Add Thesis

Perception of Social Media Influencers

A study on evaluation of Social Media Influencer types for different beauty categories

Written by L. Phung, L. Qin

Paper category

Bachelor Thesis

Subject

Business Administration>Marketing & Sales

Year

2018

Abstract

Thesis: Internet celebrity marketing As early as 1998, the Economist proposed the concept of mouse words, which is known as electronic word of mouth (eWOM). Gelb and Sundaram (2002) called for the adaptation of mouse words because they found that potential buyers tend to look for information changes in electronic consumer forums. It is essentially the same as word-of-mouth (WOM) marketing and is an informal way of exchanging information about the characteristics, uses, and ownership of a particular product or service between consumers (Li & Du, 2011). However, potential buyers can now consult more independent evaluators instead of their own circle of acquaintances (Gelb & Sundaram, 2002). They are connected due to some common interests and do not necessarily know each other (Dellarocas, 2006). Among them, a group of independent and passionate people gradually gained more popularity than others and became opinion leaders, also known as influential people. Provide product information, provide recommendations, express personal opinions and supplement professional knowledge to help companies promote products (Li & Du, 2011). Convey the brand message. In short, the biggest advantage of using influencer marketing is that as long as the company can successfully identify and reach out to influential people in the community, the news will spread spontaneously in the group and be highly appreciated by group members Pay attention to. In addition, no matter what type of content the company hopes to obtain, there are a wide range of social media channels and a large number of influencers for the company to work with (Sammis et al., 2016). For a deeper understanding, this concept can be further decomposed into two elements: recommendation marketing and social media in marketing. 2.1.1 Referral marketing Referral marketing, as the name suggests, is a marketing strategy that encourages individuals to actively make suggestions (Berman, 2016). The most common practice is word of mouth, but some public relations activities are also important. For example, when brands provide free samples to editors or reporters, they hope they will voluntarily make suggestions when they find products worth trying (Sammis et al., 2016). Because of trust issues, compared to paid media for potential customers, recommendations from friends or family members, or even recommendations from anyone who doesn’t seem to be paid for the recommendation, will be valued more. 2.1.2 Social media in marketing The proliferation of social media as a marketing tool has completely changed the way companies communicate with their customers about their brands (Parsons & Lepkowska-White, 2018). It activates a two-way dialogue between companies and customers (Drury 2008; Felix, Rauschnabel and Hinsch, 2017), so consumers are no longer passive recipients of marketing activities, but active participants in the entire process (Parsons & Lepkowska- White, 2018). In addition, they usually form an online social community based on common interests or attitudes, which makes it easier for companies to identify and reach their target customers (Huang, 2010). Whether it is word-of-mouth marketing or any other marketing strategy, social media can help companies by further promoting customer engagement and recommendation communication (Araujo, Neijens, and Vliegenthart 2015; Castronovo and Huang, 2012). There are a wide range of social platforms to choose from, which can be divided into five categories-Weibo, social networking sites, photo sharing, video sharing, and social blogs. Weibo allows users to post with a limit of 140 characters. It is believed to be beneficial to customer engagement and conversation spread (Hennig-Thurau, Malthouse, Friege, Gensler, Lobschat, Rangaswamy and Skiera, 2010; McNealy, 2010). Social networking sites focus on connections. Over time, many functions such as advertising and life sharing have been derived. They may have the largest number of active users and are ideal places to develop loyal communities (McNealy, 2010). Photo sharing and video sharing, as the name suggests, refer to platforms that allow users to share photos and videos, such as Instagram and YouTube. Due to the nature of photos and videos that can contain more information, they are often used to embed content and share life (Castronovo & Huang, 2012). The difference between social blogs and Weibo is that blogs are usually on an independent website with their own address, and there are no restrictions on the length, design, and format of posts. It is seen as a medium to promote word-of-mouth recommendations and build meaningful relationships (Castronovo & Huang, 2012). Although so far, many have integrated multiple functions, such as the aforementioned social networking sites, we believe that the user experience and focus are still different. 2.2 Types of social influencers Wiedmann, Hennigs & Langner (2010) identified eight types of influencers, three of which are top influencers, narrative experts and super communicators. The main difference between them lies in personal capital and social capital. According to Wiedmann et al. Read Less