Influencer marketing: affiliation, credibility and brand control

DOI

10.2991/978-94-6463-298-9_35How to use a DOI?

Keywords

Influencer marketing; Instagram; affiliation; engagement rate; word-of-mouth; credibility; marketing strategy; brand management

Abstract

The use of social media, such as Instagram to market and sell products and services is growing. Businesses can communicate with consumers more openly and interactively when they use social media influencers. Currently, an increasing number of influencers are purchasing fake followers to boost their traffic and exposure on social media, causing consumer suspicion and resistance, which gradually makes brands pay more attention to brand marketing control. Thus, this paper discusses the affiliation among influencers, potential consumers and brands, as well as influencer reliability and brand management. It is found that the cumulative number of influencer postings may have an inverse effect on marketing performance and that the number of posts reflects the level of brand-influencer correlation, suggesting that brand credibility may be negatively affected by excessive correlation. It also showed that, amongst influencers and followers, the influence of likes data on engagement rate varied over periods, influencing influencer reliability and even brand credibility. It can be useful for businesses to regularly modify their brand marketing techniques or influencers they work with.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Narong Li
PY  - 2023
DA  - 2023/11/30
TI  - Influencer marketing: affiliation, credibility and brand control
BT  - Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023)
PB  - Atlantis Press
SP  - 318
EP  - 332
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-298-9_35
DO  - 10.2991/978-94-6463-298-9_35
ID  - Li2023
ER  -