بازاریابی تأثیرگذار رسانه های اجتماعی
Abstract
Introduction
Theoretical frameworks
Method
Results
Discussion
References
Abstract
Purpose - The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator.
Design/methodology/approach - A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n ¼ 104) was conducted.
Findings - The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy.
Practical implications - Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy.
Originality/value - The paper discusses theoretical implications for the marketing literature on celebrity endorsements.
Introduction
Instagram is a platform that is based on visual aesthetics and filtered images, which makes it a suitable ecosystem for promoting beauty products, popularizing certain body images and advocating luxurious lifestyles and prominent luxury brands (Djafarova and Rushworth, 2017). Instagram is also a social media app that allows users to gather followers, connect with different brands and entities, and facilitate social interactions among consumers (Blight et al., 2017). Considering these unique characteristics of Instagram, this study investigates the utility of leveraging fashion influencers on Instagram in promoting luxury brands. Fashion enthusiasts have gained popularity and achieved a huge success through Instagram, partly due to the aesthetic appeal of Instagram filters and the platform’s capability to reach wide audiences. The rise of fashion bloggers, referring to individuals who provide fashion tips and introduce certain products and brands via their social media accounts and blog posts, caught the interest of fashion brands (Paton, 2014). What some brands found intriguing is that these Instagram personalities are effective in spreading messages about new products, starting and popularizing new trends and driving up sales. Based on the magnitude of influence, these Instagram celebrities are labeled as the Instafamous (Dewey, 2014).