Marketers are aware of this process, through which they can bring their products closer to their potential customers, and annually invest more resources in this area to influence marketing campaigns (Influencer Marketing Hub, 2019).ĭespite the importance of influencer marketing on Instagram, studies in this research area are scarce ( Casaló et al., 2018). ![]() Their actions are perceived as beneficial by their followers they provide them with inspiration and help them to discover new brands/products which, in the end, the followers might purchase or recommend ( Rakuten Marketing, 2019). Consequently, influencers are able to develop closer ties with their followers, which leads to the establishment of credible and trustworthy relationships ( Djafarova and Rushworth, 2017). In contrast, the fame enjoyed by celebrities often stems from their activities outside SNs (e.g. These influencers differ from celebrities in that they were born on SNs, and established their reputations among their followers through the actions they performed on these platforms ( Schouten et al., 2019). They are considered as role models by other users, who follow their advice because they trust their beliefs and opinions ( Casaló et al., 2018). Influencers are, in essence, present-day opinion leaders ( Casaló et al., 2018) and, like all opinion leaders, they exert unequal influence on the decision-making processes of others ( Rogers and Cartano, 1962 Blasco-López et al., 2019). Instagram is regarded as the natural platform for developing marketing actions with influencers, so nearly nine out of ten marketers prefer to use it in their influencer marketing campaigns ( Relatabe, 2019). Thus, Instagram has become a valuable touch point for customers, serving them as a valued and inspirational tool for making their purchase decisions ( Facebook, 2019). This happens particularly in the fashion industry, whose visual nature fits with the essence of Instagram. After viewing a product, Instagram users tend to perform positive actions, such as information searches, follow the brand account or make a purchase ( Facebook, 2019). In addition, because it has a higher level of engagement than other SNs, it is widely used by brands to promote their products ( RivalIQ, 2019). This has turned Instagram into one of the most used SNs, recently reaching the figure of one billion active users, half of them using the platform daily ( Statista, 2019). In recent times Instagram has focused more on its visual appeal, enhancing the user experience by adding new features (e.g. photos, videos) that they can edit with tools available on the platform (e.g. personal profiles, brands, influencers) to publish visual materials (e.g. This SN is characterized by its visual nature ( Belanche et al., 2019 Kim et al., 2017), which allows users (i.e. Instagram is the fastest growing SN ( WebsitePlanet, 2019). The full terms of this licence may be seen at Ĭustomers increasingly use social networks (SN) to update themselves about brands and products in which they are interested ( Casaló et al., 2017 Brandão et al., 2019). ![]() Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. ![]() Published in Spanish Journal of Marketing – ESIC. Copyright © 2020, Daniel Belanche, Marta Flavián and Sergio Ibáñez-Sánchez.
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