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Brand Evangelism in the Digital Era: The Impact of Data-Driven Influencer Marketing
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In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media. It proposes an integrated model – social media influencer value model – to account for the roles of advertising value and source credibility. In order to test this model, we administered an online survey among social media users who followed at least one influencer. Partial least squares path modeling results show that the informative value of influencer-generated content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and purchase intentions. Theoretical and practical implications are discussed.
Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an "anatomy" consisting of (1) general procedural understandings and rules (explicit, discursive knowledge); (2) skills, abilities, and culturally appropriate consumption projects (tacit, embedded knowledge or how-to); and (3) emotional commitments expressed through actions and representations. The authors find that there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates. They also find that practices have a physiology, interact with one another, function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value. Theoretical and managerial implications are offered with specific suggestions for building and nurturing brand community and enhancing collaborative value creation between and among consumers and firms.. Eric J. Arnould is Distinguished Professor of Marketing and Sustainable Business Practices, Department of Man-agement and Marketing, University of Wyoming (e-mail: earnould@uwyo. edu).
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term “Social Media” exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.
Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian), who follow the five brands studied on social media, the study develops a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrates the links between social media marketing efforts and their consequences (brand preference, price premium, and loyalty). The study measures brands' social media marketing efforts as a holistic concept that incorporates five aspects (entertainment, interaction, trendiness, customization, and word of mouth). Another contribution of the study is that it finds that SMMEs have a significant positive effect on brand equity and on the two main dimensions of brand equity: brand awareness and brand image.
Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram users scored highest for showing affection, following fashion, and demonstrating sociability. Twitter users had highest brand community identification and membership intention, while Instagram users had highest brand community engagement and commitment. Attention to social comparison, SNS trust, tie strength, and homophily also significantly moderated the relationship between frequent use of each SNS to follow brands, and brand community-related outcomes. Implications for future research on SNS users’ goal-directed consumption behaviors are discussed.
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizingmarketing-mix spending in a data-rich environment, (2) analytics for personalization, and (3) analytics in the context of customers' privacy and data security. They review the implications for organizations that intend to implement big data analytics. Finally, turning to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education.
Purpose
– The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance.
Design/methodology/approach
– Findings are presented from a survey of Facebook users who engage with a brand by “liking” it.
Findings
– Brands “liked” are expressive of the inner or social self. The study identifies a positive relationship between the self-expressive nature of brands “liked” and brand love. Consumers who engage with inner self-expressive brands are more likely to offer WOM for that brand. By contrast, consumers who engage with socially self-expressive brands are more likely to accept wrongdoing from a brand.
Research limitations/implications
– The research is exploratory and is limited to consumers who are engaged with a brand through “liking” it on the Facebook social network.
Practical implications
– The study offers suggestions for managers seeking to enhance brand engagement through Facebook “liking”, and to encourage positive brand outcomes (such as WOM) among consumers already engaged with a brand on Facebook.
Originality/value
– This paper provides new insights into consumer brand engagement evidenced through Facebook “liking”. It charts the relationship between “liked” self-expressive brands and brand love. Distinctions are drawn between brand outcomes among consumers who “like” for socially self-expressive reasons, and consumers who are brand engaged by “liking” to express their inner selves.
Purpose
Blogging has become part of a consumer's decision making process when shopping online; however, the understanding of blog recommendation's effect on consumer purchase decision is still vague. The purpose of this study is to examine whether the blog reader's trusting belief in the blogger is significant in relation to the perceived usefulness of the blogger's recommendations; and how the blog reader's perceptions influence his/her attitude and purchasing behavior online. The moderating effect of blogger's reputation on readers’ purchasing intentions is also tested.
Design/methodology/approach
Based on various theories, a model was proposed in this study. A survey involving 327 blog readers as participants was analyzed in the empirical study to investigate whether the usefulness of bloggers’ recommendations and trusting beliefs toward blogger had influence on consumers’ attitudes and behavioral intentions toward online shopping.
Findings
The results indicated that perceived usefulness of bloggers’ recommendations and trust had significant influential effect on blog users’ attitude towards and intention to shop online. Moreover, the findings showed that different determinants affected the users of perceived‐high‐reputation and perceived‐low‐reputation blogs.
Originality/value
The findings suggest bloggers’ electronic word‐of‐mouth (eWOM) to be a promising marketing strategy for increasing sales. The marketers should provide free trial products and services to the perceived‐high‐reputation bloggers who, as valued opinion leaders, will influence and prompt others to shop online through a trusting effect. As for perceived‐low‐reputation bloggers, the marketing strategists should strive to emphasize the usefulness of products and services being marketed, so these perceived‐low‐reputation bloggers can focus more on describing the advantages and benefits of products or services discussed in their blogs.
The impact of social media influencers on purchase intention and the mediation effect of customer attitude
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