By emulating human learning behaviors, it is possible to arrive at more effective optimizers than existing swarm intelligence algorithms. In the first stage, an influencer attempts to make an influence, at the second, the target audience responds. 0000067679 00000 n When we compare influencer marketing to untargeted ad campaigns or if the product has low quality uncertainty (e.g., belongs to an established brand), then many micro influencers with inconsistent content quality create more consumer awareness and yield higher profits. The database is updated daily, so anyone can easily find a relevant essay example. Under him, Neal Miller and John Dollard aimed to come up with a reinterpretation of psychoanalytic theory in terms of stimulus-response. Findings The authors establish influencer characteristics of popularity and attractiveness as heuristic cues that inform judgments of influencer efficacy. 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. Rotter's social learning theory also generated many suggestions for clinical practice. Hence they usually do not have management and other personnel or familiarity with traditional advertising methods. Nurhandayani, Syarief and Najib (2019) report the findings of their purchasing intention study based in Jakarta, which focused on female millennials who use social media. Some researchers focused on the way that consumers reason their purchasing decisions. Norwegian School of Economics. 188-213. As a result, the studies that use surveys and responses from advertisement management conclude that influencer marketing is highly effective. Rather, they improve the brands image, which goes against the theories that were explored earlier in this literature review. 1-21. However, there are limitations to the method that the author has chosen. The marketing theories we discussed can help you do that. Influencer marketing is a relatively unexplored niche, despite it having the potential to make a multi-billion pound impact on brands. Implications for practitioners are discussed in terms of the contexts of student, lesson and faculty. The social learning theory emphasizes the role of observational learning and self-regulation in inducing human behaviors and foregrounds the interaction between human behaviors and the environment. 905-922. WebLatans three rules of influence are based on these factors: Impact is a function of strength x immediacy x number of sources. Cookie Settings. [3] The theory expands on traditional behavioral theories, in which behavior is governed solely by reinforcements, by placing emphasis on the important roles of various internal processes in the learning individual. (2019) Social mediaiInfluencer marketing and childrens food intake: a randomized trial, Pediatrics, 143(4), p. e20182554. Mainly, the similarities are assessed based on similar attitudes that individuals have. 0000139394 00000 n ), but rather social relationship assets that brands can collaborate with to achieve their Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. 0000014625 00000 n The key theme explored by the authors is the Theory of Planned Behavior (TPB), which suggests that the attitudes towards an influencer affect the perception of a brand. 0000159475 00000 n Suggested Citation, 3641 Locust WalkPhiladelphia, PA 19104-6365United States, Box 208281New Haven, CT 06520-8281United States, 3400 Charles StreetBaltimore, MD 21218-2685United States, The Wharton School, University of Pennsylvania Research Paper Series, Subscribe to this free journal for more curated articles on this topic, Subscribe to this fee journal for more curated articles on this topic, International Political Economy: Globalization eJournal, Communication & Computational Methods eJournal, We use cookies to help provide and enhance our service and tailor content. [12] This model did not (according to Bandura[2]) account for a response that had not yet been learned though this contention does not address the likelihood that generalization from related situations would produce behaviors in new ones. Johansen and Guldvik (2017) found that TRA explains the majority of consumer decisions, and therefore, the impact of influencers is not as prominent as other studies assume. According to Argyris et al. Notably, Ki and Kim (2019) also explain the theory of power dynamic, where the different stages of how influencers impact their followers are explained. These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. Notably, Lin, Spence and Lachlan (2016) focus primarily on the attachment mechanism that guides the influencer-follower relationship. 1. (2022, June 8). [33] Television helps contribute to how viewers see their social reality. Typically, they are not as well known as celebrities. A fast-growing industry, influencer marketing grew to be a $8 billion business in 2019 and is expected to reach $15 billion in 2022 (Schomer, 2019). The FTC in the United States recognised the impact that influencers have on people and the issue of deception advertising something without disclosing that the post is sponsored. ), Handbook of Marketing and Society, Newbury Park, CA: Sage Publications. Mainly, this report uses quantitative studies, which examine the impact of influencers on advertising efforts because it is a more reliable source of information. Visual congruence is a sense of harmony, and in the case of modern-day influencers, the congruence mainly applies to photos, for example, posted on Instagram (Argyris et al., 2020). Rotter moved away from the strictly behaviorist learning of the past, and considered instead the holistic interaction between the individual and the environment. and Hoy, M. G. (2019) #Sponsored #ad: agency perspective on influencer marketing campaigns, Journal of Current Issues & Research in Advertising, 40(3), pp. However, the recently developpe regulations, for example, by FTC, may suggest that this marketing domain is becoming overused. Florenthal (2019) focused on an important matter why consumers actually choose to engage with influences and how this interaction impacts their decision making and applied two theories uses and gratification (U&G) and the technology acceptance model (TAM). The purpose of study is to evaluate implication of social learning theory and role social media can play in influencing and persuading of luxury apparels. We utilize security vendors that protect and 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. Hu, Zhang and Wang (2019) cite different examples of how this phenomenon impacts consumers and their decision. (2020) Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences, Journal of Fashion Marketing and Management, 24(2), pp. Influencers have a unique bond with their followers something that no other advertising platform can offer. 2022. New York: Opresnik Management Guides. Tuei7kE3.9 (2017) Seeding, referral, and recommendation: creating profitable word-of-mouth programs, California Management Review, 59(2), pp. Examples of success include Nokias campaign in Finland, while unsuccessful influencer marketing is Dr Pepper Raging Cow campaigns (Hughes, Swaminathan and Brooks, 2019). Next, the specifics of what attracts followers and prompts them to follow influencers should be discussed. H2: The social presence positively influences the influencers trustworthiness. Over the course of writing this report, I encountered some difficulties connected to not being able to strictly adhere to the schedule because I overestimated my capabilities. As a result, the evidence suggests that influencers indeed have an immense impact on their followers and can help brands in their advertising campaigns. Most importantly, advertisers should keep in mind the unique relationship that an influencer has with their followers, which the Similarity-Attraction Model explains as a connection based on a shared interest. 71-90. 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). Influencer Marketing is a hybrid of old and new marketing tools. The literature on this topic mainly relies on other articles of authors own reflections regarding the development of influencer marketing. [39] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding students for good behavior. Florenthal, B. 0000050750 00000 n In his theory, the social environment and individual personality created probabilities of behavior, and the reinforcement of these behaviors led to learning. Xiao, M., Wang R. and Chan-Olmsted, S. (2018) Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model, Journal of Media Business Studies, 15(3), pp. The learner is not a passive recipient of information. Social learning is the future of marketing because its the only channel in which youll float. IvyPanda. Views of UK and US millennials, Journal of Promotion Management, 25(6), pp. 0000002937 00000 n [36][37] 9. Literature review: traditional or narrative literature reviews (no date) Web. 20 linear icon. 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. [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. [32] Positive social behaviors are reinforced with rewards and negative social behaviors are reinforced with punishment. For example, social norms and perceived correctness of behaviour are important predictors of the potential purchase. Three other ways in which we learn are vicarious experience, verbal persuasion, and physiological states. 0000013928 00000 n Xiao, Y. and Watson, M. (2019) Guidance on conducting a systematic literature review, Journal of Planning Education and Research, 39(1), pp. (2020) Ordinary celebrities related criteria to harvest fame and influence on social media, Journal of Research in Interactive Marketing, 14(2), pp. Singh and Banerjee (2019), celebrity worship is explained as a result of communication channels and publicity. (2019) held a randomised trial to investigate the impact of influencer marketing on childrens food intake and found providing strong evidence for the impact of influencers. [7] This was the first extended statement of a comprehensive social learning theory. In the case of using influencer marketing as a way of increasing brand awareness, multiple researchers prove the effectiveness of this approach, both theoretical and empirically. Jin, S.V., Muqaddam, A. and Ryu, E. (2019) Instafamous and social media influencer marketing, Marketing Intelligence & Planning, 37(5), pp. June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. Analyze and understand how audiences and influencers align with each other according to ideas or requests that resonate, without feeling manipulated into doing something. Weband social learning theory by Bandura and Walters (1963) to develop their discussion guide. 0000183827 00000 n 0000016660 00000 n Hence, research reports that advertisers face the need to create a sense of word of mouth recommendations since those are more valuable to consumers. 0000007828 00000 n We will write a custom Essay on Influencer Marketing and Applicable Theories specifically for you for only $11.00 $9.35/page. WebBrowse 144,800+ social learning theory stock photos and images available, or start a new search to explore more stock photos and images. WebGiven the breadth of social cognitive theory and the interconnectedness among its concepts, it can often be difficult to distill into a simple explication. When a person makes a decision to purchase something, they usually seek a recommendation from someone they know. 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). 93112. WebThe basis of social learning theory is simple: People learn by watching other people. (2020, p. 106443) state that influencers are non-celebrity individuals who gain popularity on social media by posting visually attractive content (e.g., photos and videos) and by interacting with other users (i.e., Followers) to create a sense of authenticity and friendship. Influencers are online personalities with profiles on social media who typically do not have any other associated work, unlike celebrities, who can engage in acting, singing or other things. The focus of the influencer marketing campaign is on the collaboration between an influencer and a marketing specialist of a brand, which differs from other advertising methods. The authors argue that influencer marketing posts have no direct impact on the consumers decision to purchase something. and the extent to which those other outcomes are themselves valued.[8].

Community management . 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. Influencer marketing has become exceptionally popular among brands in different industries, and it is essential to determine what are the benefits of it. Social learning theory is a theory that attempts to explain socialization and its effect on the development of the self. Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. In terms of managerial education, one implication of this narrative literature review is the urgent need to emphasise the impact that influencer marketing has on brands and on consumers in particular. The sequential explanatory research reviewed the learning and EA literatures and generated an LD-EA framework to structure the quantitative phase of its mixed investigations. 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. 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. The authors distinguish between ordinary celebrities and well-known celebrities, both can also be influencers on social media, but their engagement with consumers differs. In both cases, these are influencers, but the engagement with the followers that the two categories have differs. This can complicate the work of the influencer and a brand. 1) Advertisements The way in which an observer perceives an action is very significant when it comes to advertising. 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 marketing. 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. The theory builds on extant social theory by suggesting that social learning abilities, like Bandura's cognitive processes required for modeling, correlate with other forms of intelligence and learning. (2016) Advertising as a cue to consume: a systematic review and meta-analysis of the effects of acute exposure to unhealthy food and nonalcoholic beverage advertising on intake in children and adults, American Journal of Clinical Nutrition, 103(2), pp. In total, forty articles on influencer marketing were analysed in this research using a systematic literature analysis process. For example, social learning theory suggests that a child could acquire a fear of snakes by observing a family member express fear in response to snakes. 258-274. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). Not all studies provide support to the generally accepted concept that social media influencers affect the potential consumers purchasing decisions and, therefore, should be used by advertisers of brands. Moreover, consumers perceive the messages they receive from trusted sources more positively when compared to advertisements (Childers, Lemon and Hoy, 2019). 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. Criminologists Ronald Akers and Robert Burgess integrated the principles of social learning theory and operant conditioning with Edwin Sutherland's differential association theory to create a comprehensive theory of criminal behavior. The sequential explanatory research reviewed the learning and EA literatures and generated an LD-EA framework to structure the quantitative phase of its mixed investigations. Macro influencers are typically internet-made celebrities and might be social media stars, bloggers, vloggers, or podcasters. Through the science behind influencer marketing, we are able to: Analyze the relationships between audiences and influencers. Latans Social Impact Theory (1981); a very useful mathematical model for explaining social impact. We compare influencer marketing to targeted advertising from information aggregation and product awareness perspectives. Pick, M. (2020) Psychological ownership in social media influencer marketing, European Business Review, pp. Social Influence Theories 2.1. Language links are at the top of the page across from the title. Social media marketing is a sure-fire way for your brand to succeed. [32] Entertainment education is symbolic modeling and has a formula with three sets of characters with the cultural value that is to be examined is determined ahead of time: Within this formula there are at least three doubters that represent the demographic group within the target population. 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Image, which goes against the theories that were explored earlier in this research using a systematic literature process!, environment, and considered instead the holistic interaction between the individual and the category... Use surveys and responses from advertisement management conclude that influencer marketing posts have no direct impact on attachment. Personal qualities all reciprocally influence each other you do that are not as well known as celebrities (... Narrative literature reviews ( no date ) Web how viewers see their social reality psychoanalytic theory in of! Generated many suggestions for clinical practice specifics of what attracts followers and prompts them to influencers., for example, social norms and perceived correctness of behaviour are important predictors of the past and. Improve the brands image, which goes against the theories that were explored earlier in this behaviour (... 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WebMedia theories Social learning Bullying phenomena Digital media 1. 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. However, what precisely social presence is has been under debate, as presently a plethora of different definitions and measures exist preventing the 0000010757 00000 n The majority of the examined studies claim that they are the only research on a specific element of influencer marketing. These attitudes can be further divided into important and less important, and the former category will help predict the attraction better. 0000004785 00000 n It influences the way how social interaction unfolds online and affects learning and social outcomes. A heuristic-systematic model can explain how influencer marketing is perceived by consumers (Xiao, Wang and Chan-Olmsted, 2018).

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