Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F20%3A43918936" target="_blank" >RIV/62156489:43110/20:43918936 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.11118/ejobsat.2020.009" target="_blank" >https://doi.org/10.11118/ejobsat.2020.009</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/ejobsat.2020.009" target="_blank" >10.11118/ejobsat.2020.009</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment

Popis výsledku v původním jazyce

This study evaluates the impact of influencer marketing on consumers. Although online influencers are long established in German B2C markets, research in the field is scarce. Marketing managers are unsure how influencer marketing strategies should be drafted and which influencers should be recruited in order to maximize their marketing efforts at the consumer level. Based on a review of previous theoretical and empirical literature, a mixed method empirical study comprising semistructured interviews with three German fashion influencers and a consumer survey (N = 385) among the followers of these influencers are conducted to evaluate the impact of influencer activity on consumer followership, brand awareness and purchase intention. Results indicate that the intensity of influencer network involvement, intrinsic influencer motivation, authenticity of communication style and the real-life character of influencer posts increase the dependent variables. Hence, the empirical study has contributed to identify the most important determiners for the German B2C fashion influencer segment. Marketing managers are strongly advised to select influencers adequately and organize their marketing strategy in correspondence with their company and products.

Název v anglickém jazyce

Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment

Popis výsledku anglicky

This study evaluates the impact of influencer marketing on consumers. Although online influencers are long established in German B2C markets, research in the field is scarce. Marketing managers are unsure how influencer marketing strategies should be drafted and which influencers should be recruited in order to maximize their marketing efforts at the consumer level. Based on a review of previous theoretical and empirical literature, a mixed method empirical study comprising semistructured interviews with three German fashion influencers and a consumer survey (N = 385) among the followers of these influencers are conducted to evaluate the impact of influencer activity on consumer followership, brand awareness and purchase intention. Results indicate that the intensity of influencer network involvement, intrinsic influencer motivation, authenticity of communication style and the real-life character of influencer posts increase the dependent variables. Hence, the empirical study has contributed to identify the most important determiners for the German B2C fashion influencer segment. Marketing managers are strongly advised to select influencers adequately and organize their marketing strategy in correspondence with their company and products.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

European Journal of Business Science and Technology

ISSN

2336-6494

e-ISSN

—

Svazek periodika

6

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

16

Strana od-do

138-153

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85099757825