Determine the effectiveness of digital influencers in recommending brands via an electronic word of mouth on customer attitudes
DOI:
https://doi.org/10.61841/yzryy260Keywords:
Digital influencers,, brand engagement,, electronic word-of-mouth, , brand expected value,, customer attitudes.Abstract
In recent years, a lot of research still is undergoing to understand how they can create a link with their supporters that will affect their attitudes and actions against endorsed products. This paper attempts to evaluate how effectively influencers of media support goods by online word of mouth can affect brand loyalty, predicted market awareness and the willingness to buy recommended items. The results of this study show the potential of media influencers to change their client's behavior, demonstrating that their control can impact attitudes, perceptions and purchase decisions regarding recommended products. The research therefore helps administrators to understand how the marking power of forces operates. In this sense, businesses looking to involve customer products in a non-traditional marketing communication strategy are able to invest in internet influencers as a valuable online communication tool, as this capacity enhances the brand's reputation.
Downloads
References
1. C. Lou, S. Yuan , Influencer marketing: How message value and credibility affect consumer trust of branded content on social media , Journal of Interactive Advertising, 19 (1) (2019), pp. 58-73
2. C.C. Childers, L.L. Lemon, M.G. Hoy , #Sponsored #Ad: Agency perspective on influencer marketing campaigns , Journal of Current Issues & Research in Advertising (2018), pp. 1-17 .
3. C. Abidin , Communicative intimacies: Influencers and perceived interconnectedness Ada: A Journal of Gender, New Media, and Technology, 8 (1) (2015)
4. K. Freberg, K. Graham, K. McGaughey, L.A. Freberg , Who are the social media influencers? A study of public perceptions of personality , Public Relations Review, 37 (1) (2011), pp. 90-92 .
5. S.J. Ball-Rokeach , The origins of individual media-system dependency: A sociological framework Communication Research, 12 (4) (1985), pp. 485-510 .
6. W.L. Shiau, Y.K. Dwivedi, H.H. Lai , Examining the core knowledge on facebook , International Journal of Information Management, 43 (2018), pp. 52-63 .
7. A.S. Ananda, Á. Hernández-García, L. Lamberti , N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations , Journal of Innovation & Knowledge, 1 (3) (2016), pp. 170-180 .
8. B.E. Duffy, E. Hund , “Having it all” on social media: Entrepreneurial femininity and self-branding among fashion bloggers , Social Media+Society, 1 (2) (2015), Article 2056305115604337.
9. M. Pedroni , Meso-celebrities, fashion and the media: How digital influencers struggle for visibility Film Fashion & Consumption, 5 (1) (2016), pp. 103-121.
10. Bandura , Social learning theory. Englewood , Cliffs Prentice Hall, NJ (1977).
11. E. Katz, P.F. Lazarsfeld , Personal influence: The part played by people in the flow of mass communications , The Free Press, Glencoe, IL (1955) .
12. T. Bao, T.L.S. Chang , Finding disseminators via electronic word of mouth message for effective marketing communications , Decision Support Systems, 67 (2014), pp. 21-29 .
13. C.L. Hsu, J.C.-C. Lin, H.S. Chiang , The effects of blogger recommendations on customers’ online shopping intentions , Internet Research, 23 (1) (2013), pp. 69-88 .
14. S.J. Ball-Rokeach , The origins of individual media-system dependency: A sociological framework Communication Research, 12 (4) (1985), pp. 485-510 .
15. S. Kamboj, B. Sarmah, S. Gupta, Y. Dwivedi , Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response , International Journal of Information Management, 39 (2018), pp. 169-185 .
16. Y.C. Shen, C.Y. Huang, C.H. Chu, H.C. Liao , Virtual community loyalty: An interpersonal-interaction perspective , International Journal of Electronic Commerce, 15 (1) (2010), pp. 49-74 .
17. D. Sprott, S. Czellar, E. Spangenberg , The importance of a general measure of brand engagement on market behavior: Development and validation of a scale , Journal of Marketing Research, 46 (1) (2009),
pp. 92-104 .
18. S. Kapitan, D.H. Silvera , From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness , Marketing Letters, 27 (3) (2016), pp. 553-567.
19. D. Sprott, S. Czellar, E. Spangenberg , The importance of a general measure of brand engagement on market behavior: Development and validation of a scale , Journal of Marketing Research, 46 (1) (2009),
pp. 92-104 .
20. T.W. Gruen, T. Osmonbekov, A.J. Czaplewski ,eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty , Journal of Business Research, 59 (4) (2006), pp. 449-456 .
21. W.L. Wu, Y.C. Lee , The effect of blog trustworthiness, product attitude, and blog involvement on purchase intention , International Journal of Management & Information Systems, 16 (3) (2012), pp. 265-276 .
22. J. Gummerus, V. Liljander, E. Weman, M. Pihlström , Customer engagement in a Facebook brand community , Management Research Review, 35 (9) (2012), pp. 857-877 .
23. L.D. Hollebeek , The customer engagement/value interface: An exploratory investigation Australasian Marketing Journal, 21 (1) (2013), pp. 17-24 .
24. R. Mencarelli, C. Lombart , Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context , Journal of Retailing and Consumer Services, 38 (2017), pp. 12-21 .
25. E. Uzunoğlu, S.M. Kip , Brand communication through digital influencers: Leveraging blogger engagement , International Journal of Information Management, 34 (5) (2014), pp. 592-602 .
26. T.R. Cosenza, M.R. Solomon, W.S. Kwon , Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source , Journal of Consumer Behaviour, 14 (2) (2014), pp. 71-91 .
27. H. Han , The healthcare hotel: Distinctive attributes for international medical travelers Tourism Management, 36 (2013), pp. 257-268 .
28. J.S. Armstrong, T.S. Overton , Estimating nonresponse bias in mail surveys , Journal of Marketing Research, 14 (3) (1977), pp. 396-402 .
29. S. Hudson, L. Huang, M.S. Roth, T.J. Madden , The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors , International Journal of Research in Marketing, 33 (1) (2016), pp. 27-41 .
30. H.S. Bansal, P.A. Voyer , Word-of-mouth processes within a services purchase decision context , Journal of Service Research, 3 (2) (2000), pp. 166-177 .
31. G. Walsh, E. Shiu, L.M. Hassan , Replicating, validating, and reducing the length of the consumer perceived value scale , Journal of Business Research, 67 (3) (2014), pp. 260-267 .
32. F. Magno , The influence of cultural blogs on their readers’ cultural product choices , International Journal of Information Management, 37 (3) (2017), pp. 142-149.
33. J. Marbach, C.R. Lages, D. Nunan , Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement , Journal of Marketing Management, 32 (5-6) (2016), pp. 502-525 .
34. MADHUBALA.P. "ENHANCEMENT OF SECURITY AND NETWORK LIFETIME USING FLEXI
CAST METHOD." International Journal of Communication and Computer Technologies 7 (2019), 23-
26. doi:10.31838/ijccts/07.01.05
Downloads
Published
Issue
Section
License

This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.