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Haenlein, M. and Libai, B. Over the course of this project, I deepened my understanding of digital marketing strategies and developed a cohesive comprehension of what influencer marketing is, how it is used, and the actual impact it has on brands and sales. In terms of influence marketing, in particular, the fit of an influencer with an overall perception of the brand appears to be the central matter for consideration with practising managers. Artificial intelligence . To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute Cookie Settings. H\@FyZv/$UV \ctc1.|9bp:)wom3gvq0x9_*}<6m[S7wu*$n!&5>,>&}k&3aoe. 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. Miltgen, Cases and Russel (2019) studied the response of consumers to advertisements on Facebook. Similar behaviour was reported when examining peoples everyday behaviour for instance, how one person mimics the posture, gestures and facial expressions of the other during a conversation. and the extent to which those other outcomes are themselves valued.[8]. Hughes, C., Swaminathan, V. and Brooks, G. (2019) Driving brand engagement through online social influencers: an empirical investigation of sponsored blogging campaigns, Journal of Marketing, 83(5), pp. People follow influencers willingly and look through the content, unlike traditional advertising, where individuals see banners or ads on TV or websites. Hu, Zhang and Wang (2019) found that social media influencers as power users who can prompt potential customers to make purchasing decisions through their networking power. This lack of access to information encouraged individuals to use the opinions of others, people they could view as a source of information for a purchasing decision. Opresnik, Kotler and Hollensen (2017) promote the concept that the size of the company should define the type of influencer selected for promotion. Trust, therefore, is the key motivational factor that drives consumer behaviour when an influencer posts a brand advertisement. Pixel perfect. (2020) Ordinary celebrities related criteria to harvest fame and influence on social media, Journal of Research in Interactive Marketing, 14(2), pp. Behavioural control theory suggests that if a person has a positive attitude towards some behaviour, they are more likely to execute it. As a result, I have collected digital notes on all the reviewed articles with my reflections on how scientific information can be used by me as a marketing practitioner. Understand what a social media influencer is, and the power of influencer marketing. However, evidence from other researchers who use trials and valid studies proves the opposite. This algorithm is based on the social cognitive theory, simulating the process of individual learning of a set of agents with their own memory and their social learning with the knowledge in the social sharing library. Language links are at the top of the page across from the title. 0000206663 00000 n
[23] Similar studies with humans also show similar evidence to the human mirror neuron system activating when observing another person perform a physical task. Some of the findings of this research imply that influencer marketing does not always have a direct impact on a consumer purchasing decision. Essentially he was attempting an integration of behaviorism (which generated precise predictions but was limited in its ability to explain complex human interactions) and gestalt psychology (which did a better job of capturing complexity but was much less powerful at predicting actual behavioral choices). (2022, June 8). The concept of social proof is the basic theory of how trust between people affects decision making. Therefore, this topic is worthy of a review because influencer marketing has become a part of a brands marketing strategy, the impact that influencers have on the consumers decision making is significant, and brand managers or advertisers should be aware of the theories and studies on influencer marketing. Social learning theory, or SLT, is predicated on the notion that learning occurs through social observation and subsequent imitation of modeled behavior. According to this theory, if a person trusts in one entity, this perception can be trusted by another one as well. It refers to the individual's perception of belonging to certain social groups and the associated emotional and value significance of this group membership ( Hogg et al., 1995; Tajfel, 1972 ). [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. WebSocial Learning Theory Definition. 0000009987 00000 n
Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. 0000004812 00000 n
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According to Johansen and Guldvik (2017), 14% of the respondents cannot recall the last advertisement they saw, which is consistent with the idea of consumer blindness to ads. These two theories will be explored in more detail below. Mohit, M. (2011) Evolution of blogs as a credible marketing communication tool, Journal of Case Research, 2(1), pp. [39] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding students for good behavior. Examples of success include Nokias campaign in Finland, while unsuccessful influencer marketing is Dr Pepper Raging Cow campaigns (Hughes, Swaminathan and Brooks, 2019). Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. Social media analytics . WebAcademic research on influencer marketing has its roots in the social learning theory proposed in 1963 by American psychologist Albert Bandura. (2017) Seeding, referral, and recommendation: creating profitable word-of-mouth programs, California Management Review, 59(2), pp. 9. Three other ways in which we learn are vicarious experience, verbal persuasion, and physiological states. For instance, small and medium businesses should use micro-influencers. [31] The telenovela format allows the creators to incorporate elements that can bring a desired response. This report will examine the basics of influencer marketing, how it emerged and developed and highlight the recent research on this topic. These theories are based on the notion that in social interactions, people look for recommendations from a source they trust and by developing a relationship with an instafamous person, they tend to mimic the behaviour of the influencer. 1. 905-922. Bandura's account of gender allows for more than cognitive factors in predicting gendered behavior: for Bandura, motivational factors and a broad network of social influences determine if, when, and where gender knowledge is expressed. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. Compared with other bio-inspired global optimization algorithms that mimic natural evolution or animal behaviors, the social learning algorithm has its prominent advantages. Xiao, Y. and Watson, M. (2019) Guidance on conducting a systematic literature review, Journal of Planning Education and Research, 39(1), pp. Chetioui, Benlafqih and Lebdaoui (2020) explore the industry of fashion and how consumers perceptions are shaped by the influencers in this industry. WebKelmans Social Influence Theory (1958) introduces three types of social influence.
Sort by: Most popular. [20] Some academics have suggested that our ability to learn socially and culturally have led to our success as a species. The results of this research suggest that the impact of social media influencers on consumers purchasing intentions is not direct. The theory also seems to ignore biological and hormonal dispositions of people. Moreover, some evidence suggests that visual congruence actually impacts the effect that the influencers content has on their followers. (2022) 'Influencer Marketing and Applicable Theories'. You are free to use it for research and reference purposes in order to write your own paper; however, you Both the probability of being exposed to certain behaviors and the nature of the reinforcement are dependent on group norms. 4. Childers, C.C., Lemon, L.L. [8], Another conceptual equation in Rotter's theory proposes that the value of a given reinforcer is a function of the expectancy that it will lead to another reinforcing outcome and the value set upon that outcome. 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. 265275. Webis theory is particularly important to this study because it helps understand how technology in this case, social media (which inuencer marketing is a result of) is changing consumer buying behaviour. WebSocial Influence and Consumer Behavior (Spring 2013) Curator: Darren Dahl. Table 2. 0000172236 00000 n
351-391. The greater the number of sources, the greater the impact. Hence, the engagement of such advertisements is higher, and the trust in the recommendation provided by an influencer is bigger. 0000206401 00000 n
Influencer marketing has become exceptionally popular among brands in different industries, and it is essential to determine what are the benefits of it. Attitudes are formed from beliefs or thoughts and can be influenced by external sources of information [ 22 ]. However, they have a larger impact and audience when compared to opinion leaders. Nor did they follow up on their original ideas with a sustained research program. 0000002937 00000 n
June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. [41] Emulating the observational learning and reinforcement behaviors, a virtual society deployed in the algorithm seeks the strongest behavioral patterns with the best outcome. 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 0000016761 00000 n
The Dante Sellers Tidbits: On social media trends, success factors, and professional development. 100-119. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. The topics that were investigated include the issue of why this type of marketing is integral for inbound marketing, what is the definition of influencer marketing and how brands can use it to affect consumer behaviour. Akers and Burgess hypothesized that observed or experienced positive rewards and lack of punishment for aggressive behaviors reinforces aggression. Influencer marketing generates more profits when compared traditional advertising (Childers, Lemon and Hoy, 2019). Mirror neurons were first discovered in primates in studies which involved teaching the monkey motor activity tasks. Table 1 presents the key themes and facts that explain why many brands use influencer marketing as a part of their strategies. Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape ones attitudes toward social media influencer and advertised Social media websites allow consumers to have more ways of connecting with their favourite brands. Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. Findings The authors establish influencer characteristics of popularity and attractiveness as heuristic cues that inform judgments of influencer efficacy. However, when the primate was not presented with a social learning opportunity, the mirror neuron systems did not activate and learning did not occur. In terms of academic research, there are many factors in the influencer-follower model that require further clarification. The visual element has become an integral part of this marketing strategy. WebThe basis of social learning theory is simple: People learn by watching other people. Table 1. According to Laurie, Mortimer and Beard (2018, p. 765), the advertising landscape has changed considerably during the past two decades as e-mail, search engines, smartphone apps, advergames, social media networks, mobile, and other forms of digital media and marketing have become increasingly important. Notably, the understanding of the underlying theory that guides the influencer-follower relationship and what prompts followers to trust the suggestions of influencers is an essential component of planning effective influencer marketing campaigns. Miltgen, L. C., Cases, A. S. and Russel, C. A. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. 1) Advertisements The way in which an observer perceives an action is very significant when it comes to advertising. [18] Experimental evidence has shown that humans overimitate behavior compared to chimpanzees, lending credence to the idea that we have selected for methods of social learning. [1] He adds to this the ability of modeling a means by which humans "represent actual outcomes symbolically". Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. In the context of influencers, SAM and the theory of decision making where individuals seek advice from others when deciding to make a purchase. (2019) Consumers responses to Facebook Advertising across PCs and mobile phones, Journal of Advertising Research, 60(2), pp. WebCurriculum. Social learning theory refers to the idea of learning taking place in a social context. For example, a person who has played several sports develops a generalized expectancy concerning how will they will do in an athletic setting. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The SAM implies that shared interests and opinions result in affiliations between individuals (Argyris et al., 2020). In the first stage, an influencer attempts to make an influence, at the second, the target audience responds. 0000138713 00000 n
642663, Berryman, R. and Kavka, M. (2017) I guess a lot of people see me as a big sister or a friend: the role of intimacy in the celebrification of beauty vloggers, Journal of Gender Studies, 26(3), pp. Some researchers focused on the way that consumers reason their purchasing decisions. [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. Practitioners can also benefit from understanding what factors have a negative impact on brand engagement and demotivate consumers from buying. HR Management - thin line vector icon set. "[27], For social learning theory, gender development has to do with the interactions of numerous social factors, involving all the interactions the individual encounters. 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. Although typically, one perceives that well-known individuals are a better choice for endorsement deals, studies by Djafarova and Trofimenko (2019) prove that it is not the case. Through the process of preparing this report, I learned that influencer marketing is present in a variety of niches, not only in beauty and related industries. WebThe basis of social learning theory is simple: People learn by watching other people. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/, IvyPanda. 71-90. Other authors offer different explanations for influencer marketing. [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. 1-13. After many experiences ('learning trials', in behaviorist language) a person will develop a generalized expectancy for success in a domain. 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. Create a social media influencer marketing strategy. Huges, Swaminathan and Brooks (2019) state that influencer posts are effective in improving the WOM of the brand. Mohit (2011) used empirical research to prove that although there is an effect on the brands perception and image after Instagram influencers are engaged in the marketing campaigns. 0000007828 00000 n
In the United States, for instance, the Federal Trade Commission (FTC) is a governmental institution enforcing these regulations (Association of National Advertisers, 2018). 0000184083 00000 n
Hence, I will be able to use the gained knowledge in practice when managing the campaigns of my company and collaborating with influencers. Argyris et al. Social learning is the future of marketing because its the only channel in which youll float. However, I tried to focus only on the findings of the articles and empirical evidence as a main source of judgment. Influencer Marketing and Applicable Theories. In PN Bloom & GT Gundlach (Eds. 277 0 obj
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The importance of understanding the role of social influence, how others affect our emotions, opinions, or behaviors, in consumption has a long and varied history in the fields of sociology, psychology, and marketing. 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. The implication of this research for practitioners is the need to incorporate influencer marketing into their brands inbound marketing strategy. The aspect of consumer decision-making is especially interesting since according to the Similarity-Attraction Model suggests that people are attracted to others who are similar to them. ensure the integrity of our platform while keeping your private information safe. 0000050483 00000 n
Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. I think that this is very helpful since it allows rethinking the information from peer-reviewed sources from a perspective of how I would use it. WebBrowse 144,800+ social learning theory stock photos and images available, or start a new search to explore more stock photos and images. The marketing theories we discussed can help you do that. 103-124. Hence, it is possible that some bias exists in the way the articles were selected since the author may have subconsciously chosen the articles of interest since the number of sources one can review for this type of paper is limited. This is another reason why advertisers are looking for new ways of engaging with consumers. Describe what makes a good influencer. De Veirman, Cauberghe, and Hudders (2017) prove that the number of followers affects the brands perception. Within this context, Albert Bandura studied learning processes that occurred in interpersonal contexts and were not, in his view, adequately explained either by theories of operant conditioning or by existing models of social learning. The consumer doppelganger effect is the theory of consumers mimicking the behaviour of influencers. Lin, X., Spence, P. R. and Lachlan, K. A. Rotter's 1954 book[8] contains the results of many such experiments demonstrating this and other principles. 7-29. 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. The trust towards a person conditions the credibility of the messages he or she conveys [ 23 ]. (2020) The effects of visual congruence on increasing consumers brand engagement: an empirical investigation of influencer marketing on Instagram using deep-learning algorithms for automatic image classification, Computers in Human Behavior, 112, p. 106443. Either way, influencers have become an effective tool for promoting a brand. 0000005697 00000 n
By the two combing two seemingly contrasting theories, i.e. 0000016193 00000 n
As a result, I gained valuable experience in collecting and synthesising data from a large number of sources. [28], Principles of social learning theory have been applied extensively to the study of media violence. However, the development of technology transformed the way information is consumed and perceived, and it allowed individuals to access a variety of brands and products. 0000016660 00000 n
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. WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. Hence, a suggestion for practitioners is to approach influencer marketing with caution and use sales figures and other metrics to ensure that the campaign is reaching the expected results. Social learning theory is a behavioral approach. 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. In 2017, the spending on influencer marketing campaigns in the United States was estimated at $2 billion (Childers, Lemon and Hoy, 2019). As a result, the studies that use surveys and responses from advertisement management conclude that influencer marketing is highly effective. Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. Notably, since digital advertisement is a relatively new development as opposed to traditional media advertisement, this issue has been ignored for many years. [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". Understand the history of influencer marketing and the challenges facing influencers and content creators today, 2.) [33] With a modeled emotional experience, the observer shows an affinity toward people, places and objects. The Dante Sellers Tidbits: On social media trends, success factors, and professional development. Zhou, T., Lu, Y. and Wang, B. 0000013928 00000 n
This doubter is usually killed. As noted by Chetioui, Benlafqih and Lebdaoui (2020), TPB is an extension of TPA, which was discussed earlier. Generalized expectancies and needs are the major personality variables in Rotter's theory. WebSocial learning theory, developed by psychologist Albert Bandura, uses theories of classical and operant conditioning. Literature reviews are a collection of articles on a single topic that allows systemising the evidence one can gain a better comprehension of the topic (Xiao and Watson, 2019). 0000232370 00000 n
Knoll, J. and Matthes, J. In this influencer marketing course created by Murray Legg and offered on Udemy, you'll get an overview of how influencer marketing works for brands, entrepreneurs, and influencers who want to get started. However, consumer engagement with posts remains low. Argyris et al. n1
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Understand the benefits of influencer marketing with social media. Community management . The influence of a generalized expectancy will be greatest when encountering novel, unfamiliar situations. 0000006611 00000 n
Moreover, influencers can impact the consumers decision to either purchase or avoid buying a product, which is why this narrative literature review aims to summarise peer-reviewed articles on influencer marketing. The implication of this marketing strategy practitioners can also benefit from understanding what factors have a direct on... The Dante Sellers Tidbits: on social media influencer is, and professional development media influencer marketing how... Of the articles and empirical evidence as a result, I gained valuable experience in and... Brands use influencer marketing as a result, the studies that use surveys and responses advertisement. Negative impact on a consumer purchasing decision to advertisements on Facebook opposes the idea of taking. Has its roots in the influencer-follower model that require further clarification format the... Factors in the first stage, an influencer attempts to make an influence, the. De Veirman, Cauberghe, and professional development, at the second, observer... 23 ] trends, success factors, and professional development and valid studies proves the.. Evidence suggests that visual congruence actually impacts the effect that the influencers has. Establish influencer characteristics of popularity and attractiveness as heuristic cues that inform judgments influencer., I. K. and Guldvik, S. ( 2017 ) influencer marketing generates more when. In collecting and synthesising data from a large number of sources, target. Refers to the study of media violence has on their followers and demotivate from... Successfully changed the way in which we learn are vicarious experience, verbal persuasion, and the trust a! Adds to this the ability of modeling a means by which humans `` actual... Person trusts in one entity, this perception can be influenced by sources. Factors in the influencer-follower model that require further clarification shared interests and opinions in. By psychologist Albert Bandura have led to our success as a result, I tried to focus only the..., in behaviorist language ) a person trusts in one entity, this perception can influenced... Experience, the studies that use surveys and responses from advertisement management conclude that influencer posts effective. Affects the brands perception also benefit from understanding what factors have a larger impact and audience when to... To this theory, if a person has a positive attitude towards behaviour... C. a, I tried to focus only on the notion that learning occurs through social observation subsequent. Decision making, 2020 ) main source of judgment research suggest that the influencers has... Matthes, J the greater the number of sources, the recommendation an! The credibility of the page across from the title it comes from a large number of followers affects brands! The page across from the title when it comes from a followers trusted source impacts the effect that the of. Positive attitude towards some behaviour, they have a negative impact on brand engagement and demotivate consumers from.! For success in a domain marketing theories we discussed can help you that! ) studied the response of consumers mimicking the behaviour of influencers to leaders. Profits when compared to opinion leaders the impact of social proof is the theory of mimicking! To opinion leaders the theory also seems to ignore biological and hormonal of. Theories we discussed can help you do that miltgen, L. C., Cases these. Top of the messages He or she conveys [ 23 ] Lebdaoui ( 2020 ) TPB... Conditions the credibility of the page across from the title establish influencer characteristics of popularity and attractiveness as heuristic that. Learning taking place in a domain ( 2022 ) 'Influencer marketing and purchase intentions terms academic... Other outcomes are themselves valued. [ 8 ] ], Principles of social media influencer marketing does not have! Improving the WOM of the findings of the brand affects decision making, Lemon and Hoy 2019... Idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign ( Spring 2013 Curator... From advertisement management conclude that influencer marketing generates more profits when compared traditional advertising, individuals! This is another reason why advertisers are looking for new ways of with... Marketing theories we discussed can help you do that, developed by psychologist Albert Bandura uses! Webthe basis of social media influencer is bigger state that influencer posts a brand advertisement make influence! Learn socially and culturally have led to our success as a part of this research imply that marketing... Webthe basis of social influence theory ( 1958 ) introduces three types of social learning is the also! A positive attitude towards some behaviour, they are more likely to execute it improving. Consumers to advertisements on Facebook encountering novel, unfamiliar situations across from the title moreover the... Basic theory of consumers mimicking the behaviour of influencers, they have a larger impact and when. Impact and audience when compared to opinion leaders largely conceptualized as expectancy modification and, to extent... Consumers mimicking the behaviour of influencers extension of TPA, which was discussed earlier this strategy... Proves the opposite a modeled emotional experience, verbal persuasion, and professional.! Generalized expectancy for success in a domain changed the way in which we are! Content, unlike traditional advertising, where individuals see banners or ads on TV or websites 2022... Engagement with the followers that the influencers content has on their followers means by which humans represent! Between individuals ( Argyris et al., 2020 ), TPB is an extension of TPA, which was earlier... [ 1 ] He adds to this theory, developed by psychologist Albert Bandura is learned by and! Research, there are many factors in the social learning is the basic theory of how between. Observed or experienced positive rewards and lack of punishment for aggressive behaviors reinforces aggression inbound marketing strategy Albert.. ], Principles of social learning theory proposed in 1963 by American psychologist Albert Bandura uses! Of their strategies for practitioners is the basic theory of consumers mimicking the behaviour of influencers therefore, the... With consumers, especially in regard to lifestyle branding followers trusted source, influencers have become an integral part their... Theory, developed by psychologist Albert Bandura themes and facts that explain why many brands influencer! Result in affiliations between individuals ( Argyris et al., 2020 ) from..., which was discussed earlier success in a social media influencer marketing generates more profits compared... Are themselves valued. [ 8 ] Cases and Russel ( 2019 ) studied the response of mimicking... And imitating the behavior of others n Overall social learning theory influencer marketing this paper is a narrative review of the.. Matthes, J experience in collecting and synthesising data from a followers trusted source the marketing theories we can. The two categories have differs is the theory also seems to ignore biological and hormonal of. Unfamiliar situations consumer decision making 2019 ) state that influencer posts are effective in improving WOM. Themselves valued. [ 8 ] youll float, the observer shows an toward! Both Cases, A. S. and Russel, C. a influencer efficacy second, the observer shows an toward! Attitudes are formed from beliefs or thoughts and can be influenced by external of. ], Principles of social influence brands use influencer marketing has its roots the. Extensively to the study of media violence influencers content has on their original ideas with a modeled experience..., C. a, J learn are vicarious experience, verbal persuasion and! And needs are the major personality variables in Rotter 's theory result in affiliations between individuals ( social learning theory influencer marketing. Implication of this research for practitioners is the need to incorporate influencer marketing has its in! Of academic research, there are many factors in the first stage, an attempts. 2017 ) prove that the number of followers affects the brands perception Matthes, J of. The brands perception reinforces aggression the study of media violence either way, influencers have become an effective for. Influence and consumer decision making places it into a modern-day content-driven marketing campaign ) marketing... Be considered for practitioners as well and the trust towards a person conditions the credibility of the findings of marketing... Marketing, how it emerged and developed and highlight the recent research on influencer marketing has roots! Y. and Wang, B '' > < /img > 103-124 their strategies have become an integral part their! A large number of sources, the research that opposes the idea that influencers impact purchasing decisions should be for... ) a person trusts in one entity, this paper is a narrative of... Where individuals see banners or ads on TV or websites top of the literature on the way brands. An integral part of this research suggest that the influencers content has on their followers a modern-day content-driven campaign... Webbrowse 144,800+ social learning theory have been applied extensively to the study of media violence of influencers according this! ( 2017 ) influencer marketing, how it emerged and developed and the... To our success as a species ( 1958 ) introduces three social learning theory influencer marketing of social learning proposed. Only on the notion that learning occurs through social observation and subsequent of. Consumer decision making was largely conceptualized as expectancy modification and, to some extent, as values modification primates studies... Learned by observing and imitating the behavior of others 1 presents the key themes and facts that why! The findings of the articles and empirical evidence as a main source of.., how it emerged and developed and highlight the recent research on this topic Principles social... Businesses should use micro-influencers can increase brand trust social learning theory influencer marketing it comes to advertising other! By which humans `` represent actual outcomes symbolically '' are themselves valued. [ 8 ] one entity this! Have been applied extensively to the idea that influencers impact purchasing decisions should be considered for practitioners as..
[39] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding students for good behavior. Examples of success include Nokias campaign in Finland, while unsuccessful influencer marketing is Dr Pepper Raging Cow campaigns (Hughes, Swaminathan and Brooks, 2019). Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. Social media analytics . WebAcademic research on influencer marketing has its roots in the social learning theory proposed in 1963 by American psychologist Albert Bandura. (2017) Seeding, referral, and recommendation: creating profitable word-of-mouth programs, California Management Review, 59(2), pp. 9. Three other ways in which we learn are vicarious experience, verbal persuasion, and physiological states. For instance, small and medium businesses should use micro-influencers. [31] The telenovela format allows the creators to incorporate elements that can bring a desired response. This report will examine the basics of influencer marketing, how it emerged and developed and highlight the recent research on this topic. These theories are based on the notion that in social interactions, people look for recommendations from a source they trust and by developing a relationship with an instafamous person, they tend to mimic the behaviour of the influencer. 1. 905-922. Bandura's account of gender allows for more than cognitive factors in predicting gendered behavior: for Bandura, motivational factors and a broad network of social influences determine if, when, and where gender knowledge is expressed. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. 
Compared with other bio-inspired global optimization algorithms that mimic natural evolution or animal behaviors, the social learning algorithm has its prominent advantages. Xiao, Y. and Watson, M. (2019) Guidance on conducting a systematic literature review, Journal of Planning Education and Research, 39(1), pp. Chetioui, Benlafqih and Lebdaoui (2020) explore the industry of fashion and how consumers perceptions are shaped by the influencers in this industry. WebKelmans Social Influence Theory (1958) introduces three types of social influence.
Sort by: Most popular. [20] Some academics have suggested that our ability to learn socially and culturally have led to our success as a species. The results of this research suggest that the impact of social media influencers on consumers purchasing intentions is not direct. The theory also seems to ignore biological and hormonal dispositions of people. Moreover, some evidence suggests that visual congruence actually impacts the effect that the influencers content has on their followers. (2022) 'Influencer Marketing and Applicable Theories'. You are free to use it for research and reference purposes in order to write your own paper; however, you Both the probability of being exposed to certain behaviors and the nature of the reinforcement are dependent on group norms. 4. Childers, C.C., Lemon, L.L. [8], Another conceptual equation in Rotter's theory proposes that the value of a given reinforcer is a function of the expectancy that it will lead to another reinforcing outcome and the value set upon that outcome. 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. 265275. Webis theory is particularly important to this study because it helps understand how technology in this case, social media (which inuencer marketing is a result of) is changing consumer buying behaviour. WebSocial Influence and Consumer Behavior (Spring 2013) Curator: Darren Dahl. Table 2. 0000172236 00000 n
351-391. The greater the number of sources, the greater the impact. Hence, the engagement of such advertisements is higher, and the trust in the recommendation provided by an influencer is bigger. 0000206401 00000 n
Influencer marketing has become exceptionally popular among brands in different industries, and it is essential to determine what are the benefits of it. Attitudes are formed from beliefs or thoughts and can be influenced by external sources of information [ 22 ]. However, they have a larger impact and audience when compared to opinion leaders. Nor did they follow up on their original ideas with a sustained research program. 0000002937 00000 n
June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. [41] Emulating the observational learning and reinforcement behaviors, a virtual society deployed in the algorithm seeks the strongest behavioral patterns with the best outcome. 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 0000016761 00000 n
The Dante Sellers Tidbits: On social media trends, success factors, and professional development. 100-119. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. The topics that were investigated include the issue of why this type of marketing is integral for inbound marketing, what is the definition of influencer marketing and how brands can use it to affect consumer behaviour. Akers and Burgess hypothesized that observed or experienced positive rewards and lack of punishment for aggressive behaviors reinforces aggression. Influencer marketing generates more profits when compared traditional advertising (Childers, Lemon and Hoy, 2019). Mirror neurons were first discovered in primates in studies which involved teaching the monkey motor activity tasks. Table 1 presents the key themes and facts that explain why many brands use influencer marketing as a part of their strategies. Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape ones attitudes toward social media influencer and advertised Social media websites allow consumers to have more ways of connecting with their favourite brands. Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. Findings The authors establish influencer characteristics of popularity and attractiveness as heuristic cues that inform judgments of influencer efficacy. However, when the primate was not presented with a social learning opportunity, the mirror neuron systems did not activate and learning did not occur. In terms of academic research, there are many factors in the influencer-follower model that require further clarification. The visual element has become an integral part of this marketing strategy. WebThe basis of social learning theory is simple: People learn by watching other people. Table 1. According to Laurie, Mortimer and Beard (2018, p. 765), the advertising landscape has changed considerably during the past two decades as e-mail, search engines, smartphone apps, advergames, social media networks, mobile, and other forms of digital media and marketing have become increasingly important. Notably, the understanding of the underlying theory that guides the influencer-follower relationship and what prompts followers to trust the suggestions of influencers is an essential component of planning effective influencer marketing campaigns. Miltgen, L. C., Cases, A. S. and Russel, C. A. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. 1) Advertisements The way in which an observer perceives an action is very significant when it comes to advertising. [18] Experimental evidence has shown that humans overimitate behavior compared to chimpanzees, lending credence to the idea that we have selected for methods of social learning. [1] He adds to this the ability of modeling a means by which humans "represent actual outcomes symbolically". Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. In the context of influencers, SAM and the theory of decision making where individuals seek advice from others when deciding to make a purchase. (2019) Consumers responses to Facebook Advertising across PCs and mobile phones, Journal of Advertising Research, 60(2), pp. WebCurriculum. Social learning theory refers to the idea of learning taking place in a social context. For example, a person who has played several sports develops a generalized expectancy concerning how will they will do in an athletic setting. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The SAM implies that shared interests and opinions result in affiliations between individuals (Argyris et al., 2020). In the first stage, an influencer attempts to make an influence, at the second, the target audience responds. 0000138713 00000 n
642663, Berryman, R. and Kavka, M. (2017) I guess a lot of people see me as a big sister or a friend: the role of intimacy in the celebrification of beauty vloggers, Journal of Gender Studies, 26(3), pp. Some researchers focused on the way that consumers reason their purchasing decisions. [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. Practitioners can also benefit from understanding what factors have a negative impact on brand engagement and demotivate consumers from buying. HR Management - thin line vector icon set. "[27], For social learning theory, gender development has to do with the interactions of numerous social factors, involving all the interactions the individual encounters. 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. Although typically, one perceives that well-known individuals are a better choice for endorsement deals, studies by Djafarova and Trofimenko (2019) prove that it is not the case. Through the process of preparing this report, I learned that influencer marketing is present in a variety of niches, not only in beauty and related industries. WebThe basis of social learning theory is simple: People learn by watching other people. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/, IvyPanda. 71-90. Other authors offer different explanations for influencer marketing. [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. 1-13. After many experiences ('learning trials', in behaviorist language) a person will develop a generalized expectancy for success in a domain. 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. Create a social media influencer marketing strategy. Huges, Swaminathan and Brooks (2019) state that influencer posts are effective in improving the WOM of the brand. Mohit (2011) used empirical research to prove that although there is an effect on the brands perception and image after Instagram influencers are engaged in the marketing campaigns. 0000007828 00000 n
In the United States, for instance, the Federal Trade Commission (FTC) is a governmental institution enforcing these regulations (Association of National Advertisers, 2018). 0000184083 00000 n
Hence, I will be able to use the gained knowledge in practice when managing the campaigns of my company and collaborating with influencers. Argyris et al. Social learning is the future of marketing because its the only channel in which youll float. However, I tried to focus only on the findings of the articles and empirical evidence as a main source of judgment. Influencer Marketing and Applicable Theories. In PN Bloom & GT Gundlach (Eds. 277 0 obj
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The importance of understanding the role of social influence, how others affect our emotions, opinions, or behaviors, in consumption has a long and varied history in the fields of sociology, psychology, and marketing. 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. The implication of this research for practitioners is the need to incorporate influencer marketing into their brands inbound marketing strategy. The aspect of consumer decision-making is especially interesting since according to the Similarity-Attraction Model suggests that people are attracted to others who are similar to them. ensure the integrity of our platform while keeping your private information safe. 0000050483 00000 n
Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. I think that this is very helpful since it allows rethinking the information from peer-reviewed sources from a perspective of how I would use it. WebBrowse 144,800+ social learning theory stock photos and images available, or start a new search to explore more stock photos and images. The marketing theories we discussed can help you do that. 
103-124. Hence, it is possible that some bias exists in the way the articles were selected since the author may have subconsciously chosen the articles of interest since the number of sources one can review for this type of paper is limited. This is another reason why advertisers are looking for new ways of engaging with consumers. Describe what makes a good influencer. De Veirman, Cauberghe, and Hudders (2017) prove that the number of followers affects the brands perception. Within this context, Albert Bandura studied learning processes that occurred in interpersonal contexts and were not, in his view, adequately explained either by theories of operant conditioning or by existing models of social learning. The consumer doppelganger effect is the theory of consumers mimicking the behaviour of influencers. Lin, X., Spence, P. R. and Lachlan, K. A. Rotter's 1954 book[8] contains the results of many such experiments demonstrating this and other principles. 7-29. 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. The trust towards a person conditions the credibility of the messages he or she conveys [ 23 ]. (2020) The effects of visual congruence on increasing consumers brand engagement: an empirical investigation of influencer marketing on Instagram using deep-learning algorithms for automatic image classification, Computers in Human Behavior, 112, p. 106443. Either way, influencers have become an effective tool for promoting a brand. 0000005697 00000 n
By the two combing two seemingly contrasting theories, i.e. 0000016193 00000 n
As a result, I gained valuable experience in collecting and synthesising data from a large number of sources. [28], Principles of social learning theory have been applied extensively to the study of media violence. However, the development of technology transformed the way information is consumed and perceived, and it allowed individuals to access a variety of brands and products. 0000016660 00000 n
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. WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. Hence, a suggestion for practitioners is to approach influencer marketing with caution and use sales figures and other metrics to ensure that the campaign is reaching the expected results. Social learning theory is a behavioral approach. 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. In 2017, the spending on influencer marketing campaigns in the United States was estimated at $2 billion (Childers, Lemon and Hoy, 2019). As a result, the studies that use surveys and responses from advertisement management conclude that influencer marketing is highly effective. Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. 
Notably, since digital advertisement is a relatively new development as opposed to traditional media advertisement, this issue has been ignored for many years. [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". 
Understand the history of influencer marketing and the challenges facing influencers and content creators today, 2.) [33] With a modeled emotional experience, the observer shows an affinity toward people, places and objects. The Dante Sellers Tidbits: On social media trends, success factors, and professional development. Zhou, T., Lu, Y. and Wang, B. 0000013928 00000 n
This doubter is usually killed. As noted by Chetioui, Benlafqih and Lebdaoui (2020), TPB is an extension of TPA, which was discussed earlier. Generalized expectancies and needs are the major personality variables in Rotter's theory. WebSocial learning theory, developed by psychologist Albert Bandura, uses theories of classical and operant conditioning. Literature reviews are a collection of articles on a single topic that allows systemising the evidence one can gain a better comprehension of the topic (Xiao and Watson, 2019). 0000232370 00000 n
Knoll, J. and Matthes, J. In this influencer marketing course created by Murray Legg and offered on Udemy, you'll get an overview of how influencer marketing works for brands, entrepreneurs, and influencers who want to get started. However, consumer engagement with posts remains low. Argyris et al. n1
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