Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media

Published on May 25, 2021in Journal of Marketing Communications
· DOI :10.1080/13527266.2021.1929410
Sergio Ibáñez-Sánchez8
Estimated H-index: 8
(University of Zaragoza),
Marta Flavián2
Estimated H-index: 2
(University of Zaragoza)
+ 1 AuthorsDaniel Belanche16
Estimated H-index: 16
(University of Zaragoza)
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Abstract
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References57
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#1Daniel Belanche (University of Zaragoza)H-Index: 16
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Last. Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
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Abstract Influencers increasingly provide sources of information and innovation to followers. Grounded in balance, cognitive dissonance, and congruity theories, the current article highlights how a congruence psychological mechanism, leveraged in influencer marketing campaigns, can contribute to the success of this novel form of persuasive communication. To understand consumers’ behavioral intentions when they encounter product recommendations from fashion influencers on Instagram, this study ad...
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#1Luis V. Casaló (University of Zaragoza)H-Index: 30
#2Carlos Flavián (University of Zaragoza)H-Index: 51
Last. Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
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Abstract Instagram is emerging as the most influential social network; this phenomenon is especially apparent in the fashion industry. Fashion brands are launching creative campaigns on Instagram to engage their followers. The present study aims to increase the understanding of followers’ engagement by analyzing the consequences of brand publications on Instagram. Taking as a basis the S-O-R framework, brand publications (stimulus) may generate perceptions of creativity and positive emotions in ...
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#1Marthinus Jc van Loggerenberg (USF: University of San Francisco)H-Index: 1
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ABSTRACTBranded entertainment seemingly holds varied meanings. This is of concern as the discipline is growing in importance as a means to disrupt conventional brand communication practice. One can...
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This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims...
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#1Alice Audrezet (Institut Supérieur de Gestion)H-Index: 3
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Abstract Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by entering into partnerships with brands. However, SMI followers value influencers' intrinsic motivations and noncommercial orientation. Thus, SMI–brand collaborations may result in tensions for SMIs' authenticity management. This research applies a qualitative approach bas...
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#1Luis V. Casaló (University of Zaragoza)H-Index: 30
#2Carlos Flavián (University of Zaragoza)H-Index: 51
Last. Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
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Abstract Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and uniqueness are crucial factors if a user is to be per...
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Abstract Through sponsored content that appears on Instagram users' feeds, advertisers aim to increase brand awareness and induce brand liking. This study examines whether or not the source of this sponsored content plays a crucial role in determining advertising effectiveness among adolescents (aged twelve to eighteen years, N = 131). In particular, sponsored content can be endorsed by the brand itself or by a social media influencer who has been compensated to promote the brand on his/her Inst...
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Abstract While the literature related to this topic has predominantly focused on investigating the influence mechanism that social media influencers (SMIs) impose over their followers, less is known about their attachment mechanism. Given that social media platforms were originally designed to facilitate personal bonding and not product or brand recommendations, we posited that social media followers' emotional attachment to SMIs is an important precedent that affects the followers' behavioral i...
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#1Karina Sokolova (Paris School of Business)H-Index: 5
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Abstract Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience creates with the online influencer, along with their perceived credibility, are related to the purchase intention and how they are, in turn, related to the social and...
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Abstract The research examines to what extent emotional place attachment is impacted by people's feelings towards international companies associated with the place, and what mechanism and conditions drive such effects. The research draws on the feelings-as-information perspective and empirically tests the relationships in three international multi-method studies. The results demonstrate that brand loyalty plays a key role in place affective image and emotional place attachment. The study theoriz...
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