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A Comprehensive Analysis of Influencer Types in Digital Marketing

Yıl 2024, Cilt: 8 Sayı: 15, 75 - 100, 29.02.2024
https://doi.org/10.29064/ijma.1417291

Öz

This study conducts a comprehensive qualitative analysis of influencer marketing, focusing on Mega, Macro, Micro, Nano, Blog, Vlogging, and Gaming influencers. Each category, distinguished by audience size and engagement strategies, plays a unique role in digital marketing. Mega influencers offer broad brand awareness but require high engagement, while macro-influencers balance broad appeal with niche authority. Micro-influencers excel in niche market trust-building, Nano influencers offer authentic localized potential, and Blog influencers provide SEO-rich content for sustained visibility. Vlogging influencers use dynamic video storytelling, and Gaming influencers impact tech communities. The study emphasizes aligning influencer types with specific goals and target audiences for effective campaigns, providing marketers with a strategic framework for navigating the diverse influencer ecosystem. The study contributes insights into influencer marketing dynamics, aiding marketers in informed decision-making amid the evolving digital landscape.

Kaynakça

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A Comprehensive Analysis of Influencer Types in Digital Marketing

Yıl 2024, Cilt: 8 Sayı: 15, 75 - 100, 29.02.2024
https://doi.org/10.29064/ijma.1417291

Öz

This study conducts a comprehensive qualitative analysis of influencer marketing, focusing on Mega, Macro, Micro, Nano, Blog, Vlogging, and Gaming influencers. Each category, distinguished by audience size and engagement strategies, plays a unique role in digital marketing. Mega influencers offer broad brand awareness but require high engagement, while macro-influencers balance broad appeal with niche authority. Micro-influencers excel in niche market trust-building, Nano influencers offer authentic localized potential, and Blog influencers provide SEO-rich content for sustained visibility. Vlogging influencers use dynamic video storytelling, and Gaming influencers impact tech communities. The study emphasizes aligning influencer types with specific goals and target audiences for effective campaigns, providing marketers with a strategic framework for navigating the diverse influencer ecosystem. The study contributes insights into influencer marketing dynamics, aiding marketers in informed decision-making amid the evolving digital landscape.

Kaynakça

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  • Rybaczewska, M., Chesire Jebet, B., & Sparks, L. (2020). YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour. Journal of Intercultural Management, 12(3), 117–140.
  • Ryding, D., Boardman, R., & Konstantinou, R. (2023). Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram. In C. L. Wang (Ed.), The Palgrave Handbook of Interactive Marketing (pp. 641–664). Springer International Publishing. https://doi.org/10.1007/978 3 031 14961 0_28
  • Santiago, J. K., & Su, X. (2023). Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention. Journal of Intercultural Management, 15(1), 4–40
  • Savolainen, R. (2019). Sharing information through book reviews in blogs: The viewpoint of Rosenblatt’s reader response theory. Journal of Documentation, 76(2), 440–461. https://doi.org/10.1108/JD 08 2019 0161
  • Schuknecht, K. (2021, January 3). How to add an email subscription function to Blogger (Blogspot). Medium. https://kellyschuknecht.medium.com/how to add an email subscription function to blogger blogspot 9fb6cd91faf5
  • Scott, D. M. (2022). The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video and Newsjacking to Reach Buyers Directly. John Wiley & Sons.
  • Seering, J., & Kairam, S. R. (2022). Who Moderates on Twitch and What Do They Do? Quantifying Practices in Community Moderation on Twitch. Proceedings of the ACM on Human Computer Interaction, 7(GROUP), 18:1 18:18. https://doi.org/10.1145/3567568
  • Sheng, J., Lee, Y. H., & Lan, H. (2023). Parasocial relationships with micro influencers: Do sponsorship disclosure and electronic word of mouth disrupt? Internet Research, ahead of print(ahead of print). https://doi.org/10.1108/INTR 12 2021 0903
  • Siregar, M. F., & Sobari, N. (2021). The effect of follower involvement and follower engagement on the intention of use of beauty product brands with variables mediation of trust, brands love and self connection. International Journal of Business and Technology Management, 3(3), 54–69.
  • Sisodia, D., & Sisodia, D. S. (2023). A transfer learning framework towards identifying behavioral changes of fraudulent publishers in pay per click model of online advertising for click fraud detection. Expert Systems with Applications, 232, 120922. https://doi.org/10.1016/j.eswa.2023.120922
  • Soares, D., & Reis, J. L. (2023). Behaviour of the Adolescents and Their Parents in Relation to the Micro Influencers in Instagram. In J. L. Reis, M. K. Peter, J. A. Varela González, & Z. Bogdanović (Eds.), Marketing and Smart Technologies (pp. 361–374). Springer Nature. https://doi.org/10.1007/978 981 19 9099 1_24
  • Soto Vásquez, A. D., & Jimenez, N. (2022). Nano & Micro Influencers. In J. Harris Lipschultz, K. Freberg, & R. Luttrell (Eds.), The Emerald Handbook of Computer-Mediated Communication and Social Media (pp. 305–321). Emerald Publishing Limited. https://doi.org/10.1108/978 1 80071 597 420221018
  • Souza Leão, A. L. M. de, Moura, B. M., & Nunes, W. K. da S. (2022). All in One: Digital Influencers as Market Agents of Popular Culture. Revista Brasileira de Gestão de Negócios, 24, 247–274. https://doi.org/10.7819/rbgn.v24i2.4167
  • Suldina, A. K., & Postnikova, E. V. (2023). The social media influencers as a source of marketing promotion. ХLIX Samara Regional Student Scientific Conference: Abstracts. Social and Human Sciences [Electronic Resource], in 2 Volumes, April 10–21, 2023, Samara, Eco Vector IP, Saint Petersburg. Vol. 2. 2023. 455 p., 216.
  • Team, A. (2022, January 19). Lifespan Of A Social Media Post: How Long Is Your Content Relevant? The Atisfyre Blog The Ultimate Resource for Influencers of All Sizes. https://blog.atisfyre.com/lifespan of a social media post how long is your content relevant/
  • Teresa Borges Tiago, M., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better? Journal of Business Research, 157, 113606. https://doi.org/10.1016/j.jbusres.2022.113606
  • Toha, M., Fikri, D., & Yusroh, M. (2023). Exploring Students’ Perceptions Toward Vlogging as a Tool for Enhancing English Vocabulary Acquisition. Abjadia : International Journal of Education, 8(2), Article 2. https://doi.org/10.18860/abj.v8i2.22867
  • Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64–78. https://doi.org/10.1007/s11747 019 00693 3
  • Törhönen, M., Sjöblom, M., Vahlo, J., & Hamari, J. (2020). View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying. http://hdl.handle.net/10125/64074
  • Vanwichelen, R., & Steils, N. (2023). What are the cultural differences between France and the US and how do they impact influencer marketing on Instagram?
  • Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
  • Vulkko, V. (2021). Social Media Influencers and their Social Responsibility: Factors that Affect Micro Influencers’ Decisions to Collaborate with a Company.
  • Wang, J., & Zhang, X. (2023). The value of influencer channel in an emerging livestreaming e commerce model. Journal of the Operational Research Society, 74(1), 112–124. https://doi.org/10.1080/01605682.2022.2027825
  • Wang, R., & Chan Olmsted, S. (2020). Content marketing strategy of branded YouTube channels. Journal of Media Business Studies, 17(3–4), 294–316. https://doi.org/10.1080/16522354.2020.1783130
  • Wang, S., Gan, T., Liu, Y., Zhang, L., Wu, J., & Nie, L. (2022). Discover Micro Influencers for Brands via Better Understanding. IEEE Transactions on Multimedia, 24, 2595–2605. https://doi.org/10.1109/TMM.2021.3087038
  • Wang, X., & Picone, I. (2023). The art of attracting attention: A process model of Chinese toubu vloggers’ strategies to create online identities and self brands. Celebrity Studies, 14(3), 333–349. https://doi.org/10.1080/19392397.2021.1991408
  • Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), Article 1. https://doi.org/10.3390/su13010189
  • Yadav, J., Misra, M., Rana, N. P., & Singh, K. (2021). Exploring the synergy between nano influencers and sports community: Behavior mapping through machine learning. Information Technology & People, 35(7), 1829–1854. https://doi.org/10.1108/ITP 03 2021 0219
  • Zafar, A. U., Shahzad, M., Ashfaq, M., & Shahzad, K. (2023). Forecasting impulsive consumers driven by macro influencers posts: Intervention of followers’ flow state and perceived informativeness. Technological Forecasting and Social Change, 190, 122408. https://doi.org/10.1016/j.techfore.2023.122408
  • Zhang, H. (2022). Behind the Scenes: Exploring Context and Audience Engagement Behaviors in YouTube Vlogs. In G. Meiselwitz (Ed.), Social Computing and Social Media: Design, User Experience and Impact (pp. 227–244). Springer International Publishing. https://doi.org/10.1007/978 3 031 05061 9_17
  • Zhang, H., & Lee, J. (2023). Exploring audience engagement in YouTube vlogs through consumer engagement theory: The case of U.K. beauty vlogger Zoe Sugg. First Monday. https://doi.org/10.5210/fm.v28i4.11822
  • Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions. Journal of Business Research, 158, 113589. https://doi.org/10.1016/j.jbusres.2022.113589
  • Zwicker, S., Tarabashkina, L., Proksch, M., & Hardiman, M. (2023). How Micro Influencers’ Personality Influences the Personality of Novice and Established Brands. Australasian Marketing Journal, 14413582231153191. https://doi.org/10.1177/14413582231153191
Toplam 121 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları (Diğer), Pazarlama (Diğer)
Bölüm Araştırma Makalesi
Yazarlar

Hafize Nurgül Durmuş Şenyapar 0000-0003-0927-1643

Erken Görünüm Tarihi 28 Şubat 2024
Yayımlanma Tarihi 29 Şubat 2024
Gönderilme Tarihi 9 Ocak 2024
Kabul Tarihi 22 Şubat 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 8 Sayı: 15

Kaynak Göster

APA Durmuş Şenyapar, H. N. (2024). A Comprehensive Analysis of Influencer Types in Digital Marketing. International Journal of Management and Administration, 8(15), 75-100. https://doi.org/10.29064/ijma.1417291

Dergide aşağıdaki alanların kapsamına giren nitelikli çalışmalar yayımlanabilir;

İşletme, İktisat, Çalışma Ekonomisi ve Endüstri İlişkileri, Maliye, Kamu Yönetimi ve Siyaset Bilimi, Ekonometri, Yönetim Bilişim Sistemleri, Eğitim Yönetimi, Sağlık Yönetimi, Turizm Yönetimi, Havacılık Yönetimi, Denizcilik İşletmeleri Yönetimi, Mühendislik ve Teknoloji Yönetimi, Enerji Yönetimi, Lojistik Yönetimi, Çevre Yönetimi, Medya ve İletişim Yönetimi, Afet Yönetimi, Multidisipliner Yönetim ve Ekonomi Çalışmaları.

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