Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)

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An Exploratory Study on Stimulators in Influencer Marketing: A Critical Review on Content and Audience Engagement

Authors
Anand Thakur1, *, Kavita Singla1, T. Mohammed Irshad1
1School of Management, Central University of Punjab, Bathinda, India
*Corresponding author. Email: anand.thakur@cup.edu.in
Corresponding Author
Anand Thakur
Available Online 10 May 2023.
DOI
10.2991/978-94-6463-162-3_15How to use a DOI?
Keywords
Social Media Influencer Content; Source Credibility; Authenticity; Sponsorship; Technological Design Quality; Influencer Marketing
Abstract

Social media influencer (SMI) marketing is reshaping the mainstream of the digital world. Scholarly work indicates the significance of relevant and effective SMI content to ensure audience engagement and a trustable profile of the influencer. Based on an exploratory research design, the present study proposes to explore stimulators in influencer marketing in the context of audience engagement and content creation. It expects to enhance the conceptual understanding of factors driving the content creation process of rapidly booming SMI marketing arena. The findings indicate that source credibility, content authenticity, informative value, entertainment value, content sponsorship, interactivity, technological design quality, and creativity are important determinants that shape the favorable attitude of audience towards influencers’ content. While the previous studies mainly focused on persona-driven attributes, this study explores the dimensions of SMI content to enhance consumers’ engagement. This study offers marketing implications for SMI to become an effective promotional and branding strategy. Incorporating these dimensions may facilitate improvement in the content value and the followers’ mindset. Finally, theoretical and managerial implications are provided to various stakeholders for redefining their approach towards influencer marketing.

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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Volume Title
Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
10 May 2023
ISBN
978-94-6463-162-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-162-3_15How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Anand Thakur
AU  - Kavita Singla
AU  - T. Mohammed Irshad
PY  - 2023
DA  - 2023/05/10
TI  - An Exploratory Study on Stimulators in Influencer Marketing: A Critical Review on Content and Audience Engagement
BT  - Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)
PB  - Atlantis Press
SP  - 165
EP  - 177
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-162-3_15
DO  - 10.2991/978-94-6463-162-3_15
ID  - Thakur2023
ER  -