Marketing de influencers en redes sociales
DOI:
https://doi.org/10.24054/face.v21i2.1109Palabras clave:
marketing,, influencers, redes socialesResumen
El marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; (Veissi, 2017). Una persona con influencia en las redes sociales puede lograr un impacto sobre la reputación de una marca en la mente de un gran número de usuarios de forma inmediata, algo que hace pocos años resultaba inverosímil (Anzures, 2016); a ello se suma que los consumidores brindan mayor credibilidad a las opiniones y experiencias compartidas por otros usuarios en la red sobre un producto o marca que a la comunicación que emana directamente de la marca con un conocido fin comercial (Carricajo Blanco, 2015) En este estudio se analiza las características que influyen en la intención y finalmente en la compra de productos/servicios por parte de los consumidores; este estudio fue basado en la realización de 381 encuestas a personas de España y Colombia que usan sitios web de redes sociales como Instagram (Sánchez Torres et al., 2018). Si los influenciadores, de la mano del discurso publicitario, realmente comparten los valores de marca con las empresas y su sentir en el que hacer en la sociedad; permitirá que las personas sientan a través de los influencers (validadores de mensajes ) que el mensaje es real, que las marcas se preocupan por el consumidor, que hay una relación bidireccional y que finalmente el consumidor es escuchado y puede elegir (Erkan & Evans, 2016).
Descargas
Citas
Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177
Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use. International Journal of Market Research, 57(2), 257–275. https://doi.org/10.2501/IJMR-2015-018
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. https://doi.org/10.1016/0749-5978(91)90020-T
Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C., & Ghoneim, A. (2015). Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising, 9(4), 338–358. https://doi.org/10.1504/IJIMA.2015.072886
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052
Anzures, F. (2016). Social Influence Marketing. El poder de los influenciadores en el futuro del marketing (F. Anzures (ed.)).
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, July. https://doi.org/10.1016/j.jbusres.2018.07.008
Babones, S. (2016). Interpretive Quantitative Methods for the Social Sciences. In Sociology (Vol. 50, Issue 3). https://doi.org/10.1177/0038038515583637
Bagozzi, R. P., Davis, F. D. D., & Warshaw, P. R. (1992). Development and Test of a Theory of Technological Learning and Usage. Human Relations, 45(7), 659–686. https://doi.org/10.1177/001872679204500702
Bailey, A. A., Bonifield, C. M., & Arias, A. (2018). Social media use by young Latin American consumers: An exploration. Journal of Retailing and Consumer Services, 43(February), 10–19. https://doi.org/10.1016/j.jretconser.2018.02.003
Barrio Carrasco, J. (2017). La influencia de los medios sociales digitales en el consumo. La función prescriptiva de los medios sociales en la decisión de compra de bebidas refrescantes en España. 293. https://eprints.ucm.es/42339/1/T38702.pdf
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research. https://doi.org/10.1086/209186
Bigné, E., Küster, I., & Hernández, A. (2013). LAS REDES SOCIALES VIRTUALES Y LAS MARCAS: INFLUENCIA DEL INTERCAMBIO DE EXPERIENCIAS eC2C SOBRE LA ACTITUD DE LOS USUARIOS HACIA LA MARCA. Revista Española de Investigación de Marketing ESIC, 17(2), 7–27. https://doi.org/10.1016/s1138-1442(14)60022-x
Bilal, G., Ahmed, M. A., & Shahzad, M. N. (2014). Social Media and Buying Behaviour Influnece. INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY SCIENCES AND ENGINEERING, 5, 1–9.
Brown, D., & Hayes, N. (2008). Influencer marketing. In Influencer marketing. https://doi.org/10.4324/9780080557700
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, xxxx. https://doi.org/10.1016/j.bushor.2020.03.003
Campbell, C., & Grimm, P. E. (2018). the Challenges Native Advertising Poses: Exploring Potential Ftc Responses and Identifying Research Needs. Journal of Public Policy & Marketing, April. https://doi.org/10.1509/jppm.17.105
Carricajo Blanco, C. (2015). Marketing De Influencers: una nueva estrategia publicitaria. Valladolid, 65.
Casaló, L. V., Cisneros, J., Flavián, C., & Guinalíu, M. (2009). Determinants of success in open source software networks. Industrial Management and Data Systems. https://doi.org/10.1108/02635570910948650
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, October 2017. https://doi.org/10.1016/j.jbusres.2018.07.005
Castro-Solano, A. (2008). Teorías implícitas del liderazgo, calidad de la relación entre líder y seguidor (LMX-intercambio líder/seguidor) y satisfacción. Anuario de Psicologia, 39(3), 333–350.
Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (2010). Measuring User Influence in Twitter: The Million Follower Fallacy. Proceedings - 3rd International Workshop on CrowdSourcing in Software Engineering, CSI-SE, 15–21. https://doi.org/10.1145/2897659.2897663
Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37(8), 1387–1397. https://doi.org/10.1037//0022-3514.37.8.1387
Chan, K. K., & Misra, S. (1990). Characteristics of the opinion leader: A new dimension. Journal of Advertising, 19(3), 53–60. https://doi.org/10.1080/00913367.1990.10673192
Chatterjee, P., Waibel, M., Beetz, M., D’Andrea, R., Janssen, R., Tenorth, M., Civera, J., Elfring, J., Gálvez-López, D., Häussermann, K., Montiel, J. M. M., Perzylo, A., Schie Sle, B., Zweigle, O., & Van De Molengraft, R. (2001). Chatterjee, Patrali (2001), “Online Reviews – Do Consumers Use Them?" ACR 2001 Proceedings, eds. M. C. Gilly and J. Myers-Levy, Provo, UT: Association for Consumer Research, 129-134. Robotics Automation Magazine, 18(2), 129–134.
Churchill, G. A., & Iacobucci, D. (2004). Marketing Research: Methodological Foundations. In Thomson (Ed.), Structural Equation Modeling (8th edn.). Mason.
Constantinides, E., & Geurts, P. (2005). The Impact of Web Experience on Virtual Buying Behaviour: An Empirical Study. Journal of Customer Behaviour, 4(3), 307–335. https://doi.org/10.1362/147539205775181249
Daniel, E. S., Crawford Jackson, E. C., & Westerman, D. K. (2018). The Influence of Social Media Influencers: Understanding Online Vaping Communities and Parasocial Interaction through the Lens of Taylor’s Six-Segment Strategy Wheel. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2018.1488637
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495–515. https://doi.org/10.1057/bm.2014.18
Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01
Dellarocas, C. (2002). THE DIGITIZATION OF WORD-OF-MOUTH: PROMISE AND CHALLENGES OF ONLINE REPUTATION MECHANISMS. Sloan School of Management Massachusetts Institute of Technology, 1–38.
Díaz-Gandasegui, V. (2011). Información y comunicación en la Sociedad de la Información Vicente Díaz Gandasegui. Prisma Social: Revista de Investigación Social, 6, 1–26. https://dialnet.unirioja.es/servlet/articulo?codigo=3686439
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. https://doi.org/10.1016/j.chb.2016.11.009
Elisa, S., & Gottfried, J. (2013). News use across social media platforms. In Pew Research Center. http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193–207. https://doi.org/10.1016/j.bushor.2011.01.001
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Gabriel, M. (2010). Marketing na Era Digital: Conceitos, Plataformas e Estratégias. In Marketing na Era Digital: Conceitos, Plataformas e Estratégias.
Gan, T., Song, X., Wang, S., Yao, Y., Liu, M., & Nie, L. (2019). Seeking micro-influencers for brand promotion. MM 2019 - Proceedings of the 27th ACM International Conference on Multimedia, 1933–1941. https://doi.org/10.1145/3343031.3351080
Gannon, V., & Prothero, A. (2016). Beauty blogger selfies as authenticating practices. European Journal of Marketing. https://doi.org/10.1108/EJM-07-2015-0510
Gatling, A., Shum, C., Book, L., & Bai, B. (2017). The influence of hospitality leaders’ relational transparency on followers’ trust and deviance behaviors: Mediating role of behavioral integrity. International Journal of Hospitality Management, 62, 11–20. https://doi.org/10.1016/j.ijhm.2016.11.010
Goethals, G. R., & Nelson, R. E. (1973). Similarity in the influence process: The belief-value distinction. Journal of Personality and Social Psychology, 25(1), 117–122. https://doi.org/10.1037/h0034266
Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 2–14. https://doi.org/10.1080/15252019.2006.10722114
Gonzales, A. L., & Hancock, J. T. (2011). Mirror, mirror on my Facebook wall: Effects of exposure to Facebook on self-esteem. Cyberpsychology, Behavior, and Social Networking, 14(1–2), 79–83. https://doi.org/10.1089/cyber.2009.0411
Goodman, M. B., Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184–191. https://doi.org/10.1108/13563281111156853
Hazan, C., & Shaver, P. R. (1994). Deeper Into Attachment Theory. Psychological Inquiry. https://doi.org/10.1207/s15327965pli0501_15
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Huang, Y., Phau, I., & Chi-Nan. (2015). IDOL ATTACHMENT AND HUMAN BRAND LOYALTY. National Chi-Nan University Ian Phau, Curtin University, 1234–1255.
Hwang, Y., & Jeong, S.-H. (2015). “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts. Computers in Human Behavior, 3(2), 54–67. http://repositorio.unan.edu.ni/2986/1/5624.pdf
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53(March 2019). https://doi.org/10.1016/j.jretconser.2019.03.001
Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616–630. https://doi.org/10.1080/0965254X.2014.914062
Jenkins, H. (2006). Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. In New York University (Vol. 26, Issue 2). https://doi.org/10.1177/0894439307306088
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/10.1080/00913367.2013.827606
Jin, S. V., & Muqaddam, A. (2019). Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?” Journal of Brand Management, 26(5), 522–537. https://doi.org/10.1057/s41262-019-00151-z
Johnson, T. J., & Kaye, B. K. (2013). The dark side of the boon? Credibility, selective exposure and the proliferation of online sources of political information. Computers in Human Behavior, 29(4), 1862–1871. https://doi.org/10.1016/j.chb.2013.02.011
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing. https://doi.org/10.1002/mar.4220110605
Katz, E. L., Paul, F., & Hepp, A. (2020). Katz, Elihu/Lazarsfeld, Paul F. (1955): Personal Influence. The Part Played by People in the Flow of Mass Communication. New York: Free Press. January 2019. https://doi.org/10.1007/978-3-658-21742-6
Keller, K. L. (2005). Branding Shortcuts - Choosing the right brand elements and leveraging secondary associations will help marketers build brand equity. Marketing Management.
Kelman, H. C. (2006). Interests, Relationships, Identities: Three Central Issues for Individuals and Groups in Negotiating Their Social Environment. Annual Review of Psychology, 57(1), 1–26. https://doi.org/10.1146/annurev.psych.57.102904.190156
Kempe, D., Kleinberg, J., & Tardos, É. (2015). Maximizing the spread of influence through a social network. Theory of Computing, 11, 105–147. https://doi.org/10.4086/toc.2015.v011a004
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Ki, C. W. ‘Chloe,’ Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55(January), 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Ki, C. W. ‘Chloe,’ & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing. https://doi.org/10.1002/mar.21244
Kutthakaphan, R., & Chokesamritpol, W. (2013). The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram). 705, 1–39.
Kywe, S. M. (2012). A Survey of Recommender Systems in Twitter. 420–433.
Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003
Lafferty, B. A., & Goldsmith, R. E. (2004). How Influential are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High-Technology Product? Corporate Reputation Review, 7(1), 24–36. https://doi.org/10.1057/palgrave.crr.1540209
Ledo, N. De. (2011). Las redes sociales. Revista Venezolana de Oncología, 23, 133.
Levin, A. (2020). Influencer Marketing for Brands. In Influencer Marketing for Brands. https://doi.org/10.1007/978-1-4842-5503-2
Linqia. (2019). The State of Influencer Marketing 2019 : Benchmark Report [+Infographic]. In Influencermarketinghub.com.
Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R., & Xu, Z. (2015). Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences, 306, 34–52. https://doi.org/10.1016/j.ins.2015.01.034
Lockwood, P., & Kunda, Z. (1999). Increasing the salience of one’s best selves can undermine inspiration by outstanding role models. Journal of Personality and Social Psychology, 76(2), 214–228. https://doi.org/10.1037/0022-3514.76.2.214
Lorenzo-Romero, C., Constantinides, E., & Alarcón-del-Amo, M. del C. (2011). Consumer adoption of social networking sites: Implications for theory and practice. Journal of Research in Interactive Marketing, 5(2), 170–188. https://doi.org/10.1108/17505931111187794
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. https://doi.org/10.1080/15252019.2018.1533501
Lu, D., Li, Q., & Liao, S. S. (2012). A graph-based action network framework to identify prestigious members through member’s prestige evolution. Decision Support Systems, 53(1), 44–54. https://doi.org/10.1016/j.dss.2011.12.003
Macinnis, D. J., Moorman, C., & Jaworski, B. J. (2016). Enhancing and Measuring to Process Brand Information From Ads Opportunity , and Ability Consumers ’ Motivation ,. 55(4), 32–53.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Maritza, V., & Dario, R. (2019). Una revisión bibliográfica de estudios empíricos de herramientas de la Web 2.0 para el aprendizaje colaborativo: wikis, blogs, redes sociales y repositorios multimedia. Revista Ibérica de Sistemas e Tecnologias de Informação, E18, 497–516. http://search.proquest.com/docview/2258688181/
Marketing, L. (2018). The Best Social Media Platforms for Social Media Marketing in 2018 LYFE MARKETING : MEET THE PUBLISHER. Lyfe Marketing.
Matute Vallejo, J., Polo Redondo, Y., & Utrillas Acerete, A. (2015). Las características del boca-oído electrónico y su influencia en la intención de recompra online. Revista Europea de Direccion y Economia de La Empresa, 24(2), 61–75. https://doi.org/10.1016/j.redee.2015.03.002
Mau, D. (2018). THE RISE OF “INSTAGRAM BRANDS”: HOW THE PLATFORM IS LEVELING THE FASHION PLAYING FIELD. Fashionista.
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217
McKnight, H., & Kacmar, C. (2006). Factors of information credibility for an Internet advice site. Proceedings of the Annual Hawaii International Conference on System Sciences. https://doi.org/10.1109/HICSS.2006.181
Mediakix. (2019). Influencer marketing 2019: key statistics from our influencer marketing survey. Unmetric. https://www.rdstation.com/co/blog/mapa-de-empatia/%0Ahttps://blog.unmetric.com/netflix-social-media-strategy
Mikalef, P., Giannakos, M., & Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 17–34. https://doi.org/10.4067/S0718-18762013000100003
Mikalef, P., Pateli, A., Giannakos, M., Mikalef, P., Pateli, A., Giannakos, M., Are, W., & Media, S. (2017). Why Are Users of Social Media Inclined to Word-of-Mouth ? To cite this version : HAL Id : hal-01470527 Why are users of Social Media inclined to Word-of-.
Mishra, A. S. (2015). Brand-celebrity match and its impact on advertising effectiveness. DLSU Business and Economics Review, 25(1), 16–27.
Monzani, L., Ripoll, P., & Peiró, J. M. (2015). Winning the hearts and minds of followers: The interactive effects of followers’ emotional competencies and goal setting types on trust in leadership. Revista Latinoamericana de Psicología, 47(1), 1–15. https://doi.org/10.1016/s0120-0534(15)30001-7
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising. https://doi.org/10.1080/00913367.1990.10673191
Okazaki, S., Benito, N. R., & Martínez, S. C. (2012). Antecedentes De Las Redes Sociales Como Canales De Comunicación Promocional Para Los Jóvenes *. Revista Española de Investigación de Marketing ESIC, 16(2), 31–48. https://doi.org/10.1016/s1138-1442(14)60013-9
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Pereira, C., Antunes, A., & Maia, A. (2016). EMBAIXADORES DE MARCA: reconhecimento e prestígio “entre a vida ordinária e o sucesso.” 21.
Philip Kotler, & Armstrong, G. (2008). FUNDAMENTOS D E MARKETING (Octava edi). pearson educación.
Pike, H. (2016). For Young Brands, Is the Instagram Opportunity Shrinking? BoF.
Podoshen, J., & Andrzejewski, S. (2012). An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3), 319–334. https://doi.org/10.2753/MTP1069-6679200306
Prado, L. Á., & Frogeri, R. F. (2017). MARKETING DE INFLUÊNCIA: um novo caminho para o Marketing por meio dos Digital Influencers. Interação, 19(2), 43–58. http://interacao.unis.edu.br/wp-content/uploads/sites/80/2017/12/v19-n2-art03.pdf
Raggatt, M., Wright, C. J. C., Carrotte, E., Jenkinson, R., Mulgrew, K., Prichard, I., & Lim, M. S. C. (2018). “i aspire to look and feel healthy like the posts convey”: Engagement with fitness inspiration on social media and perceptions of its influence on health and wellbeing. BMC Public Health, 18(1), 1–11. https://doi.org/10.1186/s12889-018-5930-7
Royo-Vela, M., & Casamassima, P. (2011). The influence of belonging to virtual brand communities on consumers’ affective commitment, satisfaction and word-of-mouth advertising: The ZARA case. Online Information Review, 35(4), 517–542. https://doi.org/10.1108/14684521111161918
Ruvio, A., Gavish, Y., & Shoham, A. (2013). Consumer’s doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), 60–69. https://doi.org/10.1002/cb.1415
Ryu, S., & Park, J. K. (2020). The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth. Journal of Retailing and Consumer Services, 55(March), 102094. https://doi.org/10.1016/j.jretconser.2020.102094
Sánchez Torres, J. A., & Arroyo-Cañada, F.-J. (2016). Diferencias de la adopción del comercio electrónico entre países. Suma de Negocios, 7(16), 141–150. https://doi.org/10.1016/j.sumneg.2016.02.008
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior, Eleventh Edition. In Consumer Behavior.
Scott, D. (2011). The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly. Choice Reviews Online. https://doi.org/10.5860/choice.51-4544
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76–94. https://doi.org/10.1002/dir.20090
Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7–25. https://doi.org/10.1108/10662240910927795
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Sharma, A. (1990). The persuasive effect of salesperson credibility: Conceptual and empirical examination. Journal of Personal Selling and Sales Management. https://doi.org/10.1080/08853134.1990.10753850
Shi, Y., Sia, C. L., & Chen, H. (2013). Leveraging social grouping for trust building in foreign electronic commerce firms: An exploratory study. International Journal of Information Management, 33(3), 419–428. https://doi.org/10.1016/j.ijinfomgt.2013.02.001
Sohn, D. (2014). Coping with information in social media: The effects of network structure and knowledge on perception of information value. Computers in Human Behavior, 32, 145–151. https://doi.org/10.1016/j.chb.2013.12.006
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January 2019), 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Solis, B., & Webber, A. (2012). The Rise of Digital Influence: A “how-to” guide for businesses to spark desirable effects and outcomes through social media influence. In AltimeterGroup.com.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
Straley, B. (2010). How to: Target social media influencers to boost traffic and sales. Retrieved May.
Sukhdial, A., Aiken, D., & Kahle, L. (2002). Are you old school? A scale for measuring sports fans’ old-school orientation. Journal of Advertising Research, 42(4), 71–81. https://doi.org/10.2501/JAR-42-4-71-81
Synchrony Financial. (2016). Driving Shopper Engagement through Digital Technology - The sixth annual Synchrony Financial Digital Study. October.
Thakur, R., Angriawan, A., & Summey, J. H. (2016). Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness. Journal of Business Research, 69(8), 2764–2773. https://doi.org/10.1016/j.jbusres.2015.11.012
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104–119. https://doi.org/10.1509/jmkg.70.3.104
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), X–13. https://doi.org/10.1080/00913367.2000.10673613
Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67–82. https://doi.org/10.1080/00913367.1998.10673543
Tripp, C., Jensen, T. D., & Carlson, L. (1994). The Effects of Multiple Product Endorsements by Celebrities on Consumers’ Attitudes and Intentions. Journal of Consumer Research, 20(4), 535. https://doi.org/10.1086/209368
Túñez López, M., Sixto García, J., & Guevara Castillo, M. (2011). Redes sociales y marketing viral: repercusión e incidencia en la construcción de la agenda mediática Social Networks and Viral Marketing: Repercussion and Incidence in the Construction of the Media Agenda. Palabra Clave, 14(0122–8285), 53–65. https://www.redalyc.org/pdf/649/64920732004.pdf
Turcotte, J., York, C., Irving, J., Scholl, R. M., & Pingree, R. J. (2015). News Recommendations from Social Media Opinion Leaders: Effects on Media Trust and Information Seeking. Journal of Computer-Mediated Communication, 20(5), 520–535. https://doi.org/10.1111/jcc4.12127
Veirman, M. De, Veroline, C., & Liselot, H. (2017). MARKETING THROUGH INSTAGRAM INFLUENCERS: IMPACT OF NUMBER OF FOLLOWERS AND PRODUCT DIVERGENCE ON BRAND ATTITUDE. International Journal of Advertising, 32, 400.
Veissi, I. (2017). Influencer Marketing on Instagram. University of Twente, 1–50. http://essay.utwente.nl/72442/1/Ewers_MA_BMS.pdf
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American Society for Information Science and Technology. https://doi.org/10.1002/asi.10016
Wilcox, K., Kramer, T., & Sen, S. (2011). Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice. Journal of Consumer Research, 38(1), 151–163. https://doi.org/10.1086/657606
Wilcox, K., & Stephen, A. T. (2013). Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control. Journal of Consumer Research, 40(1), 90–103. https://doi.org/10.1086/668794
Wong, K. (2014). The Explosive Growth Of Influencer Marketing And What It Means For You. Forbes Online.
Xu, Q. (2014). Should i trust him? the effects of reviewer profile characteristics on eWOM credibility. Computers in Human Behavior, 33, 136–144. https://doi.org/10.1016/j.chb.2014.01.027
Yoganarasimhan, H. (2012). Impact of social network structure on content propagation: A study using YouTube data. In Quantitative Marketing and Economics (Vol. 10, Issue 1). https://doi.org/10.1007/s11129-011-9105-4
Descargas
Publicado
Versiones
- 2021-05-07 (4)
- 2021-05-07 (3)
- 2023-07-19 (2)
- 2021-10-15 (1)
Cómo citar
Número
Sección
Licencia
Derechos de autor 2021 FACE: Revista de la Facultad de Ciencias Económicas y Empresariales
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
