Leung et al 2020 Flashcards
Celebrity endorsement
A person who evokes public recognition uses this recognition on behalf of a brand by appearing with it in an ad
Seeding / viral marketing
A firm targets specific customers and equips them with products or firm-generated content (FGC) to accelerate and expand the contagion process
Customer review programs
A firm encourages regular or satisfied customers to share their experiences with products or services on online channels
Product placement
A firm incorporates branded products by means of visual, audio, verbal, and plot elements in mass media programs to influence audiences
Firms leverage the selected influencers’: Follower network Personal positioning / branding Communication content Follower trust
Targeting benefits
Positioning benefits: market acceptance, distinctiveness
Creativity (original & relevant content) benefits
Perceived authenticity and communal relationships
Social capital theory
actual and potential resources available through networks of relationships can be mobilized for purposive actions
The brand lacks control over the content, leading to potential
content incongruence
The brand is unable to meet expectations and convert consumers’ initial trust to loyalty, leading to
poor customer retention
influencer marketing process 4
influencer selection and process monitoring and performance measurement and comtent repurposing
hughes 2019
