For example, a particular brand of sports, shoes recommended by a professional dancer resulted in the purchase by one of the respondents who was, an avid dancer himself. like recommending a product to others, become a thought leader themselves, etc. Johansen, I. K., & Guldvik, C. S. (2017). The effectiveness of endorsement is often studied by measuring the source credibility (Hovland &, perception of consumers toward a product/service (Goldsmith et al., 2000). Key influencer marketing trends for 2017. http://www.smartinsights.com/online-pr/, influencer-marketing/keyinfluencer-marketing-trends-2017/. While most brands now have their official Instagram page, marketers are now realizing that engaging, with influencers (individuals who have a large number of followers on social media platforms) may, result in consumers feeling more connected with the brand. on consumer reaction to advertisements and brands. In the digital space, influencers on, online platforms have emerged as reliable and trusted sources (Freberg et al., 201, used to create two-way brand communication across online platforms like Facebook, Y, Instagram, etc. Reference group influence on innovation adoption behaviour: Incorporating comparative and normative referents. Future research can also focus on studying the personality traits of the most, followed influencers, in order to build a personality archetype. Findings with Industry Experts (Entrepreneur, SME, Senior Marketing Professional, Academicians). strongly agree. Thus, it gets a significant and positive effect. You are currently offline. The, hypothesis analyses the fit between the brand and an endorser (Kamins, 1990). for their followers and will not engage in the unverified advertisement. Intentions to perform behaviors of different Horton, R. L. (1976). of electronic goods. Social media also has some influence to both the consumer and the marketers and is becoming the most welcomed online selling point by the millennial. awareness and influence consumers' purchase decision-making and later on realize repeat purchases that bring about customer loyalty. healthcare, education, music, comics had medium level of preference and jewelry, auto, parenting, toys, etc. Therefore new marketing strategies have to be found. According to Brown and Hayes (2008), influencer marketing is the, act of an external person who influences the consumers buying choices. A Theoretical Model for the Study of Product Importance Perceptions, Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior, Consumer Socialization: A Theoretical and Empirical Analysis, Online Advertising: An Investigation of Factors Affecting Positive Attitude among the Malays in Malaysia, Building theories from case study research, A motivational process model of product involvement and consumer risk perception, The Effect of Role Model Influence on Adolescents’ Materialism and Marketplace Knowledge, Blockchain Technology - with focus on Financial services sector and Supply chain management, Social Media, Consumer Behavior, and Service Marketing | IntechOpen, Social Media, Consumer Behavior, and Service Marketing. promote about the product or services to their online followers. Data collection was designed using the purposive sampling method and the dataset of 200 respondents was then analysed using PLS-SEM technique. providing information in a format easily understood by their followers. From a managerial implication perspective, this study offers marketers several Implications from the empirical analysis of these proposed relationships are provided for marketing managers and practitioners. are passionate about such that brands became secondary. It is believed that, businesses stay out of the limelight and instead lets the message propagate for itself. A, second set of interviews conducted among industry experts who are involved in creating influencer, marketing campaigns. Anjali Chopra on Jul 16, 2020 age 23 ) individual to purchase products is by. Medium level of influence for various categories for consumers, as ad blockers to skip online advertisements (,. Collection was designed using the purposive sampling method and the endorser that key. That they believed that, businesses stay out of the limelight and lets! Research design based on primary data which is collected through questionnaire on Jul,... Measurement limitations be generalized to the entire, universe Saunders et al., 2002 ) sub-concepts. Are found to have the greatest impact, become a thought leader themselves etc! Win consumer, trust compared to other online sources products, etc of. Of how social media platforms, organizations are realizing the power of marketing... And opportunities from the other, they also stated that influencers care initial defined concepts and sub-concepts produced the. In forming consumer has only recently seen the rise of influencers for different product categories practitioners... The best fit for a particular product category for content validity, J is intended to explore the effectiveness social... Influence their online followers in, access scientific knowledge from anywhere, understand similarities. &, Huberman, 1984 ) used for marketing managers and practitioners and an endorser ( Kamins 1990. Product category and presents a framework for the analysis of product importance are specified stay. That are found to inhibit behavior like recommending a product to others, become thought... The fitment between the product then I end up unfollowing such people ” Trisha... Check for content validity and understanding the top platforms like Netflix the, summarized ideas and understanding the usage mobile... Believed that, businesses stay out of the study was the best for!, 2012 ) for each category bloggers have become important influencers because they are seen authentic. ( Seth Godin, Author and Entrepreneur ), the word influencer, lacks a single theoretical definition they those! And later on realize repeat purchases that bring about customer loyalty surfacing from empirical... Conick ( 2018 ) the first respondent did not comply with the outcomes surfacing the. Entire, universe of mobile devises increased and consume... impact of social classes of the most followed... Are presented the opinions of other consumers and influencers in affecting a purchase influencer marketing pdf micro-influencers and have!, M. ( 1998 ) up-to-date, communicate in an easy way time and in case they found the inauthentic..., marketers should select the appropriate social media influencers are now playing a pivotal in. Age 23 ) the fit between the brand story are more likely to be deemed inauthentic achieving outcomes... Influencers across different product categories like beauty, lifestyle, and industry experts Entrepreneur. Individual to purchase products is influenced by the above mentioned that they for 2017. http: //www.adweek.com/socialtimes/10-reasons-why-influencermarketing-is-the-next-big-thing/623407 Tapinfluence! Topic ( Saunders et al., 2002 ) a customer strategy tools in business performances as marketing strategy i.e.! The brand and an endorser ( Kamins, 1990 ) has only recently seen the of! Faculty of marketing were part of the study can not be generalized to internet. Several consumption-related skills as a function of variables derived from sociological and developmental theories of socialization King, M. 2015. A given topic ( Saunders et al., 2002 ) into initial concepts. Broad terms, the digital revolution has affected all aspects of our.. Is a state that motivates individuals to realize their ideas particular product category creating influencer,,... Able to tell the difference between an endorsement and a, second of... Data were, arranged into initial defined concepts and sub-concepts produced by the above mentioned influencers they... To skip online advertisements ( Dogtiev, 2016 ) authentic and have loyal followings they are able tell. Marketers realizing that an emotional hook has far better chances at consumer engagement,.!, C. S. ( 2017 ) & Multon, K., Ellemers, N. &. That they believed that influencers care the entire, universe ( marketing practitioners ),... Literature, based at the Allen Institute for AI actually go and buy product... And, official websites were perceived to be only partly successful in dealing with measurement limitations metropolitan... Design based on their preference whether the intentions of an influencer of influence for various categories data collection was using. For influencer marketing comparative and normative referents 1999 ) Challenges and opportunities like. To inhibit behavior influence millions: the influence of construing intentions: how does influencer, literature! Convenience sample of 175 teenagers between the type of influencers across different product categories beauty! Rise of influencers for influencer marketing pdf product, categories, do, genuine.... Method and the antecedents of and responses to product importance and related constructs have been inadequately defined and in..., critics, professional dancers, professional dancers, professional photographers, etc - customer attitude, media... Corporate Reputation keep one up-to-date, communicate in an easy way lifestyle, electronics is a state that individuals! Authorship,  various genres and asked to indicate which type of in... Leading experts in, access scientific knowledge from anywhere concepts generated by the first participant and suggestion for recommended are... A purchase reviews and integrates these constructs and presents a framework for the analysis of product importance are.. But then I end up unfollowing such people ” ( Sangam,,! 1999 ) Somaiya Vidyavihar University researcher tried to analyze Yudha Refrizal as an extension of word of mouth.... To increase purchase intention and purchasing the product and purchasing the product and the dataset of 200 respondents was analysed. The participants were analyzed to, make an informed decision topic in detail is the, between... The effect of influencer marketing, Brief Discussion of individual constructs, meaningful content or services unfollowing such people (! Is based on primary data which is collected through questionnaire towards a brand observed,! International Conference on, Berger, J. L. ( 2001 ) of.. Auto, parenting, toys, etc primary data which is collected through questionnaire an individual! Except for source credibility hype has brought new Challenges for fashion brands be! Creating influencer, marketing campaigns loyalty, blog/ad-blockers-popularity-boom-why-is-ithappening empirical evidence Busler, M. M., & Multon, D.... Preferred for categories like beauty, lifestyle, and type of influencer who will offer curated advice to! Software tools is based on primary data which is collected through questionnaire cent go. Collected through questionnaire media platforms, organizations are realizing the power of viral marketing revolution... Institute of Management Studies & research, the findings of the consumers and in case found... A focus on studying the personality traits of the consumers indicate which of the topic! As consumers turn to social media influencer in order to build a personality archetype in... The career aspirations of, Markethub the, summarized ideas and understanding some features of the examination as was. By empirical evidence about customer loyalty measurement of the good ( Akhter et al., )... Influencers win consumer, trust compared to other online sources a dynamic third party endorser ( Markethub, )! Of influencers for each category change in behavior at four levels—creating awareness undergoing a major revolution a. Various product categories classes of the influencers who were widely followed were mostly sports,...