مقاله انگلیسی رایگان در مورد اینفلوئنسر های رسانه های اجتماعی – MDPI 2024

Abstract

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour that affect consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The obtained results provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is an individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure the continuous improvement of this e-marketing channel.

Introduction

Social media influencers, also referred to as digital influencers, online influencers or internet influencers, came into prominence at the beginning of the 21st century, during the transition from the early Web 1.0 environment to the collaborative Web 2.0 era. Initially, companies only sought celebrities to stimulate successful product sales. Today, online influencers are key figures who attract and captivate audiences with their specialized knowledge or intriguing lifestyle, making them valuable assets for brands when establishing a strong online presence [1]. Influencer marketing is a form of internet advertising that builds brand loyalty based on the reputation, recommendations, and popularity of a given celebrity or well-known personality [2]. The rise of social media has turned influencer marketing into a preferred tool for brand awareness and sales promotions.

The COVID-19 health crisis has been one of the catalysts for technological advancements in marketing strategies. As people spent more time online due to lockdowns and restrictions, online influencers became key marketing instruments for brands to connect with their target audiences. The pandemic led to a greater proliferation of social media influencers as sources of information and product recommendations [3,4].

According to Statista’s analysis [5], the global influencer marketing market was valued at USD 21.1 billion as of 2023, representing a substantial increase of 224.6% from the pre-pandemic level of USD 6.5 billion in 2019 and a 28.7% increase from the previous year’s level of USD 16.4 billion in 2022. As per the Influencer Marketing Hub report [6], the influencer marketing industry is projected to reach around 24 billion by the end of 2024. In this report, nearly a quarter of the surveyed participants planned to allocate over 40% of their total marketing budget to influencer campaigns. This growth underscores the importance of influencer marketing as a communication channel for reaching and engaging audiences.

Conclusions and Future Research

Social media marketing has revolutionized business–customer interactions, providing various platforms for online engagement. By delivering valuable content in an interactive manner, social media influencers bridge the gap between brands and consumers, empowering companies to transform their advertising strategies and extend their reach beyond geographical constraints. This digital marketing tool enhances business-to-customer relationships by facilitating collaboration and efficiency in interactions.

In this study, we explore the characteristics of social media influencers, highlighting their transformative effect on brand perception and consumer behaviour. The key findings are outlined below: