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Merchandising/Marketing/Retailing: Branding

Advertising Effectiveness by Social Media Influencer Type: The Moderating Role of Consumer Social Comparison Orientation

Authors
  • DO YUON KIM (UNIVERSITY OF MINNESOTA)
  • Hye-Young Kim (University of Minnesota)

Abstract

An influencer is an individual who can impact the potential customers of a brand/product by assisting marketing activities (Brown & Hayes, 2008). As social media provides a network to reach a large population of consumers in a short time, influencer marketing has become prominent (Evans, Phua, Lim, & Jun, 2017). Thus, it is imperative for brand managers to relay their marketing messages to right influencers for their brands/products. This study attempts to understand the effect of social media influencer type on advertising effectiveness. In so doing, this study examines the moderating role of consumer social comparison orientation.

How to Cite:

KIM, D. & Kim, H., (2018) “Advertising Effectiveness by Social Media Influencer Type: The Moderating Role of Consumer Social Comparison Orientation”, International Textile and Apparel Association Annual Conference Proceedings 75(1).

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Published on
01 Jan 2018
Peer Reviewed
License
Creative Commons Attribution 4.0