Influencer Marketing and Engagement of Social Media Influencers: A Conceptual Paper
Keywords:
influencer marketing, social media influencers engagement, Source Credibility Theory, perceptions, behavioursAbstract
Influencer marketing has been substantially adopted in the digital marketing strategy due to the rise of internet especially social media. This conceptual paper is aimed to study the relationship of social media influencers (SMIs) engagement and its influence on customers perceptions and behaviours from endorsed online brands. The study examines the attributes of the SMIs including attractiveness, expertise and trustworthiness, which are adopted from Source Credibility Theory. The data and methodology were gathered from previous articles in Web of Science (WoS) and Scopus databases. Content analysis from the articles was done to come out with the adopted theory and research framework. The results from the analysis found that strong relationship of the SMIs contribute to the increase of sale of products and services, as well as to motivate their audience to own the products and services by changing these customers’ perceptions. Attributes of the SMIs gives the strong perceptions to the customers, while acting as endorsement that everyone has to believe. Overall, positive attributes of the SMIs have positive influence on the customers perceptions and behaviours. Thus, this paper provide insights on how the credibility of the SMIs can be the major influence to customers behaviours while offering the businesses to consider this value when searching endorser for their products and services.
References
Altwaiji, M. (2017). History of Saudi folklore and factors that shaped it. Trames: Journal of the Humanities and Social Sciences, 21(2), 161–171. https://doi.org/10.3176/tr.2017.2.05
Banda, D., & Morgan, W. J. (2013). Folklore is an instrument of education among the Chewa people of Zambia. International Review of Education, 59(2), 197–216. https://doi.org/10.1007/s11159-013-9353-5
Borman, R. I., Putra, Y. P., Fernando, Y., Kurniawan, D. E., Prasetyawan, P., & Ahmad, I. (2018). I am designing an Android-based Space Travel Application Trough Virtual Reality for Teaching Media. 2018 International Conference on Applied Engineering (ICAE), 1–5. https://doi.org/10.1109/INCAE.2018.8579394
Bunga, R. D., Rini, M. M., & Serlin, M. F. (2020). Peran cerita rakyat sebagai media pembelajaran bahasa Indonesia di kabupaten Ende. Retorika, 1(1), 65–77. http://e- journal.uniform.ac.id/index.php/RJPBSI/article/view/515
Draper, R. J. (2002). School mathematics reform, constructivism, and literacy: A case for literacy instruction in the reform-oriented math classroom. Journal of Adolescent & Adult Literacy, 45(6), 520-529.
Helsel S .(1992). Virtual reality and education. Educational Technology, 32(5), 38-42. https://www.jstor.org/stable/44425644
Lan, Y. J. (2020). Immersion, interaction and experience-oriented learning: Bringing virtual reality into FL learning. Language Learning & Technology, 24(1), 1–15. http://hdl.handle.net/10125/44704
Li, H. (2017). Design of multimedia teaching platform for Chinese folk art performance based on virtual reality technology. International Journal of Emerging Technologies in Learning, 12(9), 28. https://doi.org/10.3991/ijet.v12i09.7487
Loomis. J, Blascovich. J and Beall. A. (1999). Immersive virtual environment technology as a basic research tool in psychology. NCBI, 31, (4), 557-564. https://doi. org/10.3758/bf0320073
Markowitz, D. M., Laha, R., Perone, B. P., Pea, R. D., & Bailenson, J. N. (2018). Immersive virtual reality field trips facilitate learning about climate change—frontiers in Psychology, 9. Advanced online publication. https://doi.org/10.3389/fpsyg. 2018.02364
Maulana, Y. (2014). Cerita rakyat “Asal-Usul Pulau Halang”: Analisis fungsi Vladimir Propp. Madah, 5(1), 105–114. https://doi.org/10.26499/madah.v5i1.528
Michalopoulos, S., & Xue, M. M. (2021). Folklore. The Quarterly Journal of Economics, 136(4), 1993– 2046. https://doi.org/10.1093/qje/qjab003
Nopasari, D., Rozak, A., & Wiradinata, R. (2023). Digital Folklore Text Teaching Materials Loaded with Educative Values for SMP/MTs Students. International Journal of Secondary Education, 11(1), 11-17. doi: 10.11648/j.ijsedu.20231101.13
Peng, J. (2019). The roles of multimodal pedagogic effects and classroom environment in willingness to communicate in English. System 82, 161–173. doi 10.1016/j.system.2019.04.006
Peng, J., Zhang, L., and Chen, Y. (2017). The mediation of multimodal affordances on willingness to communicate in the English as a foreign language classroom. TESOL Q. 51, 302–331. doi: 10.1002/tesq.298
Purwadi. 2009. Folklore Jawa. Yogyakarta: Pura Pustaka.
Rahman, H., & Purwanto, W. E. (2021). Bentuk kearifan ekologis Papua dalam cerita rakyat Papua. Prosiding Seminar Bahasa dan Sastra Indonesia, 5(1), 318–325. https://doi.org/10.22219/.v5i1.4912
Selena Chan .(2013). Using videos and multimodal discourse analysis to study how students learn a trade, International Journal of Training Research, 11(1), 69-78, DOI: 10.5172/ijtr.2013.11.1.69
Shirer, M., Torchia, M. (2017, February 27). Worldwide spending on augmented and virtual reality will reach $13.9 billion in 2017. Businesswire. Retrieved from https://www.businesswire.com/news/home/20170227005097/en/Worldwide-Spending-AugmentedVirtual-Reality-Forecast-Reach.
Sholihin, M., Sari, R. C., Yuniarti, N., & Ilyana, S. (2020). A new way of teaching business ethics: The evaluation of virtual reality-based learning media. The International Journal of Management Education, 18(3), 100428–100428. https://doi.org/10.1016/j.ijme.2020.100428
Tilovberdiyevich, X., A. (2023). Virtual Reality in Education (On the Example of Applications). Journal of Pedagogical Inventions and Practices, 16(1), 29-31.
van Ginkel, S., Gulikers, J., Biemans, H., Noroozi, O., Roozen, M., Bos, T., van Tilborg, R., van Halteren, M., & Mulder, M. (2019). Fostering oral presentation competence through a virtual reality-based task for delivering feedback. Computers & Education, 134, 78–97. https://doi.org/10.1016/j.compedu.2019.02.006
Weller, M. (2007). Virtual learning environments: Using, choosing, and developing your VLE. London: Routledge.
Wickens C. D. (1992). Virtual reality and education. Proceedings IEEE International Conference on Systems, Man, and Cybernetics. – IEEE, 1992. – page. 842-847.
Yeh, H. C., Tseng, S. S., & Heng, L. (2020). Enhancing EFL students’ intracultural learning through virtual reality. Interactive Learning Environments, 30(9), 1609-1618. https://doi.org/10.1080/10494820.2020.1734625
