Doxa Comunicación Revista interdisciplinar de estudios de comunicación y ciencias sociales,
Journal Year:
2025,
Volume and Issue:
unknown
Published: Jan. 1, 2025
Due
to
the
emergence
of
influencer
as
a
profession
in
which
commercial
content
is
created
benefit
brands
and
faced
with
controversy
not
always
disclosing
this
collaboration
public,
concern
regarding
transparency
ethics
activity
has
been
addressed
paper
from
viewpoint
these
prescribers.
For
purpose,
290
micro-influencers,
who
are
those
less
than
100,000
followers,
were
surveyed.
Their
selection
was
based
on
fact
that
despite
working
exclusively
profession,
they
have
higher
level
engagement
groups.
According
prescribers,
their
followers
know
work
with,
fans
aware
given
products
gifts
free
charge.
As
such,
accept
advertising
offered.
However,
influencers
do
divulge
partnership
openly,
but
rather
clandestinely,
such
by
mentioning
brand
using
clear
label,
latter
practice
included
standard
regulations.
The
also
complain
unethical
practices
companies
due
lack
monetization
activity,
well
training
transparency.
Journal of Business Research,
Journal Year:
2024,
Volume and Issue:
175, P. 114520 - 114520
Published: Feb. 2, 2024
Virtual
influencers
(VIs)
are
an
increasingly
popular
form
of
endorsers
used
in
marketing
campaigns.
With
their
human
influencer
counterparts
sometimes
involved
scandals
and
controversy,
VIs
can
be
a
more
reliable
source
to
promote
pro-environmental
sustainable
behavior.
Taking
multi-methods
approach,
we
examine
how
individuals
react
promoting
Our
findings
from
initial
semi-structured
interviews
confirm
that
may
open
learning
about
green
causes
VIs.
Following
this,
conduct
two
experiments
explore
should
depending
on
audience.
We
find
message
warmth
is
positively
associated
with
social-psychological
distance,
resulting
higher
levels
engagement
causes.
Moreover,
the
effect
particularly
pronounced
for
low
trust
experts.
propose
actionable
implications
policy
makers
other
stakeholders
considering
employing
Marketing Intelligence & Planning,
Journal Year:
2024,
Volume and Issue:
42(3), P. 393 - 417
Published: Jan. 16, 2024
Purpose
The
purpose
of
this
study
is
to
identify
the
process
virtual
influencer
stickiness
in
age
marketing,
which
has
received
little
attention
literature.
This
essential
because
research
creates
a
theoretical
model
follower
loyalty/stickiness
techniques
from
standpoint
substantial
effect
on
evolution
global
marketing
world.
Design/methodology/approach
In
2022,
302
people
who
currently
follow
an
Instafamous
took
part
Instagram
self-administered
online
survey.
Findings
findings
show
that
both
expertise
and
trustworthiness
have
positive
significant
influence
parasocial
interaction,
turn
engagement
stickiness.
Originality/value
will
specifically
assist
international
readers
understanding
how
harness
increase
efficiency
efficacy
interactive
strategies
methods
engage
retain
followers
influencer.
Moreover,
be
beneficial
opinion
leaders,
brand
managers,
company
investors,
entrepreneurs
service
designers.
Highlights
pioneers
holistic
mechanism
comprises
role
source
credibility,
informational
follower’s
their
interrelationship
each
other.
based
interaction
theory
credibility
understand
relationship
between
influencers
at
social
media
platforms.
addition,
examined
subsequent
effects
sources
components
interaction;
as
well
as,
also
categorized
moderating
exerted
by
genres
informative
Journal of Consumer Behaviour,
Journal Year:
2023,
Volume and Issue:
23(2), P. 888 - 914
Published: Sept. 21, 2023
Abstract
Given
the
rise
of
marketing
through
social
media
influencers
(SMIs),
this
study
aimed
to
investigate
influences
source
credibility
and
content
validity
factors
on
followers'
attitudes
intention
purchase
brands
endorsed
by
SMIs
brand
engagement
expected
value.
The
assessed
moderating
effect
product–influencer
congruency.
Data
were
collected
from
429
individuals
in
Iran
using
“partial
least
squares”
(PLS)
“fuzzy‐set
qualitative
comparative
analysis”
(fsQCA)
approaches.
PLS
results
affirmed
significance
all
direct
relationships
except
role
entertainment
value
informativeness
Product–influencer
congruence
positively
moderated
effects
trustworthiness
expertise
fsQCA
identified
five
solutions
with
various
combinations
elements
that
lead
high
intention.
performing
revealed
three
factors,
namely
attractiveness,
value,
attitude,
are
necessary
achieve
challenged
findings,
indicating
importance
an
asymmetric
approach
conjunction
PLS.
Our
provides
valuable
insight
for
practitioners
enhancing
effectiveness
SMI
activities
persuading
customers
brands.
New Media & Society,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Jan. 26, 2024
Nowadays,
parents
are
increasingly
drawn
to
establish
a
successful
influencer
status
on
social
media.
Being
parent
offers
an
alluring
work
environment,
allowing
them
combine
devotion
their
children
and
generating
considerable
income.
However,
both
scholars
policymakers
raise
significant
concerns
regarding
the
orchestrated
monetized
nature
of
sharenting,
which
involves
sharing
children’s
personal
information
online.
The
present
study,
surveyed
89
influencers
from
Belgium
Netherlands,
shows
that
omnipresent
in
parents’
content.
findings
do
not
only
uncover
underlying
motivations
driving
but
also
reveal
low
sharenting
risk
awareness.
Building
influencers’
safe
strategies,
this
study
identifies
three
types:
reckless,
safe,
authoritarian
sharenters.
This
classification
contributes
better
understanding
heterogeneity
landscape
will
foster
development
protective
measures
favor
wellbeing.
Psychology and Marketing,
Journal Year:
2024,
Volume and Issue:
41(5), P. 989 - 1005
Published: Jan. 13, 2024
Abstract
Livestream
shopping
can
potentially
contribute
to
impulse
buying
because
this
format's
immediacy
and
interactive
nature
may
induce
viewers
make
unplanned
purchases.
As
a
relatively
new
concept,
livestream
is
still
being
explored
by
retailers
consumers
alike.
Given
its
rapid
rise
in
recent
years,
understanding
phenomenon
potential
crucial.
We
applied
two‐study
strategy
understand
the
influencer
environmental
characteristics
that
affect
users'
impulse‐buying
behavior,
adopting
stimulus–organism–response
framework
both
studies.
partial
least
squares
structural
equation
model
gathered
data
(671
questionnaires),
revealing
perceived
usefulness
influences
more
than
enjoyment.
This
difference
vivid
for
experienced
shoppers,
who
tend
value
under
influence
of
streamer
characteristics.
With
qualitative
approach,
second
study
evaluated
performance
top‐streaming
China
determine
whether
survey's
most
influential
variables
were
adopted
during
successful
sale
ever.
Our
findings
suggest
endorser
style
promotion
strategies
(scarcity
sales
promotions)
consumer
behavior.
thus
provides
firms
with
insights
into
effectively
influencing
consumers'
behavior
livestreaming
commerce.
Behavioral Sciences,
Journal Year:
2024,
Volume and Issue:
14(3), P. 243 - 243
Published: March 18, 2024
This
research
provides
a
comprehensive
overview
of
micro-influence
marketing,
analyzing
the
characteristics
influencers
and
mechanisms
their
impact.
A
systematic
review
was
conducted,
encompassing
2091
citing
articles
references
across
74
studies
involving
95
institutions
over
12,000
samples.
Employing
an
interdisciplinary
approach
that
integrates
insights
from
computer
science,
information
communication,
culture,
psychology,
sociology,
education,
business,
management,
this
study
outlines
distinct
features
micro-influencers.
These
include
performable
authenticity,
affinity
expressed
through
consistency
transparency,
musical
artistic
media
talent,
competitive
individual
traits.
The
synthesizes
antecedents
trust
attachment
commonly
employed
in
influencer
theory,
taking
objective
standpoint
minimizing
emphasis
on
audience
engagement
perception
to
trigger
influence.
findings
highlight
followers’
pursuit
self-branding,
driven
by
self-consciousness,
social
consciousness,
credibility,
presence,
significantly
influences
impact
self-expressive
products
audience’s
purchase
intention.
contributes
marketing
theory
integrating
mechanics,
offering
practical
implications
for
micro-influencers,
suggesting
future
agendas.
