从时尚行业的角度衡量有魅力的名人影响力人物与专家影响力人物的比较功效

Q2 Business, Management and Accounting

International Journal of Electronic Customer Relationship Management Pub Date : 2018-08-06 DOI:10.1504/ijecrm.2018.10014889

Jay Trivedi

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引用次数: 19

摘要

影响者营销的使用在全球范围内呈上升趋势。时尚和生活方式行业是使用影响力营销策略最多的行业之一。然而，时尚营销人员正面临着一个难题，即聘请一位时尚专家，而不是一位有吸引力的名人作为影响者。这项研究试图通过测量这些影响者的比较功效来解决这一困境。采用描述性研究设计进行研究。对属于Y世代（1980年后出生）队列的369名受访者进行了结构良好的问卷调查。受访者在数字媒体平台上关注名人和时尚专家。Cronbachα、探索性和验证性因素分析以及回归等统计工具被用来得出科学结果。研究结果表明，与专家影响者相比，有吸引力的名人影响者对Y世代的影响更大。

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Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer - a fashion industry perspective

The usage of influencer marketing is on the rise globally. Fashion and lifestyle industry is one of the top most sectors using influencer marketing strategy. However, fashion marketers are facing the conundrum of employing a fashion expert vis-a-vis an attractive celebrity as an influencer. This research attempts to provide a solution to this dilemma by measuring the comparative efficacy of these influencers. Descriptive research design was used to conduct the research. A well-structured questionnaire was administered to 369 respondents belonging to the Gen Y (born after 1980) cohort. The respondents followed celebrities and fashion experts on digital media platforms. Statistical tools like Cronbach's alpha, exploratory and confirmatory factor analysis and regression were used to arrive at scientific results. The results established that attractive celebrity influencers induced a higher impact on Gen Y vis-a-vis expert influencers.

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来源期刊

International Journal of Electronic Customer Relationship Management Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： The aim of IJECRM is to provide an international forum and refereed reference in the field of electronic customer relationship management (ECRM). It also addresses the interaction, collaboration, partnership and cooperation between small and medium sized enterprises (SMEs) and larger enterprises in a customer relationship. More innovative analysis and better understanding of the complexity involved in a customer relationship are essential in today''s global businesses. Therefore, manuscripts offering theoretical, conceptual, and practical contributions for ECRM are encouraged. Topics covered include: -Electronic customer relationship management (ECRM) -CRM strategy, marketing, technology and software -Custom marketing and sales management -Customer lifetime value, loyalty, satisfaction, behaviour, databases -Issues for implementing CRM systems/solutions for CRM problems -Tools for capturing customer information, managing/sharing customer data -Partner relationship management, strategic alliances/ partnerships -Business to business market (B2B), business to consumer market (B2C) -Enterprise resource planning (ERP) -Supply chain dynamics and uncertainty, supplier relationship management (SRM) -E-commerce customer relationships on the internet -Supply chain management, channel management, demand chain management -Manufacturing, logistics and information technology/systems -Supplier and distribution networks, international issues -Performance measurement/indicators, research, modelling