The key theme explored by the authors is the Theory of Planned Behavior (TPB), which suggests that the attitudes towards an influencer affect the perception of a brand. However, evidence from other researchers who use trials and valid studies proves the opposite. According to Childers, Lemon and Hoy (2019), approximately 82% of adult Americans ask for a recommendation from their friends or family when making a purchasing decision. <>466 0 R]/P 549 0 R/Pg 541 0 R/S/Link>> The mimicking is typically conscious because an individual wants to adopt a certain type of behaviour look in a particular way or have similar habits, or for other reasons. In terms of management education, this research highlights the importance of dedicating attention to digital marketing tools and the changing trends in consumer behaviour and advertisement tactics. <> SOCIAL MEDIA INFLUENCER MOTIVATIONS 4 Acknowledgements I would like to thank my thesis advisor, Ammina Kothari, for her consistent guidance and support, and for inspiring me to pursue a study on social media influencers. endobj Views of UK and US millennials, Journal of Promotion Management, 25(6), pp. Different research provides varied explanations of why influencer marketing has become so popular some argue that influencers are opinion leaders, while others point out the idea that they are tastemakers (Childers, Lemon and Hoy, 2019). <>2]/P 19 0 R/Pg 65 0 R/S/Link>> It became a lucrative pursuit when companies unsolicited started sending her clothes and other products for her child. Influencer Marketing and Applicable Theories. To clarify, influencers are typically not viewed as celebrities, as they rarely have any other platform or job, unlike movie actors, singers, or other well-known individuals. This narrative literature review implied summarising the information from multiple articles on the topic of influencer marketing without providing an interpretation of the results. <>14]/P 25 0 R/Pg 65 0 R/S/Link>> Six huge, pumped up bodyguards in black attire are escorting a 26-year-old to his suite after a meet and greet session with his fans at a . Managerial implications: Influencer marketing is a better brand building tool than paid social media marketing. Company Registration Number: 61965243 The primary objective of the thesis is to explore the impact of influencer marketing on consumer behaviors. For example, the research on TPB and TRA is based on a literature review and does not have empirical results to support the findings. Because of this, extensive usage of AI in influencer marketing comes with certain downsides that are important to consider. As a result, I have collected digital notes on all the reviewed articles with my reflections on how scientific information can be used by me as a marketing practitioner. The estimated number of users in July 2020 was over 689 million globally, and App Annie. Creators. Table 1. 2021-05-11T13:43:06-07:00 The results of the present dissertation confirm that the influencer's posts on Instagram about a certain product/service have a significant impact both on consumer's purchase intentions and on their opinion towards a brand. As a result, the focus is on theories and findings and not on the potential outcomes of the research. 30 0 obj 494 0 obj must. "Most of the feedback is, 'Oh my God, we didn't know we needed this'. endobj 288-290. 6891. In 2017, the spending on influencer marketing campaigns in the United States was estimated at $2 billion (Childers, Lemon and Hoy, 2019). People who have amassed a significant following on their social media platforms are sometimes referred to as instafamous (Djafarova and Trofimenko, 2019, p. 1432; Jin, Muqaddam and Ryu, 2019). This thesis is a desktop study done to explore Influencer marketing on Instagram. Using the example of social media influencers, one can state that if a person trusts an influencer and their opinion, they will transfer this feeling onto the products and brands that these influencers advertise. Appligent AppendPDF Pro 6.3 This is IvyPanda's free database of academic paper samples. FTC requires any association between an influencer and a brand to be clearly disclosed in a post. Consumers consciously mimic the behaviour of influencers, SAM and VCSI result in high visual congruence, Growth of engagement due to the engagement between an influencer and a follower, benefiting the brand, Influencer marketing does not affect purchasing decisions directly, Rational choices of consumers based on their expectations, Relationships with consumers are beyond simple transactions. These theories outline the basis of relationships between humans, interactions and purchasing decisions. Nytetn aineisto, joilla on samankaltaisia nimekkeit, tekijit tai asiasanoja. Haenlein, M. and Libai, B. 225-251. 51 0 obj 505 0 obj endstream Lin, X., Spence, P. R. and Lachlan, K. A. Table 1 presents the key themes and facts that explain why many brands use influencer marketing as a part of their strategies. 6 0 obj Apart from better ROI, influencers leverage the psychological aspects of human communication the need to ask for advice, evidence or a recommendation from a trustworthy source (Trivedi and Sama, 2020; Onwuegbuzie and Frels, 2016; Magno and Cassia, 2018). Hu, H., Zhang, D. and Wang, C. (2019) Impact of social media influencers endorsement on application adoption: a trust transfer perspective, Social Behavior and Personality, 47(11), pp. AI tools have simplified content creation significantly. One example of the impact of influencers and advertisements is the consumption of junk food, which is associated with advertisement since the consumers perceive ads as a cue (Boyland et al., 2016). Examples of success include Nokias campaign in Finland, while unsuccessful influencer marketing is Dr Pepper Raging Cow campaigns (Hughes, Swaminathan and Brooks, 2019). 1 "It's just been this natural progression, really.". 488 0 obj 47 0 obj Influencer marketing is a field effective precisely due to the human connection and genuine interaction it helps to establish. I have improved my understanding of theories, especially those relating to consumer behaviour and motivation for purchasing. Celebrity endorsements have been a popular marketing tactic for brands for years (Bergkvist and Zhou, 2016; Knoll and Matthes, 2017). 1432-1446. endobj endobj A similar relationship exists between associated known and unknown brands. However, SAM is one theory out of many developed and explored by researchers in an attempt to determine the best conceptual and theoretical framework for this marketing tactic. 798828. The popularity of influencer marketing is expected to increase in the following years. 5575. Product Influences in National Culture. This report was a challenge for me since influencer marketing is a new domain of marketing. <>436 0 R]/P 534 0 R/Pg 524 0 R/S/Link>> endobj influencer marketing has grown from $1.76 billion in 2016 to $13.8 billion in 2021 (Santora Despite its popularity, there is limited evidence for the theory of influencer marketing. endobj The objectives of this study were to determine if it is feasible to enter the market of Finland, Moscow and Saint Petersburg and are there any possibilities for future development in those markets. <>440 0 R]/P 536 0 R/Pg 524 0 R/S/Link>> Influencer marketing agencies handle the new age stars. Brands can also come under fire if theyfundlavish influencer events which,amid today's cost-of-living pressures, are consideredby some to be insensitiveand a "de-influencer" trend is now growing. For practising managers, this report and literature review on influencer marketing suggest that attention should be dedicated to engaging influencers in advertising and brand management practices. THESIS | INFLUENCER MARKETING Course Bcom - Business Management & Marketing Institution Damelin (DCC) This is my personal work which was required in my final year (3rd year) whilst studying towards a Bcom Business Management & Marketing Degree. 33 0 obj !," she wroteon the platform recently. The FTC in the United States recognised the impact that influencers have on people and the issue of deception advertising something without disclosing that the post is sponsored. As AI technology is becoming more widespread, we have been witnessing the integration of AI tools into influencer marketing. 490 0 obj Literature review: traditional or narrative literature reviews (no date) Web. Unsurprisingly, industry surveys suggest that those most likely to want to become social media influencers are younger people, lured by the apparent glamour of thelifestyle and potentially huge payments. This dissertation explores the topic Consumer responses to influencer marketing on Instagram. Djafarova, E. and Trofimenko, O. Driving the rise of this phenomenon have been (1) individuals who want to be recognized as persuasive online (2) advertisers who increasingly direct their budgets to social media, where influencers' "authentic," personality-inflected content has proven potent for selling product (3) social media companies whose tools and rules both advance and e. Hence, academics should focus on further examining the discussed field and empirically providing that by using influencer marketing, firms can generate more profits from sales or the opposite. However, Nurhandayani, Syarief and Najib (2019) found an improvement in brand image recognition and overall perception. June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. Zhou, T., Lu, Y. and Wang, B. Her relatablepostsare often followed by recommendations for products she has been sent by her management agency. 2021-05-11T13:43:06-07:00 Overusing AI tools can result in overly homogenized content, as well as a loss of uniqueness and authenticity, which can damage the influencers and the brands in the long run. The problem is, however, that generative AI tools, while sophisticated and powerful, cannot generate fundamentally new ideas as they are limited to the data they have been trained on. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. Hence, people take their recommendations seriously. Thesis on the Characteristics of Social Media Influencers that Impact Purchase Intentions towards Beauty Products 1 Acknowledgements Making this thesis was a difficult task, but it was a rewarding effort in which I was able to combine two of my main interests: digital and cosmetics. New York: Opresnik Management Guides. Prince 12.5 (www.princexml.com) Hence, although there are some theories developed to explain the specifics of influencer marketing, they can be further supported and tested with empirical evidence. Argyris et al. <><>18 19]/P 25 0 R/Pg 65 0 R/S/Link>> As was mentioned in the report, the majority of practitioners and brands already use Instagram advertisement as the main method of promoting their products. 7896. 31 0 obj <> Chetioui, Benlafqih and Lebdaoui (2020) define purchasing intention as a likelihood of a consumer buying a specific product. Moreover, consumers perceive the messages they receive from trusted sources more positively when compared to advertisements (Childers, Lemon and Hoy, 2019). As a result, they can increase brand awareness and encourage consumers to purchase more. This thesis focuses on micro-influencers (between 10 and 100 thousand followers) and their effect on Millennial's consumer behavior. Singh and Banerjee (2019), celebrity worship is explained as a result of communication channels and publicity. endobj Initially, influencers used primarily text content posted in blogs. <>>> <>399 0 R]/P 519 0 R/Pg 508 0 R/S/Link>> 557 0 obj . endobj Influencer marketing, as a result, is a cohesive continuation of peoples intrinsic desire to share information about items and to look for reviews and opinions of others. Al-Emadi and Yahia (2020) report that 54% of customers use social media peer communication as a decision making source. endobj TPB suggest that there are three key factors that determine the likelihood of a purchase attitude, subjective norms and behavioural control (Chetioui, Benlafqih and Lebdaoui, 2020, p. 3).

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