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Influencer marketing Wiki

As marketing scholars Lim et al. delineate, a key component is a social media influencer’s perceived brand and how it relates to the product at hand. Consistent with social learning theory, influencers increased product purchase consideration when considering 4 factors: “source credibility, source attractiveness, product match-up, and meaning transfers.”

Similarly, marketing researchers Kapitan and Silvera delineate the two considerations for successful influencer selection product personality and how well the influencer portrays the intended outcome — like good hair for a shampoo product. As such, “flashy” products should be presented in a fast-paced and rapid presentation to bring out that mood. Moreover, the influencer himself should personify the product’s ultimate intended outcome.

However, Kapitan and Silvera also mention influencer limitations for older generations. Citing Lithium’s 2014 study, “more than 84 % of millennials and even 70 % of Baby Boomers” prefer word of mouth and interpersonal communication as a means of product recommendation. Such research could indicate the rise in influencers is growing alongside social media and younger demographics.

Similarly, Freberg et al. finds respondents perceive influencers as a “neutral,” third-person pitch for a product. When compared to CEO spokespeople, social media influencers were viewed as more approachable and trustworthy with advice.

Influencers can, for better or worse, tap into the consumers’ insecurities and pitch the products with their authority through social comparison theory. As psychologist Chae reports, consumers who follow and frequently see influencer content are more likely to compare their “insufficient” lifestyles with the influencer’s online, perceived lifestyle. Over time, followers may associate the promoted products with a better lifestyle as a whole — more beautiful skin, hair, body, etc. — and view the product as a gateway to the influencer’s perceived strengths. The study finds women with low self-esteem and high societal self-consciousness are more likely to elevate the status of influencers above themselves. So while a particular influencer may indeed have benefitted from a particular product, the consumer perception may exaggerate its benefits and lead to faulty advertising overall.

Peer review edit - change one of the similarly to a different transition word The last paragraph is strong and a great addition to the article For Kapitan and Silvera give full name and link them if they have pages

Elenaholceker (talk) 05:13, 22 February 2020 (UTC) Elena