grounded in balance, cognitive dissonance, and congruity theories, the current article highlights how a congruence psychological mechanism, leveraged in influencer marketing campaigns, can contribute to the success of this novel form of persuasive communication. to understand consumersâ behavioral intentions when they encounter product recommendations from fashion influencers on instagram, this study addresses the congruence among the three inherent contributors to any influencer marketing campaign: the influencer, the consumer (or follower), and the sponsored brand. strong congruence between the consumer and product then generates more favorable attitudes toward the product, as well as higher purchase and recommendation intentions, ensuring optimal returns on influencer marketing campaigns. daniel belanche is assistant professor at the department of marketing management and market research (universidad de zaragoza, spain). luis v. casalã³ holds a ph.d. in business administration and is associate professor of marketing at the university of zaragoza (spain).
his research interests include the influence of social media and new technologies on consumer behavior, and service marketing and management. she has a degree in business administration and management and her research addresses the relationships established between influencers in instagram, their followers and the products they promote through this social networking site. sergio ibã¡ã±ez-sã¡nchez holds a phd in business administration and is a researcher at the university of zaragoza (spain). the main results of his research have been published in academic journals such as journal of business research, cyberpsychology, behavior, and social networking, online information review, journal of hospitality marketing & management and journal of travel & tourism marketing. his research has also been presented in national and international conferences such as the international conference on corporate and marketing communications, where he received the best working paper award.
given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. and their youtube channels in turn earn advertising revenue as a result of their large audiences. first, the research aims to provide insights into the importance of social media influencers as a source in advertising targeting children. the importance of the source as sender of the object of information has been well recognized in the communication and advertising literature. before discussing how influencers may affect children, we will first provide an overview of the different sources that are used in advertising targeting children and discuss how influencers evolved as a new source in advertising. third, the pairing of brands with popular cartoon media characters is not only limited to packaging and traditional advertising, but also takes on more integrated forms. in the following section, we will describe the rise of these social media influencers as a new source in advertising to target young children. the regulatory body showed evidence of a company (devumi) that sold fake accounts and indicators of social engagement and influence to various influencers. despite their online celebrity-status, influencers tend to be perceived as very relatable and approachable, due to the highly personal content they post and the interactions they have with their followers. the embedded nature of influencer marketing lowers both children’s ability and motivation to recognize it as advertising and critically reflect on it (nairn and fine, 2008). their ability is lowered as influencers’ sponsored posts and videos appear between non-sponsored content in their feeds, which results in the simultaneous exposure of editorial and commercial messages. on the other hand, well-known professional channels try to produce a semblance of amateur authenticity by imitating the playful qualities of children’s videos (nicoll and nansen, 2018). the study shows the importance of youtubers to children in their construction of identity and as a role model that guides their consumption (martínez and olsson, 2019). they gauged parents’ understanding of and responses to sponsored child influencer unboxing videos. two studies (de jans et al., 2019; coates et al., 2019b) tested the impact of an advertising disclosure on minors’ recognition of and susceptibility to influencer marketing. moreover, while youtube and instagram have an age limit of 13 years to comply with the children’s online privacy protection act (coppa), these age restrictions are easy to circumvent, resulting in children lying about their age and accounts created by their parents. to gain insights into the persuasiveness of influencers among children, scholars could examine children’s actual media use and engagement with social media platforms and influencers. to what extent do different kinds of influencers reach child audiences and what are the ramifications for advertising effectiveness? more research on the impact of advertising disclosures on advertising effects and source evaluations could render valuable insights that may serve as a basis for (self-)regulatory initiatives (cf. the current study aimed to situate and conceptualize social media influencers as a new type of advertising source targeting children. third, most research takes a consumer perspective and examines how children perceive influencer marketing practices, while insights on the influencer perspective and the type of content they post are lacking. “‘it’s time to make a change’: content analysis of food and beverage advertisements on nickelodeon” in annual conference of the american academy of advertising. exploring the relationship between celebrity endorser effects and advertising effectiveness: a quantitative synthesis of effect size. bailey, r., wise, k., and bolls, p. (2009). observational learning as a function of symbolization and incentive set. the characteristics and business impact of children’s electronic word of mouth in marketing communications. food choice and overconsumption: effect of a premium sports celebrity endorser. children as consumers: advertising and marketing.
the effect of influencer marketing of food and a “protective” advertising disclosure on children’s food intake. using brand characters to promote young children’s liking of and purchase requests for fruit. the development and testing of a child-inspired advertising disclosure to alert children to digital and embedded advertising. marketing through instagram influencers: the impact of number of followers and product divergence on brand attitude. effects of nutrient content claims, sports celebrity endorsements and premium offers on pre-adolescent children’s food preferences: experimental research. parenting “youtube natives”: the impact of pre-roll advertising and text disclosures on parental responses to sponsored child influencer videos. the role of site features, user attributes, and information verification behaviors on the perceived credibility of web-based information. beauty bloggers and youtubers as a community of practice. “parasocial and online social relationships” in the handbook of children, media and development. the mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements. physical attractiveness of the celebrity endorser: a social adaptation perspective. self-branding, ‘micro-celebrity’ and the rise of social media influencers. doi: 10.1080/02650487.2015.1021898 knoll, j., and matthes, j. doi: 10.1001/archpediatrics.2010.300 lee, j. e., and watkins, b. influencer marketing: how message value and credibility affect consumer trust of branded content on social media. making sense of youtubers: how swedish children construct and negotiate the youtuber misslisibell as a girl celebrity. placing snacks in children’s movies: cognitive, evaluative, and conative effects of product placements with character product interaction. doi: 10.1108/yc-02-2015-00507 nicoll, b., and nansen, b. consumer spending on children’s licensed merchandise products in the united states in quarter four of 2017 and 2018 (in billion u.s. dollars). influence of cartoon media characters on children’s attention to and preference for food and beverage products. ‘heroes’ and ‘villains’ in the lives of children and young people. doi: 10.2501/ija-30-2-329-350 rubin, a. m., perse, e. m., and powell, r. a. a contingency approach: the effects of spokesperson type and service type on service advertising perceptions. theorizing parasocial interactions based on authenticity: the development of a media figure classification scheme. the influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children. social connections and the persuasiveness of viral campaigns in social network sites: persuasive intent as the underlying mechanism. going native: effects of disclosure position and language on the recognition and evaluation of online native advertising. a review and direction for future research.
international review of management and marketing, 3(1), 28. google scholar. bandura, a., walters, r. h. (1963). social learning and the concepts of influencer marketing and social media are inherently linked: influencers need the exposure provided by social media platforms to no information is available for this page., google scholar, google scholar, influencer marketing, journal, impact of influencer marketing on consumer behaviour research paper, influencer marketing literature review.
in an influencer marketing context, influencers are customers, but they embody some expertise or social appeal, such that other consumers follow them due to the practice of “influencer marketing” refers to advertisers closing deals with influencers, which entail promotion in exchange for payment, together, our findings contribute to a growing body of knowledge on the processes driving audience responses to influencer marketing,, influencer marketing case study pdf, influencer marketing definition journal, influencer marketing theory, influencer marketing pdf, instafamous and social media influencer marketing, effects of influencer marketing, articles on influencer marketing, navigating the new era of influencer marketing: how to be successful on instagram, tiktok, & co, understanding influencer marketing, influencer marketing: purchase intention and its antecedents. what is influencer marketing theory? what is an influencer research? what is a social media influencer article? what is social influencer marketing?
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