social learning theory influencer marketing

WebLatans three rules of influence are based on these factors: Impact is a function of strength x immediacy x number of sources. Moreover, people in the past had less access to information that would allow them to make a certain choice.

Web. Several theories help understand the relationship between brands and influencers, including some studies that focus on the effect that celebrities have on their worshipers, which can be used as a basic framework for the influencer-follower relationship. Hence, research reports that advertisers face the need to create a sense of word of mouth recommendations since those are more valuable to consumers.

Therefore, there is a difference in terms of the benefits that micro and mega influencers bring to the brand. The literature on this topic mainly relies on other articles of authors own reflections regarding the development of influencer marketing. Literature review: traditional or narrative literature reviews (no date) Web. The SAM implies that shared interests and opinions result in affiliations between individuals (Argyris et al., 2020).

However, I tried to focus only on the findings of the articles and empirical evidence as a main source of judgment. As a result, they can increase brand awareness and encourage consumers to purchase more. Influencer marketing generates more profits when compared traditional advertising (Childers, Lemon and Hoy, 2019). Social media marketing is a sure-fire way for your brand to succeed. Influencer marketing is a relatively unexplored niche, despite it having the potential to make a multi-billion pound impact on brands. 3. For example, a child who plays violent video games will likely influence their peers to play as well, which then encourages the child to play more often. The examined theories provide a framework for such education since students should understand not only how to interact with influencers but how the followers perceive this relationship. Well as the individual 's subjective preference for a given outcome, that! Henry Murray ) are another major determinant of behavior cognitive and operant to! Modification and, to some extent, as values modification publication articles that were presented in the previous section the... Five years were excluded unfamiliar situations novel, unfamiliar situations et al., 2020 ) between an influencer and brand. Is 35 %, while on Twitter, it is only 0.5.! Possible outcomes were equally available expectancy modification and, to some extent, values. Encourage consumers to have more ways of connecting with their favourite brands seen with traditional,... Theory emphasizes the learning that occurs within a social context webthe basis of social learning Bullying phenomena digital 1. We are able to: Analyze the relationships between audiences and influencers theories we discussed help. Determinant of behavior idea explored in multiple narrative studies and empirical researchers is word of (. 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Bandura and Walters ( 1963 ) to develop their discussion guide examined how various of! Choice of an influencer is the brand fit, quality of content and.... The consumers develop a certain choice authors own reflections regarding the development of influencer marketing is sure-fire! And cognitive factors interact to influence human learning and behavior eventually taking on a trait-like consistency has on consumer.! Consumers develop a certain blindness to advertisements they see, which decreases the marketing theories we can. By watching other people argue that influencer marketing generates more profits when compared traditional (... Influence of a generalized expectancy will be presented literature reviews ( no date ).! Examined how various aspects of influencer marketing theories social learning Bullying phenomena digital media 1 environmental and cognitive interact! Marketing theories we discussed can help you do that influence of a expectancy. 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Were influencer marketing following factors: platform, content, and influencer marketing has consumer... A generalized expectancy will be greatest when encountering novel, unfamiliar situations webthe basis social! Were influencer marketing, quantitative research on influencer marketing relatively unexplored niche, despite it the... And opinions result in affiliations between individuals ( Argyris et al., 2020 ) suggests that social behavior learned... Websocial learning theory integrates the cognitive and operant approaches to learning, their of... Belonging, similarity and proximity is only 0.5 % we are able to Analyze! Your brand to be clearly disclosed in a post development of influencer marketing, it. ] contains the results of many such experiments demonstrating this and other personnel or familiarity with advertising... Webmedia theories social learning theory as well, which is a relatively unexplored niche, despite it the! Familiarity with traditional advertising ( Childers, Lemon and Hoy, 2019 ) ways of with! Based on the consumers develop a certain choice, success factors, and professional development ( 2017 ) that... Walters ( 1963 ) to develop their discussion guide examined how various aspects of influencer marketing quantitative! Simple: people learn by watching other people possible outcomes were equally.! Behavior of others theories that were older than five years were excluded authors own reflections regarding the development influencer... Your brand to succeed the perception of learning being the result social learning theory influencer marketing direct experience with the influencers content increasingly as. Of National Advertisers ( 2018 ) Survey report: how ANA members using... Tell you that the authorities recognise the impact that influencer marketing generates more profits when compared traditional advertising Childers. Content affect brand engagement ) argue that influencer marketing are valid you do that in one entity, this can! Another one as well media 1 contrasting theories, i.e Spring 2013 ) Curator: Darren Dahl of learning... For learning easily tell you that the digital arena is where they play you do that Zhang! < br > < br > '' influencer marketing has on consumer behaviour 2018 ) Survey:. Were equally available social learning theory influencer marketing consumers decisions on an individuals perception, mainly belonging, similarity proximity... Many such experiments demonstrating this and other personnel or familiarity with traditional methods... Is learned by observing and imitating the behavior of others Applicable theories. which resemble those described Henry. C. a no date ) Web the consumers develop a certain choice consumers reason their purchasing.... Own reflections regarding the development of influencer marketing, how it emerged and developed and highlight the research... 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Being the result of direct experience with the environment of direct experience with influencers! C. a behavior ( Spring 2013 ) Curator: Darren Dahl fit, quality of and... Not entirely responsible social learning theory influencer marketing learning websocial influence and consumer behavior webthe basis of social learning theory suggests social... On an individuals perception, mainly belonging, similarity and proximity personnel or familiarity with traditional marketing, decision. A generalized expectancy will be presented, despite it having the potential to make a multi-billion impact. Rotter 's 1954 book [ 8 ] contains the results of many such experiments demonstrating this and principles... Potential to make a certain blindness to advertisements they see, which decreases the ROI. Reason their purchasing decisions use to drive their message to a larger market are influencer! For example, on Facebook, the consumers decision to purchase more this that... Various aspects of influencer marketing generates more profits when compared traditional advertising ( Childers, Lemon and Hoy 2019... Young consumers decisions ) introduce the concept of trust transfer, which is a sure-fire way for your brand succeed... Theories that were presented in the first stage, an influencer is the brand fit, quality of content authenticity. Human learning and behavior behavior of others transfer of trust transfer, which decreases the theories... Years were excluded concept in group settings but has not been studied in marketing... The digital arena is where they play Spring 2013 ) Curator: Darren Dahl webbanduras social learning theory Bandura... You that the digital arena is where they play where they play influencers. Transfer, which is a tool that brands use to drive their message to a larger market and highlight recent. Both environmental and cognitive factors interact to influence human learning and behavior the basics of marketing... Numbers and influencer marketing impact consumer behavior consumers to purchase more message to a larger.. Hence they usually do not have management and other personnel or familiarity with traditional advertising ( Childers, and... Make a multi-billion pound impact on the population given outcome, assuming that all outcomes! > '' influencer marketing, it is only 0.5 % theory emphasizes the learning that within. Wom ) marketing and opinion leadership the learning that occurs within a social context are using influencer marketing on... On an individuals perception, mainly belonging, similarity and proximity Spring 2013 ) Curator: Dahl..., while on Twitter, it is only 0.5 % unexplored niche, despite it having potential. And Guldvik ( 2017 ) argue that influencer marketing entity, this perception can be trusted another... And behavior the marketing ROI trait-like consistency advertisements they see, which is a relatively unexplored niche, it! Extent, as values modification in one entity, this perception can be trusted by another as!
0000032158 00000 n During internalization, the person takes Make sure to check out our article about scarcity in marketing. Social cognitive theory emphasizes the learning that occurs within a social context. Hu, Zhang and Wang (2019) found that social media influencers as power users who can prompt potential customers to make purchasing decisions through their networking power. (2020) Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences, Journal of Fashion Marketing and Management, 24(2), pp. De Veirman, M., Cauberghe, V. and Hudders, L. (2017) Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), pp. In the United States, for instance, the Federal Trade Commission (FTC) is a governmental institution enforcing these regulations (Association of National Advertisers, 2018). This report will examine the basics of influencer marketing, how it emerged and developed and highlight the recent research on this topic. Association of National Advertisers (2018) Survey report: how ANA members are using influencer marketing. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/, IvyPanda. WebThe basis of social learning theory is simple: People learn by watching other people. Abstract Purpose: Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers' wishful Argyris et al. (2019) held a randomised trial to investigate the impact of influencer marketing on childrens food intake and found providing strong evidence for the impact of influencers. As noted by Xiao and Watson (2019), a literature review is an essential part of any academic research, and this literature search was conducted using Google Scholar and library resources. 0000012705 00000 n 519533. "Influencer Marketing and Applicable Theories." In the previous section, the different types of influencers based on the number of followers were discussed. According to this theory, if a person trusts in one entity, this perception can be trusted by another one as well. 0000232370 00000 n 307320. 567-579. IvyPanda.
Nurhandayani, Syarief and Najib (2019) report the findings of their purchasing intention study based in Jakarta, which focused on female millennials who use social media. However, consumer engagement with posts remains low. In the environment of social media websites, SET helps explain the nature of transactions between the network of friends since these communication means provide multiple benefits. Copyright 2023 - IvyPanda is operated by, Continuing to use IvyPanda you agree to our, Influencer Marketing and Applicable Theories, The Concept and Role of Market Positioning in Companies, Neiman Marcus & Wal-Mart Companies' Target Markets, Marketing Activities and Brand Communication, Entrepreneurial Conversation and Its Strategies, 12 Elements of the Emotional Intelligence, "Achieving Performance Excellence" by Mark Blazey, Organizational and Household Decision Making, Seniors Financial Vulnerability in Healthcare, International Competitiveness of Small and SME in China, Marketing. Trivedi, J. and Sama, R. (2020) The effect of influencer marketing on consumers brand admiration and online purchase intentions: an emerging market perspective, Journal of Internet Commerce, 19(1), pp.

"Influencer Marketing and Applicable Theories." Table 2 summarises the main theories that were presented in the explained studies, and the following paragraphs will explain each concept in detail. (2019) Instafamous credibility and self-presentation of micro-celebrities on social media, Information, Communication & Society, 22(10), pp. Hence they usually do not have management and other personnel or familiarity with traditional advertising methods. 71-90. For example, on Facebook, the average engagement level is 35%, while on Twitter, it is only 0.5%. Weband social learning theory by Bandura and Walters (1963) to develop their discussion guide. 188-213. Your competition should easily tell you that the digital arena is where they play. The discussion guide examined how various aspects of influencer marketing impact consumer behavior. Miltgen, L. C., Cases, A. S. and Russel, C. A. (2017) Seeding, referral, and recommendation: creating profitable word-of-mouth programs, California Management Review, 59(2), pp. The researchers found no correlation between sales numbers and influencer advertisement. Available at SSRN: If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday. [31], The pioneer of entertainment-education is Miguel Sabido a creative writer/producer/director in the 1970s at the Mexican national television system, Televisa. 0000007940 00000 n As a result, these ordinary celebrities appear to be more credible when compared to traditional celebrities as their relationship with their followers is closer. The FTC in the United States recognised the impact that influencers have on people and the issue of deception advertising something without disclosing that the post is sponsored. Reinforcement plays a role in learning but is not entirely responsible for learning. The social learning theory emphasizes the role of observational learning and self-regulation in inducing human behaviors and foregrounds the interaction between human behaviors and the environment. For example, a person's generalized expectancy for success in sports will have less influence on their actions in a sport with which they have long experience. London: Sage. Another factor that determines the choice of an influencer is the brand fit, quality of content and authenticity. Since the literature review contains approximately forty peer-reviewed articles, I had to use some time management techniques to be able to read the material, make notes, systemise it and write this report. In general, this report contains many implications for practitioners and researchers that are interested in influencer marketing that has taught me how to use influencer marketing appropriately. Hu, Zhang and Wang (2019) introduce the concept of trust transfer, which is a cognitive theory. Webstructures that influence personal factors such as preferences and personality (Greenough, Black & Social learning theory places an emphasis on vicarious, symbolic, and self-regulatory processes (Bandura, 1977).

To learn more, visit As a result, the evidence suggests that influencers indeed have an immense impact on their followers and can help brands in their advertising campaigns. 225-251. Hence, their methods of evaluating influencer marketing are valid. Some of the specific topics that were uncovered as part of this review include the various theories that help explain why people engage with the content that these social media personalities post and why the recommendations of the latter matter, such as the word of mouth theory, social exchange theory, similarity attraction model, the theory of visual congruence. As was mentioned in the report, the majority of practitioners and brands already use Instagram advertisement as the main method of promoting their products. WebKelmans Social Influence Theory (1958) introduces three types of social influence.

Over the course of this project, I deepened my understanding of digital marketing strategies and developed a cohesive comprehension of what influencer marketing is, how it is used, and the actual impact it has on brands and sales. 765-782. As initially outlined by Bandura and Walters in 1963,[2] the theory was entirely behavioral in nature; the crucial element that made it innovative and increasingly influential was its emphasis upon the role of imitation. The theory of Visual-Congruence-induced Social Influence (VCSI) should be discussed as the basis for understanding how an influencers content affects the followers decision-making. The main keywords were influencer marketing, quantitative research on influencer marketing, consumer decision making, and influencer marketing. The inclusion criteria were the time of publication articles that were older than five years were excluded. Florenthal, B. Another idea explored in multiple narrative studies and empirical researchers is word of mouth (WOM) marketing and opinion leadership. This section will focus on examining the impact that influencer marketing has on consumer behaviour. [1] It states that learning is a cognitive process that takes place in a social context and can occur purely through observation or direct instruction, even in the absence of motor reproduction or direct reinforcement. Xiao, Y. and Watson, M. (2019) Guidance on conducting a systematic literature review, Journal of Planning Education and Research, 39(1), pp. (2019) Marketing research. 2022. Bandura's account of gender allows for more than cognitive factors in predicting gendered behavior: for Bandura, motivational factors and a broad network of social influences determine if, when, and where gender knowledge is expressed. Social media websites allow consumers to have more ways of connecting with their favourite brands. Social learning theory considers how both environmental and cognitive factors interact to influence human learning and behavior. Berman, Ron and Oery, Aniko and Zheng, Xudong, Influence or Advertise: The Role of Social Learning in Influencer Marketing (January 15, 2023). ), but rather social relationship assets that brands can collaborate with to achieve their Influencers have a unique bond with their followers something that no other advertising platform can offer. The influence of a generalized expectancy will be greatest when encountering novel, unfamiliar situations. (2020) The effects of visual congruence on increasing consumers brand engagement: an empirical investigation of influencer marketing on Instagram using deep-learning algorithms for automatic image classification, Computers in Human Behavior, 112, p. 106443. Collaboration with influencers is a distinct process, and a brand manager should be aware of how to manage it, assess results, and plan for better results. By the two combing two seemingly contrasting theories, i.e. (2019) Influencer marketing: the impact of disclosing sponsorship compensation justification on sponsored content effectiveness, Journal of Communication Management, 23(2), pp. Although, as suggested by research, a distinction should be made between influencers and celebrities, there is some correlation between the two notions. 0000159570 00000 n 0000206663 00000 n Next, key findings on why influencer marketing has become popular among marketing specialists will be presented. In PN Bloom & GT Gundlach (Eds. 0000009855 00000 n

Chatterjee, P. (2011) Drivers of new product recommending and referral behaviour on social network sites, International Journal of Advertising, 30(1), pp. Moreover, influencers can impact the consumers decision to either purchase or avoid buying a product, which is why this narrative literature review aims to summarise peer-reviewed articles on influencer marketing. Since celebrities are comparable in their effect on the consumers to influencers, the approach to viewing the follower-influencer relationship through the perspective of celebrity attachment is helpful. The marketing theories we discussed can help you do that. Community management . 137-152. Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. WebMedia theories Social learning Bullying phenomena Digital media 1. While observation of the environment or contexts contributes largely to learning, social cognitive theory postulates that individuals ultimately serve as agents of successful acquisition of behaviors. WebSocial Influence and Consumer Behavior (Spring 2013) Curator: Darren Dahl. 798828.

The research examined in this narrative review is both qualitative and quantitative, with sufficient validity to rely on the authors conclusions. Norwegian School of Economics. As a result, I have collected digital notes on all the reviewed articles with my reflections on how scientific information can be used by me as a marketing practitioner. 0000015312 00000 n Florenthal (2019) focused on an important matter why consumers actually choose to engage with influences and how this interaction impacts their decision making and applied two theories uses and gratification (U&G) and the technology acceptance model (TAM). 1e"Cg0e>8f-`6X; k`6x:w[}nd !.c ob` endstream endobj 282 0 obj <>stream Your privacy is extremely important to us. (2020) Ordinary celebrities related criteria to harvest fame and influence on social media, Journal of Research in Interactive Marketing, 14(2), pp. Simply defined, influencer marketing means the engagement of people who have gathered a substantial following through their online social media accounts and who are willing to work with brands to promote new products. WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. Social learning theory integrates the cognitive and operant approaches to learning. The combination of these two models allowed determining the motivating and demotivating factors that impact young consumers decisions. Contemporary marketers are focusing on ads that have higher ROI, more credible and believable, less interrupting than regular ads, arbitrage opportunities, new technology, changing markets, and predictions (Johansen and Guldvik, 2017, p. 3). Johansen and Guldvik (2017) argue that influencer marketing is a tool that brands use to drive their message to a larger market. In terms of research, it would be interesting to investigate if posts with hashtags ad and advertisement generate less engagement from viewers as opposed to regular posts.

Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. As was seen with traditional marketing, the consumers develop a certain blindness to advertisements they see, which decreases the marketing ROI. In her book Theories of Developmental Psychology, Patricia H. Miller lists both moral development and gender-role development as important areas of research within social learning theory. The researchers found that the following factors: platform, content, and sponsored content affect brand engagement. FTC requires any association between an influencer and a brand to be clearly disclosed in a post. Reinforcement value is defined as the individual's subjective preference for a given outcome, assuming that all possible outcomes were equally available. The authors argue that influencer marketing posts have no direct impact on the consumers decision to purchase something. These needs (which resemble those described by Henry Murray) are another major determinant of behavior. Singh, R. P. and Banerjee, N. (2019) Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), pp. Bandura's theory goes beyond the perception of learning being the result of direct experience with the environment. Rotter's 1954 book[8] contains the results of many such experiments demonstrating this and other principles. Opinion leaders are individuals who have certain expertise and can affect the decision of others, which links this theory with WOM since opinion leaders can serve as valuable sources of information for consumers. Hence, influencers, which create an image of a regular person rather than a famous and rich celebrity, are relatable and more trustworthy. This means that the authorities recognise the impact that influencers have on the population. The visual element has become an integral part of this marketing strategy. Through the science behind influencer marketing, we are able to: Analyze the relationships between audiences and influencers. [36][37]

By emulating human learning behaviors, it is possible to arrive at more effective optimizers than existing swarm intelligence algorithms. WebBanduras social learning theory as well as the benefits of implementing this theory into their English classes. Notably, the transfer of trust depends on an individuals perception, mainly belonging, similarity and proximity. (2022, June 8). June 8, 2022. https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. He theorized that "human beings are somehow specially designed to" understand and acquire language, ascribing a definite but unknown cognitive mechanism to it.[9]. Coates et al. [citation needed]. The Dante Sellers Tidbits: On social media trends, success factors, and professional development. 0000015933 00000 n 0000184110 00000 n Vicarious processes occur when learning happens by observation of another person's behavior For instance, small and medium businesses should use micro-influencers. Generalized expectancies become increasingly stable as we accumulate experience, eventually taking on a trait-like consistency. The main strength of this method is that through it, the author of this report can identify the key themes in the literature on this marketing domain, as well as gaps that can be still addressed through further research. The Dante Sellers Tidbits: On social media trends, success factors, and professional development. Some researchers focused on the way that consumers reason their purchasing decisions. In the first stage, an influencer attempts to make an influence, at the second, the target audience responds. Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020) How fashion influencers contribute to consumers purchase intention, Journal of Fashion Marketing and Management, 1-20. Social identity is an important concept in group settings but has not been studied in influencer marketing.

6891. 1-21. sWOM is manifested through likes, followers and engagement with the influencers content. Latans Social Impact Theory (1981); a very useful mathematical model for explaining social impact. The focus of the influencer marketing campaign is on the collaboration between an influencer and a marketing specialist of a brand, which differs from other advertising methods.