influencer marketing google scholar

Their combined citations are counted only for the first article. ChangFinding disseminators via electronic word of mouth message for effective marketing communications. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. '�}: endstream Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. PDF Restore Delete Forever. 21-29. The first study used an experimental design and focused on internal validity, whereas the second study employed a survey, presenting results high in external validity. Regret analysis of stochastic and nonstochastic multi-armed bandit problems. Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Merged citations. New articles by this author. Q. The following articles are merged in Scholar. 2 0 obj 8 /Filter /FlateDecode >> Their combined citations are counted only for the first article. Influencer Marketing for Brands is the field guide for the digital age. Google Scholar Google Scholar provides a simple way to broadly search for scholarly literature. Upload PDF. endobj x�Vˎ�8��+�(/`����$9x�v���`8�Gb�y��[|ɒg�q��D��lVWu��C���F��\4�;2�! That is, for other types of paid and owned content on social media, brand marketers typically produce the content themselves and retain control of the context in which it appears. Influencer Marketing is a hybrid of old and new marketing tools. stream true /ColorSpace 7 0 R /Intent /Perceptual /SMask 18 0 R /BitsPerComponent participating in influencer-based marketing, and using bloggers for influencer marketing is a common and effective tool used by many. %��������� [Google Scholar] Knitter M. (2019). Influencer marketing, when done right, doesn't involve financial compensation. Routledge, New York, pp 147–156 Google Scholar Foundations 8 Trends in ML 5, 1 (2012), 1--122. Follow this author. De Veirman, M, Cauberghe, V, Hudders, L (2017) Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. << /Length 14 0 R /Type /XObject /Subtype /Image /Width 2064 /Height 307 /Interpolate Google Scholar << /Length 5 0 R /Filter /FlateDecode >> �>O;��?���}��*8�����"�L2��G��?�]�� 6�t�fs,����q�%���~�zL &7������q/ܥ������=7rګ貟�����������ÇW?�t�t�*L��L*w����8m/~�p��c�d歾p��ɔ�?��������*��#��᷒j Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. 6 0 obj stream J. De Veirman M, Cauberghe V, Hudders L. Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. The two-step flow of communication: an up-to-date report of anhypothesis. True influencers will speak about your products because they think it provides value to their audience. Introducing new learning courses and educational videos from Apress. /Cs2 12 0 R >> /Font << /TT3 15 0 R /TT1 8 0 R /TT2 11 0 R >> /XObject << Search across a wide variety of disciplines and sources: articles, theses, books, abstracts and court opinions. 2, 26-35. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Article Download PDF View Record in Scopus Google Scholar. /Im2 13 0 R /Im1 9 0 R >> >> stream Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand. r��5�]6��j�v�?E�K?�C�s�����>��L�Ǎ���9�M�T#?�Rp��,5WT=��e���ʑ�/�p�+�F:4�p]�;S�w��:mc&v��@��̰��1��=��e,���:�qvoG]�p]����i�Ղ׹��p9����@� ���I&,��Ρ~����H��J�":8�E�ˈ��oD�&�o>��!=�(������Py�;X�c�L��&�+�d-Zb{��O�39��?g�� Influencer marketing works because of the high amount of trust that social influencers have built up with their following, and recommendations from them serve as a form of social proof to your brand’s potential customers. Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Influencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. 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The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) (Ajzen, 1991) and social learning theory by Bandura and Walters (1963) as part of the qualitative research to identify key factors of influencer marketing that impact consumer behavior. ‪Assistant Professor in Marketing, University of San Diego‬ - ‪Cited by 2,485‬ - ‪Online Video Advertising‬ - ‪Deal Collectives‬ - ‪Native Advertising‬ - ‪Influencer Marketing‬ - ‪Disclosures‬ Citations per year. Optimal discovery with probabilistic … Belanche et al., 2014. Standing out in 2014 on Instagram was easier than today. In context of influencer-marketing, accounts with less than 100.000 followers are categorized as micro-influencers. Google Scholar; Chen Lou and Shupei Yuan. Influencer marketing is considered one of the most promising marketing strategies in the age of digital transformation of media. Such insights might help establish efficient influencer marketing campaigns, but influencer marketing also creates a special challenge in this regard. 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It shows that key decision makers in all major markets operate within communities of influencers- because major decisions are too complex and risky to taken in isolation. 1008 70.32.23.41. https://doi.org/10.1007/978-1-4842-5503-2, Influence Is an Outcome, Not a Profession, The Four-Step Influencer Marketing Framework. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. Influencer marketing will evolve into a core marketing channel in part because of existing market conditions. It's the way of the future, and the responsibility is on business leaders to keep up. Food marketing by social media influencers is also of scholarly interest, because it raises new questions about the processes and effects of non-traditional advertising formats. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. Mediakix (2018). We’re a team of seasoned marketing professionals with decades of combined experience within the Digital Marketing and Influencer Marketing practice. First, it is investigated whether numbers of followers merely affect perceptions of popularity, or whether it might also cause people to ascribe opinion leadership to the influencer. Casaló, C. FlaviánThe role of place … endobj endobj The ones marked * may be different from the article in the profile. Influencer Marketing for Brands is the field guide for the digital age. Google Scholar; S. Bubeck and N. Cesa-Bianchi. The social platform Instagram offers a huge opportunity for companies to market their products and services through influencers, without it being directly recognized as an advertisement. Public Health Policy 35 75–90. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. 2013. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. From what is called macro influencer marketing, where companies target celebrities or known influencers with a big number of followers, to a more micro influencer marketing. 2018. In micro influencer marketing companies instead, target less known influencers… Various social media platforms have been used by plastic and aesthetic providers to improve visibility, contribute to external marketing efforts, communicate with colleagues, and educate the public. T. Bao, T.L.S. Our process is simple and effective and our team is passionate and looking to bring your company to the next level. We would like to show you a description here but the site won’t allow us. Bao and Chang, 2014. Duplicate citations. Zabel, C. and S. Pagel (2017), “Influencer Marketing – Die Sicht der YouTube-Creators [Influencer Marketing – The YouTube creators’ perspective],” in: Marketing Review St. Gallen, Vol. Que. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Add co-authors Co-authors. 2019. In: Sigala M, Gretzel U (eds) Advances in social media for travel, tourism and hospitality: new perspectives, practice and cases. International Journal of Advertising 36(5): 798 – 828. In … Decision Support Systems, 67 (2014), pp. Journal of Interactive Advertising(2019), 1–16. Int J Advert. endobj 5 0 obj ��>̏r 7�p�hp��+'=w)j��X-9�Ş4H����=���,շ����45W��we��.Q�]*-(hS�_���` However, the difference between affiliate and influencer marketing is the level of input the brand puts in. Influencer marketing is a subsidiary branch of affiliate marketing, a performance-based practice that rewards "affiliates" (influencers/sites, etc.). Start watching. The current state of the influencer marketing landscape. 2017;36(5):798–828. Jahrhundert verfolgen. %PDF-1.3 However, surprisingly little is known about the magnitude of this phenomenon. 14 0 obj true /ColorSpace 7 0 R /SMask 16 0 R /BitsPerComponent 8 /Filter /FlateDecode © 2020 Springer Nature Switzerland AG. Google Scholar; Mediakix. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. In the next few years, brands are on track to spend billions of dollars on influencer marketing. We have a proven record of successful campaigns and we know how to make any Influencer Campaign work. Study I explores which Instagram influencer is the best marketing choice in terms of number of followers and followees. The past few years one revolution has happened within social media influencer marketing. Google Scholar; S. Bubeck, D. Ernst, and A. Garivier. << /Length 10 0 R /Type /XObject /Subtype /Image /Width 409 /Height 99 /Interpolate Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. 10.1057/jphp.2013.46 [Google Scholar] Katz E. (1957). After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. Gretzel U (2018) Influencer marketing in travel and tourism. Public Opin. Over 10 million scientific documents at your fingertips. 13 0 obj According to the same study 86 % of in- fluencer’s are bloggers (Technorati, 2013). 9 0 obj Part of Springer Nature. Not logged in Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. This "Cited by" count includes citations to the following articles in Scholar. Obwohl Influencer Marketing, Social Influencing und Social Influencer aktuelle Begriffe im Zusammenhang mit Digital Marketing darstellen, lassen sie sich grundlegend (in anderer operativer Form) bis ins 18. Macro and micro influencer marketing. This phenomenon within plastic surgery has been examined with many lenses, including from a business perspective1 and an ethical perspective.2,3 There has even been literature suggesting the creation of academic tracks for promotion and tenure based on social media success.4 The individuals who carry t… >> endstream The following articles are merged in Scholar. endobj D. Belanche, L.V. >> More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. Merged citations. << /ProcSet [ /PDF /Text /ImageB /ImageC /ImageI ] /ColorSpace << /Cs1 7 0 R Influencer marketing, the process of identifying, engaging and supporting individuals who create conversations with a brand’s customers, is a growing trend used in public relations initiatives. 21 61–78. 3�x��Q~viq���#�����?>A�ol�N�� F�U\�a�Ñd����^�˼۩�0g�f����!��\�*'�����1Ņ�H��c[z�PV Recent influencer marketing reports also demonstrated an estimated 50% of the brands earmarked an uptick fund allocation in hiring social media influencers to … Since our research aims to derive results for the most influential accounts (regarding follower counts) we chose all relevant accounts with 100.000 followers and more. endobj The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers. 2012. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. Article Download PDF View Record in Scopus Google Scholar. First off, the social web is on fire! Not affiliated Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers. << /Type /Page /Parent 3 0 R /Resources 6 0 R /Contents 4 0 R /MediaBox [0 0 595.28 841.89] Article Google Scholar Has happened within Social media marketing influencer is the field guide for the digital and! Modern challenges and micro influencer marketing: how to Create, Manage, and A. Garivier the... As micro-influencers of this phenomenon search across a wide variety of disciplines and sources: articles theses... The responsibility is on fire to Create, Manage, and Measure brand influencers in media. 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