A Review of the Mechanism of the Influencer

Research Article
Open access

A Review of the Mechanism of the Influencer

Guanchen Liu 1*
  • 1 Ludong University    
  • *corresponding author Guanchenliu15@hotmail.com
Published on 20 November 2023 | https://doi.org/10.54254/2753-7048/21/20230093
LNEP Vol.21
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-83558-121-6
ISBN (Online): 978-1-83558-122-3

Abstract

Opportunities for marketing innovation have emerged in the new media era as a result of the fast diversification of social media platforms and the power of social media influencers. Influencer marketing, which includes user-generated content, multi-agent information distribution guided by social media influencers, and the expansion of influencers' advocacy and endorsement of goods and services, has its roots on social media platforms. The majority of recent studies on influencer marketing concentrate on specific influencers and followers. On the basis of the source credibility model, cognitive consistency theory, matching hypothesis, trust transfer theory, meaning transfer theory, etc., it investigates the influence processes of influencers on specific followers. The main topics of the current studies on the influencer marketing mechanism are the interactions between influencers and businesses or products, and the relationships between influencers and customers. By reviewing the latest developments in current research, this study sorts out and analyzes the mechanism of influencer marketing and interprets how influencers influence followers' behavior from the perspectives of sociology and psychology.

Keywords:

social media, social influence theory, consumer socialization

Liu,G. (2023). A Review of the Mechanism of the Influencer. Lecture Notes in Education Psychology and Public Media,21,109-114.
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References

[1]. Petrosyan, A. (2023). Worldwide digital population 2023. https://www.statista.com/statistics/617136/digital-

[2]. Kemp, S. (2022). Digital 2022: Global Overview Report. https://datareportal.com/reports/digital-2022-global-overview-report.

[3]. Ye, G., Hudders, L., Jans, S. D., & Veirman, M. D. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160-178. https://doi.org/10.1080/00913367.2020.1857888

[4]. Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067

[5]. Lin, H., Bruning, P.F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010

[6]. Hudders, L., & Lou, C., (2022). A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions. International Journal of Advertising. The Review of Marketing Communications, 41 (1), 1-5. https://doi.org/10.1080/02650487.2022.2031729

[7]. Janssen, L., Schouten, A.P., & Croes, E.A.J. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101–127. https://doi.org/10.1080/02650487.2021.1994205

[8]. Schouten, A.P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. The Review of Marketing Communications, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898

[9]. Kim, J., & Kim, M. (2022). Rise of Social Media Influencers as a New Marketing Channel: Focusing on the Roles of Psychological Well-Being and Perceived Social Responsibility among Consumers. International Journal of Environmental Research and Public Health, 19(4), 2362. https://doi.org/10.3390/ijerph19042362

[10]. Shahbaznezhad. H., Dolan, R., & Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53(1), 47-65. https://doi.org/10.1016/j.intmar.2020.05.001

[11]. Hudders, L., Lou, C., & Brabandere, M. (2021). Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts. International Journal of Advertising, 41(1), 178–204. https://doi.org/10.1080/02650487.2021.1963554

[12]. Riva, G., Wiederhold, B., & Cipresso, P. (2015). Psychology of social media: From technology to identity. The Psychology of Social Networking Volume 1: Personal Experience in Online Communities. De Gruyter Open. https://doi.org/10.1515/9783110473780-003

[13]. Kuss, D.J., & Griffiths, M.D. (2011). Online social networking and addiction - A review of the psychological literature. International Journal of Environmental Research and Public Health,8(9), 3528-3552. https://doi.org/10.3390/ijerph8093528

[14]. Weinlich, P., & Semeradova, T. (2022). Emotional, cognitive and conative response to influencer marketing. New Techno Humanities, 2(1), 59-69. https://doi.org/10.1016/j.techum.2022.07.004

[15]. Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion Leadership vs. Parasocial Relationship: Key Factors in Influencer Marketing. Journal of Retailing and Consumer Services. 59. https://doi.org/10.1016/j.jretconser.2020.102371

[16]. Islam, G. (2014). Social Identity Theory. In: Teo, T. (eds) Encyclopedia of Critical Psychology. Springer (pp. 1781-1783). New York, NY. https://doi.org/10.1007/978-1-4614-5583-7_289

[17]. Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: compliance and conformity. Annual review of psychology, 55, 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015

[18]. Alruwaily, A., Mangold, C., Greene, T., Arshonsky, J., Cassidy, O., Pomeranz, J.L., Bragg, M., (2022). Child Social Media Influencers and Unhealthy Food Product Placement. Pediatrics, 146 (5). https://doi.org/10.1542/peds.2019-4057

Cite this article

Liu,G. (2023). A Review of the Mechanism of the Influencer. Lecture Notes in Education Psychology and Public Media,21,109-114.

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About volume

Volume title: Proceedings of the International Conference on Global Politics and Socio-Humanities

ISBN：978-1-83558-121-6(Print) / 978-1-83558-122-3(Online)
Editor：Javier Cifuentes-Faura, Enrique Mallen
Conference website: https://www.icgpsh.org/
Conference date: 13 October 2023
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.21
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. Petrosyan, A. (2023). Worldwide digital population 2023. https://www.statista.com/statistics/617136/digital-

[2]. Kemp, S. (2022). Digital 2022: Global Overview Report. https://datareportal.com/reports/digital-2022-global-overview-report.

[3]. Ye, G., Hudders, L., Jans, S. D., & Veirman, M. D. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160-178. https://doi.org/10.1080/00913367.2020.1857888

[4]. Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067

[5]. Lin, H., Bruning, P.F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010

[6]. Hudders, L., & Lou, C., (2022). A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions. International Journal of Advertising. The Review of Marketing Communications, 41 (1), 1-5. https://doi.org/10.1080/02650487.2022.2031729

[7]. Janssen, L., Schouten, A.P., & Croes, E.A.J. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101–127. https://doi.org/10.1080/02650487.2021.1994205

[8]. Schouten, A.P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. The Review of Marketing Communications, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898

[9]. Kim, J., & Kim, M. (2022). Rise of Social Media Influencers as a New Marketing Channel: Focusing on the Roles of Psychological Well-Being and Perceived Social Responsibility among Consumers. International Journal of Environmental Research and Public Health, 19(4), 2362. https://doi.org/10.3390/ijerph19042362

[10]. Shahbaznezhad. H., Dolan, R., & Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53(1), 47-65. https://doi.org/10.1016/j.intmar.2020.05.001

[11]. Hudders, L., Lou, C., & Brabandere, M. (2021). Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts. International Journal of Advertising, 41(1), 178–204. https://doi.org/10.1080/02650487.2021.1963554

[12]. Riva, G., Wiederhold, B., & Cipresso, P. (2015). Psychology of social media: From technology to identity. The Psychology of Social Networking Volume 1: Personal Experience in Online Communities. De Gruyter Open. https://doi.org/10.1515/9783110473780-003

[13]. Kuss, D.J., & Griffiths, M.D. (2011). Online social networking and addiction - A review of the psychological literature. International Journal of Environmental Research and Public Health,8(9), 3528-3552. https://doi.org/10.3390/ijerph8093528

[14]. Weinlich, P., & Semeradova, T. (2022). Emotional, cognitive and conative response to influencer marketing. New Techno Humanities, 2(1), 59-69. https://doi.org/10.1016/j.techum.2022.07.004

[15]. Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion Leadership vs. Parasocial Relationship: Key Factors in Influencer Marketing. Journal of Retailing and Consumer Services. 59. https://doi.org/10.1016/j.jretconser.2020.102371

[16]. Islam, G. (2014). Social Identity Theory. In: Teo, T. (eds) Encyclopedia of Critical Psychology. Springer (pp. 1781-1783). New York, NY. https://doi.org/10.1007/978-1-4614-5583-7_289

[17]. Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: compliance and conformity. Annual review of psychology, 55, 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015

[18]. Alruwaily, A., Mangold, C., Greene, T., Arshonsky, J., Cassidy, O., Pomeranz, J.L., Bragg, M., (2022). Child Social Media Influencers and Unhealthy Food Product Placement. Pediatrics, 146 (5). https://doi.org/10.1542/peds.2019-4057

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