Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand

Detalhes bibliográficos
Autor(a) principal: Langaro, D.
Data de Publicação: 2019
Outros Autores: Loureiro, S. M. C., Paula, A. B.
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/22584
Resumo: The rise of social media new influencers (e.g. bloggers, instagrammers and youtubers) has imprinted major impact in marketing communication strategies, with companies realizing the potential of fostering relationships with these new digital influencers (Acar & Polonsky, 2007). The rationale behind doing marketing with influencers lays on reaching their audiences, while leveraging on influencers ́ credibility, referent and expert power for communicating brand messages (Tuten & Solomon, 2017). While communicating with their audiences, the new influencers tend to share brand related messages. Among them are product reviews which are propagated by means of electronic word-of-mouth (e-WOM) using media resources like Instagram posts, Instagram stories or YouTube vlogs.
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spelling Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brandWord-of-mouthOnline fashion influencerIntentions to purchaseRecommend the brandThe rise of social media new influencers (e.g. bloggers, instagrammers and youtubers) has imprinted major impact in marketing communication strategies, with companies realizing the potential of fostering relationships with these new digital influencers (Acar & Polonsky, 2007). The rationale behind doing marketing with influencers lays on reaching their audiences, while leveraging on influencers ́ credibility, referent and expert power for communicating brand messages (Tuten & Solomon, 2017). While communicating with their audiences, the new influencers tend to share brand related messages. Among them are product reviews which are propagated by means of electronic word-of-mouth (e-WOM) using media resources like Instagram posts, Instagram stories or YouTube vlogs.Global Alliance of Marketing and Management Associations2021-05-18T09:07:53Z2019-01-01T00:00:00Z20192021-05-18T10:07:27Zconference objectinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10071/22584eng2288-825X10.15444/GFMC2019.08.01Langaro, D.Loureiro, S. M. C.Paula, A. B.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T02:30:42Zoai:repositorio.iscte-iul.pt:10071/22584Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T02:30:42Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
title Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
spellingShingle Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
Langaro, D.
Word-of-mouth
Online fashion influencer
Intentions to purchase
Recommend the brand
title_short Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
title_full Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
title_fullStr Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
title_full_unstemmed Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
title_sort Are new digital influencers ruining your business?: The effects of negative word-of-mouth initiated by social media new influencers in fashion on consumers´ intentions to purchase and recommend the brand
author Langaro, D.
author_facet Langaro, D.
Loureiro, S. M. C.
Paula, A. B.
author_role author
author2 Loureiro, S. M. C.
Paula, A. B.
author2_role author
author
dc.contributor.author.fl_str_mv Langaro, D.
Loureiro, S. M. C.
Paula, A. B.
dc.subject.por.fl_str_mv Word-of-mouth
Online fashion influencer
Intentions to purchase
Recommend the brand
topic Word-of-mouth
Online fashion influencer
Intentions to purchase
Recommend the brand
description The rise of social media new influencers (e.g. bloggers, instagrammers and youtubers) has imprinted major impact in marketing communication strategies, with companies realizing the potential of fostering relationships with these new digital influencers (Acar & Polonsky, 2007). The rationale behind doing marketing with influencers lays on reaching their audiences, while leveraging on influencers ́ credibility, referent and expert power for communicating brand messages (Tuten & Solomon, 2017). While communicating with their audiences, the new influencers tend to share brand related messages. Among them are product reviews which are propagated by means of electronic word-of-mouth (e-WOM) using media resources like Instagram posts, Instagram stories or YouTube vlogs.
publishDate 2019
dc.date.none.fl_str_mv 2019-01-01T00:00:00Z
2019
2021-05-18T09:07:53Z
2021-05-18T10:07:27Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/22584
url http://hdl.handle.net/10071/22584
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2288-825X
10.15444/GFMC2019.08.01
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Global Alliance of Marketing and Management Associations
publisher.none.fl_str_mv Global Alliance of Marketing and Management Associations
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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