THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR
DOI:
https://doi.org/10.54613/ku.v11i11.944Keywords:
Social media influencers, Consumer behavior, Marketing, Management, Authenticity, Psychological mechanisms, Platform-specific dynamics, Measurement of effectiveness, Ethical considerations.Abstract
This article examines how social media influencers impact consumer behavior in the fields of marketing and management. Utilizing a qualitative research method and analyzing secondary data, the research explores different facets of influencer marketing, such as authenticity, psychological factors, platform-specific dynamics, effectiveness measurement, and ethical concerns. Research shows that authenticity and trustworthiness are crucial in influencer marketing, in addition to the psychological aspects of social proof and parasocial interaction. Different dynamics on each platform emphasize the necessity of customized marketing strategies on platforms like Instagram, YouTube, and TikTok. Advanced analytics and sentiment analysis are essential for assessing the effectiveness of campaigns. Maintaining consumer trust relies heavily on adhering to ethical standards, such as following regulations and being transparent. The research highlights the significance of continuously studying and adjusting to new trends in order to fully utilize influencer marketing in modern marketing plans.
Foydalanilgan adabiyotlar:
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
Cialdini, R. B. (2009). Influence: Science and practice. Pearson Education.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
Federal Trade Commission. (2019). Disclosures 101 for social media influencers. Retrieved from FTC Website.
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
Gretzel, U. (2018). Influencer marketing in travel and tourism. In Sigala, M., & Gretzel, U. (Eds.), Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases (pp. 147-156). Routledge.
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579.
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers' disclosure. Journal of Marketing Management, 36(3-4), 248-278.
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Yin, R. K. (2018). Case study research and applications: Design and methods. Sage publications
Downloads
Published
Iqtiboslik olish
Issue
Section
License
Copyright (c) 2024 QO‘QON UNIVERSITETI XABARNOMASI
This work is licensed under a Creative Commons Attribution 4.0 International License.