Consequences of influencer-created content on influencers’ authenticity in the beauty and personal care industry

Journal of Marketing Communications, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 27

Published: July 8, 2024

One challenge in creating a personal brand is convincing consumers that it authentic. Brands perceived to be inauthentic will have difficulty engaging with consumers; thus, the may not long-lasting. This also important for influencers, as they are type of brand. Therefore, essential consider authenticity necessary influencers when their brands. study adapts dimensions advertising content value, and examines direct indirect effects on influencer followers' trust, attitudes, purchase intentions. The reached out 445 social media users interested beauty care products. results indicate entertainment informativeness influencer's post significant positive effect authenticity. Moreover, show plays an role trust attitude toward branded posts. Finally, posts lead intention.

Language: Английский

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Influencer authenticity and intention to co-create brand value: an investigation of central and peripheral pathways

Cogent Business & Management, Journal Year: 2024, Volume and Issue: 11(1)

Published: Aug. 23, 2024

Given the popularity of influencer marketing, this study aimed to determine effectiveness authenticity in achieving intention co-create brand value and purchase Pakistan. Grounded Elaboration Likelihood Model, explored central peripheral routes desired behavioral intentions. Using a self-administered questionnaire, data were collected from 421 fashion lifestyle social media influencers followers Pakistan by time-lagged approach, over period four months, partial least squares structural equation modeling was performed for analysis. The results showed significant impact on Serial mediation indicated that consumers followed route persuasion. fill gaps marketing research literature conceptualizing as composite higher-order construct examining its value. Second, it elaborated cognitive affective components attitude formation using routes, respectively. Third, highlighted relational (the customer-brand relationship) bridge targeted outcomes may assist managers designing effective campaigns emphasizing attributes rather than relying followership.

Language: Английский

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The Evolution of Influencer Marketing: Strategies for Success in a Digital World

Published: Jan. 1, 2025

Language: Английский

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The Role of Influencer Marketing in Strengthening Brand Loyalty: A Case Study Approach

Published: Jan. 1, 2025

Language: Английский

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Decoding the effectiveness of social media influencers’ endorsement on consumer behavior: an evidence-based approach

Electronic Commerce Research, Journal Year: 2025, Volume and Issue: unknown

Published: April 9, 2025

Language: Английский

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'Take Everything With a Pinch of Salt': Learning to Navigate Fitness on Social Media

Proceedings of the ACM on Human-Computer Interaction, Journal Year: 2025, Volume and Issue: 9(2), P. 1 - 30

Published: May 2, 2025

Emerging evidence from other disciplines indicates that women's engagement with fitness content and communities on social media can have both positive negative impacts, particular concerns arising around misinformation, body image privacy. To investigate this further, we conducted a three-step data collection process, including qualitative survey (n=97), in depth interviews (n=17), process of shared looking (n=10) our female participants. We then used thematic analysis to understand users' experiences navigating online. Our paper delineates three themes focusing 1) Qualities Characteristics Trust, 2) Working the Algorithm, 3) Competence Capacity for Control. Based these findings, present design considerations might improve experience

Language: Английский

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Mapping the Field: A Content Analysis of Marketable NCAA Athletes’ Social Media Self-Presentation

Communication & Sport, Journal Year: 2024, Volume and Issue: unknown

Published: Feb. 8, 2024

The following study applies the framework of self-presentation theory to examine one year posts ( n = 1064) from TikTok and Instagram accounts 18 highly marketable NCAA athletes. A content analysis was used differences by platform, gender, type approval NIL compensation for collegiate Findings revealed significant between male female athletes regarding posted, prevalent themes, engagement. Male were found post more frontstage athletic performance backstage lifestyle than In contrast, posted in attractive appearance category, which also category with highest engagement audiences. Additionally categories on Instagram, while appeared frequently TikTok. These findings advance our understanding athletes’ social media platform use are line traditional presentations gender sport.

Language: Английский

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Training Concerns of Micro-influencers on Advertising and Marketing

Journal of Advertising Education, Journal Year: 2024, Volume and Issue: 28(1), P. 40 - 62

Published: Feb. 2, 2024

Influencers have emerged as influential figures un bridging the gap between brands and consumers, establishing this practice a viable profession in advertising. Among diverse spectrum of influencers, micro-influencers, characterized by their follower count less than 100,000, excel fostering engagement due to perceived authenticity credibility. This study surveyed 290 micro-influencers regarding educational needs aspirations. The findings reveal that, despite possessing university degrees, often lack specialized training digital content creation. Many express strong desire receive formal education at level enhance professionalism, with degrees marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related financial constraints time availability. Consequently, universities face imperative challenge contributing professionalization role that has traditionally been assumed industry.

Language: Английский

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Role of social media influencer toward environmental involvement and green buying behavior

Business Strategy & Development, Journal Year: 2024, Volume and Issue: 7(2)

Published: June 1, 2024

Abstract Sustainability and green purchase behavior are attracting a lot of attention from both researchers as well marketers. This transition can be attributed to the growing environmental awareness knowledge among people. Considering this opportunity marketers using different platforms promote environmentally friendly products. One such way is through social media influencers; their products influencers with huge following. However, current study attempts examine how individual characteristics promoting sustainable impact involvement. A convenience sampling method was used collect data various users. The authors initially sent invitations via channels. total sample 683 followers considered. Covariance‐based structural equation modeling relationship between variables. Trustworthiness, credibility, commitment influencer had positive on involvement followers. Expertise, similarity familiarity an insignificant effect. positively affects attitude which in turn buying behavior. has multiple practical managerial implications; results reveal induce not impactful. Further, focuses inter‐relationships characteristics, involvement, knowledge, push people toward

Language: Английский

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Making it real on social media: exploring authenticity strategies for sport and fitness influencers

Journal of Strategic Marketing, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 22

Published: June 10, 2024

Authenticity is a multi-faceted construct, encompassing various dimensions such as originality, truthfulness, and genuineness. Its importance particularly significant in social media influencer (SMI) marketing, although it also paradoxically threatened by it. This article aims to emphasize the relevance of implementing strategies that promote authenticity when collaborating with brands on platforms. The study focuses specifically how sport fitness influencers maintain their while partnering brands. research design includes semi-structured interviews, content analysis an experiment. reveals this industry adopt management strategies, which are shaped two motives: (internal vs. external) three drivers (i.e., attractiveness, reliability, expertise). Six different combine these elements identified. Results indicate SMI has main effect credibility, SMI-brand fit mediates relationship between credibility. Managerial implications avenues for future

Language: Английский

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