Hence, the popularity and the positive impact that influencer marketing has on brand recognition can be explained by social theories of how people engage with each other and seek advice from one another. [23] Similar studies with humans also show similar evidence to the human mirror neuron system activating when observing another person perform a physical task. Singh and Banerjee (2019), celebrity worship is explained as a result of communication channels and publicity. In this case, the relationship between influencer marketing and consumer decision-making. This is important considering the variety of different niches since influenced followers interested in fashion and electronics may have different expectations and different engagement with the content. For example, social norms and perceived correctness of behaviour are important predictors of the potential purchase. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). Influencer Marketing is a hybrid of old and new marketing tools. The theory also seems to ignore biological and hormonal dispositions of people. professional specifically for you? 277 0 obj <> endobj xref 277 79 0000000016 00000 n Artificial intelligence . For example, the value set on obtaining a high grade on an examination is dependent on how strongly that grade is linked (in the subjective belief system of the student) with other outcomes which might include parental praise, graduation with honors, offers of more prestigious jobs upon graduation, etc. Your privacy is extremely important to us. Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. Hence, their methods of evaluating influencer marketing are valid. New York, NY: RoutledgeFalmer. 0000067581 00000 n Although still controversial, this provides a direct neurological link to understanding social cognition.[24]. 0000016761 00000 n Wilson, A.

As a result, they can increase brand awareness and encourage consumers to purchase more. Another challenge was to escape the potential bias since I myself often make decisions based on an influencers recommendations, and this could affect the selection of literature and implications.

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape ones attitudes toward social media influencer and advertised The basic predictive equation is: Although the equation is essentially conceptual, it is possible to enter numerical values if one is conducting an experiment. 0000184083 00000 n At the end of the episode a short epilogue done by a recognizable figure summarizes the educational content and within the program viewers are given resources in their community. Moreover, influencers can impact the consumers decision to either purchase or avoid buying a product, which is why this narrative literature review aims to summarise peer-reviewed articles on influencer marketing. WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. In the previous section, the different types of influencers based on the number of followers were discussed. The visual element has become an integral part of this marketing strategy. [20] Some academics have suggested that our ability to learn socially and culturally have led to our success as a species.

Hu, Zhang and Wang (2019) cite different examples of how this phenomenon impacts consumers and their decision. 0000002758 00000 n Hence, a suggestion for practitioners is to approach influencer marketing with caution and use sales figures and other metrics to ensure that the campaign is reaching the expected results. As a result, forty articles were found that suited the topic of this research and were published in peer-reviewed journals. 0000003673 00000 n 71-90. Bandura recognized that people learn a great deal from watching other people and seeing the rewards and/or punishments that other people receive. 225-251. 0000172236 00000 n 0000139394 00000 n 7896. For example, a child who plays violent video games will likely influence their peers to play as well, which then encourages the child to play more often. As a result, the evidence suggests that influencers indeed have an immense impact on their followers and can help brands in their advertising campaigns. Hughes, C., Swaminathan, V. and Brooks, G. (2019) Driving brand engagement through online social influencers: an empirical investigation of sponsored blogging campaigns, Journal of Marketing, 83(5), pp. As noted by Xiao and Watson (2019), a literature review is an essential part of any academic research, and this literature search was conducted using Google Scholar and library resources. Yale Attitude Change Approach Essentially he was attempting an integration of behaviorism (which generated precise predictions but was limited in its ability to explain complex human interactions) and gestalt psychology (which did a better job of capturing complexity but was much less powerful at predicting actual behavioral choices). Notably, this has been the basis of influencer marketing for many years, as prior to these regulations, any influencer could post product recommendations as personal advice without stating that this is an endorsement. 0000232115 00000 n Boyland, E. J. et al. 0000159405 00000 n But in this theory, the environment plays a large part in learning. In terms of management education, this research highlights the importance of dedicating attention to digital marketing tools and the changing trends in consumer behaviour and advertisement tactics. Understand what a social media influencer is, and the power of influencer marketing. 0000010757 00000 n 0000011142 00000 n Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality.

[31] The telenovela format allows the creators to incorporate elements that can bring a desired response. According to Hughes, Swaminathan and Brooks (2019), nearly 75% of advertisers use influencer marketing as part of their current strategy, and 65% of brands plan on increasing their budget to incorporate more influencer-sponsored content.

This section will focus on examining the impact that influencer marketing has on consumer behaviour. "Influencer Marketing and Applicable Theories." Over the course of this project, I deepened my understanding of digital marketing strategies and developed a cohesive comprehension of what influencer marketing is, how it is used, and the actual impact it has on brands and sales. Recently, regulators in many states developed policies that oblige influencers to reveal sponsored content, although, before this, they could integrate it into their content in whatever way they deemed suitable. Moreover, they are influenced by people with whom they have a large number of perceived similarities. Bandura also argued that Miller and Dollard had essentially abandoned the hypothesis that imitation was an important form of learning based on the fact that the made little mention of it in their later book, Personality and Psychotherapy Dollard and Miller, 1950). 0000004141 00000 n Social presence is an important construct in online group learning. In other words, the two variables are independent of each other. Simply defined, influencer marketing means the engagement of people who have gathered a substantial following through their online social media accounts and who are willing to work with brands to promote new products. Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). To clarify, influencers are typically not viewed as celebrities, as they rarely have any other platform or job, unlike movie actors, singers, or other well-known individuals. Social media marketing is a sure-fire way for your brand to succeed. The main strength of this method is that through it, the author of this report can identify the key themes in the literature on this marketing domain, as well as gaps that can be still addressed through further research. Understand the benefits of influencer marketing with social media. SAM is a common theory in social sciences, explored both empirically and theoretically. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. While he denied that there was any "instinct or faculty of imitation",[4] Skinner's behaviorist theories formed a basis for redevelopment into Social Learning Theory. Describe what makes a good influencer. Many companies now choose influencer marketing as one of the key instruments in their advertisement strategies. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. Hence, I will be able to use the gained knowledge in practice when managing the campaigns of my company and collaborating with influencers. Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality. Argyris et al. Synthesis of influencer marketing theories found in the literature. Collaboration with influencers is a distinct process, and a brand manager should be aware of how to manage it, assess results, and plan for better results. For example, the classical conditioning approach holds that pathological fear and anxiety are developed through direct learning; however, many people with anxiety disorders cannot recall a traumatic conditioning event, in which the feared stimulus was experienced in close temporal and spatial contiguity with an intrinsically aversive stimulus. For example, using the technique of guided participation, a teacher says a phrase and asks the class to repeat the phrase. For policymakers, influencer marketing has already become a concern. Psychologist Albert Bandura developed the social learning theory open_in_new as an alternative to the earlier work of fellow psychologist B.F. Skinner, known for his influence on behaviorism. Notably, other researchers, such as Mohit (2011), Lou and Yuan (2019) and Chatterjee (2011), outline the theories rather than provide empirical support to their hypothesis. Therefore, this topic is worthy of a review because influencer marketing has become a part of a brands marketing strategy, the impact that influencers have on the consumers decision making is significant, and brand managers or advertisers should be aware of the theories and studies on influencer marketing. Latans Social Impact Theory (1981); a very useful mathematical model for explaining social impact. Bandura's theory goes beyond the perception of learning being the result of direct experience with the environment. He did however mention that some forms of speech derived from words and sounds that had previously been heard (echoic response), and that reinforcement from parents allowed these 'echoic responses' to be pared down to that of understandable speech. [39] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding students for good behavior. Instead, consumers base their decisions on the outcomes they think they will be able to achieve with a certain action, such as a purchase using a recommendation from an influencer. _Lca4g6j,:7gGM//Y[`bm,]qkh,M-e:;'2N_lpCC'kj^;Bgl#mK/,N_S/ ^e-Y/Q Experimental results have demonstrated the effectiveness and efficiency of the social learning algorithm, which has in turn also verified through computer simulations the outcomes of the social learning behavior in human society.[41]. "[2] Skinner's explanation of the acquisition of new responses relied on the process of successive approximation, which required multiple trials, reinforcement for components of behavior, and gradual change. According to Charles Sturt University Guide, narrative reviews are an essential part of the research process and help to establish a theoretical framework and focus or context of the research (Literature review: traditional or narrative literature reviews, no date; Wilson, 2019). Kumpulainen, K., Wray, D. (2002). WebThis article synthesizes current research on Social Learning Theory and Social Media Technology, focusing on how the application of social media in the classroom might be used to stimulate attention, memory, and motivation Moreover, the empirical evidence collected shows the significant advantage that influencer marketing has before traditional marketing. Abstract Purpose: Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers' wishful Haenlein, M. and Libai, B. Agoraphobia: Xature L3 Treatment. Mohit (2011) used empirical research to prove that although there is an effect on the brands perception and image after Instagram influencers are engaged in the marketing campaigns. "[27], For social learning theory, gender development has to do with the interactions of numerous social factors, involving all the interactions the individual encounters. London: Saffron House. Singh, R. P. and Banerjee, N. (2019) Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), pp. [2] Specifically, Bandura argued that "the weaknesses of learning approaches that discount the influence of social variables are nowhere more clearly revealed than in their treatment of the acquisition of novel responses. People follow influencers willingly and look through the content, unlike traditional advertising, where individuals see banners or ads on TV or websites. According to Argyris et al. Nor did they follow up on their original ideas with a sustained research program. 0000009716 00000 n Expectancy is defined as the individual's subjectively held probability that a given action will lead to a given outcome. Zhou, T., Lu, Y. and Wang, B. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Influencer marketing, as a result, is a cohesive continuation of peoples intrinsic desire to share information about items and to look for reviews and opinions of others. Albert Bandura's Social Learning Theory describes how individuals learn concepts and behavior through observation. Web. Literature review: traditional or narrative literature reviews (no date) Web. Students will meet five main learning outcomes; 1.) (2017) Seeding, referral, and recommendation: creating profitable word-of-mouth programs, California Management Review, 59(2), pp. Apart from better ROI, influencers leverage the psychological aspects of human communication the need to ask for advice, evidence or a recommendation from a trustworthy source (Trivedi and Sama, 2020; Onwuegbuzie and Frels, 2016; Magno and Cassia, 2018). Macro influencers have between 100K1M followers and tend toward a broader appeal than micro influencers. 4th edn. Another example is the social cognitive optimization, which is a population-based metaheuristic optimization algorithm. Hence, educators should include the different theories of influencer marketing into the curriculum to help students learn relevant marketing strategies. 1) Advertisements The way in which an observer perceives an action is very significant when it comes to advertising. Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. Kapitan, S., and Silvera, D. H. (2016) From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness, Marketing Letters, 27, pp.

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