Effects Of Influencer Marketing On Instagram - KOBV
Open Science Publications Of Access Marketing Management A non-commercial scientific association www.accessmm.de/open science Effects of Influencer Marketing on Instagram Joachim Riedla, Lisa von Luckwald, M.Sc.b a Prof. Dr. Joachim Riedl, Hof University of Applied Sciences, Alfons-Goppel-Platz 1, 95028 Hof, Germany, e-mail: joachim.riedl@hof-university.de b Lisa von Luckwald, M.Sc., AccessMM, Alte Bayreuther Straße 26, 96466 Weidenberg, e-mail: lisa@luckwald.de1 ISBN 978-3-945456-19-4 Received Dec. 2018, revised Feb. 2019, v5.2 published March 2019 Keywords Influencer marketing, print advertising, attitude, two-component theory, emotion, cognition, involvement, situational factors, personal traits, big five, cosmetics, GLM. 1 The authors would like to thank Prof. Dr. Oliver Gansser for his valuable suggestions.
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 2 Abstract This study examines the effects of medium-range influencer Instagram postings compared to traditional print ads. Using cosmetic products as an example, the study examines how these alternative forms of advertising influence attitude components and consumers' propensity to buy. As a result, the advertising impact of the Instagram posting is lower than that of the classic print ad. The Instagram posting has its greatest effect where consumers already follow influencers (follower status). The situational variable (type of advertising) proves to be more powerful in explaining consumers' attitudes as personal variables. Among the latter, product involvement has more explanatory power than the general personality traits of the Big Five. To explain the propensity to buy, product involvement is even more meaningful than the type of advertising. Overall, this shows that the effect of situational and personal factors on dependent variables of consumer behaviour cannot be generalised, but that it is generally recommended to include both situational and personal determinants in the analysis. 1 Introduction The so-called social media such as Facebook, YouTube and Instagram have become an integral part of many branded companies' customer communication due to their distribution and intensive user behaviour (cf. Schulten et al., 2012, p. 3). More and more advertising spendings are flowing into influencer marketing. At the same time, many advertisers limit themselves to measuring the advertising effect on the basis of click rates, page views, participation rates in sweepstakes, etc. Such easily measurable response rates, however, do not provide insights into the psyche of the target groups and thus fall short of the long achieved level of an elaborate advertising impact measurement (cf. e.g. Steffenhagen, 1995). First, a measurement approach based on the neo-behaviorist model cannot do without measuring effects (also) in the form of intrapersonal processes. Such are to be examined with common hypothetical constructs of consumer behaviour such as attitudes, involvement and behavioural intentions. Secondly, it is not only direct target group responses that are to be regarded as an undifferentiated whole, as expressed, for example, in click rates. Rather, it is interesting to know whether a contingency approach can identify certain types of persons who are more or less open-minded about
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 3 advertising in the social media due to personality traits and who can be influenced to varying degrees, because market segmentation has by no means become superfluous in the age of online marketing (Riedl, 1998). 2 Fundamentals and research questions In recent decades, the media environment with its derived content has created increasingly significant competition for the real world of consumer experience and direct personal experience (cf. Kroeber-Riel et al., 2009, p. 598 ff.). Within this media environment, the social media have become widespread. In June 2018 Instagram had 1 billion users worldwide (see n.p. 2018a), YouTube had 1.9 billion users in July 2018 (see n.p. 2018b), Facebook had 2.3 billion users in October 2018 (see n.p. 2018c). At the individual level, this has led, among other things, to interpersonal relationships gradually shifting into the digital world (cf. Faßmann, Moss, 2016, p. VII-1). Social media have opened up new platforms for consumers to engage in personal discourse on topics of all kinds, including branded goods. In principle, consumers thus gain greater independence from manufacturer communication via classic mass media, because they can expand their knowledge of the advantages and disadvantages of branded products on the basis of experience reports and comments by other users (cf. Brexendorf, Henkel, 2012, pp. 16-18). Not only for the mainstream of society, but also for niche groups, there are many new opportunities to find, exchange and communicate (cf. Faßmann, Moss, 2016, p. VII-1). This makes online media doubly interesting for manufacturers of branded goods, both as a source of information about target groups and as an opportunity for customer communication in a form adapted to the new media (cf. Riedl, Busch, 1997). With regard to social media content, a distinction must be made between user-generated content (UGC) and firm-generated content (FGC) or brand-generated content (BCG) (cf. Kumar et al., 2016, Burmann et al., 2015, p. 217 et seq.). In the BGC, brand-related activities in social media are carried out or controlled by the responsible employees of the company. Within the content created by consumers (UGC), a further distinction can be made between "brand-related UGC", which is not only concerned with the private affairs of users, but also with brand-related content. Brand-related UGC can be understood as the personal interpretation of the meaning of a brand by the individual. Characteristic are the voluntary nature of the posting and the non-existence of an employment relationship with the brand company. In addition, there is a minimum of creative content of the posting, because the pure reposting of content of the branded article manufacturers is not classified as UGC (cf. Arnhold et al., 2010, pp. 31-32). The creative implementation by users can take place in the form of text, photos or video formats within the framework of different content types.
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 4 The brand-related UGC results in a multifaceted "integration of users into all brand management activities" (Burmann, Arnhold, 2008, p. 40), which was not possible in the classical media. The content disseminated in this way has an effect on the brand image, with the result that the company partly loses sovereignty over its public image. For this reason, professional management of the brand-related UGC, the "user-generated branding" (UGB), is now required (cf. Arnhold et al., 2010, p. 48). The most common method for this is sponsoring users with a large number of followers and a corresponding role model function (Cha et al., 2010), the so-called influencers (for the term influencer see De Veirman, 2017a). Such paid product reviews as part of a blog post or a post on media sharing platforms are referred to as "sponsored conversations" (cf. Tuten, Solomon, 2014, pp. 130-132). UGB has recently experienced enormous increases, as can be seen from the Instagram platform. Between 2013 and 2017, the number of so-called "sponsored posts" increased from 3,500 per month to over 100,000 (cf. Brandt, 2017). The number of business profiles of companies and very active influencers increased from 1.5 million in September 2016 to 25 million in November 2017, the number of active advertisers rose from 200,000 to 2 million (see Richter, 2017). This results in a dilemma, because on the one hand companies want to intervene purposefully in the preparation of the UCG. On the other hand, this changes the character of the social media, which are no longer perceived by consumers as an independent peer-to-peer platform. For users, social networks such as Facebook, online communities, forums, chats and wikis originally had the purpose of personal, "private" communication and sharing of news by means of status and direct messages. This is described by the terms "social component of interaction" (Burmann et al., 2015, p. 221) and "social community" (cf. Tuten, Solomon, 2014, p. 109-111). Another use by users was self-presentation, "social publishing" (Burmann et al., 2015, p. 224). But the increase in advertising activities is shifting the character of social media towards a commercial channel. Users sometimes show reactance when they detect that they are to be influenced by postings. According to inoculation theory (cf. McGuire, 1964, Cialdini et al., 1991), this could be understood as a protest by users against unwanted influence (cf. e.g. Lim, Ki, 2007, Pfau et al., 2007, Sagarin et al., 2002). This is indicated by increasing complaints about unmarked surreptitious advertising in social media (cf. e.g. Knitterscheidt, 2017). While advertising in the traditional media regularly has a transparent commercial purpose, this was not the case in the social media for a long time. In the meantime, however, all major operators have laid down rules of conduct according to which support for UGC must be labelled by companies (cf. e.g. n.p., 2018d). The main research question for the present study is how brand related user generated content in social media affects consumers in contrast to classical advertising. Due to the necessary
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 5 limitation of an empirical study, the platform Instagram is focused upon as an example for a social media channel and the posting of medium-range influencers as an example for UGC. The confrontation of test subjects with a stimulus can be understood as a situational influence. According to the basic idea of market segmentation, it is also assumed that existing characteristics of the target persons moderate the effect of communication measures, similar to the fundamental statement made by Saunders in 1956: "There are many examples of situations in which the validity of some psychological measure varies systematically in accord with some other psychological variable" (Saunders, 1956, p. 209). The formulated research question must therefore be supplemented by the assumption that the influence of consumers is moderated by different types of advertising of a) general and b) product-related personality traits. The former are measured using the dimensions of the so-called Big Five, the latter using the example of product involvement. 3 Relevant constructs and hypotheses 3.1 Attitude and propensity to buy Attitudes are probably the most frequently studied construct of social psychology (Fabrigar et al., 1993). Trommsdorff defines attitude as the learned, relatively permanent tendency of an individual to react positively or negatively to an object (Trommsdorf, 1975, p. 8). This makes it clear that the attitude is not innate, that it is to be measured at the level of the individual person, that it has an object reference and that it can take on expressions in two directions. The question of temporal stability is problematic, firstly because "relative permanence" is not an operational definition and secondly because recent studies show that attitudes are less stable over time than was assumed for a long time (cf. Olson, Zanna, 1993, Schwarz, Bohner, 2001, Riedl et al., 2018). Relations between characteristics of persons, their intentions and their behaviour have a historical origin, the constructs influence each other. On the basis of measurements taken at a certain point in time, in the best case, correlations can be established, an understanding of the historical meeting can be developed and forecasts of further developments can be derived, but always ceteris paribus of the stock of findings for the individual measurements. In the present study it is explicitly assumed that all measurements of hypothetical constructs are time-related. It has long been undisputed that attitudes have to be measured multidimensionally (cf. Thurstone, 1928, Schwarz, 2008, p. 48), but there are many direct and indirect measurement approaches that cannot be referenced in this article (cf. e.g. the descriptions in Crano, Prislin, Eds. 2008, and Albarracin, Johnson, eds. 2018). According to the two-component theory, the attitude has an affective-emotional component, in which primarily feelings of the individual are expressed, as well as a cognitive component, which reflects more strongly consciousness-driven
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 6 evaluation processes (Böhler, 2004, p. 115 f.). This dualism is taken up by the definition of Crano and Prislin: "An attitude represents an evaluative integration of cognitions and affects experienced in relation to an object. Attitudes are the evaluative judgments that integrate and summarize these cognitive/affective reactions. These evaluative abstractions vary in strength, which in turn has implications for persistence, resistance, and attitude-behavior consistency" (Crano, Prislin, 2006, p. 347). In a print advertisement, the advertiser must focus on a few and primarily emotional aspects due to the limited observation time on the part of the consumer. Such content is professionally prepared by the branded goods company and advertising agencies for the purpose of emotional conditioning, while an influencer posting in the social media focuses more on conditions of use and advantages of use of the product, i.e. on cognitive aspects. Postings are also far less elaborate than professional advertising and reveal the spontaneity and subjectivity of the creator in their design and wording. From this we can conclude: H1: The emotional component of attitude is more positively influenced by a professionally designed print ad than by an Instagram posting. On the other hand, the advertising of a consumer good in the social media can be much more detailed than in the classical media. According to the "cognitive response approach", the individual will add such information to his or her own set of topic-relevant knowledge. If positive thoughts are evoked in this way, the information thus conveyed acts in the direction of an increasing conviction (Cialdini et al., 1981, p. 360 f.). It has long been researched that the credibility of the communicator influences the perception, memory and evaluation of messages (cf. e.g. Hovland, Weiss, 1951), so that the credibility of the poster influencer should also positively influence the cognitive evaluation of the products advertised by her. Therefore, we conclude: H2: The cognitive component of attitude is more positively influenced by an influencer posting than by an application via print advertisement. Some attitude models also contain a conative component that is intended to represent the consumer's tendency to behave (cf. e.g. Kothandapani, 1971, Breckler, 1984). This is not followed in the present study, since consumer behaviour is regularly understood as a dependent variable of the overall attitude (cf. e.g. Lee, Ma, 2012, Goldsmith et al., 2000, Shah et al., 2012) and a clear separation of independent and dependent constructs is to be maintained (cf. e.g. García-Santillán, 2012, p. 2012). Therefore, the propensity to buy as an example for the induced behavioural propensity is understood in the present study as a separate dependent variable of the advertising use. The overall attitude results from the mean value of the emotional and cognitive components (cf. chapter 5.3).
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 7 Influencers with an increased number of followers obviously manage to appear attractive to the relevant target groups (Cha et al., 2010). This gives rise to the hope of a positive image transfer from the influencer to the product. Such an image transfer is not to be expected in classical print advertising without prominent testimonials (cf. e.g. the results in Riedl et al., 2017, p. 164). We therefore conclude: H3.1: The influencer posting leads to a better overall attitude towards the advertised product than a print ad without a prominent testimonial. H3.2: The influencer posting leads to a higher propensity to buy the advertised product than a print ad without a prominent testimonial. 3.2 Number of followers According to the source credibility model, the effectiveness of a statement depends on the credibility of the source (Hovland, Weiss, 1951). The credibility of a communicator is based on two elements: Competence (expertise) is determined by the communicator's knowledge, experience and abilities, depending on how strongly such characteristics are perceived by the addressees. The communicator's trustworthiness is determined by his seriousness, reliability and honesty. Credibility is positively related to attitudes towards advertising in social media (cf. Raktham et al., 2017). Due to the assumed connection between attitude and behaviour, credibility should also have a positive influence on the intention to buy. According to the source attractiveness model, the success of the testimonial is determined by its attractiveness (McGuire, 1985). This is based on optical and physical characteristics, as well as on familiarity, sympathy and perceived similarities between the testimonial and the recipient. If users have decided to follow an influencer, it can be assumed that she is perceived as credible and attractive and that her postings are not understood as unwanted influence. In this case, particularly high advertising effects of the influencer on the follower are to be expected. We therefore postulate: H4.1: If the user is a follower of the influencer, an increased effect of the posting on the follower's attitude can be expected. H4.2: If the user is a follower of the influencer, an increased effect of the posting on the follower's propensity to buy is to be expected. 3.3 Personality dimensions of the Big Five and involvement In a broad research tradition dating back to the 1960s and earlier precursors (cf. e.g. Thurstone, 1934) it is assumed that essential personality dimensions of individuals can be traced back to five stable factors, independent of time and situation (Norman, 1963, p. 574, Tupes, Christal, 1961, summarizing Goldberg, 1993).
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 8 The five dimensions are Extroversion (greatly simplified: sociability versus withdrawal), agreeableness (altruism vs. mistrust), conscientiousness (discipline vs. negligence), neuroticism (stability vs. instability) and openness (curiosity vs. conservatism) (cf. Goldberg, 1993, p. 27). The so-called Big Five (also known as the FFM, five factor model) have been empirically tested under a variety of conditions and are now seen by some authors as a standard tool for the analysis of populations of persons (cf. e.g. Chung, 2017). Although the prognostic content of personality traits could be found in individual studies (cf. e.g. Zuckerman et al., 1977), summarizing contributions on the research results come to the conclusion that general personality traits and attitudes provide disappointing results in the prognosis of behavior (cf. e.g. Wicker, 1969, Aizen, 1991). On the other hand, the representatives of the Big Five emphasize that they have proven to be meaningful in explaining numerous sociological and psychological phenomena (cf. Goldberg, 1993, Ozer, BenetMartínez, 2006), so that their use also appears to be purposeful for economic purposes and "an improved description and prediction of scientifically and socially relevant processes and phenomena" can be expected (Rammstedt et al., 2010, p. 236). This is investigated in the present study, whereby several hypotheses have to be tested for all five dimensions. Extroversion is understood as a disposition focused on external emotional incentives. It therefore can be concluded: H5.1: Depending on extroversion, people are more emotionally influenced than cognitively. The effects of general personality traits as moderators of other contexts have often been investigated (cf. e.g. the overview in Schmitt, 1990), for example that of responsibility (or its defence) on the relationship between norms and behaviour (cf. Sykes, Matza, 1957) or that of need for cognition on the relationship between the quality of arguments and attitude formation (cf. Cacioppo et al., 1986). In the analysis of such moderating influences, a statistical interaction effect of a variable is assumed. Such interaction effects are examined in the following for all dimensions of the Big Five. First, it can be assumed that for sociable (extroverted) persons the "lonely" viewing of a print ad has less incentive value than the contact to others, as it is expressed in the influencer posting. We postulate: H5.2: With increasing extroversion, the influencer posting has a more positive effect on the attitude than the print display. H5.3: With increasing extroversion, the influencer posting has a more positive effect on the intention to buy than the print ad. Agreeable individuals are more receptive to others and show less distrust of the views of others as expressed by an influencer in the Instagram posting. Agreeableness is a trait that relates primarily to social exchange. Therefore, it is postulated:
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 9 H6.1: With increasing agreeableness, the influencer posting has a more positive effect on the attitude than the print ad. H6.2: With increasing agreeableness, influencer posting has a more positive effect on the propensity to buy than print advertising. Conscientious persons are more cognitive type, collect information themselves and will not be strongly influenced by singular information. This should apply to all types of information. Therefore, it is concluded: H7.1: Increasing conscientiousness reduces the difference in advertising impact (attitude) between print ad and Instagram posting. H7.2: Increasing conscientiousness reduces the difference in advertising impact (propensity to buy) between print ad and Instagram posting. Neuroticism is understood as the opposite of personal stability. Stable persons are less influenceable than unstable ones. Therefore it is concluded: H8.1: Increasing personal stability (decreasing neuroticism) reduces the difference in advertising impact (attitude) between print advertising and Instagram posting. H8.2: Increasing personal stability (decreasing neuroticism) reduces the difference in advertising impact (propensity to buy) between print advertising and Instagram posting. After all, openness stands for greater curiosity. It can be assumed that open-minded people are more receptive to information from the social media. This results in: H9.1: As openness increases, the Instagram posting has a greater impact on the overall attitude of people than the print ad. H9.2 With increasing openness, the Instagram posting has a greater influence on people's propensity to buy than the print ad. Product involvement is understood as the personal significance of a product for the consumer (cf. Zaichkowski, 1985), or the relevance of the characteristics assigned to a product by the individual (cf. Antil, 1984). Involvement is seen as a prerequisite of the purchase intention (cf. e.g. Cox, 2009). Product involvement has a concrete object reference and should therefore make a greater explanatory contribution to consumer behaviour than general personality traits without such reference. Therefore, it is postulated: H10.1: Involvement in cosmetics makes a greater explanatory contribution to advertising impact (attitude) than general personality traits. H10.2 Involvement in cosmetics makes a greater explanatory contribution to advertising impact (propensity to buy) than general personality traits. For hypothetical constructs such as the personality dimensions of the Big Five, there are various operationalization approaches that can only approximate intrapersonal disposition. The dimensionality of a multi-factorial construct must be re-examined in every empirical study, whereby random sample-dependent differences in the charge structure are completely normal
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 10 even with a frequently validated survey instrument (cf. Goldberg, 1993, p. 30). In contrast, the difference in the form of the application (print vs. Instagram) as a situational criterion is a directly ascertainable fact that is not subject to any corresponding measurement problem. It can thus be assumed that the statistical relationship between the situation criterion and the dependent variables is stronger than that of the personality trait. It is postulated: H10.3: The type of advertising (print vs. Instagram) has a greater impact on consumer attitudes than the personality traits of Extroversion, tolerance, conscientiousness, neuroticism and openness. H10.4: The advertising type (print vs. Instagram) has a stronger effect on the propensity to buy than the personality traits Extroversion, tolerance, conscientiousness, neuroticism and openness. 4 Research methodology 4.1 Survey design A quasi-experimental four-field research design with two experimental groups was carried out (see table 1). The respondents were randomly divided into two groups. For two product areas of cosmetics (brands: Nivea, Estee Lauder), the groups were confronted either with a classic print ad or with an Instagram posting. The participants were not informed that the study was concerned with the effect of the influencer influence; rather, the "brand evaluation" was generally declared as survey content. Table 1. Research design and treatments. Stimulus 2 Stimulus 2 Group 1 Group 2 Type of ad Instagram posting Instagram posting Brand Estee Lauder Double Wear Nude – Water Fresh MakeUp Nivea Urban Skin Protect Tagespflege (Daily Care) Testimonial Ana Johnson Carmushka Type of ad Print ad Print ad Brand Nivea Urban Skin Protect Tagespflege (Daily Care) Estee Lauder Double Wear Nude – Water Fresh MakeUp Testimonial No name face none
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 4.2 11 Influencers and treatments Whereas in the study of Veirman et al. (2017) follower numbers of 21,200 and 32,200 were classified as "high", in view of the rapid growth of Instagram today influencers with far more followers have to be considered. At the time of this study, the influencers Yuya (12.8 million) and Zoella (10.5 million) had the most followers on Instagram worldwide. For reasons of generalizability, Carmushka (200,000 followers) and Ana Johnson (250,000 followers) were chosen as influencers with a higher range for this study. The selected Instagram postings of these two influencers had a picture and a text of about 100/140 words and had already been likened 16,400/17,700 times. The two presented brand products from the area of cosmetics were relatively new, so that it can be assumed that the potential users did not develop yet a completely solidified and/or habitualized purchase behavior and can still be influenced by social media marketing. The print advertisements used were real advertisements of the two brand manufacturers, which were published in high-circulation media. They corresponded to the classic design practice based on positive emotion, with reduced text content and high-quality graphic presentation. They were presented to the respondents as a full-page stimulus for evaluation. 4.3 Questionnaire and scales Six questions cover the useful life and significance of the online media for the test subjects, the use of Instagram and its significance, unsupported associations with the online media, and a query of motives for using Instagram. Together with the sociodemographic data (age, country of origin, level of education) and questions on spending behaviour in cosmetics, these questions were primarily used to check whether the two experiment groups match on essential criteria. Attitude measurement: The emotional component of the attitude was measured immediately after confrontating the respondents with the stimulus. The question was: Please give us your first impression of the cosmetic article. What rating would you give the product? For scaling, the school grading scale, which is spread throughout the German-speaking area and does not require explanation, was given with grades from 1 (correspondingly very good) to 6 (very poor), but without verbalizing grades 2 to 5, in order to be able to maintain the fiction of the interval scale level of the resulting data. Among the many possibilities for measuring the cognitive component, the focus was on what was described and investigated in other studies as "Perceived Usefulness" (cf. e.g. Wang, 2016). It can be assumed that usefulness is also a determinant of the intention to buy (cf. Raktham et al., 2017, p. 32). To measure this, the stimulus was shown again and asked: If you take a closer look at the properties of the product, how advantageous do you think it is to choose this product? Grade the product with this in mind. According to the Expectancy-Value Model of attitude
Riedl, J., von Luckwald, L., AccessMM open science publications, 03/2019, pp. 1-37 12 formation, the cognitive aspect of the attitude is expressed here in the assessment process that the individual undertakes about what he considers reasonable (see Fishbein, Aizen, 1975, Aizen, 1991, p. 191). The school grade scale was also specified for the cognitive attitude component, so that a value for the overall attitude can be calculated from the mean value of the t
Effects of Influencer Marketing on Instagram Joachim Riedla, Lisa von Luckwald, M.Sc.b a Prof. Dr. Joachim Riedl, Hof University of Applied Sciences, Alfons-Goppel-Platz 1, . 2015, p. 217 et seq.). In the BGC, brand-related activities in social media are carried out or controlled by the responsible employees of the company. Within the content
2017 INFLUENCER MARKETING IN REVIEW of marketers implemented an influencer campaign. 86% 71% of influencer marketers believe it’s an effective strategy. 92% of marketers say that video content produces the best ROI. 51% 71% Consumers are more likely to purchase based on social media reference. 6.50 ROI for every 1 spent on influencer marketing.
Marketing, Social Media Influencer, and Influencer Marketing. 2 . 7.1 Appendix One Thematic Question guide: _ 77 7.2 Table One- Table of participants (In-depth Interview)_ 79 . influencer marketing as a strategy in marketing. More so, since social media started, it has been apparent, the rise of social media .
influencer marketing, that our survey respondents were highly positive about the effectiveness of the activity. Indeed, 92% believe influencer marketing is an effective form of marketing. It would be interesting to know whether the 62 respondents (8%) who disbelieved in the effectiveness of influencer marketing, had had bad experiences,
influencer marketing but reporting and measurement is still a top concern, requiring the need for a guarantee in influencer ROI for enterprise marketers. 2020 was a big year for many in marketing and advertising, and the same is true for influencer marketing. When budgets
The influencer marketing agencies are the central and vital force of knowledge and experience within the influencer marketing area, working in order to ensure that campaigns are as successful and valuable as possible (Mediakix, 2021). Therefore, the influencer marketing agencies might become a driving force in how
Influencer Code of Conduct Canadians aged 18-35 are more likely to be aware of influencer marketing; but most are not aware of hashtags that denote paid influencer marketing. In response to a separate question, 21% of all surveyed said they had seen or noticed #Sponsored or #Ad in posts.
marketing on any social media channel. With rapidly evolving technology and marketing trends, it is . The Competition Bureau also published a detailed guide for influencer marketing in The Deceptive Marketing Practices Digest - Volume 4, available here: . (or network marketing) A marketing strategy whereby one party receives a commission .
Influencer Marketing Industry is set to grow to approximately 9.7B in 2020 More than 380 new influencer marketing- focused agencies and platforms established in 2019 Average earned media value per 1 spent has increased to 5.78 300% more micro-influencers utilized by large firms than in 2016
