacción amplificada y diversa entre embajadores y consumidores, superando los eventos presenciales. ...
En un mundo digitalizado, el marketing de influencers se vuelve esencial para las empresas al colaborar con personas influyentes en redes sociales, que llegan a grandes audiencias y generan confianza. El estudio se centró en investigar el impacto del marketing de influencers en los consumidores mediante las redes sociales, analizando su influencia para comprender la efectividad de esta estrategia publicitaria. Se empleó un diseño mixto en dos fases. La primera fase realizó un análisis cualitativo de 30 artículos sobre el marketing de influencers en Google Academic. La segunda fase comprendió una encuesta en línea a través de Google Forms, explorando la influencia de la credibilidad y el valor del mensaje en la confianza del consumidor. Los datos se analizaron con el programa SPSS, complementando los resultados cualitativos con análisis estadísticos. Los resultados obtenidos revelan que los influencers ejercen un impacto significativo en las decisiones de compra y en las percepciones de marca. Las recomendaciones influyen directamente en la intención de compra y en la percepción personal del consumidor. La interacción y autenticidad en las plataformas, especialmente en TikTok, desempeñan un papel esencial en la difusión exitosa de mensajes. La creatividad exhibida por los influencers no solo atrae la atención, sino que también contribuye a generar confianza en la audiencia. Sin embargo, se destaca la vulnerabilidad de esta confianza ante comentarios negativos, destacando así la importancia de gestionar de manera proactiva la reputación online para preservar la percepción positiva del público. En conclusión, el marketing de influencers es una herramienta poderosa, construyendo confianza y ejerciendo influencia en decisiones de compra significativas. Así mismo la autenticidad y calidad del mensaje son aspectos cruciales que, al conjugarse, refuerzan la efectividad de esta estrategia.
... Social media influencers have become key marketing tools, shaping consumer beliefs and driving future behavior. The impact of influencers is evident in media and consumer perception (Booth & Matic, 2011). ...
This research explores digital marketing's role in boosting Pakistani
tourism through social media and destination marketing. By showcasing
Pakistan's natural beauty and cultural heritage via compelling content,
the study suggests social media can significantly promote tourism.
Utilizing a sample of 325 internet users, it examines factors like e-word
of mouth and influencer marketing's impact on tourism, finding mostly
positive effects. The study, valuable for marketing professionals and
researchers, highlights the potential for further exploration in digital
tourism promotion strategies.
... Farklı görüşlere göre, kanaat önderlerinin bu modern biçimi yeni teknolojiler ve sosyal medyanın gücü sayesinde yüksek kazanç elde eden 'sıradan tüketici' olarak adlandırılmaktadır (Booth, Matic, 2011). Yeni nesil kanaat önderlerinin bu denli başarılı olmalarının en etkili sebeplerinden biri, kişisel markalarını oluşturmaya odaklanmalarından kaynaklanmaktadır (Abidin, Ots, 2016). ...
... Similar studies on sponsored content, disclosures, and digital consumer attitudes toward SMIs have been conducted by (Hsu et al., 2013;Shen 2014;Weiss 2014). Booth & Matic (2011), in their study "Mapping and leveraging influencers in social media to shape corporate brand perceptions", tried to define these new people as "influencers". In 2014, another study by Uzunoğlu & Misci Kip examined the bloggers about brand communications. ...
Influencer marketing is one of the trending research topics in marketing. In this context, this study aims to bibliometrically evaluate the work published by academics about influencer marketing. Bibliometric analysis was applied to 1584 English articles in the Scopus database containing the subject title of influencer marketing and its synonyms. The data were analyzed under four headings—information of published articles, citation analysis, word cloud and author information—through the R program version 4.2.2. Additionally, the Voyant Tools text analysis program was used in some analyses. The research results will provide a detailed report on English articles in the Scopus database regarding influencer marketing between 2002 and 2022. It is thought that the research results will provide a general guide for future studies on influencer marketing.
... Farmers also have the opportunity to share information related to farm produce and communicate directly with potential customers (Cui, 2014). Booth and Matic (2011) evaluated how the use of social networking sites has become increasingly prevalent in this era, with individuals and businesses alike leveraging on these platforms for various purposes including marketing and branding. Other uses such as identifying and using social media influencers to help impact how people perceive business brands have been acknowledged as successful pathways for small businesses and startups. ...
This study examined how University of Cape Coast, Ghana final-year agribusiness students used social media to promote their brands during their supervised agribusiness project, a required practical training course. The results show that using social media to promote agribusinesses helped the students to strengthen their brands and raise awareness of their products. Poor internet network access and expensive internet data costs were challenges that hindered Agribusiness promotion on social media, hurting entrepreneurs and their capital bases. The study highlighted that sex, monthly income, household size, and revenue source affect agriculture social media training and security. The study found that student agribusiness social media use was crucial to product marketing. The study recommends that the University of Cape Coast should increase internet access to allow agribusiness students and others to build and market their company concepts into competitive brands. The university should also provide social media training for their students and wider University Community.
... Farmers also have the opportunity to share information related to farm produce and communicate directly with potential customers (Cui, 2014). Booth and Matic (2011) evaluated how the use of social networking sites has become increasingly prevalent in this era, with individuals and businesses alike leveraging on these platforms for various purposes including marketing and branding. Other uses such as identifying and using social media influencers to help impact how people perceive business brands have been acknowledged as successful pathways for small businesses and startups. ...
This study examined how University of Cape Coast, Ghana final-year agribusiness students used social media to promote their brands during their supervised agribusiness project, a required practical training course. The results show that using social media to promote agribusinesses helped the students to strengthen their brands and raise awareness of their products. Poor internet network access and expensive internet data costs were challenges that hindered Agribusiness promotion on social media, hurting entrepreneurs and their capital bases. The study highlighted that sex, monthly income, household size, and revenue source affect agriculture social media training and security. The study found that student agribusiness social media use was crucial to product marketing. The study recommends that the University of Cape Coast should increase internet access to allow agribusiness students and others to build and market their company concepts into competitive brands. The university should also provide social media training for their students and wider University Community. RÉSUMÉ Cette étude a examiné comment les étudiants en agribusiness de dernière année de l'Université du Cap-Vert, Ghana, ont utilisé les réseaux sociaux pour promouvoir leurs marques au cours de leur projet agribusiness supervisé, un cours pratique obligatoire. Les résultats montrent que l'utilisation des réseaux sociaux pour promouvoir les entreprises agricoles a aidé les étudiants à renforcer leurs marques et à sensibiliser le public à leurs produits. Un accès internet et un réseau médiocres ainsi que les coûts élevés des données internet étaient des défis qui entravaient la promotion de l'agribusiness sur les réseaux sociaux, affectant négativement les entrepreneurs et leur capital. L'étude a mis en évidence que le sexe, le revenu mensuel, la taille du ménage et la source de revenus influencent la formation en agriculture sur les réseaux sociaux et la sécurité. L'étude a trouvé que l'utilisation des réseaux sociaux par les étudiants en agribusiness était cruciale pour le marketing des produits. L'étude recommande que les universités augmentent l'accès à Internet pour permettre aux étudiants en agribusiness et aux autres de développer et de commercialiser leurs concepts d'entreprise en marques compétitives. Les universités devraient également fournir une formation aux réseaux sociaux à leurs étudiants et. 2023. Benefits and barriers to social media use in promoting business brands of final-year agribusiness students African Journal of Rural Development 8 (2):141-157.
... Social media allows for two-way interactions between influencers and their audiences, and they tend to have stronger perceptions of parasocial relationships (Bond, 2016). Such interactions provide opportunities for marketers to shape and influence brand perceptions (Booth & Matic, 2011). Purchase intention is the total cognitive, affective, and behavioral attitude toward the adoption, purchase, and use of a particular product, service, idea, or behavior, which is then used to make strategic decisions by companies or brands (Dadwal et al. 2020;Morwitz et al., 2007). ...
Few studies have focused on how source credibility and fairness influence parasocial relationships and product interest, and how product interest impacts consumers' purchase intentions towards new products. But few have examined how these factors can influence purchase intention and eWOM, so this study aims to fill the gap, focusing on Indonesian beauty influencers on Instagram. With 501 respondents, this study used SPSS 26 (pre-test) and SmartPLS for data analysis. The results show that: the variables of attractiveness, similarity, and trustworthiness have a significant and positive effect on parasocial relationships; similarity has a significant and positive effect on product interest. Interpersonal fairness and informational fairness have a positive and significant effect on parasocial relationships; and distributive fairness has a positive and significant effect on product interest. Parasocial relationship has a significant and positive effect on product interest, purchase intention, and eWOM. Product interest has a significant and positive effect on purchase intention and eWOM.
... This special issue anchors this premise to explore through its articles several cases of narrative innovations and aspects related to transmedia, social interactions, and culture. This starting point opens and contributes to updating a territory of academic and research discussion of more than two decades of transformation, which is mixed with other social and cultural phenomena such as fandom (Booth's volume, 2018or Fiske's classic, 2002, and the role of celebrities (see, for example, Turner's work, 2010), and influencers (Booth & Matic, 2011). ...
Introducción a la sección monográfica 'Innovaciones en Narrativa y Medios: Transmedia, Interacción y Cultura'
... equally important is the need to raise public awareness regarding influencers endorsing unhealthy products (Folkvord & de Bruijne, 2020;childers & Boatwright, 2020;chiu & Ho, 2023;Freberg et al., 2011). there are several potential challenges and criticisms associated with influencer marketing in social media like authenticity and transparency (abidin, 2016; audrezet et al., 2020; ge & gretzel, 2018; gensler et al., 2013), trust (De veirman et al., 2017;goodman et al., 2011;gräve, 2019;Jin et al., 2019) and noise (Zimmerman, 2022), influence fraud (Shepherd et al., 2023(Shepherd et al., ), ethical concerns (wellman et al., 2020karlsen & aalberg, 2021;kintu & Ben-Slimane, 2020). addressing these challenges requires transparency, authenticity, and ethical conduct from both influencers and brands. ...
Social Media Influencers (SMI) is one of the favorite domains for many researchers because of its powerful ability to connect stakeholders. The importance of this topic has dynamically evolved that attracted the attention of researchers, academics, manufacturers, consumers, and practitioners to exploit social media. The present research attempts to cover the dynamic changes that the SMI has undergone in the period 2011–2023. It further critically analyzes the most relevant 61 pieces of research published in different journals in the SMI domain. The identified researcher were critically analyzed on various basis like year of study, research design adopted, data analysis technique used, industry sector under study, and country. This enabled the exploration of the SMI, its growth, tapping the knowledge gaps, and identification of future research opportunities in the SMI. The most important finding suggests that the study field is dominated by qualitative and quantitative studies for solution-based approaches for society and consumers. The analysis also shows that there is sufficient room to broaden the research domain. Several prospective options should be looked at for instance quantitative modeling, the application of advanced techniques, and the development of efficient algorithms using machine learning, deep learning, and artificial intelligence.
... Various trends can be used, including viral marketing campaigns and social media influencers (Erwin et al., 2023b). It is also hoped that these two trends can increasingly work with the cocreation building power of MSE actors (Booth & Matic, 2011;Kim et al., 2021;Oktaviani & Wahyuni, 2022;Kuswibowo & Darmawan, 2022;Motoki et al., 2022;Erwin et al., 2023b;Ooi et al., 2023; However, based on the results of this research, it was found that co-creation building power could not have a good influence on the use of this trend on the marketing performance of micro and small businesses. This result is in line with the research of Heidenreich et al. (2015). ...
Objective: This research aims to analyze the influence of social media trends, namely the use of viral marketing campaigns and social media influencers, in improving the marketing performance of MSEs by mediating co-creation-building power. Co-creation building power was built as an active response from MSEs to increase co-creation on their social media. Method: The research used respondents as many as 200 MSEs who actively use social media, utilize viral campaigns, and use influencers in marketing their business. Research data was collected using a questionnaire, which was analyzed using PLS-SEM with data processing via WarpPLS 8.0. Results and Discussion: The research used respondents as many as 200 MSEs who actively use social media, utilize viral campaigns, and use influencers in marketing their business. Research data was collected using a questionnaire, which was analyzed using PLS-SEM with data processing via WarpPLS 8.0. Originality/Value: This research analyzes social media trends in MSE marketing based on existing phenomena with the main objective of this research is to analyze the influence of using viral campaigns and influencers on social media on the marketing performance of MSEs through co-creation-building power.
... Selected streamers had at least 2,000 followers to ensure that all streams had regular followers and engagement with the live channel. While there are many definitions and sizes of online influencers (Ruiz-Gomez, 2019), 2,000 followers were chosen as a minimum to identify streamers whose networks of influence had outstripped the community of their family and close friends (Booth & Matic, 2011). ...
Online game microcelebrities (streamers) attract a large audience of emerging adult gamers (age 18–25 years) and have become a target for food industry advertising. Extant research has identified links between gaming and negative impacts on diet. However, little is known about the influence of game-streaming communities on food consumption. This study aims to understand the type and context of discussions about food and drink in streaming communities that may be influencing the consumption behavior of emerging adults. Data were collected through observation of food and drink-related conversations within streaming communities for Fortnite, which is popular with emerging adult gamers. The study found that the sharing of food is commonplace in organic discussions within streaming communities, driven by both streamers and their followers. The sharing of energy-dense nutrient-poor foods is commonplace in these organic discussions. The study suggests that game-streaming channels have expanded beyond the scope of only a gaming channel and, for emerging adults, are potentially influencing their healthful behavior.
... In marketing, endorsement plays a significant role in achieving a company's good reputation and marketing objective and social media influencers have established themselves as potential endorsers by generating a range of buzzwords as compared to other marketing strategies (i.e., celebrity endorsement), and are deemed to be the most cost-efficient and effective marketing trends (Harrison 2017;Patel 2016;Talaverna 2015). Additionally, social media influencers have been seen to highlight compelling outcome in both media coverage and consumer persuasion (Booth & Matic 2011). Nevertheless, research on social media influencers is still relatively scanty (Godey et al. 2016). ...
While growing research attention have focused on how it is nearly impossible for brands to stand out among the crowd of advertisers, and how Influencer marketing is dominating the business communication terrain, the question of why businesses use influencer marketing as a marketing tool is still a black box concept in the marketing communication domain. In the present study, the key objective is to ascertain why brands deploy influencer marketing as part of their product narratives. We subscribed to the mixed method of survey research and the Focus Group Discussion (FGD) techniques for quantitative and qualitative perspectives of the phenomenon among a sample of 212 participants (survey n=200; FGD, n=12) in Abuja, Nigeria. The results indicate that influencer marketing has become the go-to desk, when seeking brand's influence on social media platforms. Again, the built-in level of trust between influencer and prospects is increasingly becoming difficult for brands to build alone with the consumer, which is a very strong argument for answering why brands should use influencer marketing as a marketing tool. The findings bear implications on social learning theory as a contextual foundation in understanding social media influencers as they represent a novel type of independent third-party endorsers.
... While influencer marketing is not a new subject, there is still need for more research in the area (Taylor, 2020). Influencer marketing studies have focused more on issues such as the effectiveness of influencer marketing (Booth & Matic, 2011;Martínez-López et al., 2020), ethicality (Ebert & Sindermann, 2020;Wellman et al., 2020), and the impact of a variety of factors on consumer perceptions of sponsored posts (Audrezet et al., 2020;Steils et al., 2021). ...
Marketers increasingly employ influencer marketing tactics to promote brands via social media, and consumer perceptions of influencers remain important—the way a consumer perceives an influencer can affect the way a consumer receives influencer messages. The study explores consumer perceptions of influencer authenticity based on how an influencer asks for a consumer to follow him or her. Using an experiment, the study examines the attitudes and intentions of consumers based on whether an influencer wants to increase follower count to either achieve a certain number of followers or to benefit followers with the content the influencer shares. The results reveal that an influencer who encourages a consumer to follow based on the benefits the consumer will receive is perceived as more authentic and is more likely to be followed by the consumer. On the other hand, an influencer who encourages a consumer to follow so that the influencer can achieve a higher number of followers is perceived as less authentic.
... SM is useful for identifying the key public health influencers and driving web-based conversations on health and well-being topics that are valuable and meaningful to them. Influencers can be classed as both organizations and individuals [27,28] with qualities such as credibility, expertise, and enthusiasm [29]. Influencers are also persistent in convincing consumers or driving conversations on a topic. ...
Background
Social media (SM) was essential in promoting physical activity during the COVID-19 pandemic, especially among people confined to their homes. Joe Wicks, a fitness coach, became particularly popular on SM during this time, posting daily workouts that millions of people worldwide followed.
Objective
This study aims to investigate the influence of Joe Wicks on SM and the impact of his content on physical activity levels among the public.
Methods
We used NodeXL Pro (Social Media Research Foundation) to collect data from X (formerly Twitter) over 54 days (March 23, 2020, to May 15, 2020), corresponding to the strictest lockdowns in the United Kingdom. We collected 290,649 posts, which we analyzed using social network analysis, thematic analysis, time-series analysis, and location analysis.
Results
We found that there was significant engagement with content generated by Wicks, including reposts, likes, and comments. The most common types of posts were those that contained images, videos, and text of young people (school-aged children) undertaking physical activity by watching content created by Joe Wicks and posts from schools encouraging pupils to engage with the content. Other shared posts included those that encouraged others to join the fitness classes run by Wicks and those that contained general commentary. We also found that Wicks’ network of influence was extensive and complex. It contained numerous subcommunities and resembled a broadcast network shape. Other influencers added to engagement with Wicks via their networks. Our results show that influencers can create networks of influence that are exhibited in distinctive ways.
Conclusions
Our study found that Joe Wicks was a highly influential figure on SM during the COVID-19 pandemic and that his content positively impacted physical activity levels among the public. Our findings suggest that influencers can play an important role in promoting public health and that government officials should consider working with influencers to communicate health messages and promote healthy behaviors. Our study has broader implications beyond the status of fitness influencers. Recognizing the critical role of individuals such as Joe Wicks in terms of health capital should be a critical area of inquiry for governments, public health authorities, and policy makers and mirrors the growing interest in health capital as part of embodied and digital experiences in everyday life.
... It was found that the followers' trust in SMI's branded posts is positively affected by trustworthiness, attractiveness, the informative value of influencer-generated content and similarity with the followers, which consequently influence purchase intention and brand awareness. Booth and Matic (2011) provide a means of identifying influential individuals in social media channels. De Jans et al. (2020) reveal the individual impact of influencer posts and brand posts in Instagram users' feeds and say that influencer posts amplify brand liking and are greatly admired. ...
Abstract
Purpose
This study aims to provide a holistic review of social media influencers (SMIs) research based on a unique approach of bibliometric analysis and content analysis between 2011 and 2020. The review examines the main influential aspects, themes and research streams to identify research directions for the future.
Design/methodology/approach
The sample selection and data collection were done from the Scopus database. The sample dataset was refined based on the inclusion and exclusion criteria to determine the final dataset of 183 articles. The dataset was exported in the BibTeX format and then imported into the BiblioShiny app for bibliometric analysis. The content analysis was done following the theory-context-methodology framework.
Findings
The several findings of this study include (1) Co-word analysis of most used keywords; (2) Longitudinal thematic evolution; (3) The focus of the research papers as per the theory-context-methodology review protocol are persuasion knowledge model, fashion and beauty industries, Instagram and content analysis, respectively; and (4) The network analysis of the research studies is known as the co-citation analysis and depicts the intellectual structure in the domain. This analysis resulted in four clusters of the research streams from the literature and two emergent themes (Chen et al., 2010)
Originality/value
In general, the previous reviews in the area are either domain, method or theory-based. Thus, this study aims to complement and extend the existing literature by presenting the overall picture of the SMI research with the help of a unique combined approach and further highlighting the trends and future research directions based on the findings of this study.
... Understanding SMU requires a broad perspective (Yahia et al., 2018). It is defined as online services that assist users in creating and sharing various content types (Booth & Matic, 2011;Stuart et al., 2014). This includes user-generated platforms like blogs, online review/rating sites, video sharing sites, virtual gaming worlds, social networking sites, and online communities where consumers post, edit, produce, or design content (Freberg et al., 2011;Nunes et al., 2018). ...
Coffee shops have now evolved into an integral part of the modern lifestyle embraced by today's youth, especially by Generation Z. This study aims to understand the role of technology, specifically through Social Media Usage (SMU) and Electronic Word-Of Mouth (eWOM), and how trust as a mediator affects purchase intention and subsequently impacts customer loyalty. This study involved 282 respondents from diverse backgrounds. The sampling technique employed both snowballing and random sampling methods. For analysis, the Structural Equation Modeling (SEM) technique was utilized. In the study, several relationships were tested for their significance. The relationship between SMU and Trust was found to be significant. However, the relationship between eWOM and Trust was not significant. Trust significantly influenced Purchase Intention and Customer Loyalty. The direct relationship between Purchase Intention and Customer Loyalty was not significant. Moreover, the mediated relationships of SMU through Trust to Purchase Intention were significant, while the mediated relationship of eWOM through Trust to Purchase Intention was found to be non-significant. This investigation illuminates the distinct confluence of age-old values and contemporary digital interactions in sculpting consumer behavior within Indonesia. It accentuates the imperative for coffee shop enterprises to discern and synergize with these trends to guarantee enduring prosperity.
... According to Chae (2018), SMIs are "online celebrities who exhibit their personal lives to many followers via social media" (p.1). Furthermore, because of their fame, many companies try to sponsor them and have them advertise for their brands (Booth & Matic, 2011). ...
This research investigates the violations of Grice’s maxims (1975) in the discourse of Social Media Influencers’ (SMIs’) advertisements. Eight different advertisement videos from Snapchat of eight different SMIs are examined. A program named QDA Mine Lite is used to code the violations and to extract the frequencies of each violation in order to know the most violated maxim. As a result, the most violated maxim is the maxim of quantity, in which it is violated in three instances. The least violated maxims are the maxims of quality and manner in which they are only violated once.
... No campo do marketing, a TBR tem sido usada para examinar diversos elementos, como competências em marketing (Day, 1994), inovação (Prahalad & Hamel, 1990), e relações com clientes (Srivastava et al., 2001) (Booth & Matic, 2011). No entanto, ao desagregar este domínio em seus componentes fundamentais, podemos identificar elementos-chave e métricas que não só são relevantes para profissionais mas também podem ser enquadrados teoricamente dentro da TBR. ...
O marketing de influência, que se estabeleceu como uma base fundamental nas táticas empresariais, tem suscitado discussões profundas acerca de sua relevância e permanência no mundo competitivo contemporâneo. Este estudo inovador, fundamentado na Teoria Baseada em Recursos (TBR), expande a compreensão convencional ao identificar o marketing de influência não apenas como uma estratégia, mas crucialmente como um capital essencial. O trabalho apresenta, ainda, um modelo teórico consolidado, respaldado por avaliações sólidas, para mensurar a potência do marketing de influência na consolidação de uma posição competitiva. Superando desafios de pesquisas anteriores, este estudo fornece orientações aplicadas e contribuições acadêmicas, estabelecendo-se como referência na análise da fusão entre ferramentas de marketing de influência e planejamento empresarial.
Nowadays, influencers on social media are a trending and inevitable brand marketing tactic. Influencers, with their characteristics, can support the brand communication strategy activities. Companies or brand owners who use influencers in their advertising campaigns can influence sales volume, and increase brand recognition and consumer involvement in promotional activities. This article is a literature review regarding the influencer concept, its development, theoretical approaches, effectiveness models, to its role in brand communication strategy. To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute Theory, and Elaboration Likelihood Model Theory.
The article highlights the most important transformations of public relations due to the rapid changes brought by the technological revolution and its accompanying transformation in communication models due to integration into the web environment. It paved the way for Web 2.0 as a new philosophy and method for providing Internet services based on the interactive principle of a new relationship between an organization and its audience based on equality. A relationship that transforms the Internet from a mere passive recipient to a mediator in light of the increasing trend of the content industry and the multiplicity and diversity of media and social networks. Involving influencers in PR 2.0 campaigns and activities has become the cornerstone of building organization’s strong communication strategies.
Keywords: PR; Web 2.0; PR 2.0; stakeholders; influencers.
This study focuses on the issue of how the investor relations strategy uses a corporate website to maintain reputation. This research method is a qualitative descriptive study. The case study approach aims to analyze sharply the various factors associated with the case so that in the end an accurate conclusion will be obtained from 4 (four) research informants. Researchers collected data through in-depth interviews and documentation. The results of the study show that the strategic planning carried out by investor relations PT Lippo Cikarang Tbk in an effort to fulfill information disclosure using the corporate website has had a positive impact on maintaining reputation. PT Lippo Cikarang Tbk investor relations in its performance focuses on internal communication and external communication. As a corporate website communication medium, it has a wealth of features when compared to other communication media, especially in terms of exposure to information disclosure. The positive impact of information disclosure affects the company's image and reputation in the public eye. These achievements through information disclosure were then used by PT Lippo Cikarang Tbk as tools to attract investment. Disclosure of information also plays a role in influencing the interest and response of investors, as seen from the growth in stock prices which are getting better every year. The strategy undertaken by PT Lippo Cikarang Tbk investor relations in explaining the disclosure of information about the company's performance is greatly helped by the existence of a corporate website as well as having an impact on how the company can maintain its reputation.
Prosocial and sustainable behaviors have emerged as key elements for luxury brands today, catalyzing a significant transformation in their strategies. In this context, the present study investigates whether influencers are reflecting these brands' efforts to align their image with ethical and sustainable values and, if so, determining the engagement level generated by such posts. Two types of analysis are employed on social media content: topic analysis using Latent Dirichlet Allocation and regression. The findings indicate that influencers do mention issues related to the prosocial and sustainable domain when discussing luxury brands, although not predominantly. However, these types of posts do not generate higher engagement, with this indicator being moderated by the type of influencer. These results challenge the effectiveness of prosocial content, underscoring the need for a more nuanced evaluation. In the business sphere, brands must strategically consider the inclusion of prosocial and sustainable content, tailoring their approaches based on the influencer type to optimize the impact on engagement.
Presently, influencer marketing is widely used to increase brand purchasing. Marketers employ various strategies using social media and celebrity endorsers for consumer engagement. This study has been conducted to understand the role and influence of celebrity endorsers through social media on the purchase behavior of Saudi consumers based on the advancing role of sustainability in the luxury industry. In this regard, a cross-sectional study design was employed and data was collected from 50 Saudi consumers using an online survey. A close-ended questionnaire was distributed to Saudi consumers based on celebrity credibility, familiarity, attitude towards celebrity endorsement, brand awareness, brand attitude, and purchase intentions. Factor analysis and path analysis were done using SPSS and AMOS version 25.0 to analyze the data collected. The findings show a positive and significant impact of celebrity credibility, familiarity, attitude, brand awareness, and brand attitude on the purchase intentions of Saudi consumers.
Influencer marketing is the trending marketing promotional techniques where companies collaborate with Influencers to promote their products and services. The present research paper aims to gather and investigate the theoretical aspects of influencer marketing to get a better knowledge on how influencer marketing acts as a social proof of brand promotion. To understand the consumers' perception towards the influencers' role and the factors contributing to the brand promotion, the data was collected from 40 male and 36 female respondents using a simple random sampling technique on a 5-point Likert scale. The consumer perception towards the influencer's role was evaluated using descriptive statistical techniques, and the factors contributing to the brand promotion was evaluated using ANOVA. From the values of P of the above table, it can be said that respondents have varying opinions regarding statements S4: Influencers compel you to buy any brand, S7: I was deceived by following the influencers, S9: Social media influencers are authentic than friends whom I know and S10: Influencers are credible in their respective fields towards the role of influencers, which is reflected in the values of P is less than 0.05 (S4=0.038, S7=0.000, S9=0.002 and S10=0.007). In these cases, the null hypothesis gets rejected. In the case of the rest of the statements, it is noted from the table values of P (P>0.05, in the case of S1, S2, S3, S5, S6, S8) that there is no difference in the perception of consumers towards the factors contributing to the brand promotion and thus null hypothesis is accepted.
Businesses are modifying their strategies to respond to the constantly changing media environment. In the past, marketing teams relied on traditional celebrities to promote brands and boost sales. Recently, social media celebrities such as Instagrammers, Tiktokers, youtubers, and influencers have emerged as popular options for marketing communication due to their significant attention and preference. Despite considerable research on traditional and social media influencer endorsements, there remains a gap in understanding how social media users perceive and interact with these endorsements. This study investigates the differences in topic, sentiment, and pragmatics of user comments on Youtube advertisement videos showcasing traditional celebrities and youtubers. We examined user comments on eight advertisement videos using content analysis, with half featuring traditional celebrities and the other half featuring youtubers. The findings indicate that including traditional celebrities in videos leads to increased user focus on brand features, along with greater expressions of admiration and positive sentiment. Furthermore, traditional celebrities are more effective than influencers in fostering favourable and reliable brand awareness. Possible explanations for these results are considered, and their theoretical and practical implications are derived.
This study highlights the importance of placing influencers' psychological well-being as a top priority in influencer marketing. In light of the growing influencers' impact on brand perceptions and consumer behavior, addressing their obstacles is crucial to promoting an ethical and sustainable ecosystem. The demands of upholding genuineness and regulating personal limits can profoundly affect the psychological well-being of influencers. Acknowledging and giving precedence to the welfare of others is an ethical obligation and a critical factor in ensuring sustained success in collaborative endeavors. Suggested ideas for a genuine brand-influencer partnership encompass advocating for mental well-being and fostering open and honest communication. These suggestions can cultivate a more accountable, enduring, and genuine influencer marketing ecosystem.
This study focuses on the use of influencers on social media to build trust-based brand-consumer connections in the context of the digital age, with a special focus on the Chinese e-market. By analysing the impact of influencer marketing on consumer brand trust, using Zhejiang Province as a case study, it aims to update brand trust theory for the digital marketing environment. The paper highlights the popularity of social media in China and the potential for undue competitive behaviour by influencer marketing. Ultimately, this marketing proposal aims to encourage the electronics industry to actively participate in influencer marketing to enhance brand trust.
Sosyalleşme amacıyla ortaya çıkan ancak bu amacı aşan bir anlam kazanan sosyal medya, günümüzde toplumsal yaşamın her alanında etkilerini bir şekilde hissettiren güçlü nitelikler taşımaktadır. Şüphesiz pazarlama faaliyetleri de bu etkilerden önemli izler taşıyan alanlardan sadece biridir. Zira geleneksel ağızdan ağıza pazarlama uygulamasına dijital bir fonksiyon katan sosyal medya, benzer şekilde geleneksel medyanın ünlülerinin yerine de sıradan kişilerden oluşan influencer’lara talep yaratmıştır. Böylece sosyal medyada kendi kişisel hayatları üzerinden rutinlerinin bir parçasıymış gibi kullandıkları ürünlerin tavsiyesine dayanan “influencer marketing” yöntemi yayılmış ve kullanıcıların da inanıp güvendiği bir yaklaşım halini almıştır. Özellikle Instagram hikayelerinde anlattıkları ürün ve hizmetlerle tüketicilerin ihtiyaçlarını belirleyip fayda esasına dayanarak yaptıkları reklamlar, link ekleme hareketliliğiyle söz konusu ürünlere ulaşmayı kolaylaştırmaktadır. Dolayısıyla temelde samimiyet, etkileşim, güven gibi sağlam bağlar, çıkar ilişkileri doğrultusunda zedeleyici bir yara almış, iş birliği içerisinde hikayelere eklenen linkler aracılığıyla bir tüketim toplumu inşa edilmeye başlanmıştır. Bu perspektifler ışığında çalışmanın amacı, influencer’ların doğallık algısı içinde önerdikleri ürünlerin, gündelik hayatlarının bir parçasıymış gibi sunmalarının, link ekleme hareketliliğiyle bozulduğunu ortaya koymak ve link ekleme anlayışının tüketim toplumunun inşasında yeni bir tarz yarattığına vurgu yapmaktır. Dolayısıyla sosyal medyanın sunduğu olanaklarla birlikte tüketim toplumunun inşasında link ekleme usulüyle farklı bir boyutun ortaya çıktığından söz edilebilir. Bu boyutu ele almak, tüketim toplumuyla ilgili yapılan çalışmalara güncel bir değer katabileceği gibi ileride yapılacak çalışmalara da yol gösterici olabilir. Bu kapsamda 3 makro influencer’ın 5 günlük hikâye paylaşımı kaydedilerek, bu paylaşımlardaki link ekleme yoğunluğu içerik analiziyle tespit edilmiştir. Paylaşımların yarısına yakınına link eklendiği bulgulanan araştırmada, aynı zamanda dahil edilen örnekler üzerinden influencer’lığa özgü özelliklerle tüketim toplumun inşasında önem arz eden unsurlar bağdaştırılarak yorumlanmıştır.
Celebrity endorsement is one of the most commonly used marketing strategies in the fashion and luxury industry. In the process of digital transformation, brands are also exploring more effective ways to reach consumers. Social media platforms have attracted more and more web traffic over the past decade. Social media has changed the way fashion diffuses. Brands should not ignore the tremendous influence of social media in our daily lives. Web 2.0 has brought richer forms of Internet advertising through social media, and with the increasing popularity of short videos, microblogs and other forms of content, the definition of ‘celebrity’ has also been expanded. Non-traditional celebrities or social media influencers have become the most active group of people on social media apps and increasingly play the role of the reference group.
Чому цей посібник має назву «Продюсуваня в аудовізуальних медіа», хоча мав називатися «Продюсування на телебаченні»? На сам перед тому що технології змінюють медіаіндустрію, змінюють виробництво, поширення і споживання контенту.
Що ж таке сучасне телебачення?
Це особливий вид медіа що виготовляє телевізійні (аудіовізуальні) програми. Окрім того, що медіа їх продукує, він їх ще й поширює, або транслює чи то розповсюджує за допомогою різних комунікаційних каналів: ефіру, супутника, кабельних мереж та інтернет-платформ. Відповідно до визначення в Законі України «Про медіа», телебачення відносять до аудіовізуального медіа, тобто до медіа, що здійснює поширення інформації у текстовій, аудіовізуальній чи іншій формі за допомогою радіомовлення (лінійних аудіомедіа-сервісів), телевізійного мовлення (лінійних аудіовізуальних медіа-сервісів), нелінійних аудіомедіа-сервісів (аудіальних медіа-сервісів на замовлення), нелінійних аудіовізуальних медіа-сервісів (аудіовізуальних медіа-сервісів на замовлення).
Social media engagement has become a global phenomenon, changed the way of interactions and are attracting attention from companies that aim to build relationships with users. However, practical case experiences emphasize the challenge for companies to effectively cope with the individual requirements of social media channels. Accordingly, we suggest that the current general academic conceptualization of social media ‘per se’ is too broad for guiding managerial strategies. In fact, a key managerial decision lies in making the right platform choice that fits into an organization’s specific social media activity. We use an affordance lens as it emphasizes the individual differences in interpreting technology by users. In this research-in-progress paper, we contribute a first step towards a more systematic consideration of platform differences as well as emerging specific use cultures within a platform by evolving a series of influence factors on managerial selection choice of appropriate social media channels.
This study aims to identify and classify the influencer marketing threats mentioned overtly or implicitly in previous studies on brand use and future research. In this study, a systematic literature review protocol was followed, in which 28 influencer marketing studies from January 2012 to January 2022 from ten databases were selected, and relevant data were extracted to answer the research questions. There are 11 identified threats to influencer marketing and include the following: fake followers and fake comments; lack of proper disclosure and explanation of sponsorship; inappropriate influencer selection; heavy brand control over influencers; insufficient brand control over content produced by influencers before publishing; choosing an inappropriate platform; the negative influence of influencers on the appearance of the brand; negative influence on the consumption, habits, and lifestyle of children; lack of proper and special contracts with influencers; increased saturation rate; and running parallel advertising for brands. The most prominent threats identified in the studies include inappropriate influencer selection; choosing an inappropriate platform; and the negative influence of influencers on the appearance of the brand. Using an inductive approach and zooming in and out of the target research, a general framework for influencer marketing threats was obtained. Brands, influencers, organizations, policy makers or researchers interested in influencer marketing and digital marketing can use the resulting framework of this research.
The 2016 edition of the largest annual study in strategic communication, corporate communications and public relations worldwide is based on responses from 2,710 communication professionals from 43 European countries.
Conducted by an international research team from renowned universities, the research provides insights about big data, algorithms and automation in communication, social media influencers, stakeholder engagement, strategic issues and development of communication channels over a decade (2007-2016), skills and competency development of communicators, characteristics of excellent communication departments and much more.
A joint project by the European Public Relations Education and Research Association (EUPRERA), the European Association of Communication Directors (EACD) with partner PRIME Research. Lead researcher: Prof Dr Ansgar Zerfass, University of Leipzig, Germany, & BI Norwegian Business School, Oslo.
All reports for the European Communication Monitor 2017–2023 are available at www.communicationmonitor.eu
Rekabetin her geçen gün arttığı günümüzde dijital kurumsal itibar şirketler için önemli bir hale gelmiştir. Dijitalleşmenin bir kolu olan sosyal medya ise kurumsal itibarın yönetilmesin-de oldukça önem taşımaktadır. Bu çalışmanın amacı, kahve sektöründe büyük bir pazara sahip olan, sık tercih edilen ve sosyal medyada belli bir kitleye sahip markaların Instagram hesapla-rından yaptıkları paylaşımların kurumsal itibar yönetimi açısından kurumsal itibarı oluşturan bileşenler ile değerlendirilmesidir. Bu bağlamda çalışmada Fombrun'un sunmuş olduğu Rept-rak Modeli'ndeki kurumsal itibar bileşenleri esas alınarak kahve sektörüne ait üç markanın Ins-tagram hesaplarından paylaştıkları gönderileri incelenmiştir. Çalışmada nitel araştırma teknik-lerinden içerik analizi yöntemi kullanılmıştır. Çalışma sonuçlarında paylaşılan içeriklere göre ürün ve hizmetler, duygusal çekicilik, vizyon ve liderlik bileşenleri en fazla paylaşım yapılan bileşenler iken çalışma ortamı, kurumsal sosyal sorumluluk ve finansal performans ise en az paylaşım yapılan bileşenler olmuştur. Markaların sosyal medyadaki itibar yönetimlerinde itibar kriterlerine verdikleri önem kurumun önceliklerine göre değişmekte, zaman zaman kurumsal iletişim strateji ve yönetim stratejileriyle de şekillenmektedir.
Endüstri 4.0 süreci ile birlikte Bilgi ve İletişim Teknolojilerindeki gelişimeler, toplumsal hayatın tüm alanlarında, büyük bir değişim yaşanmasına neden oluştur. Ancak bu değişimin en çok iletişim alanının en önemlilerinden biri olan medya sektörünü etkilediği ve dönüştürdüğü görülmektedir. Geleneksel medyadan dijital medyaya doğru olan dönüşüm, geleneksel medyanın birçok uygulama ve yaklaşımlarını değiştirmiştir. Dijital medya kullanımının yaygınlaşmasıyla birlikte, dijital medya uygulamaları da hızla gelişmiş; farklı uygulama türleri ortaya çıkmıştır. Dijital medya uygulamalarından en çok ilgi gören ve kullanılan türünün ise sosyal medya olduğu görülmektedir. Bu çalışmada önce sosyal medyanın toplumun ticari hayatına hızlı bir şekilde girmesi, sonra toplumun alışveriş yapma biçimini nasıl etkilediği daha sonra da alışveriş algısını ne yönde ve nasıl biçimlendirdiği araştırılmaktadır.
Abstract Social network,sites,(SNSs) are increasingly attracting the attention of academic,and,industry researchers intrigued by their affordances and reach.,This special theme section of the,Journal,of Computer-Mediated,Communicationbrings ,together scholarship on these emergent phenomena.,In this introductory article, we describe features of SNSs and propose a comprehensive definition. We then present one perspective on the history of such sites, discussing key changes and developments. After briefly summarizing existing scholarship concerning SNSs, we discuss the articles,in this special section and conclude with considerations for future,research.
Although the attention being paid to the new digital media may be the latest fad in public relations, these new media have the potential to make the profession more global, strategic, two-way and interactive, symmetrical or dialogical, and socially responsible. However, many practitioners are using the new media in the same ways they used the old—as a means of dumping messages on the general population rather than as a strategic means of interacting with publics and bringing information from the environment into organisational decision-making. For public relations to fully use digital media, practitioners and scholars must reinstitutionalise public relations as a behavioural, strategic management paradigm rather than as a symbolic, interpretive paradigm. This article provides a model of strategic public relations and offers suggestions for the use of digital media in each phase of this model.
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In "Groundswell", Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of "Groundswell", featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: Evaluate new social technologies as they emerge; Determine how different groups of consumers are participating in social technology arenas; Apply a four-step process for formulating your future strategy; and, Build social technologies into your business. "Groundswell" is required reading for executives seeking to protect and strengthen their company's public image.
As social media moves from “buzz word” status to strategic tool, more practitioners are developing skills related to this online communication technology. This study surveyed working public relations practitioners about their adoption of 18 social media tools and their perception on the growth of social media trends in public relations practice. Results provide an overview of the adoption of social media, as a whole, in the industry.
Social Media in the Inc. 500: The First Longitudinal Study Social media; breaking the control addiction
- E Mattson
- N G Barnes
- North
- Ma Dartmouth
- D Peppers
- M And Rogers
Mattson, E. and Barnes, N.G. (2008), Social Media in the Inc. 500: The First Longitudinal Study, University of Massachusetts, North Dartmouth, MA. Peppers, D. and Rogers, M. (2010), " Social media; breaking the control addiction ", 1 to 1 Media, Peppers & Rogers Group, Norwalk, CT, 29 March. CCIJ 16,3
Groundswell: Winning in a World Transformed by Social Technologies Social network sites: definition, history and scholarship Social computing
- Further
- J Bernoff
- C Li
- Ma Boyd
- D M Ellison
Further reading Bernoff, J. and Li, C. (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, Boston, MA. Boyd, D.M. and Ellison, N.B. (2007), " Social network sites: definition, history and scholarship ", Journal of Computer-Mediated Communication, Vol. 13 No. 1. Breakenridge, D. (2008), PR 2.0: New Media, New Tools, New Audiences, FT Press, Upper Saddle River, NJ. Charron, C., Favier, J. and Li, C. (2006a), " Social computing ".
DigitalNEXT 22 March, available at: www.adage.com/digitalnext 29 March, available at: http://adage.com/digitalnext/article?article_id¼142907 Radwanick The 2009 US Digital Year in Review
- T Hall
Hall, T. (2010), " DigitalNEXT ", 22 March, available at: www.adage.com/digitalnext 29 March, available at: http://adage.com/digitalnext/article?article_id¼142907 Radwanick, S. (2010), The 2009 US Digital Year in Review, White Paper, comScore, New York, NY. Tsai, E. (n.d.), socialmediaschool, 4 September 2009, available at: www.socialmediatoday.com/ school/121696 (accessed 27 March 2010).
The Social Media The social media manifesto – integrating social media into marketing communications
- L E Phillips
- Ny
- L Safko
- D Brake
- Bible
- Wiley
- Nj Hoboken
- B Solis
Phillips, L.E. (2009), US Internet Users, 2010, Research Report, eMarketer, New York, NY. Safko, L. and Brake, D. (2009), The Social Media Bible, Wiley, Hoboken, NJ. Solis, B. (2010), " The social media manifesto – integrating social media into marketing communications ", 11 June 2007, available at: www.briansolis.com/2007/06/future-of-communications-manifesto-for/ (accessed 31 March).
The 2009 US Digital Year in Review, White Paper, comScore
- S Radwanick
Social media; breaking the control addiction”, 1 to 1 Media, Peppers & Rogers Group
- D Peppers
- M Rogers
The social media manifesto - integrating social media into marketing communications
- B Solis