Advertising overload: Difference between revisions

Line 67:

====Influencer marketing====

Influencer marketing is a type of advertising in which brands team up with social media personalities, also known as influencers, to promote a product or service. Most of these influencers have large and engaged followings, which they use in leveraging their credibility and relatability in reaching out to their audiences in ways that feel far more authentic than traditional advertising.

Influencer marketing is a type of advertising in which brands team up with social media personalities, also known as influencers, to promote a product or service.

Users are more influenced by social media personalities ~~with~~ their values and lifestyles. Consequently, authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.<ref name=":5">{{Cite web |last=Chopra |first=Anjali |date=Jun 2020 |title=Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial |url=https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>

Most of these influencers have built a credible standing among a large and engaged following. Brands use brand deals to leverage the influencers' credibility and relatibility and reach audiences in ways that feel far more authentic than traditional advertising.

Users are more influenced by social media personalities who share their values and lifestyles. Consequently, authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.<ref name=":5">{{Cite web |last=Chopra |first=Anjali |date=Jun 2020 |title=Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial |url=https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>

'''Congruence''' is crucial: the match between the persona of the influencer, the product he is promoting, and the interests of the audience. When such a fit among the elements is strong, it makes the campaign more credible since it is considered as genuine. With this congruence, their credibility will rise as an influencer, and then the emotional relationship with the audience will be stronger.<ref name=":6">{{Cite web |last=Belanche |first=Daniel |last2=Ibáñez Sánchez |first2=Sergio |last3=Casaló Ariño |first3=Luis Vicente |last4=Flavián |first4=Marta |date=Apr 2021 |title=Understanding influencer marketing: The role of congruence between influencers, products and consumers |url=https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>

@@ Line 67: / Line 67: @@
 ====Influencer marketing====
-Influencer marketing is a type of advertising in which brands team up with social media personalities, also known as influencers, to promote a product or service. Most of these influencers have large and engaged followings, which they use in leveraging their credibility and relatability in reaching out to their audiences in ways that feel far more authentic than traditional advertising.
+Influencer marketing is a type of advertising in which brands team up with social media personalities, also known as influencers, to promote a product or service.
-Users are more influenced by social media personalities with their values and lifestyles. Consequently, authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.<ref name=":5">{{Cite web |last=Chopra |first=Anjali |date=Jun 2020 |title=Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial |url=https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>
+Most of these influencers have built a credible standing among a large and engaged following. Brands use brand deals to leverage the influencers' credibility and relatibility and reach audiences in ways that feel far more authentic than traditional advertising.
+Users are more influenced by social media personalities who share their values and lifestyles. Consequently, authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.<ref name=":5">{{Cite web |last=Chopra |first=Anjali |date=Jun 2020 |title=Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial |url=https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>
 '''Congruence''' is crucial: the match between the persona of the influencer, the product he is promoting, and the interests of the audience. When such a fit among the elements is strong, it makes the campaign more credible since it is considered as genuine. With this congruence, their credibility will rise as an influencer, and then the emotional relationship with the audience will be stronger.<ref name=":6">{{Cite web |last=Belanche |first=Daniel |last2=Ibáñez Sánchez |first2=Sergio |last3=Casaló Ariño |first3=Luis Vicente |last4=Flavián |first4=Marta |date=Apr 2021 |title=Understanding influencer marketing: The role of congruence between influencers, products and consumers |url=https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>