#赞助:消费者对社交媒体影响者营销的见解

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2020-05-01 DOI:10.1177/2046147X20920816

Savannah Lee Coco, Stine Eckert

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引用次数: 26

摘要

通过对美国15名女性的深入采访，这项试点研究有助于填补消费者对社交媒体影响者发布的赞助内容看法的学术空白。我们发现，女性可能会因为之前的话题兴趣、感知的相关性和真实性而关注社交媒体影响者。尽管消费者持负面看法，但社会交换和关系管理理论并不能充分解释购买决策。我们主张一种新的理论，称为影响者-追随者关系管理理论。

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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#sponsored: Consumer insights on social media influencer marketing

Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, perceived relatability, and authenticity. Social exchange and relationship management theories do not sufficiently account for purchasing decisions despite negative views of consumers. We argue for a new theory called Influencer-Follower Relationship Management Theory.

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.