社交媒体上的影响力营销:不同的社交媒体平台如何提供影响力-追随者关系并提高广告效果

IF 4.2 Q2 BUSINESS
Chen Lou, C. R. Taylor, Xu Zhou
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引用次数: 10

摘要

摘要在过去的几年里,对影响者营销的研究呈指数级增长。总的来说,现存的文献被分为三大类,分别考察了影响者营销、信息和受众的来源。然而,在离散的社交媒体平台如何以及为什么以不同的方式影响影响者广告的有效性方面,存在着明显的研究空白。从理论上讲,这项研究首次(1)绘制出追随者在离散社交媒体平台上与有影响力的人互动的满足感,以及(2)探索这些不同的满足感和平台特征如何影响有影响力的追随者关系和随后的广告结果。在我们目前的调查中,我们考虑了个人因素(满足感)和平台因素(特征)。我们证明,消费者与影响者的互动取决于社交媒体平台的特定可供性和特征。我们发现,平台因素(特征)和个人因素(即消费者满足感)与影响者和追随者之间的准社会关系(PSR)呈正相关。影响者-追随者PSR的强度因平台而异。更重要的是,这种影响者-追随者PSR积极预测不同平台的广告结果。
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 on Social Media: How Different Social Media Platforms Afford Influencer–Follower Relation and Drive Advertising Effectiveness
Abstract Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and why discrete social media platforms affect the effectiveness of influencer advertising differently. Theoretically, this research is the first to (1) map out followers’ gratifications pertaining to their interactions with influencers across discrete social media platforms and (2) explore how these varying gratifications and platform characteristics affect influencer–follower relation and subsequent advertising outcomes. In our current investigation, we take individual factors (gratifications) and platform factors (characteristics) into consideration. We demonstrate that consumers’ interactions with influencers are contingent on the specific affordances and characteristics of social media platforms. We find that the platform factors (characteristics) and individual factors (i.e., consumers’ fulfilled gratifications) positively correlate with the parasocial relation (PSR) between influencers and followers. The strength of influencer–follower PSR differs as a function of the platforms. More importantly, this influencer–follower PSR positively predicts advertising outcomes across different platforms.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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