The study finds that these celebrities can take advantage of their huge social media following to counter disinfodemic and promote awareness about health pandemics. ... Info tech has become the major driver of business. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. In short, make the customer the center of your influence marketing strategy, not so called influencers. 92% of shoppers trust influencer reviews over classic ads and celebrity endorsements. The objective of this research was to explore how social media influence on purchasing decision of The process could be a long one, with a decreasing chance of making a sale as each step of the path progressed. terms of researching the communication message and topics as part of their customer journey. Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Indeed, digital opinion leadership is seen, first and foremost, as a social practice that involves an ongoing carefully constructed self-presentation to be consumed by others, by an audience of fans, and popularity is maintained through a continuous process of fan management (Marwick & boyd, 2011). We verified the robustness of our results using an ordered probit regression model and analyzed the mediating role of consumers’ desire to mimic SMIs in the influence mechanism. Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/). It has many applications in advertising and marketing on social networks. As always, please feel free to subscribe to the channel and leave a comment below. New services such as InNetwork, a blogger-outreach platform, is one example of new players in the game that look beyond influencers. Product-endorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. Antunes, A. C. (2021). By Chiara Di Rago. 3. In contrast, consumers exposed to Instagram influencer as the source conditions indicated higher corporate credibility and more positive attitude toward brand posts when exposed to the influencer-with-product conditions than when exposed to the product-only conditions. These Include Psychological Factors That Are Internal To The Consumer, Social Factors That Are External To The Consumer, The Marketing Mix, And Specific Purchase Situations. ), Antunes, Ana Cristina. © 2018, University of SS. Due to these shifts in technology and consumer behavior retail organisations need to develop marketing strategies that reach out to consumers at moments that most influence their decisions. Infographic by- Invesp Conversion Rate Optimization Company. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. 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