影响力营销
广告
社会化媒体
品牌参与度
社交媒体营销
探索性研究
心理学
业务
社会学
营销
数字营销
计算机科学
市场营销管理
万维网
关系营销
人类学
作者
Inês Rios Marques,Beatriz Casais,Mark Anthony Camilleri
出处
期刊:Emerald Publishing Limited eBooks
[Emerald (MCB UP)]
日期:2021-02-19
卷期号:: 131-143
被引量:21
标识
DOI:10.1108/978-1-80071-264-520211008
摘要
Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as it distinguishes between two types of online influencers. The researchers investigate the effects of celebrity endorsers’ and of micro influencers’ posts on a brand’s page on Instagram. They examine the number of followers, clicks, comments and likes that are generated following their influencer marketing. The results suggest that both influencers have generated varying levels and types of interactions. In sum, this exploratory study revealed that the chosen celebrity’s posts attracted more followers to the brand’s Instagram page, when compared to the micro influencer’s publications. However, the latter has garnered more clicks, comments and likes, thereby increasing the consumer-brand engagement through social media. In conclusion, this contribution identifies future research avenues relating to influencer marketing.
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