Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers' Trust, Value Creation, and Purchase Intentions.
Social media influencers communicate their viewpoint in relation to products and brands via social media notices that are either funded by a brand, or are displayed as sincere advice. (Stubb and Colliander, 2019) The factual practicality of influencer-generated content, influencer's reliability, appeal, and resemblance to the followers favorably shape the latter's confidence in influencers' branded posts, therefore impacting brand awareness and shopping intention. (Lou and Yuan, 2019)
2. Conceptual Framework and Literature Review
Perceptions of influencer's receptivity and frankness may favorably impact influencer-follower connections, and behavioral results. (Dhanesh and Duthler, 2019) Consumers predisposed to Instagram celebrity's brand posts regard the source as more reliable, display more enthusiastic attitude in relation to the endorsed brand, experience more stable social presence, and are more resentful of the source than ones inclined to conventional celebrity's brand posts. (Jin et al., 2019) Details from public figures, social media influencers, and individuals whom they know personally determine consumers' shopping decisions. (Cooley and Parks-Yancy, 2019) Social media have articulated a new category of driven online marketers (Androniceanu and Dragulanescu, 2016; Campbell et al., 2017; Ciobanu et al., 2019; Havu, 2017; Jimenez, 2018; Koppel and Kolencik, 2018; Mitea, 2018; Otrel-Cass, 2018; Suojanen, 2018) by concomitantly stimulating and distorting commercial decisions. (Bizzi and Labban, 2019)
3. Methodology and Empirical Analysis
Building my argument by drawing on data collected from Activate, BI Intelligence, Captiv8, eMarketer, The Economist, Fullscreen, Linqia, Shareablee, Marketing-Charts, Mediakix, and Zine, I performed analyses and made estimates regarding the most/least important social media channels for influencer marketing (%), average earnings for influencer posts on selected social media platforms ($), primary social media platform used by social influencers worldwide for brand collaborations (%), tactics used by influencers worldwide for sponsored campaigns on Instagram (%), effective content formats for influencer marketing (%), top success metrics for influencer campaigns (%), and how U.S. adults feel about social media influencers (%). The structural equation modeling technique was used to test the research model.
4. Results and Discussion
There are three kinds of value generation noticeable in digital media produced by the influencers: as endeavors at celebritization, in narrating the development of the brand, and as portrayal of exemplification of aspirational consumer-citizenship. (Iqani, 2019) Public figures and social media influencers favorably shape the boost of product awareness (Bratu, 2017; Chijioke et al., 2018; Fielden et al., 2018; Hyers and Kovacova, 2018; Kirby et al., 2018; Mircica, 2018; Radulescu, 2018), but consumers yet rely upon recommendations from persons whom they thoroughly know, with reference to their shopping decisions. (Cooley and Parks-Yancy, 2019) Intense social media users tend to participate in online purchasing while being significantly impacted by online herding behavior. Social media information, bloggers, social network contacts, and influencers determine intense social media users' online purchasing behaviors. (Bizzi and Labban, 2019) (Tables 1-9)
5. Conclusions and Implications
Social presence facilitates the determining consequences (Avram, 2018; Balica, 2017; Carter and Yeo, 2017; Drugau-Constantin, 2018; Hayes and Jandric, 2017; Jouet, 2018; Mircica, 2017; Nica, 2017a, b; Peters, 2018) of celebrity type on reliability, brand attitude, and ill feeling. (Jin et al., 2019) The visual activity handled by social media influencers online is decisive to the creation of the value of international brands. (Iqani, 2019) Impartiality product posts are improbable to be identified as advertising in contrast to sponsored product posts or ones having no funding details, and consequently bring about more significant source and message trustworthiness. (Stubb and Colliander, 2019) Influencers constitute important sources of brand awareness. Perceived notoriety furthers brand involvement in self-concept, brand expected value, and shopping intention. (Jimenez-Castillo and Sanchez-Fernandez, 2019)
This paper was supported by Grant GE-1233748 from the Social Analytics Laboratory, Los Angeles, CA.
The author confirms being the sole contributor of this work and approved it for publication.
Conflict of Interest Statement
The author declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
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Spiru Haret University, Bucharest, Romania
Received 14 March 2019
Accepted 21 July 2019
Table 1 The most important social media channels for influencer marketing (%, select multiple) Instagram 87 YouTube 67 Facebook 42 Blogs 39 Twitter 29 LinkedIn 17 Pinterest 12 Twitch 5 Snapchat 3 Other 1 Sources: Mediakix; my survey among 4,800 individuals conducted January 2019. Table 2 The least important social media channels for influencer marketing (%, select multiple) Snapchat 56 LinkedIn 51 Twitch 42 Pinterest 36 Twitter 27 Facebook 15 Blogs 9 YouTube 4 Instagram 3 Sources: Mediakix; my survey among 4,800 individuals conducted January 2019. Table 3 Average earnings for influencer posts on selected social media platforms ($) Followers YouTube Facebook Instagram Snapchat Vine Twitter 100k-500k 12,300 5,800 4,700 4,600 3,400 1,700 500k-1m 24,700 11,700 9,600 9,400 7,200 3,600 1m-3m 124,600 61,800 49,400 49,300 36,800 19,400 3m-7m 186,800 92,400 74,600 74,400 55,700 29,500 Over 7m 294,700 186,900 149,300 149,200 111,800 59,500 Sources: Captiv8; The Economist; my 2019 data. Table 4 Primary social media platform used by social influencers worldwide for brand collaborations (%) Instagram 74 Blog 15 YouTube 7 Facebook 3 Pinterest 1 Sources: Zine; eMarketer; my survey among 4,800 individuals conducted January 2019. Table 5 Tactics used by influencers worldwide for sponsored campaigns on Instagram (%) Instagram Stories 46 Instagram Story highlights 17 Instagram Polls 11 Instagram Swipe Up feature 10 Refraining from posting organic content to give 8 sponsored content primary exposure on your feed Instagram Live 6 Other 1 None of the above 1 Sources: Activate; eMarketer; my survey among 4,200 individuals conducted January 2019. Table 6 Effective content formats for influencer marketing (%, select multiple) Instagram Post 74 Instagram Stories 69 YouTube Video 52 Instagram Video 49 Blog Post 33 Facebook Post 19 Facebook Video 18 Tweet 14 Facebook Live 11 YouTube Live 7 Other 4 Twitch Livestream 3 Sources: Mediakix; my survey among 4,200 individuals conducted January 2019. Table 7 How do you determine which influencers to work with? (%, select multiple) Quality of content 78 Target audience 74 Engagement rate 68 On-brand messaging or aesthetic 51 Budget 46 Location 39 Follower count 38 Previous sponsorship performance 27 Buzzworthy or trending 20 Referral 11 Other 2 Sources: Mediakix; my survey among 4,800 individuals conducted January 2019. Table 8 Top success metrics for influencer campaigns (%) Engagement 87 Traffic/Clicks 54 Reach 46 Conversions 51 Product sales 42 Audience sentiment 27 Other 1 Sources: Linqia; BI Intelligence; my survey among 4,400 individuals conducted January 2019. Table 9 How U.S. adults feel about social media influencers (%) They are honest about their beliefs and opinions 57 They seem knowledgeable about the topics they discuss 52 We share the same passion/interests 44 They feel real/authentic in the way they communicate 39 Their recommendations are accurate 26 They are transparent about working with brands 21 They seem like they could be my friend 14 Sources: Fullscreen; Shareablee; MarketingCharts; my survey among 4,800 individuals conducted January 2019.
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|Publication:||Review of Contemporary Philosophy|
|Date:||Jan 1, 2019|
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