The Resourcefulness of Sponsored Contents on Social Media -A Netnographic Approach to Customer Inspiration Cues-
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI’s expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.
Abstract
Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI’s expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.
참고문헌 (41)
- Aljukhadar, M., "Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework", Journal of Research in Interactive Marketing, 14(3), pp.285~303 (2020)[DOI]
- (2022)[URL]
- Boerman, S. C., "The effects of the standardized Instagram disclosure for micro-and meso-influencers", Computers in Human Behavior, 103, pp.199~207 (2020)[DOI]
- Böttger, T., "Customer inspiration : Conceptualization, scale development, and validation", Journal of Marketing, 81(6), pp.116~131 (2017)[DOI]
- Brakus, J. J., "Brand experience : What is it? How is it measured? Does it affect loyalty", Journal of Marketing, 73(3), pp.52~68 (2009)[DOI]
- Bu, Y., "Influencer marketing : sponsorship disclosure and value co-creation behaviour", Marketing Intelligence & Planning, 40(7), pp.854~870 (2022)[DOI]
- Burnkrant, R. E., "Informational and normative social Influence in buyer behavior", Journal of Consumer Research, 2(3), pp.206~215 (1975)[DOI]
- Campbell, C., "More than meets the eye : The functional components underlying influencer marketing", Business Horizons, 63, pp.469~479 (2020)[DOI]
- Campbell, C., "The challenges native advertising poses : Exploring potential Federal Trade Commission responses and identifying research needs", Journal of Public Policy & Marketing, 38(1), pp.110~123 (2019)[DOI]
- Coombes, P. H., "Toward auto-netnography in consumer studies", International Journal of Market Research, 62(6), pp.658~665 (2020)[DOI]
- Croes, E., "Young adults’ motivations for following social influencers and their relationship to identification and buying behavior", Computers in Human Behavior, 124, pp.1~10 (2021)[DOI]
- de Lassus, C., "Access to the luxury brand myth in pop-up stores : A netnographic and semiotic analysis", Journal of Retailing and Consumer Services, 21(1), pp.61~68 (2014)[DOI]
- Dion, D., "Retail luxury strategy : assembling charisma through and magic", Journal of Retailing, 87(4), pp.502~520 (2011)[DOI]
- Fair Trade Commission, "Guidelines for examination of indications and advertisements concerning recommendations, guarantees, etc", ~ (2020)
- "Korea Fair Trade Commission"[URL]
- Friestad, M., "The persuasion knowledge model : How people cope with persuasion attempts", Journal of Consumer Research, 21(1), pp.1~31 (1994)[DOI]
- Heinonen, K., "Consumer activity in social media : Managerial approaches to consumers’ social media behavior", Journal of Consumer Behaviour, 10, pp.356~364 (2011)[DOI]
- Henkel, L., "Short and sweet : Effects of pop-up stores’ ephemerality on store sales", Journal of Retailing and Consumer Services, 65, pp.1~10 (2022)[DOI]
- Kumju Hwang, "Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge", Computers in Human Behavior, 87, pp.155~173 (2018), Elsevier BV[DOI]
- Ji, Q., "Developing and validating the self-transcendent emotion dictionary for text analysis", PLOS ONE, 15(9), pp.1~14 (2020)[DOI]
- Jun, S., "What makes followers loyal? The role of influencer interactivity in building influencer brand equity", Journal of Product & Brand Management, 29(6), pp.803~814 (2020)[DOI]
- Kay, S., "When less is more : the impact of macro and micro social media influencers’ disclosure", Journal of Marketing Management, 36, pp.248~278 (2020)[DOI]
- Chung-Wha (Chloe) Ki, "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults", Journal of Business Research, 144, pp.264~277 (2022), Elsevier BV[DOI]
- Klein, J. F., "Linking pop-up brand stores to brand experience and word of mouth : The case of luxury retail", Journal of Business Research, 69(12), pp.5761~5767 (2016)[DOI]
- Kozinets, R. V., "The field behind the screen : Using netnography for marketing research in online communities", Journal of Marketing Research, 39(1), pp.61~72 (2002)[DOI]
- Kozinets, R. V., "Netnography: Redefined" (2015), SAGE
- Lin, H. -C., "Using online opinion leaders to promote the hedonic and utilitarian value of products and services", Business Horizons, 61(3), pp.431~442 (2018)[DOI]
- Lou, C., "Influencer Marketing : How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media", Journal of Interactive Advertising, 19(1), pp.58~73 (2019)[DOI]
- Loureiro, S. M. C., "A passion for fashion : The impact of social influence, vanity and exhibitionism on consumer behaviour", International Journal of Retail & Distribution Management, 45(5), pp.468~484 (2017)[DOI]
- "The new luxury pop-up launch playbook" (2021)[URL]
- "Survey: Korean consumer sentiment during the coronavirus crisis" (2022)[URL]
- Ozuem, W., "Effects of online brand communities on millennials’ brand loyalty in the fashion industry", Psychology and Marketing, 38(5), pp.774~793 (2021)[DOI]
- 박예빈, "인스타그램 마이크로 인플루언서-팔로워 간의 상호작용성이 스폰서십 공시 효과에 미치는 영향: 지각된 진정성과 동일시의 매개효과를 중심으로", 한국심리학회지: 소비자·광고, 21(4), pp.603~631 (2020), 한국소비자·광고심리학회[DOI]
- Rundin, K., "Multifaceted influencers : Toward a new typology for influencer roles in advertising", Journal of Advertising, 50(5), pp.548~564 (2021)[DOI]
- Schouten, A. P., "Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit", International Journal of Advertising, 39(2), pp.258~281 (2020)[DOI]
- Eonyou Shin, "What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?", Journal of Business Research, 132, pp.416~428 (2021), Elsevier BV[DOI]
- "29CM offline" (2022)[URL]
- Sit, K. J., "Profiling shoppers’ coping behaviours during a pandemic crisis : A regulatory focus perspective", Journal of Retailing and Consumer Services, 64, pp.102811~ (2022)[DOI]
- Valsesia, F., "Let me show you what I did versus what I have : Sharing experiential versus material purchases alters authenticity and liking of social media users", Journal of Consumer Research, 49(3), pp.430~449 (2022)[DOI]
- Wang S., "Discover micro-influencers for brands via better understanding", IEEE Transactions on Multimedia, 24, pp.259~260 (2022)[DOI]
- Wolny, J., "Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms", Journal of Marketing Management, 29, pp.562~583 (2013)[DOI]
