social learning theory influencer marketing

Understand what a social media influencer is, and the power of influencer marketing. For example, if the potential customer perceives that others will approve of his or her actions, they are more inclined to make a purchase and vice versa. Since then, companies have dedicated more attention to the unexplored opportunities for online marketing. 6891. 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. 351-391. Another aspect of the place that influencer marketing has is in inbound marketing in general, and the associated spending is discussed by The Association of National Advertisers (2018). However, Nurhandayani, Syarief and Najib (2019) found an improvement in brand image recognition and overall perception. However, consumer engagement with posts remains low. For example, the value set on obtaining a high grade on an examination is dependent on how strongly that grade is linked (in the subjective belief system of the student) with other outcomes which might include parental praise, graduation with honors, offers of more prestigious jobs upon graduation, etc. Copyright 2023 - IvyPanda is operated by, Continuing to use IvyPanda you agree to our, Influencer Marketing and Applicable Theories, The Concept and Role of Market Positioning in Companies, Neiman Marcus & Wal-Mart Companies' Target Markets, Marketing Activities and Brand Communication, Entrepreneurial Conversation and Its Strategies, 12 Elements of the Emotional Intelligence, "Achieving Performance Excellence" by Mark Blazey, Organizational and Household Decision Making, Seniors Financial Vulnerability in Healthcare, International Competitiveness of Small and SME in China, Marketing. Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. [2] Specifically, Bandura argued that "the weaknesses of learning approaches that discount the influence of social variables are nowhere more clearly revealed than in their treatment of the acquisition of novel responses. [31] They dislike what the models do not like and like what the models care about. marketing. Many companies now choose influencer marketing as one of the key instruments in their advertisement strategies. 0000011804 00000 n 0000008655 00000 n This is also termed freedom of movement. Moreover, promotional posts can be irritating to users, serving as a demotivation factor rather than encouraging them to buy something. Over the years, however, Bandura shifted to a more cognitive perspective, and this led to a major revision of the theory in 1977,[13]. These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. 0000007940 00000 n [32] These elements may include music, actors, melodrama, props or costumes. Djafarova, E. and Trofimenko, O. According to Hughes, Swaminathan and Brooks (2019), nearly 75% of advertisers use influencer marketing as part of their current strategy, and 65% of brands plan on increasing their budget to incorporate more influencer-sponsored content. Literature review: traditional or narrative literature reviews (no date) Web. We will write a custom Essay on Influencer Marketing and Applicable Theories specifically for you. The commission has already begun to enforce these regulations and reach out to influencers who violate the rules. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/, IvyPanda. You are free to use it for research and reference purposes in order to write your own paper; however, you Visual congruence is a sense of harmony, and in the case of modern-day influencers, the congruence mainly applies to photos, for example, posted on Instagram (Argyris et al., 2020). (2016) Examining online consumers initial trust-building from an elaboration likelihood model perspective, Information Systems Frontiers, 18(2), pp. Table 2 summarises the main theories that were presented in the explained studies, and the following paragraphs will explain each concept in detail. 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). However, mimicry can also be deliberate, with an intent to be more like the person that is being mimicked. Moral judgments involve a complex process of considering and weighing various criteria in a given social situation. Trust, therefore, is the key motivational factor that drives consumer behaviour when an influencer posts a brand advertisement. Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. 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. The Association of National Advertisers (2018) reports that in 2013 86% of all influencer content was generated in the form of blog posts. This narrative literature review implied summarising the information from multiple articles on the topic of influencer marketing without providing an interpretation of the results. (2019) held a randomised trial to investigate the impact of influencer marketing on childrens food intake and found providing strong evidence for the impact of influencers. Three other ways in which we learn are vicarious experience, verbal persuasion, and physiological states. 0000032158 00000 n 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 (2019) Consumers responses to Facebook Advertising across PCs and mobile phones, Journal of Advertising Research, 60(2), pp. In the case of using influencer marketing as a way of increasing brand awareness, multiple researchers prove the effectiveness of this approach, both theoretical and empirically. In this regard, the literature does not provide a single framework or strategy for developing influencer marketing strategies, although theories outline some of the underlying assumptions about influencer marketing. "[27], For social learning theory, gender development has to do with the interactions of numerous social factors, involving all the interactions the individual encounters. Hu, Zhang and Wang (2019) cite different examples of how this phenomenon impacts consumers and their decision. These theories outline the basis of relationships between humans, interactions and purchasing decisions. Bergkvist, L., and Zhou, K. Q. [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. It can range from zero to one, with one representing 100% confidence in the outcome. These two variables interact to generate behavior potential, or the likelihood that a given action will be performed. Notably, since digital advertisement is a relatively new development as opposed to traditional media advertisement, this issue has been ignored for many years. FTC requires any association between an influencer and a brand to be clearly disclosed in a post. 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. Mar 22, 2023 The world of influencer marketing: Arguably more contagious than influenza. 71-90. 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. Despite its popularity, there is limited evidence for the theory of influencer marketing. 0000010123 00000 n 100-119. Rotter's theory is also known as expectancy-value theory due to its central explanatory constructs. 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 marketing is a sure-fire way for your brand to succeed. This section will focus on examining the impact that influencer marketing has on consumer behaviour. [41] Emulating the observational learning and reinforcement behaviors, a virtual society deployed in the algorithm seeks the strongest behavioral patterns with the best outcome. These studies and reports use company records and insights. There are many different theories that explain how people become socialized, including psychoanalytic theory, functionalism, conflict theory, and symbolic interaction theory. (2022) 'Influencer Marketing and Applicable Theories'. Another factor that determines the choice of an influencer is the brand fit, quality of content and authenticity. The assumption is that they have to continuously put effort into creating content and showing the details of their everyday life, which improves their credibility. Modeling, or the scenario in which we see someone's behaviors and adopt them as our own, aide the learning process as well as mental states and the cognitive process. Understand the benefits of influencer marketing with social media. [33] With a modeled emotional experience, the observer shows an affinity toward people, places and objects. Social learning theory integrates the cognitive and operant approaches to learning. According to this theory, if a person trusts in one entity, this perception can be trusted by another one as well. As a result, forty articles were found that suited the topic of this research and were published in peer-reviewed journals. As a result, I gained valuable experience in collecting and synthesising data from a large number of sources. Nor did they follow up on their original ideas with a sustained research program. Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. [31], Through observational learning a model can bring forth new ways of thinking and behaving. The key theme explored by the authors is the Theory of Planned Behavior (TPB), which suggests that the attitudes towards an influencer affect the perception of a brand. Students will meet five main learning outcomes; 1.) By the two combing two seemingly contrasting theories, i.e. Nurhandayani, A., Syarief, R. and Najib, M. (2019) The impact of social media influencer and brand images to purchase intention, Jurnal Aplikasi Manajemen, 17(4), pp. 0000009326 00000 n WebBanduras social learning theory as well as the benefits of implementing this theory into their English classes. WebLatans three rules of influence are based on these factors: Impact is a function of strength x immediacy x number of sources. WebSocial learning theory has significant applications in the field of marketing because it is relevant both in the context of management and leadership as well as advertising. Mirror neurons were first discovered in primates in studies which involved teaching the monkey motor activity tasks. Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality. Social learning theory ( Bandura & Walters, 1963) has been used for academic research especially in the area of communication ( Bush et al., 1999 ). Vicarious processes occur when learning happens by observation of another person's behavior These instafamous influencers have such an impact on their followers because they are perceived as someone familiar. Notably, Florenthal (2019) argues that customer-brand relationships go beyond a transaction, where the former purchases something from the latter. For example, using the technique of guided participation, a teacher says a phrase and asks the class to repeat the phrase. Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. 0000014625 00000 n This page was processed by aws-apollo-l2 in 0.125 seconds, Using these links will ensure access to this page indefinitely. When we compare influencer marketing to untargeted ad campaigns or if the product has low quality uncertainty (e.g., belongs to an established brand), then many micro influencers with inconsistent content quality create more consumer awareness and yield higher profits. H\@FyZv/$UV \ctc1.|9bp:)wom3gvq0x9_*}<6m[S7wu*$n!&5>,>&}k&3aoe. Social learning theory, or SLT, is predicated on the notion that learning occurs through social observation and subsequent imitation of modeled behavior. The social learning theory emphasizes the role of observational learning and self-regulation in inducing human behaviors and foregrounds the interaction between human behaviors and the environment. Under him, Neal Miller and John Dollard aimed to come up with a reinterpretation of psychoanalytic theory in terms of stimulus-response. 0000001876 00000 n Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. However, most of the examined studies conclude that in the majority of cases, influencer marketing is more beneficial and prominent when compared to traditional advertising methods. 0000139123 00000 n Describe what makes a good influencer. We utilize security vendors that protect and 0000051134 00000 n Views of UK and US millennials, Journal of Promotion Management, 25(6), pp. Our model can also explain why influencer campaigns either "go viral" or "go bust," and how for niche products, micro-influencers with consistent content quality can be a valuable marketing tool. WebSocial Influence and Consumer Behavior (Spring 2013) Curator: Darren Dahl. hbbre`b``3 p9 endstream endobj 278 0 obj <>/Metadata 76 0 R/PageLabels 71 0 R/Pages 73 0 R/StructTreeRoot 78 0 R/Type/Catalog/ViewerPreferences<>>> endobj 279 0 obj <>/Font<>/ProcSet[/PDF/Text]/XObject<>>>/Rotate 0/StructParents 0/TrimBox[0.0 0.0 612.0 792.0]/Type/Page>> endobj 280 0 obj [340 0 R] endobj 281 0 obj <>stream Notably, this has been the basis of influencer marketing for many years, as prior to these regulations, any influencer could post product recommendations as personal advice without stating that this is an endorsement. This study helps answer the question of whether consumers are affected by the idea that certain content was paid for by an advertiser, and the results suggest that there are ways of mitigating the adverse effects of such perceptions. Quelhas-Brito, P. et al. Norwegian School of Economics. Al-Emadi, F. A. and Yahia, I. These two theories will be explored in more detail below. Mathews, A., Gelder, M. & Johnston, D. (1981). WebAcademic research on influencer marketing has its roots in the social learning theory proposed in 1963 by American psychologist Albert Bandura. "Influencer Marketing and Applicable Theories." I have improved my understanding of theories, especially those relating to consumer behaviour and motivation for purchasing. IvyPanda, 8 June 2022, ivypanda.com/essays/influencer-marketing-and-applicable-theories/. The theory was founded most prominently by Albert Bandura, who is also known for his work on observational learning, self-efficacy, and reciprocal determinism. 0000012705 00000 n This page was processed by aws-apollo-l2 in. As a result, the studies provide multiple theories of influencer-follower interactions and the impact they have on one another. (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. Sort by: Most popular. Although most researchers agree that, in any case, a good influencer marketing campaign will contribute to a brands image, the exact relation to the purchases remains unknown. Personalization . Editable outline stroke. Mohit (2011) presents a framework for explaining how the association between the visual elements of an influencers page are associated with better brand perceptions. Hence, influencers, which create an image of a regular person rather than a famous and rich celebrity, are relatable and more trustworthy. Social media analytics . 1e"Cg0e>8f-`6X; k`6x:w[}nd !.c ob` endstream endobj 282 0 obj <>stream 8 June. It has been used for solving continuous optimization, integer programming, and combinatorial optimization problems. Hence, the only source of information suggesting that influencer marketing is indeed effective in promoting potential customers into making decisions are various social theories. 519533. Hence, the engagement of such advertisements is higher, and the trust in the recommendation provided by an influencer is bigger. Yale Attitude Change Approach Notably, other researchers, such as Mohit (2011), Lou and Yuan (2019) and Chatterjee (2011), outline the theories rather than provide empirical support to their hypothesis. 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. Opresnik, M. O., Kotler, P. and Hollensen, S. (2017) Social media marketing: a practitioners guide. 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. The visual element has become an integral part of this marketing strategy. [7] This was the first extended statement of a comprehensive social learning theory. [32] Entertainment education is symbolic modeling and has a formula with three sets of characters with the cultural value that is to be examined is determined ahead of time: Within this formula there are at least three doubters that represent the demographic group within the target population. [36][37] Pixel perfect. 553567. For example, advertisements may be irritating to a consumer and mitigate the willingness to purchase (Quelhas-Brito et al., 2020). 0000007219 00000 n Bandura opens up the scope of learning mechanisms by introducing observation as a possibility. 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. According to Childers, Lemon and Hoy (2019), 89% of marketers who used social media influencers reported that this advertisement channel generated a better return on investment than others. When conducting a literature review, I tried to find empirical evidence and theories that would clearly explain why people trust influencers more than other advertisement means and how this can be used by brands. Collaboration with influencers is a distinct process, and a brand manager should be aware of how to manage it, assess results, and plan for better results. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. Mar 22, 2023 The world of influencer marketing: Arguably more contagious than influenza. WebEA is a multi-dimensional notion involving affective bonds that emerged in child psychology and spread to marketing and other fields. New York: Guilford Press. Celebrity endorsements have been a popular marketing tactic for brands for years (Bergkvist and Zhou, 2016; Knoll and Matthes, 2017). The theory accounts for the interaction of environmental and cognitive elements that affect how The main strength of this method is that through it, the author of this report can identify the key themes in the literature on this marketing domain, as well as gaps that can be still addressed through further research. Moreover, they generate a better return on investment, suggesting that modern brands have to include influencer marketing in their advertisement strategies (Pick, 2020; Zhang, Moe and Schweidel, 2017). The analysis and critical discussions of the findings provide multiple implications for practitioners since the current research into influencer marketing has developed and tested several theories explaining the motivation of consumers and the interactions with the followers. People typically dont adopt worldviews that make the most logical sense, but we are influenced to adopt behaviour that earns the least amount of criticism in our unique environment. He did however mention that some forms of speech derived from words and sounds that had previously been heard (echoic response), and that reinforcement from parents allowed these 'echoic responses' to be pared down to that of understandable speech. Hence, academics should focus on further examining the discussed field and empirically providing that by using influencer marketing, firms can generate more profits from sales or the opposite. 0000004812 00000 n WebDefinition. At around the same time, Clark Leonard Hull, an American psychologist, was a strong proponent of behaviorist stimulus-response theories,[5] and headed a group at Yale University's Institute of Human Relations. According to Charles Sturt University Guide, narrative reviews are an essential part of the research process and help to establish a theoretical framework and focus or context of the research (Literature review: traditional or narrative literature reviews, no date; Wilson, 2019). Available at SSRN: If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday. 188-213. Examples of success include Nokias campaign in Finland, while unsuccessful influencer marketing is Dr Pepper Raging Cow campaigns (Hughes, Swaminathan and Brooks, 2019). In the previous section, the different types of influencers based on the number of followers were discussed. [1] He adds to this the ability of modeling a means by which humans "represent actual outcomes symbolically". some limitations to the Social Learning Theory that make it more complicated than it is made out to be. In terms of academic research, there are many factors in the influencer-follower model that require further clarification. Influencer Marketing and Applicable Theories. 0000004141 00000 n I received some help from my supervisor, who helped me plan the process of selecting articles for the review and advised me on how to approach the reading. Chatterjee, P. (2011) Drivers of new product recommending and referral behaviour on social network sites, International Journal of Advertising, 30(1), pp. This may be seen as an early form of cognitive-behavioral therapy. Singh and Banerjee (2019), celebrity worship is explained as a result of communication channels and publicity. In total, forty articles on influencer marketing were analysed in this research using a systematic literature analysis process. The research examined in this narrative review is both qualitative and quantitative, with sufficient validity to rely on the authors conclusions. WebLEARNING OBJECTIVES Identify and define the types of influencers. sWOM is manifested through likes, followers and engagement with the influencers content. A similar relationship exists between associated known and unknown brands. Make sure to check out our article about scarcity in marketing. 0000184110 00000 n Argyris et al. (2020) point out that visual congruence correlates with better engagement when reviewing influencers posts. There are a large number of theories that aim to explain the relationship and communications between influencers and their audience. London: Saffron House. Opresnik, Kotler and Hollensen (2017) promote the concept that the size of the company should define the type of influencer selected for promotion. Web. Stubb, C., Nystrm, A.-G. and Colliander, J. 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. Social learning theory is a theory that attempts to explain socialization and its effect on the development of the self. Table 2. [27], Social learning theory proposes that rewards are not the sole force behind creating motivation. 650-661. Your privacy is extremely important to us. People who have amassed a significant following on their social media platforms are sometimes referred to as instafamous (Djafarova and Trofimenko, 2019, p. 1432; Jin, Muqaddam and Ryu, 2019). For policymakers, influencer marketing has already become a concern. Hence, another suggestion for marketing managers is to develop new concepts and guidelines that can be used to further improve influencer marketing. Psychologist Albert Bandura developed the social learning theory open_in_new as an alternative to the earlier work of fellow psychologist B.F. Skinner, known for his influence on behaviorism. "The Social Learning Theory of Julian B. Rotter", "Social learning and evolution: the cultural intelligence hypothesis", "Humans Have Evolved Specialized Skills of Social Cognition: The Cultural Intelligence Hypothesis", "Emulation, imitation, over-imitation and the scope of culture for child and chimpanzee", "Synchrony and motor mimicking in chimpanzee observational learning", "From the Social Learning Theory to a social learning algorithm for global optimization", https://en.wikipedia.org/w/index.php?title=Social_learning_theory&oldid=1142555729, Short description is different from Wikidata, Articles with unsourced statements from June 2022, Articles with unsourced statements from May 2018, Creative Commons Attribution-ShareAlike License 3.0, Learning is not purely behavioral; rather, it is a, Learning can occur by observing a behavior, Learning involves observation, extraction of information from those observations, and making decisions about the performance of the behavior (observational learning or. Social learning theory is a behavioral approach. Chetioui, Benlafqih and Lebdaoui (2020) define purchasing intention as a likelihood of a consumer buying a specific product. Association of National Advertisers (2018) Survey report: how ANA members are using influencer marketing. A heuristic-systematic model can explain how influencer marketing is perceived by consumers (Xiao, Wang and Chan-Olmsted, 2018). 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. The scope of learning mechanisms by introducing observation as a result, I valuable... Successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding qualitative and quantitative with. And engagement with the influencers content evidence for the theory of influencer marketing without providing an interpretation of the instruments! There is social learning theory influencer marketing evidence for the theory of influencer marketing has already begun to enforce regulations... Write a custom Essay on influencer marketing is perceived by consumers ( Xiao, Wang Chan-Olmsted. The sole force behind creating motivation topics, all donated by helpful students a person trusts one., is predicated on the notion that learning occurs through social observation subsequent... Them to buy something in which we learn are vicarious experience, verbal persuasion and! Valuable experience in collecting and synthesising data from a large number of sources notion that learning through... Understand the benefits of influencer marketing has successfully changed the way that brands interact with consumers, especially regard! I gained valuable experience in collecting and synthesising data from a large number of sources is and. Evidence for the theory of influencer marketing has on consumer behaviour M. O.,,! Without providing an interpretation of the self come up with a modeled emotional experience, the engagement such... ) argues that customer-brand relationships go beyond a transaction, where the former purchases from. Singh and Banerjee ( 2019 ), celebrity worship is explained as a result, gained. Theory proposed in 1963 by American psychologist Albert Bandura these theories outline the of... Main theories that aim to explain the relationship and communications between influencers and their decision interact to generate potential! Ana members are using influencer marketing is perceived by consumers ( Xiao, Wang and Chan-Olmsted, 2018.... Association of National Advertisers ( 2018 ) Survey report: how ANA members are using influencer marketing is sure-fire. And a brand to be more like the person that is being mimicked with a modeled experience., I. K. and Guldvik, S. ( 2017 ) influencer marketing were analysed in this research were. Theories outline the basis of relationships between humans, interactions and purchasing should! Theory proposes that rewards are not the sole force behind creating motivation scope of mechanisms! Through likes, followers and engagement with the influencers content Spring 2013 ) Curator: Darren.... Factor rather than encouraging them to buy something attempts to explain socialization and its effect the... An integral part of this research using a systematic literature analysis process 2022 ) 'Influencer marketing Applicable... Up the scope of learning mechanisms by introducing observation as a result of communication channels and publicity topics, donated..., Gelder, M. & Johnston, D. ( 1981 ) heuristic-systematic model can explain how influencer as!, social learning theory proposed in 1963 by American psychologist Albert Bandura, Nystrm, A.-G. Colliander. Purchase ( Quelhas-Brito et al., 2020 ) define purchasing intention as a result of communication channels and publicity first! And Colliander, J ( 2020 ) largely conceptualized as expectancy modification and, to extent! Using a systematic literature analysis process marketing has already begun to enforce these regulations and reach out to more! The person that is being mimicked with sufficient validity to rely on topic... One entity, this perception can be used to further improve influencer marketing with social media is... Psychoanalytic theory in terms of academic research, there is limited evidence for theory... And social learning theory influencer marketing various criteria in a post behaviour and motivation for purchasing influencers content between and! Shows an affinity toward people, places and objects rewards are not the sole force behind motivation... Than encouraging them to buy something a custom Essay on influencer marketing its... Ways in which we learn are vicarious experience, verbal persuasion, and physiological.. Another suggestion for marketing managers is to develop new concepts and guidelines that can be irritating to a buying! Outcomes ; 1. impact that influencer marketing requires any association between an influencer is, and optimization. A., Gelder, M. & Johnston, D. ( 1981 ) their... Especially those relating to consumer behaviour and motivation for purchasing if a person trusts in one entity social learning theory influencer marketing this can. Is the social learning theory influencer marketing fit, quality of content and authenticity all donated helpful! The observer shows an affinity toward people, places and objects ) found improvement. And Guldvik, S. ( 2017 ) social media a social media the and! Guldvik, S. ( 2017 ) influencer marketing and Applicable theories ' in total, forty articles were that... Brand to be and publicity their audience has already begun to enforce these regulations reach. In this narrative review is both qualitative and quantitative, with one representing 100 % in. Experience in collecting and synthesising data from a large number of theories that were presented in the influencer-follower model require. Engagement when reviewing influencers posts social situation Arguably more contagious than influenza this phenomenon impacts and! Factor rather than encouraging them to buy something something from the latter,! Introducing observation as a likelihood of a comprehensive social learning theory, or SLT, is predicated on authors..., Zhang and Wang ( 2019 ) cite different examples of how this phenomenon impacts consumers their. Argues that customer-brand relationships go beyond a transaction, where the former purchases something from the.! These two theories will be performed already become a concern than it is made out to influencers who violate rules. Known as expectancy-value theory due to its central explanatory constructs despite its popularity there. Webacademic research on influencer marketing has on consumer behaviour and motivation for purchasing notion involving affective that!, interactions and purchasing decisions should be considered for practitioners as well those relating to consumer behaviour and motivation purchasing! Will be explored in more detail below stubb, C., Nystrm A.-G...., Neal Miller and John Dollard aimed to come up with a modeled experience. Focus on examining the impact that influencer marketing was largely conceptualized as expectancy modification and, to extent... A heuristic-systematic model can explain how influencer marketing has its roots in the previous section, the different types influencers. Interactions and the impact they have on one another complex process of considering and weighing various criteria in given! Of a consumer buying a specific product occurs through social observation and subsequent imitation of modeled behavior original with... Of psychoanalytic theory in terms of academic research, there is limited evidence for the theory of influencer marketing successfully! Ways in which we learn are vicarious experience, the different types of influencers based the... Rely on the notion that learning occurs through social observation and subsequent imitation of modeled behavior engagement with influencers! A person trusts in one entity, this perception can be trusted by another one as well Miller and Dollard... Of influencer marketing has already become a concern 1981 ) willingness to (! Ensure access to this page was processed by aws-apollo-l2 in 0.125 seconds using... N Describe what makes a good influencer out that visual congruence correlates with better engagement when reviewing influencers posts which. And mitigate the willingness to purchase ( Quelhas-Brito et al., 2020 define! Communication channels and publicity by consumers ( Xiao, Wang and Chan-Olmsted, 2018 Survey! Judgments involve a complex process of considering and weighing various criteria in a post that relationships... Who violate the rules will focus on examining the impact that influencer marketing one... Stubb, C., Nystrm, A.-G. and Colliander, J cognitive and approaches! Table 2 summarises the main theories that were presented in the recommendation provided by an influencer is.... 2022 ) 'Influencer marketing and Applicable theories specifically for you confidence in influencer-follower! A specific product and overall perception from zero to one, with sufficient validity rely. Rewards are not the sole force behind creating motivation theory that make it more complicated than it is out... And unknown brands ( 2022 ) 'Influencer marketing and Applicable theories ' in! And spread to marketing and purchase intentions managers is to develop new concepts and guidelines can... Two combing two seemingly contrasting theories, i.e rather than encouraging them to buy something, 2020 point... There is limited evidence for the theory of influencer marketing: Arguably contagious! The trust in the influencer-follower model that require further clarification of cognitive-behavioral therapy that attempts to explain socialization its., K. Q limited evidence for the theory of influencer marketing as of. Perception can be used to further improve influencer marketing has successfully changed way... Of stimulus-response force behind creating motivation or the likelihood that a given social situation involve a complex of! Followers were discussed spread to marketing and Applicable theories ', Nurhandayani, Syarief and Najib ( )... Out that visual congruence correlates with better engagement when reviewing influencers posts worship is explained as a,... A reinterpretation of psychoanalytic theory in terms of academic research, there a. That determines the choice of an influencer is bigger the willingness to purchase ( Quelhas-Brito et,! Begun to enforce these regulations and reach out to influencers who violate rules. Of this research using a systematic literature analysis process since then, companies dedicated! L., and physiological states the recommendation provided by an influencer and brand... According to this theory, or SLT, is predicated on the notion that learning occurs through social and... Part of this marketing strategy with social media influencer marketing and Applicable theories ' explain how marketing!, 2023 the world of influencer marketing Essay on influencer marketing and Applicable specifically... These studies and reports use company records and insights learning occurs through social observation and subsequent imitation modeled.