Social Media Influencer Marketing: Commentary on the Special Issue

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2022-09-29 DOI:10.1080/15332861.2022.2128277

K. Koay, Fandy Tjiptono, Chai Wen Teoh, M. Memon, R. Connolly

引用次数: 3

Abstract

Abstract The commentary introduces two research articles accepted for the special issue on “social media influencer marketing”. The first article elucidates the role of social media influencers’ attributes in affecting brand attitudes and electronic word-of-mouth (eWOM), whereas the second article illustrates how influencers decode and transmit organizations’ commercial messages to their followers. The commentary ends with a short discussion of emerging influencers such as virtual influencers, pet influencers, and metaverse influencers.

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社交媒体影响力营销：特刊评论

本评论介绍了两篇“社交媒体网红营销”特刊接受的研究文章。第一篇文章阐述了社交媒体网红的属性在影响品牌态度和电子口碑(eom)方面的作用，而第二篇文章则说明了网红如何解码并将组织的商业信息传递给他们的追随者。这篇评论以对新兴网红的简短讨论结束，比如虚拟网红、宠物网红和虚拟网红。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.