IntechOpen eBooks,
Год журнала:
2024,
Номер
unknown
Опубликована: Окт. 4, 2024
Influencer
marketing
has
become
a
transformative
force
in
modern
marketing,
altering
brand
engagement
with
consumers
and
redefining
media
consumption.
The
chapter
examines
the
evolution
from
traditional
celebrity
endorsements
to
emergence
of
digital
influencers,
facilitated
through
social
platforms
such
as
Instagram,
YouTube,
TikTok.
Key
insights
include
classification
influencers
into
micro-,
macro-,
mega
each
serving
distinct
roles
levels.
Micro-influencers,
niche
followings,
often
achieve
higher
rates
closer
connections
their
audience.
Macro-influencers
extend
reach
broader
audiences,
while
similar
celebrities,
command
significant
presence.
Influencers
act
trendsetters
cultural
icons,
shaping
public
discourse
societal
norms
authentic
content
that
builds
trust
loyalty
among
followers.
A
crucial
aspect
discussed
is
importance
authenticity
influencer
marketing.
As
more
skeptical
advertising,
they
value
genuine,
relatable
influencers.
role
algorithms
determining
visibility
emphasizes
strategic
for
brands
understand
these
mechanisms.
Readers
will
gain
comprehensive
understanding
about
categorization
significance
building
consumer
trust.
Australasian Marketing Journal (AMJ),
Год журнала:
2024,
Номер
unknown
Опубликована: Авг. 1, 2024
In
an
era
of
data-driven
decision-making,
a
comprehensive
understanding
quantitative
research
is
indispensable.
Current
guides
often
provide
fragmented
insights,
failing
to
offer
holistic
view,
while
more
sources
remain
lengthy
and
less
accessible,
hindered
by
physical
proprietary
barriers.
This
gap
underscores
the
urgent
need
for
clear,
accessible
guide
that
demystifies
research,
necessity
not
just
academic
rigor
but
practical
application.
Against
this
backdrop,
offers
overview
elucidating
its
core
motivations,
defining
characteristics,
methodological
considerations.
The
necessity,
importance,
relevance,
urgency
are
articulated,
establishing
strong
foundation
subsequent
discussion,
which
delineates
scope,
objectivity,
goals,
data,
methods
distinguish
alongside
balanced
inspection
strengths
shortcomings,
particularly
in
terms
data
collection
analysis.
also
addresses
various
design
considerations,
ranging
from
choice
between
primary
secondary
cross-sectional
longitudinal
studies,
experimental
non-experimental
designs.
crucial
role
pretesting
piloting
instruments
underscored,
with
discussion
focal
areas,
participant
selection.
Data
considerations
examined,
covering
sampling
approaches,
sample
size
determination,
resource
maximization
strategies,
as
well
preparation
techniques
including
handling
missing
managing
outliers,
standardizing
variables,
verifying
assumptions.
further
delves
into
analysis
spotlighting
assessment
psychometric
properties,
diverse
analytical
essential
robustness
checks.
concludes
demystifying
hypothesis
testing
process,
detailing
formulation
null
alternative
hypotheses,
interpretation
statistical
significance,
issue
Type
I,
II,
III,
IV
errors.
Therefore,
serves
valuable
compass
researchers
seeking
navigate
multifaceted
aspects
ensuring
rigorous,
reliable,
valid
scientific
inquiry.
Journal of Product & Brand Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Июль 3, 2024
Purpose
Grounded
in
self-congruency
theory,
this
study
aims
to
investigate
the
impact
of
different
types
congruence
social
media
influencer
marketing
on
consumers’
online
impulse
buying
intentions
under
moderating
influence
wishful
identification.
Design/methodology/approach
This
collects
survey
responses
from
an
sample
232
users
and
analyses
them
using
partial
least
squares
structural
equation
modelling.
Findings
delineates
two
distinct
pathways
influencing
within
marketing:
direct
consumer–product
conditional
role
consumer–influencer
congruence.
Particularly,
alignment
between
a
consumer’s
self-image
product’s
attributes
independently
drives
intentions.
Conversely,
congruence,
despite
high
alignment,
fails
spur
unless
amplified
by
identification
–
aspirational
desire
emulate
influencer.
finding
underscores
complexity
impulsive
consumer
behaviours
digital
marketplace,
highlighting
pivotal
product
appeal
relationships
spontaneous
purchasing
decisions.
Originality/value
pioneers
elucidating
interplay
consumers,
influencers
products
buying,
emphasising
as
critical
factor.
Theoretically,
it
expands
theory
detailing
roles
behaviours,
notably
underlining
essential
for
effect
Practically,
insights
equip
brands
with
deeper
understanding
key
drivers
behind
purchases
influencer-centric
offering
strategic
guidance
optimising
collaborations
presentations
enhance
engagement
sales.
International Journal of Retail & Distribution Management,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 10, 2025
Purpose
This
study
advances
network
brokerage
theory
by
examining
both
benefits-driven
and
altruistic
behaviors
within
the
mutual
fund
retail
markets
of
emerging
economies.
Design/methodology/approach
Using
a
methodological
combination
netnographic
observations
in-depth
interviews
with
investors,
social
influencers,
sales
agents
staffs
from
do-it-yourself
(DIY)
investment
platforms,
it
uncovers
digital
evolution
industry.
Findings
Our
findings
illuminate
significant
pivot
traditional
channels
to
third-party
DIY
change
accelerated
recent
pandemic.
shift
underscores
critical
theoretical
extension
spotlighting
actions
or
key
opinion
leaders
(KOLs),
challenging
prevalent
focus
on
solely
motives
in
literature.
Furthermore,
reveals
diminishing
significance
arbitrage
brokering
amidst
industry’s
overhaul.
Originality/value
Concluding
an
insightful
discussion
its
implications
policymakers
practitioners
acknowledging
potential
limitations,
this
research
offers
valuable
perspectives
for
understanding
dynamics
context
transformation
consumer
financial
markets.
International Journal of Applied Research in Business and Management,
Год журнала:
2025,
Номер
6(1)
Опубликована: Янв. 1, 2025
This
narrative
review
examines
the
essential
role
of
trust
in
shaping
consumer
purchase
intentions
within
social
commerce,
particularly
through
mechanisms
such
as
peer-generated
content,
platform
security,
and
influencer
marketing.
It
explores
how
cognitive
emotional
interact
decision-making
process
identifies
practical
theoretical
implications
for
trust-building
strategies
commerce.
A
comprehensive
literature
on
commerce
was
conducted
to
assess
impact
trust,
investigate
moderating
mediating
factors
including
perceived
risk,
support,
cultural
differences.
The
also
highlights
gaps
existing
studies,
providing
recommendations
future
research.
findings
reveal
that
mitigates
risks
enhances
engagement,
with
supporting
rational
evaluations
fostered
interactions.
Peer-generated
secure
platforms,
authentic
endorsements
are
identified
critical
mechanisms,
though
concerns
over
content
authenticity
remain
significant.
Cultural
demographic
differences
act
important
moderators,
highlighting
need
region-specific
contributes
a
differentiated
understanding
by
examining
distinct
roles
trust.
extends
frameworks
incorporating
elements
presence
context,
advancing
study
actionable
insights
management
diverse
environments.
British Food Journal,
Год журнала:
2024,
Номер
unknown
Опубликована: Сен. 2, 2024
Purpose
The
study
explores
the
impact
of
food
influencers
on
consumer
behaviour
in
social
media
context.
It
assesses
interplay
between
number
followers
an
influencer
has
and
type
content
this
communicates
to
audience.
Doing
so,
research
contributes
strategic
refinement
marketing
practices,
especially
industry.
Design/methodology/approach
employed
experimental
between-subject
design
2
(influencer
type:
micro
vs
macro)
x
(content
informational
entertaining).
recruited
197
Prolific
participants
(45.7%
female,
Mage
=
45.076),
testing
their
perceptions
towards
endorsed
product
post.
Findings
There
was
a
significant
interaction
consumers’
attitudes
willingness
buy
advertised
product.
Specifically,
notion
that
“the
more
followers,
better”
may
only
be
applicable
when
consumers
peruse
for
entertainment
purposes,
whereas
while
they
read
it
information
(with
hundreds
thousands
followers)
have
as
much
macro
million
followers).
Originality/value
Our
findings
offer
nuanced
understanding
into
conventional
wisdom
people
often
follow
crowd
behaviour.
Using
Heuristic-Systematic
Model
(HSM),
we
explicate
matters
prevails.
