A Rising Trend in Social Media: A Conceptual Assessment on Influencer Marketing

Yıl 2020, , 362 - 385, 28.12.2020

Yasemin Gedik

https://doi.org/10.47097/piar.825325

Cited By: 13

Öz

Due to digitization and the increasing use of the internet, more and more people are using social media to communicate with each other. The popularity of social media, used by more than 3.6 billion people today leads businesses to collaborate with influential opinion leaders on these platforms to promote their products and services. Influencer marketing is a type of marketing that focuses on using individuals who have an influence on a specific target audience to convey a brand's message to larger audiences. Businesses can work for product placement, brand approvals and content creation with influencers, who can influence the purchasing decision of others due to their knowledge, location and relationships. Influencer marketing can offer businesses significant advantages such as high return on investment, increased brand awareness and sales, getting potential customers, promoting their products and services to a wider audience and increasing social media engagement. Influencer marketing is attracting more and more attention of businesses around the world, causing them to see the influencer marketing strategy as an important part of their marketing options. This study focuses on creating a broad conceptual framework for influencer marketing. In addition, the study aims to help business managers and marketers while making relevant decisions by mentioning influencer marketing strategies.

Anahtar Kelimeler

influencer marketing, word-of-mouth marketing, influencer marketing strategies

Sosyal Medyada Yükselen Bir Trend: Influencer Pazarlama Üzerine Kavramsal Bir Değerlendirme

Öz

Dijitalleşme ve internetin artan kullanımı nedeniyle, giderek daha fazla insan birbirleriyle iletişim kurmak için sosyal medyayı kullanmaktadır. Günümüzde 3,6 milyardan fazla kişi tarafından kullanılan sosyal medyanın popülerliği, işletmeleri ürün ve hizmetlerini tanıtmak için bu platformlarda etkili fikir liderleriyle iş birliğine yöneltmektedir. Influencer pazarlama, bir markanın mesajını daha büyük kitlelere ulaştırmak için belirli bir hedef kitle üzerinde etkisi olan bireyleri kullanmaya odaklanan bir pazarlama türüdür. İşletmeler, bilgileri, konumları ve ilişkileri nedeniyle başkalarının satın alma kararını etkileyebilen kişiler olan influencer’lar ile ürün yerleştirme, marka onayları ve içerik oluşturma için çalışabilmektedir. Influencer pazarlama işletmelere, yüksek yatırım getirisi, marka farkındalığı ve satışları arttırma, potansiyel müşterileri elde etme, ürün ve hizmetlerini daha geniş kitlelere duyurabilme ve sosyal medya katılımını arttırma gibi önemli avantajlar sunabilmektedir. Influencer pazarlama, dünya çapında işletmelerin gün geçtikçe daha fazla ilgisini çekmekte ve influencer pazarlama stratejisini pazarlama seçeneklerinin önemli bir parçası olarak görmelerine neden olmaktadır. Bu çalışma, influencer pazarlama ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, influencer pazarlama stratejilerinden de bahsederek ilgili kararları alırken işletme yöneticilerine ve pazarlamacılara yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

influencer pazarlama, ağızdan ağıza pazarlama, influencer pazarlama stratejileri

Kaynakça

• Berger, J. ve Keller Fay Group. (2016). Research Shows Micro-Influencers Have More Impact than Average Consumers, https://go2.experticity.com/rs/288-AZS-731/images/Experticity-KellerFaySurveySummary_.pdf?_ga=2.222175320.1922164868.1515233850-1299873601.1515233850 , Erişim Tarihi: 12.11.2020
• Biaudet, S. (2017). Influencer Marketing as a Marketing Tool: The Process of Creating an Influencer Marketing Campaign on Instagram, Yrkeshögskolan Arcada, Thesis.
• Bognar, Z., Puljic, N. ve Kadezabek, D. (2019). Impact of Influencer Marketing on Consumer Behaviour, Economic and Social Development (Book of Proceedings), 42nd International Scientific Conference on Economic and Social Development.
• Bones, B. (2018). How to Spot Authentic (and Fake) Instagram Influencers, https://www.marketingprofs.com/articles/2018/39573/how-to-spot-authentic-and-fake-instagram-influencers , Erişim Tarihi: 12.11.2020.
• Braatz, L. (2017). #Influencer Marketing on Instagram: Consumer Responses Towards Promotional Posts: The Effects of Message Sidedness, University of Twente, Master's Thesis.
• Bughin, J., Doogan, J. ve Vetvik, O. (2010). A New Way to Measure Word-of-Mouth mMarketing, McKinsey Quarterly, 2, 113-116.
• Byrne, E., Kearney, J. ve MacEvilly, C. (2017). The Role of Influencer Marketing and Social Influencers in Public Health, Proceedings of the Nutrition Society, 76, OCE3.
• Chatzigeorgiou, C. (2017). Modelling the Impact of Social Media Influencers on Behavioural Intentions of Millennials: The Case of Tourism in Rural Areas in Greece, Journal of Tourism, Heritage & Services Marketing, 3(2), 25-29.
• Childers, C., Lemon, L. ve Hoy, M. (2019). # Sponsored# Ad: Agency Perspective on Influencer Marketing Campaigns, Journal of Current Issues & Research in Advertising, 40(3), 258-274.
• Chopra, A., Avhad, V. ve Jaju, S. (2020). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial, Business Perspectives and Research, 1-15.
• Claesson, A. ve Ljungberg, N. (2018). Consumer Engagement on Instagram: Viewed through the Perspectives of Social Influence and Influencer marketing, Lund University School Of Economics and Management, Master’s Thesis.
• Clement, J. (2020). Number of Social Network Users Worldwide from 2017 to 2025, https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/, Erişim Tarihi: 12.11.2020
• Coates, A., Hardman , C., Halford, J. ve Christiansen, P. (2019). The Effect of Influencer Marketing of Food and a Protective Advertising Disclosure on Children's Food Intake, Pediatric Obesity,14 (10).
• Coppola, D. (2020). Budget Allocated for Influencer Marketing by Italian Companies in 2019, by Type of Company and Campaign, https://www.statista.com/statistics/702038/influence-marketing-among-companies-in-italy/ , Erişim Tarihi: 12.11.2020.
• Cruz, F. (2018). Influencers: Micro & Macro, https://www.tapinfluence.com/influencers-micro-macro/ , Erişim Tarihi: 12.11.2020
• Dahan, E. (2016). Influencer Marketing May Be the Antidote to Ad Blocking, https://www.marketingprofs.com/opinions/2016/29369/influencer-marketing-may-be-the-antidote-to-ad-blocking , Erişim Tarihi: 12.11.2020.
• Dangl, V. (2017). Social Media Influencer Marketing: An Empirical Study on Brand Sponsorships and the Effects on Credibility of Social Media Influencers in The Fitness Industry, Johannes Kepler University, Linz, Austria, Master Thesis.
• De Veirman, M., Cauberghe, V. ve Hudders, L. (2017). Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude, International Journal of Advertising, 36(5), 798-828.
• Dogra, K. (2019). The Impact of Influencer Marketing on Brand Loyalty Towards Luxury Cosmetics Brands: Comparison of Generation Z and Millennial, Modul University, Vienna, Master Thesis.
• Einarsdottir, V. (2017). From Celebrities to the Girl Next Door: Influencer Marketing with a Special Focus on the Social Media Platform-Instagram, University of Iceland, Bachelor Thesis.
• Enberg, J. (2018). Instagram Leads as a Global Platform for Influencer Marketing, eMarketer, 1-4.
• Ewers, N. (2017). #Sponsored –Influencer Marketing on Instagram, University of Twente, Master Thesis.
• Femenia-Serra, F. ve Gretzel, U. (2020). Influencer Marketing for Tourism Destinations: Lessons from a Mature Destination, Information and Communication Technologies in Tourism , J. Neidhardt ve W. Wörndl (Eds.), 65–78.
• Global Influencer Marketing Report. (2019). Global Influencer Marketing 2019 What to Know About Spending, Stories, Fraud and Microinfluencers, https://www.emarketer.com/content/global-influencer-marketing-2019 , Erişim Tarihi: 12.11.2020.
• Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding:A Case Study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, 8(2).
• Goyette, I., Ricard, L., Bergeron, J. ve Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences, 27, 5-23.
• Grafström, J., Jakobsson, L. ve Wiede, P. (2018). The Impact of Influencer Marketing on Consumers’ Attitudes, Jönköping University, Bachelor Thesis.
• Grave, J.-F. (2019). What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers, Social Media + Society , 1–9.
• Gretzel, U. (2018). Influencer Marketing in Travel and Tourism, Sigala, M. ve Gretzel, U. (Eds.), Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases, New York: Routledge, 147-156.
• Gross, J. ve Von Wangenheim , F. (2018). The Big Four of Influencer Marketing A Typology of Influencers, Marketing Review St. Gallen, 2, 30-38.
• Gustavsson, A.-S., Nasir, A. ve Ishonova, S. (2018). Towards a World of Influencers: Exploring the Relationship Building Dimensions of Influencer Marketing, Jönköping University, Bachelor Thesis.
• Guttmann, A. (2020a). Instagram Influencer Market Size 2017-2020, https://www.statista.com/statistics/748630/global-instagram-influencer-market-value/ , Erişim Tarihi: 12.11.2020
• Guttmann, A. (2020b). Monthly Spending on YouTube Influencer Marketing Worldwide 2019, https://www.statista.com/statistics/1139121/monthly-spending-youtube-influencer-marketing-worldwide/ , Erişim Tarihi: 12.11.2020
• Guttmann, A. (2020c). Leading Challenges of Influencer Marketing According to Industry Professionals in the United States as of January 2019, https://www.statista.com/statistics/617679/leading-challenges-of-influence-marketing/ , Erişim Tarihi: 12.11.2020
• Guttmann, A. (2020d). Influencer Marketing Platform Market Size Worldwide from 2017 to 2027, https://www.statista.com/statistics/1036560/global-influencer-marketing-platform-market-size/ , Erişim Tarihi: 12.11.2020
• Guttmann, A. (2020e). Average Spending on Influencer Marketing Campaigns According to Industry Professionals in the United States as of January 2019, by Tier, https://www.statista.com/statistics/1092670/influencer-campaign-spending-tier-usa/ , Erişim Tarihi: 12.11.2020
• Hirokawa, R. ve Lowe, J. (2002). Katz and Lazarsfeld Revisited: Using Intermedia Theory to Enhance Health Campaigns, Global Health Conference, University of Iowa, Iowa,19-21.
• https://influencermarketinghub.com/influencer-marketing-strategy/ (2018). Influencer Marketing Strategy: 11 Factors to Consider When Planning Your Next Influencer Campaign, Erişim Tarihi: 12.11.2020
• https://influencermarketinghub.com/what-is-influencer-marketing/ (2020). What is Influencer Marketing: An in Depth Look at Marketing’s Next Big Thing, Erişim Tarihi: 12.11.2020.
• https://mediakix.com/influencer-marketing-resources/influencer-marketing-industry-statistics-survey-benchmarks/ (2019). Influencer Marketing 2019 Industry Benchmarks, Erişim Tarihi: 12.11.2020.
• https://www.ana.net/content/show/id/48437 (2018). Advertisers Love Influencer Marketing: ANA Study, Erişim Tarihi: 12.11.2020
• https://www.marketingprofs.com/articles/2018/40029/whats-next-for-influencer-marketing (2018). What’s Next for Influencer Marketing?, Erişim Tarihi: 12.11.2020
• https://www.smartinsights.com/online-pr/influencer-marketing/10-influencer-marketing/ (2018). Influencer Marketing Strategies You Need to Know, Erişim Tarihi: 12.11.2020
• https://www.tapinfluence.com/blog-what-is-influencer-marketing/ (2015). Influencer Marketing, Erişim Tarihi: 12.11.2020
• Hurt, J. (2017). Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, John Carroll University, Masters Essays, 69.
• Influencer Marketing. (2020). What Is an Influencer?, https://influencermarketinghub.com/what-is-an-influencer/ , Erişim Tarihi: 12.11.2020
• Isosuo, H. (2016). Social Media Influencer Marketing, Jamk University of Applied of Science, Bachelor’s Thesis.
• Jaakonmäki, R., Müller, O. ve Vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing, Proceedings of the 50th Hawaii International Conference on System Sciences, http://hdl.handle.net/10125/41289, 1152-1160.
• Jin, S., Muqaddam, A. ve Ryu, E. (2019). Instafamous and Social Media Influencer Marketing, Marketing Intelligence & Planning.
• Johansen , I. ve Guldvik, C. (2017). Influencer Marketing and Purchase Intentions: How does Influencer Marketing Affect Purchase Intentions?, Norwegian School of Economics, Bergen, Master Thesis.
• Johnson, J. (2020). Influencer Marketing in the UK- Statistics & Facts, https://www.statista.com/topics/7119/influencer-marketing-in-the-uk/ , Erişim Tarihi: 12.11.2020
• Kadekova, Z. ve Holiencinova, M. (2018). Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities, Communication Today, 9(2).
• Krasniak, M. (2016). Social Influencer Marketing on the Rise: New Research. https://www.socialmediaexaminer.com/social-influencer-marketing-on-the-rise-new-research/#:~:text=The%20same%20study%20by%20TapInfluence,the%20respondents%20finding%20them%20worthwhile. , Erişim Tarihi: 12.11.2020
• Lee, S. ve Kim, E. (2020). Influencer Marketing on Instagram: How Sponsorship Disclosure, Influencer Credibility, and Brand Credibility Impact the Effectiveness of Instagram Promotional Post, Journal of Global Fashion Marketing, 11(3).
• Lim , X., Radzol, A., Cheah , J.-H. ve Wong, M. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude, Asian Journal of Business Research, 7(2), 19-36.
• Lou, C. ve Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media, Journal of Interactive Advertising, 19(1).
• Martinez-Lopez, F., Anaya-Sanchez, R., Giordano, M. ve Lopez-Lopez, D. (2020). Behind Influencer Marketing: Key Marketing Decisions and Their Effects on Followers’ Responses, Journal of Marketing Management, 1-29.
• McCarthy, A. (2017). Marketers Unaware of FTC Social Media Guidelines Regulating Influencers, https://www.emarketer.com/Article/Marketers-Unaware-of-FTC-Social-Media-Guidelines-Regulating-Influencers/1015341 , Erişim Tarihi: 12.11.2020
• McCarthy, N. (2019). How Influencer Marketing Costs Exploded, https://www.statista.com/chart/19976/average-cost-of-a-sponsored-post-by-platform/, Erişim Tarihi: 12.11.2020
• Meiners, N., Schwarting, U. ve Seeberger, B. (2010). The Renaissance of Word-of-Mouth Marketing: A New Standard in Twenty-First Century Marketing Management?!, International Journal of Economic Sciences and Applied Research, 3 (2), 79-97
• Mumbengegwi, N. (2019). The Impact of Influencer Marketing on Consumer Based Brand Equity, Witwatersrand Business School,Johannesburg, Parktown, Master Thesis.
• Nadanyiova, M., Gajanova, L., Majerova, J. ve Lizbetinova, L. (2020). Influencer Marketing and its Impact on Consumer Lifestyles, Forum Scientiae Oeconomia, 8 (2), 109-120.
• Narassiguin, A. ve Sargent, S. (2019). Data Science for Influencer Marketing : Feature Processing and Quantitative Analysis, arXiv, 1906, 05911, 1-15.
• Newberry, C. (2019). Influencer Marketing Guide: How to Work with Social Media Influencers, https://blog.hootsuite.com/influencer-marketing/ , Erişim Tarihi: 12.11.2020.
• Patel , S. (2020). How You Can Build A Powerful Influencer Marketing Strategy in 2020, https://www.bigcommerce.com/blog/influencer-marketing/#what-is-influencer-marketing , Erişim Tarihi: 12.11.2020
• Radey, T. (2015). Influencer Marketing: Why Relevance is More Important than Vanity Metrics, https://www.pr2020.com/blog/influencer-marketing-why-relevance-is-more-important-than-vanity-metrics , Erişim Tarihi: 12.11.2020
• Riedl, J. ve Von Luckwald, L. (2019). Effects of Influencer Marketing on Instagram, Access Marketing Management, 1-37.
• Schaefer, M. (2018). Word of Mouth Versus Influencer Marketing, https://businessesgrow.com/2018/11/12/difference-between-influencer-marketing-and-word-of-mouth-marketing/#:~:text=Influencer%20marketing%20is%20even%20working,to%20small%20businesses%20and%20startups.&text=By%20contrast%2C%20WOMM%20is%20less,within%20rel , Erişim Tarihi: 12.11.2020
• Shewan, D. (2017). 8 Influencer Marketing Strategies to Grow Your Reach, https://www.wordstream.com/blog/ws/2015/02/26/influencer-marketing , Erişim Tarihi: 12.11.2020
• Solis, B. (2008). The Art And Science of Blogger Relations, FutureWorks.
• Stubb, C. (2019). The Gray Zone in Marketing Consumer Responses to Influencer Marketing, Abo Akademi University, Abo, Finland.
• Sudha, M. ve Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: The Fashion Industry, SCMS Journal of Indian Management, 14 (3), 14-30.
• Szczurski, M. (2017). Social Media Influencer- A Lifestyle or a Profession of the XXIst Century?, Institute of Research and Journals (IRAJ), 1-5.
• Tabellion, J. ve Esch , F.-R. (2019). Influencer Marketing and its Impact on the Advertised Brand, Bigne E., Rosengren S. (eds), Advances in Advertising Research X, European Advertising Academy, Springer, Gabler, Wiesbaden.
• Talkwalker. (2018). What is Influencer Marketing? Your Ultimate Influencer Marketing Guide, https://www.talkwalker.com/resource/ebook-influencer-marketing-guide.pdf , Erişim Tarihi: 12.11.2020
• Tankovska, H. (2020). Annual Revenue of Companies Who Work with Influencer Marketing in Denmark 2016-2019, https://www.statista.com/statistics/987640/annual-revenue-of-companies-who-work-with-influencer-marketing-in-denmark/ , Erişim Tarihi: 12.11.2020
• Trivedi, J. ve Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective, Journal of Internet Commerce, 19(1), 103-124.
• Veissi, I. (2017). Influencer Marketing on Instagram, Haaga-Helia University of Applied Sciences, Bachelor’s Thesis.
• Williamson, D. (2020). Influencer Marketing and the Path to Purchase, https://www.emarketer.com/content/influencer-marketing-and-the-path-to-purchase , Erişim Tarihi: 12.11.2020
• Zak, S. ve Hasprova, M. (2020). The Role of Influencers in The Consumer Decision-Making Process, SHS Web of Conferences, 74, 03014, EDP Sciences.
• Zhang, Y., Lin, Y. ve Goh, K. (2018). Impact of Online Influencer Endorsement on Product Sales: Quantifying Value of Online Influencer, PACIS 2018 Proceedings, 201, 1-8.
• Zietek, N. (2016). Influencer Marketing - The Characteristics and Components of Fashion Influencer Marketing, The Swedish School of Textiles, University of Boras, Master Thesis.