micro influencer marketing
216758123
Micro influencer marketing e la sfida per il settore retail: effetti del peer endorsement sulle decisioni di acquisto in store
L'importanza strategica del peer endorsement. Influencer marketing: tutto cio che c'e da sapere. Retail marketing: sfide e cambiamenti. Analisi sperimentale: obiettivi, metodologia e risultati. Analisi dei dati e presentazione dei risultati sperimentali.
Giulia Falzone
226588485
Teaching Generation Z Social Media Marketing: A Micro Influencer Project.
This paper details an experiential influencer marketing project in which students acted as micro influencers to develop and promote their personal brands using social media accounts and blogs. Students reflected on their strategic decisions and performance in six weekly Slack posts. The pre launch preparation, along with students' successes, challenges, and overall feedback are presented. Considerations for professors teaching Generation Z students social media marketing are described. The project empowered students to experiment with social media marketing strategies and tactics in a real, hands on environment. They considered the assignment a powerful, valuable, relevant, and applicable learning experience.
Adrienne Foos
216603096
Influencer marketing e micro influencer: l'impatto del numero di follower sul comportamento dei consumatori
Caratteristiche e potenzialita dell'influencer marketing. I fattori del successo dell'influencer marketing. Revisione della letteratura precedente. Influencer e comportamento dei consumatori. Gli effetti nell'utilizzo di macro influencer e micro influencer.
Francesca Perucchini
219895862
Influencer marketing: il ruolo dei micro influencer in una strategia di social media marketing
I social media e le strategie di influencer marketing. Il rapporto fra brand ed influencer. Rassegna della letteratura. Origine dell'influencer marketing. Analisi sperimentale. Implicazioni manageriali.
Luca Romano
221362979
Micro Influencer Detector From Marketing Parameters to Semantic Analysis
P D Torino Maurizio Morisio
169496428
L'influencer marketing. Efficacia all'interno del processo decisionale e differenze tra macro e micro influencer
Francesca Fabbri
212961793
Impact of Social Media Micro influencer on the BuyingBehavior of lifestyle Product of Irish Millennials
Millennial generation has substantial purchasing power, its crucial to find how millennial generation react to the emerging concept of social media micro influencer. The purpose of this study to build understanding around the micro influencer marketing perspective and examine the impact of Social media micro influencer on the buying behaviors of lifestyle product of Irish Millennials. Interpretivist, inductive approach utilised to attend true reflection of millennial consumer views. Six in depth semi structured interviews were conducted with Irish Millennials. The finding of this explored and achieved through thematic analysis which presented as the main themes emerged viz, Social media and visuals, Engagement, Relatable Credible and Trust. Moreover, Finding have provided more insightful information on the aspect of millennials and their buying behaviour on the social media. In relation to engagement, it was found that millennial push their boundaries to seek connection. When influencer is approachable it encourages millennial consumer to interact and feel comfortable. Relatability aspects of social media micro influencer with millennial found to be highly significant because of the millennial consumers ability to relate the source. In terms of credibility, it was prominent that millennial seek source credibility, which has high impact on their purchase decisions. It was found that credibility is important dimension of trustworthiness. It was found that millennial induce two communication interactivity, this generation is prone to value other opinions. This was significant in findings that millennials have higher trust level with smaller social media influencer (micro influencer) to make their purchase decision.
Ankur Wahane
211754900
Micro influencer, the new kid on the block:
Influencer marketing has proven to be a vital part of digital marketing nowadays. Due to its effectiveness in reaching consumers despite the overload of information present on media channels nowadays. Dedicated influencer agencies have risen up, in response to the increasing use of influencer marketing. These agencies provide brands with the necessary tools and expertise for developing an influencer led social media campaign. This seems highly valuable as many brands are still unaware of influencer marketing. Since the early days of influencer marketing, companies have only focused on collaborating with large scale macro influencers. However, a relatively new trend has emerged of the so called 'micro influencers' These micro influencers might require new approaches to influencer marketing processes. The aim of this study is to identify the development and creation of a micro influencer led social media campaign, and the role of influencer agencies throughout this process. The process will be explained through the lens of influencer marketing agencies, as an important intermediary between brands and influencers. To answer this question a total number of eleven in depth expert interviews with influencer agency representatives have been conducted, following a data analysis through thematic coding. This study shows that the role of influencer agencies could not be completely generalized, as there is a discrepancy between automated and non automated influencer agencies. However, overall the role of the influencer agency has shown to consist of multiple elements. The influencer agency educates its clients on influencer marketing and micro influencers and guides them through the development process of a social media campaign. On top of that, the influencer agency ensures an influencer/brand fit for the campaign through the execution of multiple screening processes as well as protecting the micro influencer's creative freedom. Ultimately, this will provide the client with the most effective micro influencer led social media campaign. This study has also shown that the development process of a social media campaign in cooperation with a micro influencer as opposed to the macro influencer is, for the most part, similar to each other. However, there are some essential elements which create a distinction between the two types of influencers. The micro influencers prove to be effective in reaching a small and niche community. With that, the micro influencer provides the influencer agency with a fast workflow and high level of flexibility in their cooperation.
S Kruiswijk
219895705
Un confronto sulla credibilita dei mega, macro e micro influencer sull'intenzione d'acquisto dei consumatori
Dalla nascita all'evoluzione dell'influencer marketing. Caratteristiche e differenze tra i vari individui influenti. Theoretical background. L'influencer, credibilita e intenzione d'acquisto. Esperimento. Discussione e implicazioni manageriali.
Elisa Di Nardo
149734359
Influencer Marketing The power of self An explorative study about personal branding of beauty micro influencers.
As a direct outgrowth of social media, the idea of Influencer Marketing evolved from the large numbers of regular social media users who developed a business acumen by displaying a digital image of themselves to a mass audience on Instagram. In respect of this development, this study focuse on the ways micro influencers apply human branding techniques in order to construct and carve out distinct identities in an increasing mature Influencer Marketing market. One of the most striking observations is a two structural identity constructing process, reaching over three phases. Personal branding starts, first of all, at a basic level of identity construction and transitions gradually into a consecutive, iterative process at later stages. Micro influencers have to orchestrate and sustain multiple social interactions with varying proximities simultaneously. Understanding the decisive role of communication and engagement is crucial to succeed since micro influencer's person brand identity is intensely interwoven with follower's identity construction and, in a few cases, partnered with other micro influencers. By running an Instagram account, most of interviewees recognized an acute shortage of one resource: time. To sustain the intensity of their characteristic, one on one engagement, the proactive solution of delegation emerged as a deterrent, however likely necessary approach in order to achieve growth. Deduced from findings, posting once a day seemed to be the best communication strategy to exercise influence in an already mediasaturated, information rich environment and move towards a full time profession post by post. While considering data privacy carefully, it is impressive how micro influencers have mastered controlling conversations and sensitive information across their media network. In theory, micro influencers are supposed to have internalized the concept of authenticity. In reality, micro influencers are confronted with the challenge of maintaining consistency and therewith authenticity and the intention to cultivate a larger audience. Even though, microinfluencers seemed to merge two contradictory aspects, authenticity and commodification, effortlessly into one another, an internally and externally imposed pressure can be overwhelming. By expanding their visual storytelling with (live) videos, their authenticity and thus legitimacy as micro influencers can be reconstructed. Overall, micro influencers' efforts in visual storytelling can be interpreted as tacit labor as their daily contributions are systematic and determined even if they seem effortless for outsiders. By embarking in depth interviews with 20 participants, this study accentuates the way in which the process of micro celebrification on Instagram is currently executed. In all, results bolster the understanding of micro influencers' person branding as a dynamic, streaming and multiple process.
Vanessa Sieg