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Consumer Perception on Influencer Mkt Efforts - Coggle Diagram
Consumer Perception on Influencer Mkt Efforts
Influencer marketing
Process of identifying, engaging and promoting people that create interactions with a brand or company's customers
Influencer
Individuals who have the ability to affect the behaviour of their followers
Non-celebrity trustworthy content creator
Successful influencer mkt
Sponsorship disclosure
Impartial disclosure results in a decrease in credibility
Adding a "this post is not sponsored" reduces consumer suspicion
Platforms used
Facebook, Instagram, YouTube, Blogs, Twitter
Activities through media confirms, strghtens and reinforces a user's identity
Type of post
Consumer engagement is closely associated with purchase intention
Image and text have an influence on surce credibility and perception
Interaction on social media has a huge effect on efficacy of a mkt campaign
Credibility of influencers
When communication becomes reliable it becomes more convincing
Consumers trust their peers more than companies
Characteristics: expertise, trustwothiness and goodwill
Results
The plataforms used have no influence with regards to the purchase intention nor product recommendation of consumers
Type of post does not affect the consumer's recommendation of products in the beauty and cosmetics industry
When communication becomes increasingly reliable, it becomes more convincing
Conclusion
Influencer campaigns increase the competitiveness of their business in terms of customer acquisition, retention and even brand equity
Consumers recomend products when presented with credible influenceres