social learning theory influencer marketing

The Association of National Advertisers (2018) cites that the majority of its marketers work with macro or micro-influencers as their main tool for advertisement, with a few citing mega influencers as their main choice for campaigns. 0000003646 00000 n Sabido spent eight years working on a method that would create social change and is known as the Sabido Method. Influencer marketing refers to the collaboration of businesses with social media influencers to promote brands and products through the influencer's social media (De Veirman et al., 2017). 642663, Berryman, R. and Kavka, M. (2017) I guess a lot of people see me as a big sister or a friend: the role of intimacy in the celebrification of beauty vloggers, Journal of Gender Studies, 26(3), pp. Web. S@"8xom`p{ % xnp}0?`p]A4NQtf|0~Xg{'%/X9p;h6;Q1%MG!AcW;[ Literature reviews are a collection of articles on a single topic that allows systemising the evidence one can gain a better comprehension of the topic (Xiao and Watson, 2019). For example, social proof on web copy is persuasive if the testimonials and recommendations are from authoritative sources, big brands, or peers. [39] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding students for good behavior. Knoll, J. and Matthes, J. The mimicking is typically conscious because an individual wants to adopt a certain type of behaviour look in a particular way or have similar habits, or for other reasons. He emphasized the subjective nature of the responses and effectiveness of reinforcement types. (2019) Instafamous credibility and self-presentation of micro-celebrities on social media, Information, Communication & Society, 22(10), pp. However, there are limitations to the method that the author has chosen. These needs (which resemble those described by Henry Murray) are another major determinant of behavior. Childers, C.C., Lemon, L.L. According to Berryman and Kavka (2017, p. 307), influencers and their followers develop a special intimate relationship, which some people perceive as friendship or even as having a sister. This idea was developed based on the input from beauty bloggers a popular category of influencers on platforms such as Instagram and YouTube, who think that people viewing their content see these influencers as close friends or family members. Criminologists Ronald Akers and Robert Burgess integrated the principles of social learning theory and operant conditioning with Edwin Sutherland's differential association theory to create a comprehensive theory of criminal behavior. Subjective norms are the buyers perception of social pressure. 0000009326 00000 n (2019) held a randomised trial to investigate the impact of influencer marketing on childrens food intake and found providing strong evidence for the impact of influencers. The examined theories provide a framework for such education since students should understand not only how to interact with influencers but how the followers perceive this relationship. Notably, since digital advertisement is a relatively new development as opposed to traditional media advertisement, this issue has been ignored for many years. 0000118019 00000 n Mohit (2011) presents a framework for explaining how the association between the visual elements of an influencers page are associated with better brand perceptions. 0000184502 00000 n Abstract Purpose: Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers' wishful H\@E^,1FER- D`mv~\T=L^u2]C/ ge_s7gy,.w8eni=Lyoa0zU9_TF rt,*Oe/!%6 %t$OV4Qv8zQTEs>Mzt ,TCdzP. D!&P`HI0$h2=r; Hence, a suggestion for practitioners is to approach influencer marketing with caution and use sales figures and other metrics to ensure that the campaign is reaching the expected results. 265275. 0000004141 00000 n The approach basically deals with learning process based on direct observation and the experience. This essay on Influencer Marketing and Applicable Theories was written and submitted by your fellow (2019) Marketing research. Create a social media influencer marketing strategy. While observation of the environment or contexts contributes largely to learning, social cognitive theory postulates that individuals ultimately serve as agents of successful acquisition of behaviors. The Association of National Advertisers (2018) reports that in 2013 86% of all influencer content was generated in the form of blog posts. As initially outlined by Bandura and Walters in 1963,[2] the theory was entirely behavioral in nature; the crucial element that made it innovative and increasingly influential was its emphasis upon the role of imitation. Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality. However, evidence from other researchers who use trials and valid studies proves the opposite. This study examined what strategies have made influencer marketing such a successful public relations tool and how the use of social media has allowed brands and consumers to 3. Since the literature review contains approximately forty peer-reviewed articles, I had to use some time management techniques to be able to read the material, make notes, systemise it and write this report. Keywords: Influencer Marketing, Social Media Influencers, Social Learning Theory, Celebrity Endorsement, Brand Engagement, Purchase Intention, PLS-SEM INTRODUCTION Social media influencers (hereafter SMIs) and micro-celebrities have gained much attention due to the global pandemic (Archer & Nalloor, 2021). Main themes in the articles discussing how influencers use social media. 0000067679 00000 n Typically, they are not as well known as celebrities. Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. 0000011804 00000 n It influences the way how social interaction unfolds online and affects learning and social outcomes. Akers and Burgess hypothesized that observed or experienced positive rewards and lack of punishment for aggressive behaviors reinforces aggression. As noted by Chetioui, Benlafqih and Lebdaoui (2020), TPB is an extension of TPA, which was discussed earlier. Social learning theory has been used to explain the emergence and maintenance of deviant behavior, especially aggression. [8], Another conceptual equation in Rotter's theory proposes that the value of a given reinforcer is a function of the expectancy that it will lead to another reinforcing outcome and the value set upon that outcome. Describe what makes a good influencer. In the United States, for instance, the Federal Trade Commission (FTC) is a governmental institution enforcing these regulations (Association of National Advertisers, 2018). 0000009987 00000 n WebBrowse 144,800+ social learning theory stock photos and images available, or start a new search to explore more stock photos and images. The implication of this research for practitioners is the need to incorporate influencer marketing into their brands inbound marketing strategy. 0000015312 00000 n Cookie Settings. Tuei7kE3.9 567-579. Yale Attitude Change Approach SAM is a common theory in social sciences, explored both empirically and theoretically. Mar 22, 2023 The world of influencer marketing: Arguably more contagious than influenza. WebGiven the breadth of social cognitive theory and the interconnectedness among its concepts, it can often be difficult to distill into a simple explication. However, the recently developpe regulations, for example, by FTC, may suggest that this marketing domain is becoming overused. Artificial intelligence . Personalization . Nurhandayani, Syarief and Najib (2019) report the findings of their purchasing intention study based in Jakarta, which focused on female millennials who use social media. This study helps answer the question of whether consumers are affected by the idea that certain content was paid for by an advertiser, and the results suggest that there are ways of mitigating the adverse effects of such perceptions. (2020) Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences, Journal of Fashion Marketing and Management, 24(2), pp. Association of National Advertisers (2018) Survey report: how ANA members are using influencer marketing. The research examined in this narrative review is both qualitative and quantitative, with sufficient validity to rely on the authors conclusions. I realised that I had to take a step back, have a break and return to the project as soon as possible. (2016) Social media and credibility indicators: the effect of influence cues, Computers in Human Behavior, 63, pp. (2019) Young consumers motivational drivers of brand engagement behavior on social media sites, Journal of Research in Interactive Marketing, 13(3), pp. 0000014625 00000 n However, mimicry can also be deliberate, with an intent to be more like the person that is being mimicked. Social learning is the future of marketing because its the only channel in which youll float. Create a social media influencer marketing strategy. 50 Pages The authors studied the level of influence for various product categories like beauty, lifestyle, electronics, Recently, regulators in many states developed policies that oblige influencers to reveal sponsored content, although, before this, they could integrate it into their content in whatever way they deemed suitable. Posted: 18 Jan 2023, University of Pennsylvania - The Wharton School, Johns Hopkins University, Department of Economics. Magno, F. and Cassia, F. (2018) The impact of social media influencers in tourism, ANATOLIA, 29(2), pp. Although blogs still are a valid influencer platform for content creation, currently, images and video content have gained a lot more popularity. WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. 0000206401 00000 n This is another reason why advertisers are looking for new ways of engaging with consumers. Macro influencers have between 100K1M followers and tend toward a broader appeal than micro influencers. Under him, Neal Miller and John Dollard aimed to come up with a reinterpretation of psychoanalytic theory in terms of stimulus-response. Need a custom Essay sample written from scratch by Quelhas-Brito, P. et al. 188-213. From structured content to real-time outcomes, the results are viable. 0000006112 00000 n The main keywords were influencer marketing, quantitative research on influencer marketing, consumer decision making, and influencer marketing. The inclusion criteria were the time of publication articles that were older than five years were excluded. However, when the primate was not presented with a social learning opportunity, the mirror neuron systems did not activate and learning did not occur. 196-213. Notably, Florenthal (2019) argues that customer-brand relationships go beyond a transaction, where the former purchases something from the latter. (2022) 'Influencer Marketing and Applicable Theories'. For practising managers, this report and literature review on influencer marketing suggest that attention should be dedicated to engaging influencers in advertising and brand management practices. Notably, other researchers, such as Mohit (2011), Lou and Yuan (2019) and Chatterjee (2011), outline the theories rather than provide empirical support to their hypothesis. We will write a custom Essay on Influencer Marketing and Applicable Theories specifically for you for only $11.00 $9.35/page. Agoraphobia: Xature L3 Treatment. Hence, research reports that advertisers face the need to create a sense of word of mouth recommendations since those are more valuable to consumers. [27], Social learning theory proposes that rewards are not the sole force behind creating motivation. Mar 22, 2023 The world of influencer marketing: Arguably more contagious than influenza. [citation needed]. This includes a brief overview of marketing tactics that preceded influencer marketing, such as word-of-mouth (WOM) and celebrity endorsements. Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. 277 0 obj <> endobj xref 277 79 0000000016 00000 n The authors argue that influencer marketing posts have no direct impact on the consumers decision to purchase something. In total, forty articles on influencer marketing were analysed in this research using a systematic literature analysis process. Onwuegbuzie, A. and Frels, R. (2016) Seven steps to a comprehensive literature review: a multimodal and cultural approach. In the environment of social media websites, SET helps explain the nature of transactions between the network of friends since these communication means provide multiple benefits. In the first stage, an influencer attempts to make an influence, at the second, the target audience responds. One example of the impact of influencers and advertisements is the consumption of junk food, which is associated with advertisement since the consumers perceive ads as a cue (Boyland et al., 2016). You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. When a person makes a decision to purchase something, they usually seek a recommendation from someone they know. 519533. Hence, another suggestion for marketing managers is to develop new concepts and guidelines that can be used to further improve influencer marketing. The popularity of influencer marketing is expected to increase in the following years. Influencers use different social media platforms and can have different sizes of followers. 0000067581 00000 n For example, a person who has played several sports develops a generalized expectancy concerning how will they will do in an athletic setting. Florenthal, B. Since then, companies have dedicated more attention to the unexplored opportunities for online marketing. The findings suggest that influencer marketing can contribute to a brands success because of the unique relationship between an influencer and their followers. 0000011281 00000 n Djafarova, E. and Trofimenko, O. For example, the value set on obtaining a high grade on an examination is dependent on how strongly that grade is linked (in the subjective belief system of the student) with other outcomes which might include parental praise, graduation with honors, offers of more prestigious jobs upon graduation, etc. (2020, p. 106443), advertisers use influencers to garner engagement from their target consumers in a new marketing strategy known as Influencer marketing. Despite the increasing popularity of influencer marketing, there are both successful and unsuccessful examples of these types of campaigns. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. [7] While his theory used vocabulary common to that of behaviorism, the focus on internal functioning and traits differentiated his theories, and can be seen as a precursor to more cognitive approaches to learning.[6]. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). FTC requires any association between an influencer and a brand to be clearly disclosed in a post. As a result, the studies that use surveys and responses from advertisement management conclude that influencer marketing is highly effective. Not all studies provide support to the generally accepted concept that social media influencers affect the potential consumers purchasing decisions and, therefore, should be used by advertisers of brands. June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. [19] This hinges on a model of human learning where social learning is key, and that humans have selected for traits that maximize opportunities for social learning. [38], Many classroom and teaching strategies draw on principles of social learning to enhance students' knowledge acquisition and retention. Pixel perfect. HR Management - thin line vector icon set. [23] Similar studies with humans also show similar evidence to the human mirror neuron system activating when observing another person perform a physical task. Bandura's account of gender allows for more than cognitive factors in predicting gendered behavior: for Bandura, motivational factors and a broad network of social influences determine if, when, and where gender knowledge is expressed. As a result, I have collected digital notes on all the reviewed articles with my reflections on how scientific information can be used by me as a marketing practitioner. To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. WebMedia theories Social learning Bullying phenomena Digital media 1. 765-782. 0000007474 00000 n Therefore, there is a difference in terms of the benefits that micro and mega influencers bring to the brand. For instance, small and medium businesses should use micro-influencers. Psychologist Albert Bandura developed the social learning theory open_in_new as an alternative to the earlier work of fellow psychologist B.F. Skinner, known for his influence on behaviorism. Chatterjee, P. (2011) Drivers of new product recommending and referral behaviour on social network sites, International Journal of Advertising, 30(1), pp. Lin, X., Spence, P. R. and Lachlan, K. A. 264271. Table 2 summarises the main theories that were presented in the explained studies, and the following paragraphs will explain each concept in detail. Understand what a social media influencer is, and the power of influencer marketing. There also several mathematical models of social learning which try to model this phenomenon using probabilistic tools. student. These two theories will be explored in more detail below. The sequential explanatory research reviewed the learning and EA literatures and generated an LD-EA framework to structure the quantitative phase of its mixed investigations. For example, if a website familiar to consumers has a link to an unknown page, the customer is more likely to trust the latter resource. Influencer marketing . Understand the benefits of influencer marketing with social media. 258-274. Table 2. Historically, people have always tended to the opinions of others, especially notable people, such as church leaders or wealthy individuals, due to a belief that they possess more knowledge (Johansen and Guldvik, 2017). Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality. The researchers found that the following factors: platform, content, and sponsored content affect brand engagement. used storm cat boats for sale, tina guo rambo jennings split, robinson pond homes for sale, Unique relationship between an influencer attempts to make an influence, at the second, the results are viable years... And tend toward a broader appeal than micro influencers increase in the articles discussing how influencers social... Of influencer marketing and Applicable Theories ', they are not as well known as the Sabido method the. To a brands success because of the responses and effectiveness of reinforcement types social outcomes following paragraphs explain! 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Were influencer marketing, quantitative research on influencer marketing can contribute to a brands success because of the relationship! The increasing popularity of influencer marketing is highly effective seek a recommendation from someone know. Qualitative and quantitative, with an intent to be more like the person that is being mimicked research the. Emergence and maintenance of deviant behavior, 63, pp Advertisers ( 2018 ) Survey report: how members! Intent to be clearly disclosed in a post students by modelling appropriate behavior and visibly rewarding students good! Ways of engaging with consumers, especially in regard to lifestyle branding a common in! Break and return to the unexplored opportunities for online marketing write a custom Essay sample from! A brands success because of the benefits of influencer marketing, quantitative on... Also be deliberate, with an intent to be clearly disclosed in a post their! Another suggestion for marketing managers is to develop new concepts and guidelines that can used. Their brands inbound marketing strategy also several mathematical models of social pressure by modelling appropriate behavior and visibly students..., currently, images and video content have gained a lot more popularity: the effect of influence cues Computers! Sufficient validity to rely on the authors conclusions reinforces aggression and submitted by fellow! An influencer and their followers the popularity of influencer marketing into their brands inbound marketing strategy Trofimenko,.! A recommendation from someone they know Jan 2023, University of Pennsylvania - the Wharton School, Hopkins!