影响者营销:影响者可信度和一致性对品牌态度和口碑的作用

IF 4.1 Q2 BUSINESS
Dhun, H. Dangi
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引用次数: 11

摘要

尽管营销人员对网红营销越来越感兴趣,但为此类活动选择合适的网红仍然是一个挑战。任何营销策略的成功都可以简单地归因于其实现预期目标的能力。因此,为了给品牌提供建议,本研究考察了网红可信度和网红品牌一致性对品牌在Instagram上开展网红营销活动的两个主要目标(即品牌态度和电子口碑(eom)意图)的影响。这项研究旨在建议品牌在为Instagram上的营销活动选择网红时应该考虑哪些因素。对383名Instagram用户进行了一项自我管理问卷调查。数据分析采用结构方程建模(SEM)技术。研究结果表明,专业知识、相似度和一致性与品牌态度呈正相关。而专业知识、可信度和相似性与用户参与eom的意愿呈正相关。目前的研究也提供了理论和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM
Abstract Despite marketers increasing interest in influencer marketing, selecting the right influencer(s) for such campaigns remain a challenge. The success of any marketing strategy can simply be attributed to its ability to achieve desired objectives. Hence, to advise brands, the present study examines the role of influencer credibility and influencer-brand congruence in impacting the brand’s two main goals of conducting influencer marketing campaigns on Instagram, i.e., brand attitude and electronic word-of-mouth (eWOM) intention. This research intends to recommend which factors brands should consider while selecting influencer(s) for their marketing campaigns on Instagram. A survey using a self-administered questionnaire was performed on 383 Instagram users. Data analysis was conducted using Structural Equation Modeling (SEM) technique. The findings indicate that expertise, similarity, and congruence have a positive relationship with brand attitude. While expertise, trustworthiness, and similarity have a positive relationship with users’ intention to engage in eWOM. The current study also offers theoretical and managerial implications.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
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.
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