Tradwives: Right-Wing Social Media Influencers

Journal of Contemporary Ethnography, Год журнала: 2024, Номер 53(4), С. 453 - 487

Опубликована: Апрель 18, 2024

Globalizing anti-globalism and modernizing the anti-modern, Tradwives are communities of right-wing women who commercialize social media to commodify traditional heteronormative renditions femininity that equal parts ideology aesthetic. As influencers, grow networks expand audiences by monetizing ideologies curating particular versions wife mother. A netnographic analysis designed understand online cultures communications was used observe thirty-six Tradwife profiles over a 10-month period in 2022. Employing Koestler’s Theory Holarchies, four key findings or “holons” comprised holography representation culture captured at certain point time. The Landscape explored these across landscape, Cross-platform Influencers, outlined operating variety platforms; Feminine not Feminist, discussed Tradwives’ (anti)feminist standpoints; Side-Hustle, examined monetization culture. an alive growing ecosystem, subculture offers supportive empowered spaces for wishing take up roles as archetypal wives mothers within highly conservative lifestyles. agents wider communities, raise important questions about gender gendered relationships, sexuality, legal practices, public policy, political systems. Above all else, offer comments on autonomy agency have their everyday lives.

Язык: Английский

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Virtual influencers and corporate reputation: from marketing game to empirical analysis

Journal of Research in Interactive Marketing, Год журнала: 2024, Номер 18(5), С. 759 - 786

Опубликована: Фев. 1, 2024

Purpose This study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry risk of scandals, and virtual a new unpredictable realm, regarding their integration with social media platforms. Design/methodology/approach Using game theory empirical data, explores crucial factors in marketing, including quality, reputation repair costs probability R&D failures. Findings suggests that companies favor influencers when scandal is low. However, competing switch to at different intervals as this increases. The costs, likelihood scandals competition intensity all play role company's decision-making technology management. Additionally, higher chance failure can motivate company invest more gain competitive advantage over rivals may suffer Research implications/implications provides insights manage marketing digital age. It contributes management by offering fresh perspective on relationship corporate strategy. Originality/value offers valuable perspectives relatively uncharted area employs analysis introduce method comprehending dynamics its impact interaction media.

Язык: Английский

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Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103761 - 103761

Опубликована: Фев. 16, 2024

Язык: Английский

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Influencer marketing effectiveness: A meta-analytic review

Journal of the Academy of Marketing Science, Год журнала: 2024, Номер unknown

Опубликована: Окт. 12, 2024

Abstract Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer effectiveness conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses by examining its antecedents, mediators, moderators. Building on persuasion knowledge model to develop test a framework, we identify post, follower, characteristics as key antecedents impacting both non-transactional (i.e., attitude, behavioral engagement, purchase intention) transactional sales) outcomes. For outcomes, follower (social identity) have strongest effects attitudes while post (informational value hedonic value) exert stronger intention. (influencer communication) behavior. These also affect outcomes indirectly through source credibility. Moderation results indicate direct indirect depend social media types nature connection usage) product information availability status-signaling capability). consolidate advance literature offer insights into enhancing marketing.

Язык: Английский

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How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 82, С. 104106 - 104106

Опубликована: Окт. 4, 2024

Язык: Английский

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