Mega-influencer and celebrity brand engagement: antecedents and effect on fans’ purchasing behaviours
Date Issued
April 3, 2023
Author(s)
Abstract
Since 2017 influencer marketing spend is reported to have grown exponentially but its
growth rate is slowing down (Statista Research Department 2023) and lags behind that
of traditional channels (The Business Research Company 2023) despite claims that
influencer marketing is “the fastest-growing channel for brands” because “[i]nfluencers
are trusted by millions of consumers” who “depend on influencer recommendations ”
for their purchases (Digital Marketing Institute 2021). This paper puts the hype to the
test and presents an in-depth in vivo investigation of actual consumer engagement with a
celebrity Social Media Influencer (SMIs) and her product brands
growth rate is slowing down (Statista Research Department 2023) and lags behind that
of traditional channels (The Business Research Company 2023) despite claims that
influencer marketing is “the fastest-growing channel for brands” because “[i]nfluencers
are trusted by millions of consumers” who “depend on influencer recommendations ”
for their purchases (Digital Marketing Institute 2021). This paper puts the hype to the
test and presents an in-depth in vivo investigation of actual consumer engagement with a
celebrity Social Media Influencer (SMIs) and her product brands
File(s)![Thumbnail Image]()
Name
2023CMC_SMIengagement4Proceedings.pdf
Size
135.66 KB
Format
Adobe PDF
Checksum (MD5)
32d38936787f572296afdb84b0cf02e9