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Author: Cindy Russmann
Publisher: GRIN Verlag
ISBN: 3346598896
Category : Business & Economics
Languages : en
Pages : 22
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Book Description
Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: This paper deals with influencer marketing and how it affects consumer buying behavior. Theoretical basics are explained, how social media marketing came into being and what influencers are in general. Opportunities for companies are highlighted and possible solutions are developed. Influencers have many thousands of fans and are becoming increasingly important in society. The Internet has become a kind of exchange platform and is highly social nowadays. Our purchasing decisions are based on reviews or recommendations from friends and acquaintances. Social media, and especially influencer marketing, offers companies a completely new way to present and market their products and services.
Author: Cindy Russmann
Publisher: GRIN Verlag
ISBN: 3346598896
Category : Business & Economics
Languages : en
Pages : 22
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Book Description
Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: This paper deals with influencer marketing and how it affects consumer buying behavior. Theoretical basics are explained, how social media marketing came into being and what influencers are in general. Opportunities for companies are highlighted and possible solutions are developed. Influencers have many thousands of fans and are becoming increasingly important in society. The Internet has become a kind of exchange platform and is highly social nowadays. Our purchasing decisions are based on reviews or recommendations from friends and acquaintances. Social media, and especially influencer marketing, offers companies a completely new way to present and market their products and services.
Author: Yoesoep Edhie Rachmad
Publisher: PT. Sonpedia Publishing Indonesia
ISBN: 6238634588
Category : Business & Economics
Languages : id
Pages : 138
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Book Description
"The Future of Influencer Marketing: Evolution of Consumer Behavior in the Digital World" offers a profound exploration of how the digital age is reshaping consumer behavior and marketing strategies. This insightful book delves into the theories explaining the evolution of buyer and seller roles and introduces the Eleven-P Marketing Concept, uniquely influenced by viral marketing. The Eleven-P framework expands upon traditional marketing principles by integrating Product, Price, Place, Promotion, People, Process, Physical Evidence, Partnerships, Personalization, Participation, and Performance. Each element is examined to illustrate how viral marketing strategies, driven by influential digital figures, can enhance engagement, build trust, and drive purchasing decisions. Key theories such as Digital Influence Theory, Network Influence Theory, Trust-Based Marketing Theory, Engagement Influence Theory, and Authenticity and Credibility Theory are explored to provide a comprehensive understanding of the digital consumer landscape. By combining these theories with practical insights, the book equips marketers and business leaders with the tools to navigate and succeed in the evolving world of digital marketing. Discover how the power of influencers and viral marketing can transform your approach to consumer engagement and drive business success in "The Future of Influencer Marketing."
Author: Jule Prescher
Publisher: GRIN Verlag
ISBN: 334688581X
Category : Computers
Languages : en
Pages : 169
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Book Description
Bachelor Thesis from the year 2023 in the subject Communications - Multimedia, Internet, New Technologies, grade: 1,3, University of applied sciences, Cologne, language: English, abstract: This thesis aims to realize how influencer marketing performs and its impact on the Cx. Therefore, the research addresses the following questions: How powerful are influencers these days? What is different about influencer marketing, and why is it a successful strategy? How do people perceive information shared by influencers, and which factors are decisive for potential customers to purchase products advertised by influencers? What impact does an influencer have on the overall Cx? The internet has been fully integrated into people's daily lives worldwide over the past years. The percentage of the world's population with access to the internet has doubled from 32% in 2011 to 63% in 2021. 90% of people from developed countries access the internet in 2021. At the same time, the number of social network users is increasing. These networks have the purpose of connecting with friends. In 2022, 5 billion people have access to the internet worldwide, and 4.7 billion people use social media (SM). Ultimately, 93% of those with internet access own at least one SM account, that is more than half the population worldwide. Through time, companies found new marketing strategies which reached active people on SM. These platforms are necessary to reach Generation Z, people born in the late 1990s. They are different and cannot be reached in the same way as they watch Netflix instead of TV or listen to Spotify instead of the radio, for example. Influencer marketing became a $10 billion industry in 2020. Influencers share their lives on SM networks. Due to their high reach, they receive offers from companies for cooperation. Influencers' followers admire and trust their recommendations due to their personal and authentic representation. While advertising products, influencers show how to use them, where to buy them, and give their opinion. For higher sales, influencers often receive promo codes for a discount or free products for each order.
Author: Enrique Bigne
Publisher:
ISBN: 9783658248796
Category : Branding (Marketing)
Languages : en
Pages : 240
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Book Description
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world. Contents Digital Communications and Multiple Touchpoints Creativity in Advertising Consumer Responses to Multiple Communications Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Enrique Bigne is Professor of Marketing at the University of Valencia, Spain. Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.
Author: Duncan Brown
Publisher: Routledge
ISBN: 0750686006
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
For those involved in marketing and sales, this book offers essential analysis of how to identify who has influence, how they apply it, and how marketers can turn it to their advantage. This work is one of the first books to give an overview of one of the fastest growing marketing techniques to have emerged in the last ten years.
Author: Laura Larissa Klempt
Publisher: GRIN Verlag
ISBN: 3346005836
Category : Business & Economics
Languages : en
Pages : 160
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Book Description
Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.0, Buckinghamshire New University, course: Leadership & Management majoring Marketing Communications, language: English, abstract: Following the wave of warning letters and court proceedings regarding surreptitious advertising, the increasing popularity of influencer marketing also reveals the legal dimension of this topic. The lack of legal certainty in this area results from trade association activities, such as the Association for Social Competition which systematically sue many influencers and collaborating companies for disguising the promotional nature of paid contributions on social platforms such as Instagram. Against this background, this dissertation examines in further detail the controversial scope of labelling and disclosure obligations for influencers in social media such as Instagram and considers the associated issue of "credibility of influencer-marketing" and potential effects on consumer-behaviour. This assessment is further supported by empirical data collected which is carried out with qualitative and quantitative research methods in order to establish (tentative) hypotheses based on research phenomena and consumer-behaviour pattern. In summary, mandatory labelling and disclosure requirements do not seem to "ruin" the credibility of influencer-marketing and do not take a major influence on consumer acceptance and -behaviour. Acceptance and market behaviour rather seem to be driven by other factors, including the character of the products and the company involved and the personal fit with the profile of the respective influencers. The research-project is limited to the consideration of influencer-marketing and compliance with legal obligations in Germany.
Author: Christin Smuda
Publisher: GRIN Verlag
ISBN: 3668808538
Category : Business & Economics
Languages : en
Pages : 83
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Book Description
Bachelor Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, University of Applied Sciences München, language: English, abstract: The aim of this thesis is to develop a measurement scale to determine the credibility of influencers in today’s digitalized environment. Thus, an extensive literature review will be conducted to reveal underlying dimensions, concepts and impact models of the social construct credibility. Those examinations will provide a well-founded overview of the current academic research in this field and will guide the author to the subsequent empirical investigation. Aligning with the structure of key sources, the researcher decided on a sequential exploratory research design, consisting of a qualitative questionnaire which serves as reliable foundation of the subsequent quantitative questionnaire. Thereby, the qualitative survey aims to define and refine the items of the credibility scale, select exemplary influencers for the following rating process and give the author a first feel about the respondents’ perception of credibility. In contrast, the purpose of the quantitative survey is to collect an extensive amount of data (n=385) to further select descriptor items that consumers associate with credible influencers and therewith, build a reliable and valid base for further analytical calculations.
Author: Teixeira, Sandrina
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field.
Author: C. Whan Park
Publisher: John Wiley & Sons
ISBN: 1119308070
Category : Business & Economics
Languages : en
Pages : 292
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Book Description
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Author: Sarma, Sarmistha
Publisher: IGI Global
ISBN: 1522527281
Category : Business & Economics
Languages : en
Pages : 396
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Book Description
Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.
