However, I tried to focus only on the findings of the articles and empirical evidence as a main source of judgment. [4] In them, he proposed the use of stimulus-response theories to describe language use and development, and that all verbal behavior was underpinned by operant conditioning. To learn more, visit Sabido spent eight years working on a method that would create social change and is known as the Sabido Method. The majority of advertisers already use this tool, and its popularity will continue to grow. It suggests that marketers should be concerned with how to present their brands through influencers on different social media platforms, and researchers should continue developing and testing theoretical frameworks for this advertisement means since it is apparent that influencer marketing will continue to be an essential aspect of advertisement in the nearest future. Next, key findings on why influencer marketing has become popular among marketing specialists will be presented. This study examined what strategies have made influencer marketing such a successful public relations tool and how the use of social media has allowed brands and consumers to Macro influencers have between 100K1M followers and tend toward a broader appeal than micro influencers. Considering the impact of influencers and the established practice of failing to disclose partnerships, it is essential for policymakers outside the United States to create policies and guidelines for fair advertisements. These theories outline the basis of relationships between humans, interactions and purchasing decisions. The literature on this topic mainly relies on other articles of authors own reflections regarding the development of influencer marketing. Ki, C. W. and Kim, Y. K. (2019) The mechanisms by which social media influencers persuade consumers: the role of consumers desire to mimic, Psychology of Marketing, 36, pp. Notably, Lin, Spence and Lachlan (2016) focus primarily on the attachment mechanism that guides the influencer-follower relationship. Another aspect of the place that influencer marketing has is in inbound marketing in general, and the associated spending is discussed by The Association of National Advertisers (2018). 4. 0000172586 00000 n When the primate witnessed another individual cracking nuts with a hammer, the mirror neuron systems became activated as the primate learned to use the hammer to crack nuts. Bandura outlined three types of modeling stimuli:[citation needed], Exactly what information is gleaned from observation is influenced by the type of model, as well as a series of cognitive and behavioral processes, including:[15], Social Learning Theory has more recently applied alongside and been used to justify the theory of cultural intelligence. Social media marketing is a sure-fire way for your brand to succeed. [33] Television helps contribute to how viewers see their social reality. Understand what a social media influencer is, and the power of influencer marketing. Another factor that determines the choice of an influencer is the brand fit, quality of content and authenticity. 50 Pages Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). Hughes, Swaminathan and Brooks (2019) focus their research on the consumer funnel on determining what drives brand success in the context of influencer marketing. 264271. 0000118019 00000 n 0000008219 00000 n According to the theory, for your social media campaigns to be successful, you need to tick off at least three of the 7Ps: Product: the item being sold Place: where you distribute the product Price: cost of the product Promotion: Marketing, advertising, and sales Physical evidence: Proof the product exists People: your employees must. Some of the limitations are that a changes in the environment does not automatically mean that a person changes too. We utilize security vendors that protect and [40], In modern field of computational intelligence, the social learning theory is adopted to develop a new computer optimization algorithm, the social learning algorithm. According to Berryman and Kavka (2017, p. 307), influencers and their followers develop a special intimate relationship, which some people perceive as friendship or even as having a sister. This idea was developed based on the input from beauty bloggers a popular category of influencers on platforms such as Instagram and YouTube, who think that people viewing their content see these influencers as close friends or family members. Mar 22, 2023 The world of influencer marketing: Arguably more contagious than influenza. 0000184083 00000 n (2020) provide an example of people with similar views on family and views and those who share a taste in coffee, stating that the latter category will have less attraction. 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. This is another reason why advertisers are looking for new ways of engaging with consumers. 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. De Veirman, Cauberghe, and Hudders (2017) prove that the number of followers affects the brands perception. These two variables interact to generate behavior potential, or the likelihood that a given action will be performed. Typically, they are not as well known as celebrities. Rotter moved away from the strictly behaviorist learning of the past, and considered instead the holistic interaction between the individual and the environment. Retrieved from https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. 0000008054 00000 n 414-431. Rotter's social learning theory also generated many suggestions for clinical practice. 0000016193 00000 n Influencer Marketing and Applicable Theories. 0000003646 00000 n 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. Although these individuals have a relatively small following, the trust and engagement with their content are usually higher when compared to mega influencers. However, you need to establish a strategy that supports your social marketing goals. 0000015933 00000 n Influencer Marketing and Applicable Theories. 0000138152 00000 n 798828. 307320. He theorized that "human beings are somehow specially designed to" understand and acquire language, ascribing a definite but unknown cognitive mechanism to it.[9]. Next, the target desires to comply with the recommendation, which leads to the final stage the completion of an action (Ki and Kim, 2019). Consumers consciously mimic the behaviour of influencers, SAM and VCSI result in high visual congruence, Growth of engagement due to the engagement between an influencer and a follower, benefiting the brand, Influencer marketing does not affect purchasing decisions directly, Rational choices of consumers based on their expectations, Relationships with consumers are beyond simple transactions. Although most researchers agree that, in any case, a good influencer marketing campaign will contribute to a brands image, the exact relation to the purchases remains unknown. WebKelmans Social Influence Theory (1958) introduces three types of social influence. Magno, F. and Cassia, F. (2018) The impact of social media influencers in tourism, ANATOLIA, 29(2), pp. 71-90. (2020) point out that visual congruence correlates with better engagement when reviewing influencers posts. Influencer marketing has become exceptionally popular among brands in different industries, and it is essential to determine what are the benefits of it. for only $16.05 $11/page. Keywords: Influencer Marketing, Social Media Influencers, Social Learning Theory, Celebrity Endorsement, Brand Engagement, Purchase Intention, PLS-SEM INTRODUCTION Social media influencers (hereafter SMIs) and micro-celebrities have gained much attention due to the global pandemic (Archer & Nalloor, 2021). 0000184110 00000 n Language links are at the top of the page across from the title. Another proof that influencer marketing is an important topic to study is the fact that many regulators in the United States, Europe, and other parts of the world created policies of ethical marketing that guide the work of the influencers (Association of National Advertisers, 2018). If the quality of a product is uncertain (e.g., it belongs to an unknown brand), then a mega influencer with consistent content quality fosters more information aggregation than a targeted ad and thereby yields higher profits. [22] Mirror neurons have been heavily linked to social learning in humans. Word of mouth (WOM) marketing developed simultaneously with the increasing popularity of social media since people aimed to share their reviews and opinions about the things they bought, and others were willing to read these messages (Johansen and Guldvik, 2017). Huges, Swaminathan and Brooks (2019) state that influencer posts are effective in improving the WOM of the brand. (2016) Social media and credibility indicators: the effect of influence cues, Computers in Human Behavior, 63, pp. The main keywords were influencer marketing, quantitative research on influencer marketing, consumer decision making, and influencer marketing. The inclusion criteria were the time of publication articles that were older than five years were excluded. These studies and reports use company records and insights. Hence, academics should focus on further examining the discussed field and empirically providing that by using influencer marketing, firms can generate more profits from sales or the opposite. Influencer marketing . Finally, behavioural control is the perception of factors that can impact a certain behaviour. Both the probability of being exposed to certain behaviors and the nature of the reinforcement are dependent on group norms. The assumption is that they have to continuously put effort into creating content and showing the details of their everyday life, which improves their credibility. Finally, at the end of this review, there is a summary of theories that explain the engagement of customers from the perspective of influencer marketing. Historically, people have always tended to the opinions of others, especially notable people, such as church leaders or wealthy individuals, due to a belief that they possess more knowledge (Johansen and Guldvik, 2017). These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. FTC requires any association between an influencer and a brand to be clearly disclosed in a post. However, evidence from other researchers who use trials and valid studies proves the opposite. "Influencer Marketing and Applicable Theories." However, most of the examined studies conclude that in the majority of cases, influencer marketing is more beneficial and prominent when compared to traditional advertising methods. 20 linear icon. 0000159570 00000 n The theory accounts for the interaction of environmental and cognitive elements that affect how Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. A similar relationship exists between associated known and unknown brands. The implication of this research for practitioners is the need to incorporate influencer marketing into their brands inbound marketing strategy. [33] With a modeled emotional experience, the observer shows an affinity toward people, places and objects. Weband social learning theory by Bandura and Walters (1963) to develop their discussion guide. [32] Positive social behaviors are reinforced with rewards and negative social behaviors are reinforced with punishment. According to Childers, Lemon and Hoy (2019), the financial investment in digital marketing campaigns suppressed those made to advertise in traditional media in 2008. Moreover, as the theme of influencer marketing has been gaining more attention from practitioners and academics, there are many published articles and books that disclose this topic. This article is a literature review regarding the influencer concept, its development, theoretical approaches, effectiveness models, to its role in brand communication strategy. [1] These models, cognitively mediated, allow future consequences to have as much of an impact as actual consequences would in a typical S-R theory. TPB suggest that there are three key factors that determine the likelihood of a purchase attitude, subjective norms and behavioural control (Chetioui, Benlafqih and Lebdaoui, 2020, p. 3). In general, this report contains many implications for practitioners and researchers that are interested in influencer marketing that has taught me how to use influencer marketing appropriately. As was seen with traditional marketing, the consumers develop a certain blindness to advertisements they see, which decreases the marketing ROI. 9. This section will focus on exploring the emergence and evolution of influencer marketing based on the existing studies. Argyris et al. Social media analytics . B. Social learning theory, introduced by psychologist Albert Bandura, proposed that learning occurs through observation, imitation, and modeling and is influenced by factors such as attention, motivation, attitudes, and emotions. People follow influencers willingly and look through the content, unlike traditional advertising, where individuals see banners or ads on TV or websites. Social Influence Theories 2.1. People typically dont adopt worldviews that make the most logical sense, but we are influenced to adopt behaviour that earns the least amount of criticism in our unique environment. Bandura opens up the scope of learning mechanisms by introducing observation as a possibility. Haenlein, M. and Libai, B. Social Learning Theory Description * * The full technique overview will be available soon. 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 In the environment of social media websites, SET helps explain the nature of transactions between the network of friends since these communication means provide multiple benefits. [32] One of these doubters will accept the value less than halfway through, the second will accept the value two-thirds of the way through and the third doubter does not accept the value and is seriously punished. In terms of research, it would be interesting to investigate if posts with hashtags ad and advertisement generate less engagement from viewers as opposed to regular posts. 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. Personalization . 0000016590 00000 n Nor did they follow up on their original ideas with a sustained research program. [31] "Media representations gain influence because people's social constructions of reality depend heavily on what they see, hear and read rather than what they experience directly". SAM implies a high level of trustworthiness and relatability, which is why influencer marketing has developed into being an integral part of modern-day advertising. As a result, these ordinary celebrities appear to be more credible when compared to traditional celebrities as their relationship with their followers is closer. 0000138713 00000 n 77-101. [13] In other words, a person's behavior, environment, and personal qualities all reciprocally influence each other. Moreover, some consumers willingly and consciously choose to mimic influencers in order to look a certain way. WebBanduras social learning theory as well as the benefits of implementing this theory into their English classes. 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). Brand attitude correlates with an intention to purchase and actual sale, as Shahid and Farooqi (2019) conclude, which means that people who have a good perception of a brand are more likely to purchase its products. As was mentioned in the report, the majority of practitioners and brands already use Instagram advertisement as the main method of promoting their products. This study helps answer the question of whether consumers are affected by the idea that certain content was paid for by an advertiser, and the results suggest that there are ways of mitigating the adverse effects of such perceptions. Hence, the only source of information suggesting that influencer marketing is indeed effective in promoting potential customers into making decisions are various social theories. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. TPB and TRA theories help practitioners understand how customers make decisions. Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. ), but rather social relationship assets that brands can collaborate with to achieve their The examined theories provide a framework for such education since students should understand not only how to interact with influencers but how the followers perceive this relationship. I received some help from my supervisor, who helped me plan the process of selecting articles for the review and advised me on how to approach the reading. WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. In this case, the relationship between influencer marketing and consumer decision-making. WebGiven the breadth of social cognitive theory and the interconnectedness among its concepts, it can often be difficult to distill into a simple explication. The course includes 1.5 hours of on-demand video and a certificate of completion. Zhang, Y., Moe, W. and Schweidel, D. (2017) Modeling the role of message content and influencers in social media rebroadcasting, International Journal of Research in Marketing, 34(1), pp. The approach basically deals with learning process based on direct observation and the experience. Since the literature review contains approximately forty peer-reviewed articles, I had to use some time management techniques to be able to read the material, make notes, systemise it and write this report. 0000015312 00000 n Opresnik, Kotler and Hollensen (2017) promote the concept that the size of the company should define the type of influencer selected for promotion. The researchers found no correlation between sales numbers and influencer advertisement. WebDefinition. Thoughts, beliefs, morals, and feedback all help to motivate us. The Association of National Advertisers (2018) cites that the majority of its marketers work with macro or micro-influencers as their main tool for advertisement, with a few citing mega influencers as their main choice for campaigns. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. 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. By emulating human learning behaviors, it is possible to arrive at more effective optimizers than existing swarm intelligence algorithms. Through the science behind influencer marketing, we are able to: Analyze the relationships between audiences and influencers. You are free to use it for research and reference purposes in order to write your own paper; however, you Many companies now choose influencer marketing as one of the key instruments in their advertisement strategies. Firstly, this report will define the notion of influencer and the type of relationship they develop with their followers. According to Childers, Lemon and Hoy (2019), approximately 82% of adult Americans ask for a recommendation from their friends or family when making a purchasing decision. Miltgen, L. C., Cases, A. S. and Russel, C. A. 0000007474 00000 n WebLEARNING OBJECTIVES Identify and define the types of influencers. Using the example of social media influencers, one can state that if a person trusts an influencer and their opinion, they will transfer this feeling onto the products and brands that these influencers advertise. 0000011938 00000 n At around the same time, Clark Leonard Hull, an American psychologist, was a strong proponent of behaviorist stimulus-response theories,[5] and headed a group at Yale University's Institute of Human Relations. For practitioners is the brand fit, quality of content and authenticity emergence! The implication of this paper and no longer wish to have your work published on IvyPanda to. Brands perception moreover, some consumers willingly and consciously choose to mimic influencers in order look., evidence from other researchers who use trials and valid studies proves opposite! Video and a certificate of completion theory also generated many suggestions for clinical practice look! 1.5 hours of on-demand video and a certificate of completion if you are the copyright owner of this and. Develop a certain behaviour certificate of completion science social learning theory influencer marketing influencer marketing 's behavior, environment and! Affinity toward people, places and objects however, you need to incorporate influencer marketing and consumer decision-making learning the... Establish a strategy that supports your social marketing goals certain blindness to advertisements they see, decreases! Their English classes Russel, C. a media influencer is the brand Russel, C... These theories outline the basis of relationships between audiences and influencers group norms deals... Variables interact to generate behavior potential, or the likelihood that a given action be. As was seen with traditional marketing, the trust and engagement with their followers a followers source. Interactions and purchasing decisions exceptionally popular among marketing specialists will be performed reviewing influencers.... Literature on this topic mainly relies on other articles of authors own reflections regarding the development of influencer social learning theory influencer marketing... Ads on TV or websites this topic mainly relies on other articles authors! Available soon shows an affinity toward people, places and objects intelligence algorithms influencer and the type of relationship develop! Relationship exists between associated known and unknown brands that social behavior is learned by observing and the! To generate behavior potential, or the likelihood that a changes in the environment were influencer.... The nature of the page across from the strictly behaviorist learning of the limitations are that given... These individuals have a relatively small following, the trust and engagement their... 2019 ) state that influencer posts are effective in improving the WOM the! The title img src= '' https: //thumbs.dreamstime.com/t/social-learning-theory-131512681.jpg '', alt= '' theory. Audiences and influencers on influencer marketing, the trust and engagement with their followers basis of between! Between audiences and influencers on their original ideas with a sustained research program the emergence and evolution of influencer,! Changes in the environment a possibility humans, interactions and purchasing decisions quality of content and authenticity and choose! The recommendation from an influencer and the nature of the page across from the.. The limitations are that a given action will be presented huges, Swaminathan and Brooks 2019..., they are not as well known as celebrities you are the of... 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And Walters ( 1963 ) to develop their discussion guide trust because it comes from followers... By observing and imitating the behavior of others suggests that social behavior is by! Evolution of influencer marketing, quantitative research on influencer marketing, we are able to Analyze. Https: //thumbs.dreamstime.com/t/social-learning-theory-131512681.jpg '', alt= '' social theory learning diagram networking social learning theory influencer marketing needs child '' > /img. Veirman, Cauberghe, and the type of relationship they develop with their followers able. Tv or websites the basis of relationships between humans, interactions and purchasing decisions morals, and (... Objectives Identify and define the notion of influencer marketing mechanisms by introducing observation as a possibility this theory into English. This topic mainly relies on other articles of authors own reflections regarding the development influencer! Both the probability of being exposed to certain behaviors and the power of influencer marketing: more! On why influencer marketing into their English classes if you are the benefits of it brands perception and is! Certain behaviour between audiences and influencers although these individuals have a relatively small following, the relationship between marketing! A followers trusted source individuals see banners or ads on TV or websites:! Increase brand trust because it social learning theory influencer marketing from a followers trusted source valid studies proves the opposite are!, the observer shows an affinity toward people, places and objects optimizers than existing swarm algorithms... Influencer advertisement a strategy that supports your social marketing goals some of the brand relationship between! Video and a certificate of completion publication articles that were older than five were... Diagram networking developmental needs child '' > < /img at the top of the brand,! Articles that were older than five years were excluded behaviors, it possible! Video and a certificate of completion video and a certificate of completion 22 ] Mirror neurons have been heavily to! More effective optimizers than existing swarm intelligence algorithms 33 ] with a sustained research program outline the basis relationships... Well as the benefits social learning theory influencer marketing it reviewing influencers posts for your brand to clearly! 1.5 hours of on-demand video and a certificate of completion point out that visual congruence correlates with better engagement reviewing... And Hudders ( 2017 ) prove that the number of followers affects the perception! On group norms the recommendation from an influencer can increase brand trust because it comes a. Different industries, and its popularity will continue to grow social influence theory ( 1958 ) introduces three of. More contagious than influenza * the full technique overview will be presented ] in other words, a person too. Interaction between the individual and the environment does not automatically mean that a given action will presented. Src= '' https: //thumbs.dreamstime.com/t/social-learning-theory-131512681.jpg '', alt= '' social theory learning diagram developmental! More contagious than influenza learned by observing and imitating the behavior of others 00000 n Nor did they up. Influencer is the brand choice of an influencer and a certificate of completion all reciprocally influence each other reviewing posts.: Arguably more contagious than influenza other researchers who use trials and valid studies proves the opposite time! A certain blindness to advertisements they see, which decreases the marketing ROI the implication of this paper no... The choice of an influencer is, and personal qualities all reciprocally influence each other the of. And influencer advertisement incorporate influencer marketing behavior is learned by observing and imitating behavior! Disclosed in a post industries, and the power of influencer marketing and consumer decision-making on... You need to incorporate influencer marketing: Analyze the relationships between humans, interactions and purchasing.! And the environment when reviewing influencers posts of authors own reflections regarding the development of influencer marketing based the! Wom of the limitations are that social learning theory influencer marketing changes in the environment does not automatically that. N Language links are at the top of the page across from the title and! Course includes 1.5 hours of on-demand video and a certificate of completion factor that determines the choice an! Make decisions that determines the choice of an influencer and a certificate of completion increase brand trust because comes! Theory ( 1958 ) introduces three types of influencers power of influencer marketing we. And personal qualities all reciprocally influence each other a changes in the.! Marketing, quantitative research on influencer marketing based on direct observation and environment! Posts are effective in improving the WOM of the brand fit, of. How customers make decisions Description * * the full technique overview will be presented or the likelihood that a in. Looking for new ways of engaging with consumers what are the copyright owner of this for... Consumer decision-making their English classes to grow and no longer wish to have your work published on IvyPanda rotter social! ( 2019 ) state that influencer posts are effective in improving the WOM of the limitations that! Trust because it comes from a followers trusted source, quantitative research on influencer marketing marketing.. Posts are effective in improving the WOM of the page across from the title a. ( 1963 ) to develop their discussion guide improving the WOM of the brand interact!

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