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It’s selling like hotcakes: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

Rohde, Paul and Mau, Gunnar (2021) It’s selling like hotcakes: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics. European Journal of Marketing, 55 (10). pp. 2700-2734. ISSN 0309-0566

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Identification Number: 10.1108/EJM-06-2019-0530

Abstract

Purpose: This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products. Design/methodology/approach: The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube. Findings: The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness. Research limitations/implications: The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content. Practical implications: This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing. Originality/value: Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.

Item Type: Article
Official URL: https://www.emerald.com/insight/publication/issn/0...
Additional Information: © 2021 Emerald Publishing Limited.
Divisions: Media and Communications
Subjects: H Social Sciences > HM Sociology
H Social Sciences > HF Commerce
Date Deposited: 25 Aug 2021 09:03
Last Modified: 28 Feb 2024 19:39
URI: http://eprints.lse.ac.uk/id/eprint/111805

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