Social Media Influencer Marketing: Exploring the Dynamics of Follower Engagement

##plugins.themes.academic_pro.article.sidebar##

Published Dec 31, 2023
https://doi.org/10.61506/02.00120
Download
PDF
Statistic
Vol. 9 No. 4 (2023)

##plugins.themes.academic_pro.article.main##

Aamir Shahzad
PhD Scholar, Institute of Business Studies, Kohat University of Science & Technology, Pakistan
Hamza Rashid
PhD Scholar, Institute of Business Studies, Kohat University of Science & Technology, Pakistan
Atif Nadeem
Lecturer, Institute of Business Studies, Kohat University of Science & Technology, Pakistan
Muhammad Bilal
MS Scholar, Institute of Business Studies, Kohat University of Science & Technology, Pakistan
Wisal Ahmad
Professor, Institute of Business Studies, Kohat University of Science & Technology, Pakistan

Abstract

This study explores the dynamic realm of influencer marketing, a transformative force in contemporary digital marketing. Influencer marketing harnesses the power of social media influencers (SMIs) to endorse products, services, or causes, reshaping the consumer-brand relationship. Despite extensive research in this field, a critical aspect remains underexplored: the factors and processes influencing follower engagement. The study utilizes a qualitative research approach, employing triangulation to synthesize existing literature and conduct focus group discussions. This study introduces an integrative framework encompassing "Influencer Content Characteristics," "Source Characteristics," and "Psychological Characteristics." These dimensions shed light on the multifaceted influencer marketing landscape, providing insights into how influencers shape trust, connections, and persuasive impact. The study offers a deeper understanding of follower engagement, empowering marketers to craft more effective influencer strategies in the ever-evolving digital sphere. As the global influencer marketing industry continues its meteoric rise, this research becomes increasingly pertinent, forecasting a promising future for influencer marketing's role in brand engagement and consumer decision-making.

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
[1]
Shahzad, A., Rashid, H., Nadeem, A., Bilal, M. and Ahmad, W. 2023. Social Media Influencer Marketing: Exploring the Dynamics of Follower Engagement. Journal of Policy Research. 9, 4 (Dec. 2023), 1–8. DOI:https://doi.org/10.61506/02.00120.
Crossref
Scopus
Google Scholar
Europe PMC

References

  1. Aw, Agnihotri, & Practice. (2023). Influencer marketing research: review and future research agenda. 1-14. DOI: https://doi.org/10.1080/10696679.2023.2235883
  2. Aw, & Chuah, (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. 132, 146-157. DOI: https://doi.org/10.1016/j.jbusres.2021.04.025
  3. Balci, E. V., Tiryaki, S., & Karakuş, (2022). Exploring the transformation of opinion leaders from a traditional to a digital mindset. 11(Special Issue 2022), 36-50. DOI: https://doi.org/10.33844/ijol.2022.60338
  4. Barry, J. M., Gironda, & Practice. (2018). A dyadic examination of inspirational factors driving B2B social media influence. 26(1-2), 117-143. DOI: https://doi.org/10.1080/10696679.2017.1389244
  5. Brown, S., Chen, L., & O’Donnell, (2017). Organizational opinion leader charisma, rolemodeling, and relationships. 25(1), 80-102. DOI: https://doi.org/10.1108/IJOA-10-2015-0924
  6. Campbell, C., & Farrell, (2020). More than meets the eye: The functional components underlying influencer marketing. 63(4), 469-479. DOI: https://doi.org/10.1016/j.bushor.2020.03.003
  7. Camputaro, J. (2018). The Role of College Unions in Developing Students' Sense of Community: A Narrative Inquiry of Physical and Organizational Environments. Virginia Tech,
  8. Chalke, A. S., Cheng, B. L., Idris, I., & Chin, J. X. J. e.-A. J. (2023). Brand engagement in self-concept for influencer marketing: The role of product involvement as a moderator. 12(1). DOI: https://doi.org/10.24191/e-aj.v12i1.21506
  9. Cortellazzo, L., Bruni, E., & Zampieri, R. J. F. i. p. (2019). The role of leadership in a digitalized world: A review. 10, 1938. DOI: https://doi.org/10.3389/fpsyg.2019.01938
  10. Danielson, R., Eriksson, E., & Schongin, H. (2023). Strategies and Crisis Management Concerning the Cancel Culture in Influencer Marketing: A qualitative study on how influencers strategically prevents and tackles the phenomena cancel culture, along with the source for cancellation. In.
  11. De Cicco, R., Iacobucci, S., & Pagliaro, S. J. I. J. o. A. (2021). The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. 40(5), 733-759. DOI: https://doi.org/10.1080/02650487.2020.1801198
  12. Delbaere, M., Michael, B., Phillips, B. J. J. P., & Marketing. (2021). Social media influencers: A route to brand engagement for their followers. 38(1), 101-112. DOI: https://doi.org/10.1002/mar.21419
  13. Duffett, R. G. J. Y. C. (2017). Influence of social media marketing communications on young consumers’ attitudes. 18(1), 19-39. DOI: https://doi.org/10.1108/YC-07-2016-00622
  14. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., . . . Krishen, A. S. J. I. J. o. I. M. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. 59, 102168. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102168
  15. Ebert, C., De Man, J. J. I., & Technology, S. (2008). Effectively utilizing project, product and process knowledge. 50(6), 579-594. DOI: https://doi.org/10.1016/j.infsof.2007.06.007
  16. Evans, J. S. B., & Stanovich, K. E. J. P. o. p. s. (2013). Dual-process theories of higher cognition: Advancing the debate. 8(3), 223-241. DOI: https://doi.org/10.1177/1745691612460685
  17. Gao, X., Xu, X.-Y., Tayyab, S. M. U., Li, Q. J. E. C. R., & Applications. (2021). How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. 49, 101087. DOI: https://doi.org/10.1016/j.elerap.2021.101087
  18. Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. J. J. o. i. m. (2013). Managing brands in the social media environment. 27(4), 242-256. DOI: https://doi.org/10.1016/j.intmar.2013.09.004
  19. Han, K.-H., Lee, E. J. I. J. o. I. M., & Advertising. (2021). Viewer responses to product messages using one-person media influencers. 15(1), 104-122. DOI: https://doi.org/10.1504/IJIMA.2021.10035075
  20. Hanelt, A., Bohnsack, R., Marz, D., & Antunes Marante, C. J. J. o. M. S. (2021). A systematic review of the literature on digital transformation: Insights and implications for strategy and organizational change. 58(5), 1159-1197. DOI: https://doi.org/10.1111/joms.12639
  21. Jaakkola, E. J. A. r. (2020). Designing conceptual articles: four approaches. 10(1-2), 18-26. DOI: https://doi.org/10.1007/s13162-020-00161-0
  22. Katz, E. J. T. P. O. Q. (1987). Communications research since Lazarsfeld. 51, S25-S45. DOI: https://doi.org/10.1093/poq/51.4_PART_2.S25
  23. Khang, H., Ki, E.-J., Ye, L. J. J., & Quarterly, M. C. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. 89(2), 279-298. DOI: https://doi.org/10.1177/1077699012439853
  24. Koay, K. Y., Lim, W. M., Kaur, S., Soh, K., Poon, W. C. J. M. I., & Planning. (2023). How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships. 41(6), 790-809. DOI: https://doi.org/10.1108/MIP-06-2023-0246
  25. Kumar, R. (2023). WHICH TYPE OF INFLUENCER SHOULD A BRAND CHOOSE FOR COLLABORATION: SMALL-MID-LEVEL, OR LARGE? ,
  26. Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. J. T. J. o. S. M. i. S. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase intentions. 10(1), 55-78.
  27. Mabkhot, H., Isa, N. M., & Mabkhot, A. J. S. (2022). The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia. 14(19), 12323. DOI: https://doi.org/10.3390/su141912323
  28. Macnamara, J. R. J. A. P. p. r. j. (2005). Media content analysis: Its uses, benefits and best practice methodology. 6(1), 1-34.
  29. Matthias, M. (2023). Social Media Influencers-A Review of Operations Management Literature.
  30. Moore, S. J. (2020). A Heuristic Narrative Inquiry on the Conceptualization and Cultivation of Relational Trust between Secondary Teachers and Administrators: University of Missouri-Kansas City.
  31. Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. J. J. o. t. A. o. M. S. (2019). Research in marketing strategy. 47, 4-29. DOI: https://doi.org/10.1007/s11747-018-0598-1
  32. Odoom, R. J. J. o. M. C. (2023). Digital content marketing and consumer brand engagement on social media-do influencers’ brand content moderate the relationship? , 1-24. DOI: https://doi.org/10.1080/13527266.2023.2249013
  33. Pangarkar, A., & Shukla, P. J. I. J. o. A. (2023). Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions. 1-13. DOI: https://doi.org/10.1080/02650487.2023.2246260
  34. Pop, R.-A., Săplăcan, Z., Dabija, D.-C., & Alt, M.-A. J. C. I. i. T. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. 25(5), 823-843. DOI: https://doi.org/10.1080/13683500.2021.1895729
  35. Rogers, E. M. (2004). Theoretical diversity in political communication. In Handbook of political communication research (pp. 21-34): Routledge. DOI: https://doi.org/10.4324/9781410610584-8
  36. Rossi, C., & Rivetti, F. (2023). Virtual Influencer Marketing: Is It Effective in Engaging Younger Generations? Paper presented at the ECSM 2023 10th European Conference on Social Media. DOI: https://doi.org/10.34190/ecsm.10.1.1061
  37. Sánchez-Fernández, R., & Jiménez-Castillo, D. J. J. o. M. M. (2021). How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. 37(11-12), 1123-1147. DOI: https://doi.org/10.1080/0267257X.2020.1866648
  38. Santos, Z. R., Cheung, C. M., Coelho, P. S., & Rita, P. J. I. J. o. I. M. (2022). Consumer engagement in social media brand communities: A literature review. 63, 102457. DOI: https://doi.org/10.1016/j.ijinfomgt.2021.102457
  39. Scholz, J. J. J. o. A. (2021). How consumers consume social media influence. 50(5), 510-527. DOI: https://doi.org/10.1080/00913367.2021.1980472
  40. Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. J. I. J. o. R. i. M. (2022). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. 39(2), 482-501. DOI: https://doi.org/10.1016/j.ijresmar.2021.09.002
  41. Viswanathan, V., & Jain, V. J. J. o. c. m. (2013). A dual-system approach to understanding “generation Y” decision making. 30(6), 484-492. DOI: https://doi.org/10.1108/JCM-07-2013-0649
  42. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. J. I. J. o. C. S. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. 45(4), 617-644. DOI: https://doi.org/10.1111/ijcs.12647
  43. Watkins, B. (2018). Sport teams, fans, and twitter: The Influence of social media on relationships and branding: Rowman & Littlefield.
  44. Weimann, G. (1994). Influentials, The: People Who Influence People: State University of New York Press.
  45. Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. J. A. m. j. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. 28(4), 160-170. DOI: https://doi.org/10.1016/j.ausmj.2020.03.002
  46. Wong, L. Y. (2022). Exploring Two Possible Causes of Good Citizenship Development: Moral Agency and Social Network Diversity. The University of Wisconsin-Madison,
  47. Ye, G., Hudders, L., De Jans, S., & De Veirman, M. J. J. o. A. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. 50(2), 160-178. DOI: https://doi.org/10.1080/00913367.2020.1857888