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Publication Detailed Description
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
2019 Global Fashion Management Conference at Paris Proceedings
Year (definitive publication)
2019
Language
English
Country
France
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Abstract
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.
Acknowledgements
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Keywords
Word-of-mouth,Online fashion influencer,Intentions to purchase,Recommend the brand
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2019 | Fundação para a Ciência e a Tecnologia |
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