Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe's largest specialized online retailers and analyzes it in a time series model.
Author(s): Jane Johne
Publisher: Springer Gabler
Year: 2023
Language: English
Pages: 251
City: Wiesbaden
Foreword
Acknowledgements
Contents
Abbreviations
List of Figures
List of Tables
1 Introduction
1.1 Definition of Influencer Marketing
1.2 Relevance and Management of Influencer Marketing
1.3 Aim of Thesis
1.4 Structure of Thesis
2 Literature Review
2.1 Literature Search Process
2.2 Literature Review on Identification of Influencers
2.2.1 Social Media Advertising and Celebrity Endorsement Literature
2.2.2 Viral Marketing Literature
2.3 Literature Review on Design of Content
2.3.1 Textual Elements driving Virality of Social Media Posts
2.3.2 Pictorial Elements driving Virality of Social Media Posts
2.4 Literature Review on Performance Measurement
2.4.1 Comparing Advertising and User-generated Content
2.4.2 Comparing User-generated Content and Firm-generated Content
2.4.3 Comparing Advertising and Firm-generated Content
2.4.4 Comparing Advertising, User-generated Content and Firm-generated Content
2.5 Summary and Research Gaps
3 Predicting the Influencer Value
3.1 Improving Influencer Selection through a Holistic Approach
3.2 Positioning Study 1 within Literature
3.3 Conceptual Framework and Hypotheses
3.3.1 Impact of Personal Potential on the Consumer Decision Journey
3.3.2 Impact of Network Potential on the Consumer Decision Journey
3.4 Study Design
3.4.1 Data Set
3.4.2 Operationalization of Variables
3.4.3 Methodology
3.5 Results of Study 1
3.5.1 Awareness Phase
3.5.2 Purchase Phase
3.5.3 Engagement Phase
3.5.4 Managerial Implications of Study 1
3.5.5 Limitations of Study 1 and Future Research
4 Investigating the Effectiveness of Influencer Marketing
4.1 Examine the relative Effectiveness of Influencer Marketing, Advertising, Firm-generated Messages and Consumer-generated Messages on Website Visits, Orders and Revenue
4.2 Positioning Study 2 within Literature
4.3 Study Design
4.3.1 Data Set
4.3.2 Operationalization of Variables
4.3.3 Methodology
4.4 Results of Study 2
4.4.1 Relative Effectiveness of Channels
4.4.2 Interrelationships among Marketing Activities and Social Media Messages
4.4.3 Performance Metrics and Feedback Effects
4.4.4 Effects of Control Variables
4.4.5 Comparison with SUR Model
4.4.6 Managerial Implications of Study 2
4.4.7 Limitations of Study 2 and Future Research
5 General Discussion
5.1 Summary of Studies and Theoretical Contribution
5.2 Summary of Managerial Implications
5.3 Outlook to the Future
References
