Details
| Original language | English |
|---|---|
| Title of host publication | Marketing Opportunities and Challenges in a Changing Global Marketplace |
| Subtitle of host publication | Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference |
| Place of Publication | Cham |
| Publisher | Springer Nature |
| Pages | 359-360 |
| Number of pages | 2 |
| ISBN (electronic) | 978-3-030-39165-2 |
| ISBN (print) | 978-3-030-39164-5 |
| Publication status | Published - 16 Jun 2020 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
The importance of social influencer marketing as a means of brand communication is consistently growing. This is hardly surprising, as social influencers have the advantage to be generally perceived as authentic testimonials who can communicate in a customized way to the consumer target group. Certain social influencers can even attract a larger audience than an average television production. Thus, it is crucial to know the success factors of an influencer marketing campaign. Until now, research has mainly focused on global measures of success such as different measures of number of followers, pagerank, or retweets. However, practitioners sometimes state that these measures are too superficial. This presumption becomes further substantiated by numerous examples of social influencer campaigns that failed, although the endorser fulfilled the above mentioned criteria. Often, the reasons for these failures lie in a mismatch between influencer and brand. Hence, practitioners speculate that it would be relevant to consider the triad of (a) social influencer personality, (b) brand personality, and (c) consumer personality. An exemplary follow-up question may be whether it is important that the personality of the social influencer matches one of the brands. The work at hand picks up on this chain of thoughts: It investigates whether the interplay of (1) personality congruence between influencer and brand, (2) the identification of the consumer with the influencer, and (3) the level of product involvement have effects on constructs of brand perception (brand attitude, brand trust) and brand behavior (purchase intention). For this purpose, stimulus material in the form of social influencer profiles and posts endorsing two well-known brands. Hypothesizes testing occurs by means of structural equation modeling. The results indicate that (1) personality congruence between influencer and brand is the most important success factor, followed by (2) identification. (3) The level of product involvement is nearly insignificant. Based on these findings, implications for management and further research are developed.
Keywords
- Branding, Involvement, Personality, Social influencer marketing, Social media marketing
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Marketing Opportunities and Challenges in a Changing Global Marketplace: Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference. Cham: Springer Nature, 2020. p. 359-360 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - The Interaction of Consumer, Endorser, and Brand Personality in Social Influencer Marketing
T2 - An Abstract
AU - Wiedmann, Klaus Peter
AU - von Mettenheim, Walter
PY - 2020/6/16
Y1 - 2020/6/16
N2 - The importance of social influencer marketing as a means of brand communication is consistently growing. This is hardly surprising, as social influencers have the advantage to be generally perceived as authentic testimonials who can communicate in a customized way to the consumer target group. Certain social influencers can even attract a larger audience than an average television production. Thus, it is crucial to know the success factors of an influencer marketing campaign. Until now, research has mainly focused on global measures of success such as different measures of number of followers, pagerank, or retweets. However, practitioners sometimes state that these measures are too superficial. This presumption becomes further substantiated by numerous examples of social influencer campaigns that failed, although the endorser fulfilled the above mentioned criteria. Often, the reasons for these failures lie in a mismatch between influencer and brand. Hence, practitioners speculate that it would be relevant to consider the triad of (a) social influencer personality, (b) brand personality, and (c) consumer personality. An exemplary follow-up question may be whether it is important that the personality of the social influencer matches one of the brands. The work at hand picks up on this chain of thoughts: It investigates whether the interplay of (1) personality congruence between influencer and brand, (2) the identification of the consumer with the influencer, and (3) the level of product involvement have effects on constructs of brand perception (brand attitude, brand trust) and brand behavior (purchase intention). For this purpose, stimulus material in the form of social influencer profiles and posts endorsing two well-known brands. Hypothesizes testing occurs by means of structural equation modeling. The results indicate that (1) personality congruence between influencer and brand is the most important success factor, followed by (2) identification. (3) The level of product involvement is nearly insignificant. Based on these findings, implications for management and further research are developed.
AB - The importance of social influencer marketing as a means of brand communication is consistently growing. This is hardly surprising, as social influencers have the advantage to be generally perceived as authentic testimonials who can communicate in a customized way to the consumer target group. Certain social influencers can even attract a larger audience than an average television production. Thus, it is crucial to know the success factors of an influencer marketing campaign. Until now, research has mainly focused on global measures of success such as different measures of number of followers, pagerank, or retweets. However, practitioners sometimes state that these measures are too superficial. This presumption becomes further substantiated by numerous examples of social influencer campaigns that failed, although the endorser fulfilled the above mentioned criteria. Often, the reasons for these failures lie in a mismatch between influencer and brand. Hence, practitioners speculate that it would be relevant to consider the triad of (a) social influencer personality, (b) brand personality, and (c) consumer personality. An exemplary follow-up question may be whether it is important that the personality of the social influencer matches one of the brands. The work at hand picks up on this chain of thoughts: It investigates whether the interplay of (1) personality congruence between influencer and brand, (2) the identification of the consumer with the influencer, and (3) the level of product involvement have effects on constructs of brand perception (brand attitude, brand trust) and brand behavior (purchase intention). For this purpose, stimulus material in the form of social influencer profiles and posts endorsing two well-known brands. Hypothesizes testing occurs by means of structural equation modeling. The results indicate that (1) personality congruence between influencer and brand is the most important success factor, followed by (2) identification. (3) The level of product involvement is nearly insignificant. Based on these findings, implications for management and further research are developed.
KW - Branding
KW - Involvement
KW - Personality
KW - Social influencer marketing
KW - Social media marketing
UR - http://www.scopus.com/inward/record.url?scp=85095937192&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-39165-2_142
DO - 10.1007/978-3-030-39165-2_142
M3 - Conference contribution
AN - SCOPUS:85095937192
SN - 978-3-030-39164-5
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 359
EP - 360
BT - Marketing Opportunities and Challenges in a Changing Global Marketplace
PB - Springer Nature
CY - Cham
ER -