Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
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Hoe maak je goed gebruik van influencers? Suzanne de Bakker, wetenschapper en auteur van het boek ‘Contentmarketing’ spitte drie wetenschappelijke onderzoeken door en bespreekt de conclusies, die direct toepasbaar zijn om influencers op een effectieve manier in te zetten.
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In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent to which digital marketing activities are being employed varies widely among PMPs. However, studies investigating the factors that influence the uptake of digital marketing activities are lacking. This study applies a resource-based view to fill this gap, using data from an online survey about collective digital marketing activities among 164 official representatives of PMPs in urban shopping areas in the Netherlands. Regression analyses were employed to examine the extent to which the resources of PMPs influence the adoption and update frequency of the two most often used digital marketing channels: websites and social media pages. The results revealed that while the adoption of collective digital marketing channels is strongly influenced by the physical resources that characterize the shopping area itself, the update frequency of these channels is influenced more by the organizational resources of PMPs. In addition, the strategic choice of PMPs to deploy human and financial resources for the benefit of collective digital marketing activities leads to increased use of these activities. This effect is reinforced by the fact that digital marketing skills gained through experience contribute to a higher update frequency of the adopted channels. As such, this study provides empirical evidence on the influence of PMPs shared resources upon their digital marketing activities.
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Het aanzien, de rol en de invloed van marketing binnen bedrijven wordt vooral bepaald door marketingaccountability en innovativiteit, zo blijkt uit onderzoek van de Rijksuniversiteit Groningen. Fact-based en/of resultaatgedreven werken met een nadruk op klantgedreven innovaties zijn de mogelijkheden die worden gezien om marketing een grotere rol te laten spelen.Ton Borchert en Gerrita van der Veen geven in dit artikel aan dat om dit mogelijk te maken, onder andere een ‘evidence-based’ beroepspraktijk noodzakelijk is.
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Today, Dutch National Non-profit Sports Organizations (NNSFs) experience financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This last solution has been the motive for the increasing interest in the use of marketing techniques as a solution for the growing uncertainties. Many NNSFs have participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy. This paper deals with possible impediments resulting from the implementation of the marketing strategies. It is primarily based on a literature review, however, the first results from a qualitative research to the increasing use of marketing techniques among NNSFs provides insights in the experienced impediments of NNSFs .
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This research explored a potential working framework for using social media as a marketing channel. Based on an extensive literature review and a multiple case study, important factors for using social media have been identified. Companies should provide relevant information, show signs of real behavior, and design remarkable campaigns in order to enhance interaction between and engagement amongst customers. This should be the ultimate goal as interaction and engagement allow a company and its communicated message to be accepted and adopted by the crowd more efficiently and effectively. Future research is needed to test and enhance the framework. The research is relevant for practitioners and scientists as it provides new and further elaborated insights on the use of social media as a marketing channel.
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Facebook marketing is becoming an increasingly important tool for companies to influence consumer decision-making. However, there is currently little empirical knowledge about the extent of influence of Facebook marketing on the decision-making process of consumers. This study contributes to these gaps in the literature and investigates the influence of Facebook marketing activities on the decision-making process of consumers. The theory revealed four Facebook marketing activities that affected the first two phases of the decision-making process. These Facebook marketing activities were advertisements, recommend/share, likes and reviews. Whether they actually had an impact has been tested with the help of survey among 112 respondents. The results of the regression analysis showed that all four Facebook marketing activities had a positive influence on the decision-making process. https://scholarspace.manoa.hawaii.edu/bitstream/10125/64054/1/0252.pdf
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New social actors have emerged with the social media. Among them, we highlightedthe digital influencers, people who have millions of online followers, andinduce them in favor or against products and brands to be consumed. Therefore,we aimed to analyze this endorsement process carried out by digital influencers intheir online profiles, having as research field the fitness market that encouragespeople to evaluate and work tirelessly in their bodies. We used the Semiotic ImageAnalysis to investigate the postings of three Brazilian digital fitness influencersand identified four categories that configure the post format: body exposure, bodyextension, interaction between influencer and brand/product, and interaction betweeninfluencer and followers. By means of these categories, we identified thatthese influencers act as brand avatars, creating an intense link with these products,exposing their bodies in advertisements and extending the meanings of theirgood shape to endorsed goods and services.
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The media are an integral part of how advanced societies are controlled. After almost a century of ‘broadcasting’, a new media logic can be seen to have emerged. It is not centralized, nor does it appear to depend on manipulative power (such as the priming and framing of news and thereby the agenda of political discussion; or ‘advertising’ as a way to influence consumers to buy particular products). It is the logic of ‘networking’ that is not about producers and consumers but about redaction and multipliers.1 Media content in this logic may in an archeological sense be seen as having an author or a point of origin – but the routes it takes and the way in which it spreads offers new means of community building, identity construction and meaning making which are of much greater interest. In this paper we take a double perspective (business and critical) to assess how the old and the new media logics are both relevant today and what terms are best used to work with and in the media, and to reflect on them. While producers and consumers are the senders and receivers of broadcasting in the age of the nation-state, networking logic has little use for these terms: it also moves away from marketing terms such as eyeballs and stickiness to terms such as spreadability and multiplication and redaction. The perspective of what used to be known as ‘qualitative audience research’ can prove useful to innovative and sustainable marketing and to critical reflection on media culture. Here its restyled form will be called participant design. It suggests that strong marketing respects and co-opts potential customers in much the same way that relevant media criticism is, not given from an external and possibly paternalist but from an inside perspective that highly values self-reflexivity.2
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