Identifying and categorizing influencers on Instagram with eye tracker

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-07-18 DOI:10.1108/sjme-07-2022-0156

Michaela Jánská, Marta Žambochová, Zuzana Vacurová

引用次数: 0

Abstract

Purpose This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing. Design/methodology/approach The data are evaluated using statistical tests, correlation and cluster analysis. Findings It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates. Research limitations/implications The generalizability of the results across different regional settings requires further investigation. Practical implications Good labeling of native advertising leads to greater success. Originality/value This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

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用眼动仪识别和分类Instagram上的影响者

目的探讨不同品牌原生广告方式在网红营销中的认可度和成功度。设计/方法/方法使用统计测试、相关性和聚类分析对数据进行评估。研究发现，以特定方式标记的帖子的识别率越高，表明该标记方法对Instagram上的网红营销越好。基于本研究的结果，我们建议首先使用单词标签，因为它灵活，并且具有最高的识别率。研究局限性/意义研究结果在不同区域背景下的普遍性需要进一步调查。实际意义良好的原生广告标签会带来更大的成功。独创性/价值这个研究可以被营销经理、广告商和网红们用来深入了解这个问题，以及更好地为他们的广告内容选择合适的标签方法。

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

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.