影响力营销
百万-
广告
消费(社会学)
现存分类群
感知
透视图(图形)
营销
心理学
业务
社会心理学
社会学
计算机科学
关系营销
进化生物学
生物
社会科学
物理
人工智能
神经科学
市场营销管理
天文
作者
Jiwoon Park,Ji Min Lee,Vikki Yiqi Xiong,Felix Septianto,Yuri Seo
标识
DOI:10.1080/00913367.2021.1980470
摘要
Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the determinants of SMI advertising effectiveness is undeveloped. The present research establishes when and how the type of SMI based on the number of followers influences SMI advertising effectiveness. Specifically, the findings of four experimental studies show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than mega-influencers (those who have more than 1 million followers) because endorsements by micro-influencers (versus mega-influencers) bestow higher perceptions of authenticity on the endorsed brand, which “rubs off” from the perceptions regarding influencer authenticity. However, this differential effect of SMI type through influencer and brand authenticity occurs only when the endorsed product is perceived as hedonic (as opposed to utilitarian) consumption. From a theoretical perspective, these findings extend prior research on how endorsements from different SMI types vary in terms of their persuasiveness, shed light on the underlying mechanism, and identify consumption type as an important boundary condition. From a practical perspective, we offer managerial implications for enhancing the effectiveness of SMI advertising strategies by taking into consideration SMI types, consumption contexts, and message framing styles.
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