Looking For “Cash Cow” Influencers: Influencer Category, Fake Followers, Follower Engagement and Influencer Marketing Strategy

Research Article
Open access

Looking For “Cash Cow” Influencers: Influencer Category, Fake Followers, Follower Engagement and Influencer Marketing Strategy

Xiling Liu 1* , Di Mao 2
  • 1 Yangzhou University    
  • 2 GuangDong University of Foreign    
  • *corresponding author 202305218@stu.yzu.edu.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/25/20230511
AEMPS Vol.25
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-93-5
ISBN (Online): 978-1-915371-94-2

Abstract

When making social media marketing campaigns, the number of followers of influencers has become a key factor. Still, it's not clear if having more followers, which is one way to measure influence, is the best way to get customers interested. A new area of research that needs to be looked into is the link between fake followers and user engagement. The purpose of this paper is to study the relationship among influencer categories based on follower counts, follower engagement, and the perception of fake followers, thus providing suggestions for companies to achieve effective influencer marketing. This paper gets most of its information from questionnaires and uses SPSS to look at the information.The correlation analysis is conducted between follower engagement, the perception of fake followers, the fit of service content and needs, and follower counts. This paper also tests the influencing factors of influencer marketing: fake followers and customization services. The regression model is examined in terms of the dimensions of follower engagement, follower categories, and the perception of fake followers, along with the curve estimation and fit of service content and needs. This article suggests that a higher level of influencer, such as a well-known influencer with a lot of followers, is linked to a wider range of interactions with fans and a higher level of influence in the eyes of consumers.And there is a quadratic trend between the idea of fake followers and how active followers are.

Keywords:

influencer category, influencer marketing, consumer engagement, fake followers, SPSS.

Liu,X.;Mao,D. (2023). Looking For “Cash Cow” Influencers: Influencer Category, Fake Followers, Follower Engagement and Influencer Marketing Strategy. Advances in Economics, Management and Political Sciences,25,263-273.
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References

[1]. Valsesia, F.,Francesca, S.,Davide Proserpio, T.,Joseph C. Nunes, F.: The Positive Effect of Not Following Others on Social Media. Journal of Marketing Research, 57 (6), 68-1152（2020）.

[2]. Leung, F.,Fine F, S.,Flora F. Gu, T.,Yiwei Li, F.,Jonathan Z. Zhang., F,Robert W. Palmatier, F.: Inflfluencer Marketing Effectiveness. Journal of Marketing, 86 (6), 93–115(2022).

[3]. Leung, F.,Fine F, S.,Flora F. Gu, T., Robert W. Palmatier, F.:Journal of the Academy of Marketing Science, 50 (2), 51-226(2022)

[4]. GONG Xiaoxiao, F., YE Zuoliang, S., WU Yuping, T., LIU Jiaying, F.: Research on the Influencing Mechanism of Atmosphere Clue on Impulse Purchase Intention in Live Streaming Context. Chinese Journal of Management, 16(6) (2019)

[5]. SHEN Qi, F.: Research on the Influence Mechanism of Consumer’s Following Conditions to the Influencers on Their Purchase Intention. Shandong University (2022).

[6]. LIU Fengjun, F, MENG Lu, S., CHEN Siyun, T.: The Impact of Network Celebrities’ Information Source Characteristics on Purchase Intention. Chinese Journal of Management, 17(1) (2020).

[7]. ZHOU Yanfeng, F., ZHANG Ting, S., CHEN Shaona, T.: Social Communication and Sentiment Analysis of Web Celebrities: A Case Study of Web Popular Milk Tea Brand HEYTEA. Journal of Business Economics, 38(4): 70-80(2018).

[8]. Leeflang, Peter. Modeling markets. Springer-Verlag, New York (2016)

[9]. Haenlein, Michael. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review 63.1: 5-25 (2020)

[10]. Goldenberg, F. Jacob, S. Sangman Han, T,.Donald R. Lehmann, F.,and Jae Weon Hong, F. , “The Role of Hubs in the Adoption Process,” Journal of Marketing,73 (2), 1–13(2009)

[11]. Hinz, Oliver, Bernd Skiera, Christian Barrot, and Jan U. Becker, “Seeding Strategies for Viral Marketing: An Empirical Comparison,” Journal of Marketing, 75 (6), 55–71 (2011)

[12]. Hughes, Christian, Vanitha Swaminathan, and Gillian Brooks, “Driving Brand Engagement Through Online Social Inflfluencers: An Empirical Investigation of Sponsored Blogging Campaigns,” Journal of Marketing, 83 (5), 78–96(2019)

Cite this article

Liu,X.;Mao,D. (2023). Looking For “Cash Cow” Influencers: Influencer Category, Fake Followers, Follower Engagement and Influencer Marketing Strategy. Advances in Economics, Management and Political Sciences,25,263-273.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-93-5(Print) / 978-1-915371-94-2(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.25
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Valsesia, F.,Francesca, S.,Davide Proserpio, T.,Joseph C. Nunes, F.: The Positive Effect of Not Following Others on Social Media. Journal of Marketing Research, 57 (6), 68-1152（2020）.

[2]. Leung, F.,Fine F, S.,Flora F. Gu, T.,Yiwei Li, F.,Jonathan Z. Zhang., F,Robert W. Palmatier, F.: Inflfluencer Marketing Effectiveness. Journal of Marketing, 86 (6), 93–115(2022).

[3]. Leung, F.,Fine F, S.,Flora F. Gu, T., Robert W. Palmatier, F.:Journal of the Academy of Marketing Science, 50 (2), 51-226(2022)

[4]. GONG Xiaoxiao, F., YE Zuoliang, S., WU Yuping, T., LIU Jiaying, F.: Research on the Influencing Mechanism of Atmosphere Clue on Impulse Purchase Intention in Live Streaming Context. Chinese Journal of Management, 16(6) (2019)

[5]. SHEN Qi, F.: Research on the Influence Mechanism of Consumer’s Following Conditions to the Influencers on Their Purchase Intention. Shandong University (2022).

[6]. LIU Fengjun, F, MENG Lu, S., CHEN Siyun, T.: The Impact of Network Celebrities’ Information Source Characteristics on Purchase Intention. Chinese Journal of Management, 17(1) (2020).

[7]. ZHOU Yanfeng, F., ZHANG Ting, S., CHEN Shaona, T.: Social Communication and Sentiment Analysis of Web Celebrities: A Case Study of Web Popular Milk Tea Brand HEYTEA. Journal of Business Economics, 38(4): 70-80(2018).

[8]. Leeflang, Peter. Modeling markets. Springer-Verlag, New York (2016)

[9]. Haenlein, Michael. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review 63.1: 5-25 (2020)

[10]. Goldenberg, F. Jacob, S. Sangman Han, T,.Donald R. Lehmann, F.,and Jae Weon Hong, F. , “The Role of Hubs in the Adoption Process,” Journal of Marketing,73 (2), 1–13(2009)

[11]. Hinz, Oliver, Bernd Skiera, Christian Barrot, and Jan U. Becker, “Seeding Strategies for Viral Marketing: An Empirical Comparison,” Journal of Marketing, 75 (6), 55–71 (2011)

[12]. Hughes, Christian, Vanitha Swaminathan, and Gillian Brooks, “Driving Brand Engagement Through Online Social Inflfluencers: An Empirical Investigation of Sponsored Blogging Campaigns,” Journal of Marketing, 83 (5), 78–96(2019)

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