在线参与和数字影响者在Instagram上产品代言中的作用

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-04-02 DOI:10.1080/15332667.2019.1664872

M. J. B. Silva, S. A. Farias, Michelle Helena Kovacs Grigg, M. Barbosa

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引用次数: 61

摘要

本文旨在结合网红在Instagram上发布的帖子的特点，分析网红为产品代言所产生的参与形式。基于符号学图像分析和关键事件技术，采用定性方法调查数字影响者的帖子。研究结果强调，数字平台通过建立影响关系营销和推广策略的新配置，实现了不同形式的参与。特别是在Instagram上，engagement的发展可以涉及四个扮演不同社会角色的参与者，扩展了价值共同创造的过程。

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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Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram

Abstract The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.