IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i5p1845-d1344604.html
   My bibliography  Save this article

Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives

Author

Listed:
  • Anita Cornelia Szakal

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Gabriel Brătucu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Eliza Ciobanu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Ioana Bianca Chițu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Ana Alexandra Mocanu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Gheorghe Ialomițianu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

Abstract

Internet users consistently lean towards influencers who actively participate in their respective areas of interest, providing thorough information and genuine product reviews. These practices have the potential to positively influence the decision-making process related to purchasing. This study delves into the realm of influencer marketing, examining it from the viewpoints of both consumers and specialists. The study is based on the qualitative research, employing both individual in-depth interviews and a focus group. More precisely, the investigation included a series of six individual interviews with influencers from Romania and a focus group comprising eight participants to grasp their perceptions of influencer marketing campaigns. The findings underscore the importance of transparency and authenticity for content creators. Influencers tailor their content based on the platform they use, revealing an existing correlation among them, all while underscoring the significance of transparency and striving to maintain close connections with their followers. This study not only offers a fresh perspective on understanding consumers’ views regarding the activities of content creators in the online domain but also sheds light on influencers’ perspectives concerning collaborations, content creation, and their relationships within their community. Theoretical implications encompass the identification of novel behavioral traits among Romanian consumers regarding influencer marketing actions and contributes to a clearer understanding of the term influencer marketing.

Suggested Citation

  • Anita Cornelia Szakal & Gabriel Brătucu & Eliza Ciobanu & Ioana Bianca Chițu & Ana Alexandra Mocanu & Gheorghe Ialomițianu, 2024. "Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives," Sustainability, MDPI, vol. 16(5), pages 1-27, February.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:1845-:d:1344604
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/5/1845/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/5/1845/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Allicia Deana Santosa & Nuryanti Taufik & Faizal Haris Eko Prabowo & Mira Rahmawati, 2021. "Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 259-273, December.
    2. Reinikainen, Hanna & Tan, Teck Ming & Luoma-aho, Vilma & Salo, Jari, 2021. "Making and breaking relationships on social media: the impacts of brand and influencer betrayals," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    3. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    4. Lin, Hsin-Chen & Bruning, Patrick F. & Swarna, Hepsi, 2018. "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, Elsevier, vol. 61(3), pages 431-442.
    5. Umer Zaman, 2023. "Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thac Dang‐Van & Tan Vo‐Thanh & Jianming Wang & Ninh Nguyen, 2023. "Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4568-4583, November.
    2. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    4. Janusz Wielki, 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    5. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    6. Hyo Geun Song & Hyeon Jo, 2023. "Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    7. Myers, Susan & Syrdal, Holly A. & Mahto, Raj V. & Sen, Sandipan S., 2023. "Social religion: A cross-platform examination of the impact of religious influencer message cues on engagement – The Christian context," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    8. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    9. Ming-Pey Lu & Zunarni Kosim, 2024. "An empirical study to explore the influence of the COVID-19 crisis on consumers' behaviour towards cashless payment in Malaysia," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 33-44, March.
    10. Chih-Ming Tsai & Shih-Peng Hsin, 2023. "The Influence of Influencer Marketing on the Consumers’ Desire to Travel in the Post-Pandemic Era: The Mediation Effect of Influencer Fitness of Destination," Sustainability, MDPI, vol. 15(20), pages 1-16, October.
    11. Lian, Jiunn-Woei & Li, Ji, 2021. "The dimensions of trust:An investigation of mobile payment services in Taiwan," Technology in Society, Elsevier, vol. 67(C).
    12. Huan-Ming Chuang & Chien-I Chen, 2023. "The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    13. Rizvanović, Belma & Zutshi, Aneesh & Grilo, Antonio & Nodehi, Tahereh, 2023. "Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    14. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    15. Sanaullah Irfan & Jamshid Ali & Imdadullah Hidayat-ur-Rehman & Muddasar Ghani Khwaja & Joanna Rosak-Szyrocka & Attila Kovacs, 2023. "Expediting Time to Market: Evaluating the Effects of Change Control Board Performance in Emerging Markets," Sustainability, MDPI, vol. 15(22), pages 1-19, November.
    16. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    17. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    18. Bach Q. Ho, 2024. "Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts," Businesses, MDPI, vol. 4(1), pages 1-11, February.
    19. Liu, Yunqiang & Liu, Sha & Ye, Deping & Tang, Hong & Wang, Fang, 2022. "Dynamic impact of negative public sentiment on agricultural product prices during COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Anna Dewalska-Opitek & Katarzyna Bilińska & Marek Cierpiał-Wolan, 2022. "The Application of the Soft Modeling Method to Evaluate Changes in Customer Behavior towards e-Commerce in the Time of the Global COVID-19 Pandemic," Risks, MDPI, vol. 10(3), pages 1-13, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:1845-:d:1344604. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.