Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers’ Trust, Value Creation, and Purchase Intentions Cover Image
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Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers’ Trust, Value Creation, and Purchase Intentions
Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers’ Trust, Value Creation, and Purchase Intentions

Author(s): Sofia Bratu
Subject(s): Marketing / Advertising, Socio-Economic Research
Published by: Addleton Academic Publishers
Keywords: social media influencer; corporate brand reputation; trust;purchase intention for luxury brands;

Summary/Abstract: The purpose of this study was to empirically examine whether social media influencers can shape corporate brand reputation. Building my argument by drawing on data collected from Activate, BI Intelligence, Captiv8, eMarketer, The Economist, Fullscreen, Linqia, Shareablee, MarketingCharts, Mediakix, and Zine, I performed analyses and made estimates regarding the most/least important social media channels for influencer marketing (%), average earnings for influencer posts on selected social media platforms ($), primary social media platform used by social influencers worldwide for brand collaborations (%), tactics used by influencers worldwide for sponsored campaigns on Instagram (%), effective content formats for influencer marketing (%), top success metrics for influencer campaigns (%), and how U.S. adults feel about social media influencers (%). The structural equation modeling technique was used to test the research model.

  • Issue Year: 2019
  • Issue No: 18
  • Page Range: 157-163
  • Page Count: 7
  • Language: English