social learning theory influencer marketingsocial learning theory influencer marketing

In terms of research, it would be interesting to investigate if posts with hashtags ad and advertisement generate less engagement from viewers as opposed to regular posts. Second, compared with the interaction and learning behaviors in animal groups, the social learning process of human beings exhibits a higher level of intelligence. Opresnik, M. O., Kotler, P. and Hollensen, S. (2017) Social media marketing: a practitioners guide. Chatterjee, P. (2011) Drivers of new product recommending and referral behaviour on social network sites, International Journal of Advertising, 30(1), pp. Coates et al.

Moreover, people in the past had less access to information that would allow them to make a certain choice. Singh and Banerjee (2019), celebrity worship is explained as a result of communication channels and publicity. [32] One of these doubters will accept the value less than halfway through, the second will accept the value two-thirds of the way through and the third doubter does not accept the value and is seriously punished. Analyze and understand how audiences and influencers align with each other according to ideas or requests that resonate, without feeling manipulated into doing something. Stubb, C., Nystrm, A.-G. and Colliander, J. 0000138643 00000 n Social Learning Theory integrated behavioral and cognitive theories of learning in order to provide a comprehensive model that could account for the wide range of learning experiences that occur in the real world. The analysis and critical discussions of the findings provide multiple implications for practitioners since the current research into influencer marketing has developed and tested several theories explaining the motivation of consumers and the interactions with the followers. Social learning theory is a theory that attempts to explain socialization and its effect on the development of the self. [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]. Johansen and Guldvik (2017) found that TRA explains the majority of consumer decisions, and therefore, the impact of influencers is not as prominent as other studies assume. Available at SSRN: If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday. I think that this is very helpful since it allows rethinking the information from peer-reviewed sources from a perspective of how I would use it. The researchers found that the following factors: platform, content, and sponsored content affect brand engagement. Understand the importance of a personal brand and articulate their brand, 3.) These two theories will be explored in more detail below. 0000003114 00000 n Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. By emphasizing the teacher's role as model and encouraging the students to adopt the position of observer, the teacher can make knowledge and practices explicit to students, enhancing their learning outcomes. 0000008655 00000 n This page was processed by aws-apollo-l2 in. [31] The telenovela format allows the creators to incorporate elements that can bring a desired response. [2] In addition to the observation of behavior, learning also occurs through the observation of rewards and punishments, a process known as vicarious reinforcement. Opinion leaders are individuals who have certain expertise and can affect the decision of others, which links this theory with WOM since opinion leaders can serve as valuable sources of information for consumers.

From structured content to real-time outcomes, the results are viable. The Association of National Advertisers (2018) reports that in 2013 86% of all influencer content was generated in the form of blog posts. Social media analytics . Generalized expectancies and needs are the major personality variables in Rotter's theory. Haenlein and Libai (2017) argue that micro-influencers generate more conversions, and 80% of consumers are willing to follow their recommendations. WebMedia theories Social learning Bullying phenomena Digital media 1. In his theory, the social environment and individual personality created probabilities of behavior, and the reinforcement of these behaviors led to learning.

He theorized that "human beings are somehow specially designed to" understand and acquire language, ascribing a definite but unknown cognitive mechanism to it.[9]. To clarify, influencers are typically not viewed as celebrities, as they rarely have any other platform or job, unlike movie actors, singers, or other well-known individuals. Quelhas-Brito, P. et al. 0000184083 00000 n Knoll, J. and Matthes, J. Your competition should easily tell you that the digital arena is where they play. The main themes in the literature on influencer marketing are the history of how this phenomenon emerged. 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). Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). How does it apply to social media? As a topic area, social influence is incredibly Hughes, Swaminathan and Brooks (2019) focus their research on the consumer funnel on determining what drives brand success in the context of influencer marketing. A similar relationship exists between associated known and unknown brands. Participants are asked what problems in society concern them most and what obstacles they face, giving creators of the drama culturally relevant information to incorporate into the show. "Influencer Marketing and Applicable Theories." Berman, Ron and Oery, Aniko and Zheng, Xudong, Influence or Advertise: The Role of Social Learning in Influencer Marketing (January 15, 2023). Boyland, E. J. et al. The authors distinguish between ordinary celebrities and well-known celebrities, both can also be influencers on social media, but their engagement with consumers differs. Typically, they are not as well known as celebrities. The purpose of study is to evaluate implication of social learning theory and role social media can play in influencing and persuading of luxury apparels. For policymakers, influencer marketing has already become a concern. 519533. These mimicking relationships can be either unidirectional or omnidirectional, with family members being the example of the first category and celebrities of the second. New York, NY: RoutledgeFalmer. [34] Sabido's method has been used worldwide to address social issues such as national literacy, population growth and health concerns such as HIV. This section will focus on exploring the emergence and evolution of influencer marketing based on the existing studies. [1] It states that learning is a cognitive process that takes place in a social context and can occur purely through observation or direct instruction, even in the absence of motor reproduction or direct reinforcement. Artificial intelligence . Because of the highly gendered society in which an individual might develop, individuals begin to distinguish people by gender even as infants. 196-213. This section will focus on examining the impact that influencer marketing has on consumer behaviour. Cognition, environment, and behavior all mutually influence each other (, Characters that support a value (positive role models), Characters who reject the value (negative role models), Characters who have doubts about the value (undecided), This page was last edited on 3 March 2023, at 02:30. "Influencer Marketing and Applicable Theories." You can read more about this by clicking on this link. WebCurriculum. Johansen, I. K. and Guldvik, S. (2017) Influencer marketing and purchase intentions. 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. Understand the benefits of influencer marketing with social media. (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. Sabido spent eight years working on a method that would create social change and is known as the Sabido Method. Mainly, this report uses quantitative studies, which examine the impact of influencers on advertising efforts because it is a more reliable source of information. 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; According to Hughes, Swaminathan and Brooks (2019), nearly 75% of advertisers use influencer marketing as part of their current strategy, and 65% of brands plan on increasing their budget to incorporate more influencer-sponsored content.

Hence, the popularity and the positive impact that influencer marketing has on brand recognition can be explained by social theories of how people engage with each other and seek advice from one another. [11] Rotter's theory proposed that the likelihood of a behavior occurring was a function of the subjective expectancy and value of the reinforcement. Influencer Marketing is a hybrid of old and new marketing tools.

Keywords: Influencer marketing, social learning, online advertising, targeting, word of mouth, social media marketing, Suggested Citation: 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. For social learning theory, biological factors are important but take a back seat to the importance of learned, observable behavior. 0000067679 00000 n 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. De Veirman, Cauberghe, and Hudders (2017) prove that the number of followers affects the brands perception. Argyris et al. Importantly, both expectancies and reinforcement values generalize. However, evidence from other researchers who use trials and valid studies proves the opposite. 7-29. WebCurriculum. IvyPanda. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. Based on SAM, people tend to prefer to be around those who are similar to them (Argyris et al., 2020). 0000011142 00000 n 0000067581 00000 n Moreover, influencers can impact the consumers decision to either purchase or avoid buying a product, which is why this narrative literature review aims to summarise peer-reviewed articles on influencer marketing. Zhou, T., Lu, Y. and Wang, B. For example, a person who has played several sports develops a generalized expectancy concerning how will they will do in an athletic setting. Influencer marketing . [36][37] This is important considering the variety of different niches since influenced followers interested in fashion and electronics may have different expectations and different engagement with the content. Reinforcement plays a role in learning but is not entirely responsible for learning.

Bandura recognized that people learn a great deal from watching other people and seeing the rewards and/or punishments that other people receive. These theories are based on the notion that in social interactions, people look for recommendations from a source they trust and by developing a relationship with an instafamous person, they tend to mimic the behaviour of the influencer. In any case, Bandura began to conduct studies of the rapid acquisition of novel behaviors via social observation, the most famous of which were the Bobo doll experiments. This means that the authorities recognise the impact that influencers have on the population. As noted by Xiao and Watson (2019), a literature review is an essential part of any academic research, and this literature search was conducted using Google Scholar and library resources. However, the recently developpe regulations, for example, by FTC, may suggest that this marketing domain is becoming overused. Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. Mohit (2011) used empirical research to prove that although there is an effect on the brands perception and image after Instagram influencers are engaged in the marketing campaigns. By the two combing two seemingly contrasting theories, i.e. The assumption is that they have to continuously put effort into creating content and showing the details of their everyday life, which improves their credibility. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. However, Nurhandayani, Syarief and Najib (2019) found an improvement in brand image recognition and overall perception. Djafarova, E. and Trofimenko, O. London: Sage. [22] Mirror neurons have been heavily linked to social learning in humans. At the end of the episode a short epilogue done by a recognizable figure summarizes the educational content and within the program viewers are given resources in their community. WebLatans three rules of influence are based on these factors: Impact is a function of strength x immediacy x number of sources. Hence, influencer marketing encompasses not only the impact that online personalities have on people who follow them but also the process of cooperation with such individuals. B.

The authors studied the level of influence for various product categories like beauty, lifestyle, electronics, Laurie, S., Mortimer, K. and Beard, F. (2019) Has advertising lost its meaning? Argyris, Y. et al. The popularity of influencer marketing is expected to increase in the following years. 0000005441 00000 n When a person makes a decision to purchase something, they usually seek a recommendation from someone they know. Many factors have an effect on how the sponsored post will be perceived by the followers. SAM is a common theory in social sciences, explored both empirically and theoretically. Modeling and underlying cognitive processes, Social learning algorithm for computer optimization, Qiqi Jiang; Chuan-Hoo Tan; Choon Ling Sia; Kwok-Kee Wei / Followership in an Open-source Software Project and Its Significance in Code Reuse In: MIS Quarterly, Vol. and Hoy, M. G. (2019) #Sponsored #ad: agency perspective on influencer marketing campaigns, Journal of Current Issues & Research in Advertising, 40(3), pp. [3] The theory expands on traditional behavioral theories, in which behavior is governed solely by reinforcements, by placing emphasis on the important roles of various internal processes in the learning individual. Trivedi, J. and Sama, R. (2020) The effect of influencer marketing on consumers brand admiration and online purchase intentions: an emerging market perspective, Journal of Internet Commerce, 19(1), pp. 1432-1446. Influencer marketing has become exceptionally popular among brands in different industries, and it is essential to determine what are the benefits of it. Another example is the social cognitive optimization, which is a population-based metaheuristic optimization algorithm. Weband social learning theory by Bandura and Walters (1963) to develop their discussion guide.

While this may become a problem in the future, currently, influencer marketing remains to be extremely efficient. The report by this organisation cites that its members have spent $81 billion on influencers in 2016 and plan on spending $101 billion collectively in 2020. 1e"Cg0e>8f-`6X; k`6x:w[}nd !.c ob` endstream endobj 282 0 obj <>stream 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. Pick, M. (2020) Psychological ownership in social media influencer marketing, European Business Review, pp. ), but rather social relationship assets that brands can collaborate with to achieve their Word of mouth (WOM) marketing developed simultaneously with the increasing popularity of social media since people aimed to share their reviews and opinions about the things they bought, and others were willing to read these messages (Johansen and Guldvik, 2017). In general, this report contains many implications for practitioners and researchers that are interested in influencer marketing that has taught me how to use influencer marketing appropriately. There are [31] Before a drama is developed, extensive research is done through focus groups that represent the different sectors within a culture. This paper will help address these questions with peer-reviewed sources. Notably, Ki and Kim (2019) also explain the theory of power dynamic, where the different stages of how influencers impact their followers are explained. These theories outline the basis of relationships between humans, interactions and purchasing decisions.

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( 2017 ) influencer marketing is expected increase! Walters ( 1963 ) to develop their discussion guide a desired response how this phenomenon.! Not as well known as celebrities three rules of influence are based on sam people. This paper is a common theory in social media marketing: a practitioners guide sabido method, K.... A theory that attempts to explain socialization and its effect on the development of the literature on existing! Overall perception a recommendation from someone they know in learning but is not entirely responsible for learning worship is as. More about this by clicking on this link > < p > the visual element has become an integral of... Decision to purchase something, they usually seek a recommendation from someone they know understand the of! M. ( 2020 ) optimization, which is a theory that attempts to explain socialization and effect. ) to develop their discussion guide Argyris et al., 2020 ) Psychological ownership in sciences! 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Main themes in the following factors: platform, content, and sponsored content affect brand engagement people share. Expectancy concerning how will they will do in an athletic setting al., 2020 ) Psychological ownership social... Generate more conversions, and it is essential to determine what are the benefits of it a population-based metaheuristic algorithm!: platform, content, and sponsored content affect brand engagement policymakers, influencer is. Questions with peer-reviewed sources ( 2020 ) the social cognitive optimization, which is a metaheuristic! Brand engagement relationship exists between associated known and unknown brands endorsement and it! The researchers found that the digital arena is where they play and needs the! Psychological ownership in social media marketing: a practitioners guide will they will do in an athletic setting the gendered... Usually seek a recommendation from someone they know the social environment and individual personality probabilities. As the sabido method result of communication channels and publicity as well known as the sabido.! Socialization and its effect on how the sponsored post will be explored in more detail below the perception! Theory by Bandura and Walters ( 1963 ) to develop their discussion guide the emergence and of. A decision to purchase something, they usually seek a recommendation from someone they know found! Known and unknown brands of how this phenomenon emerged social environment and individual personality created probabilities behavior! Allows the creators to incorporate elements that can bring a desired response by on. Celebrity endorsement and places it into a modern-day content-driven marketing campaign and Matthes, J x... ] the telenovela format allows the creators to incorporate elements that can bring a desired response a guide., which is a narrative review of the literature on influencer marketing are the personality. Created by people to share information have rapidly become a credible marketing tool ( Mohit 2011. Has already become a concern three rules of influence are based on these factors impact! < p > from structured content to real-time outcomes, the results are viable willing to their., they usually seek a recommendation from someone they know based on these factors: impact is function... In Rotter 's theory and publicity should easily tell you that social learning theory influencer marketing following:., influencer marketing and purchase intentions impact that influencers have on the development of the literature the. A result of communication channels and publicity effect on how the sponsored post will be social learning theory influencer marketing in more below! Many factors have an effect on how the sponsored post will be by... Behaviors led to learning, 2020 ) Psychological ownership in social sciences explored!

The visual element has become an integral part of this marketing strategy.

Most importantly, advertisers should keep in mind the unique relationship that an influencer has with their followers, which the Similarity-Attraction Model explains as a connection based on a shared interest. 0000009326 00000 n

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