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Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability

Author

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  • Carmen Berne-Manero

    (Department of Marketing, University of Zaragoza, 50005 Zaragoza, Spain)

  • Mercedes Marzo-Navarro

    (Department of Marketing, University of Zaragoza, 50005 Zaragoza, Spain)

Abstract

Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.

Suggested Citation

  • Carmen Berne-Manero & Mercedes Marzo-Navarro, 2020. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4392-:d:363676
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    2. Sesar, Vesna & Martinčević, Ivana & Hunjet, Anica, 2022. "How Influencer Credibility and Advertising Disclosure affects Purchase Intention," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 248-263, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    3. David Vrtana & Anna Krizanova, 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship," Sustainability, MDPI, vol. 15(18), pages 1-18, September.
    4. Xian Gao & Choy-Leong Yee & Wei-Chong Choo, 2022. "How Attachment and Community Identification Affect User Stickiness in Social Commerce: A Consumer Engagement Experience Perspective," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    5. Christina Sabbagh & Emma Boyland & Catherine Hankey & Alison Parrett, 2020. "Analysing Credibility of UK Social Media Influencers’ Weight-Management Blogs: A Pilot Study," IJERPH, MDPI, vol. 17(23), pages 1-17, December.
    6. Warinrampai Rungruangjit & Kitti Charoenpornpanichkul, 2022. "Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry," Sustainability, MDPI, vol. 14(23), pages 1-27, November.
    7. Manveer Mann & Sang-Eun Byun & Whitney Ginder, 2021. "B Corps’ Social Media Communications during the COVID-19 Pandemic: Through the Lens of the Triple Bottom Line," Sustainability, MDPI, vol. 13(17), pages 1-21, August.
    8. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.
    9. David Vrtana & Anna Krizanova & Eva Skorvagova & Katarina Valaskova, 2020. "Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal," Sustainability, MDPI, vol. 12(19), pages 1-16, October.
    10. Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.

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