{"id":453,"date":"2019-05-06T15:36:41","date_gmt":"2019-05-06T07:36:41","guid":{"rendered":"https:\/\/networkconference.netstudies.org\/2019Curtin\/?p=453"},"modified":"2019-05-07T16:40:46","modified_gmt":"2019-05-07T08:40:46","slug":"influencer-marketing-is-an-exciting-phenomenon-and-both-a-very-powerful-and-leading-instrument-to-use-when-marketing","status":"publish","type":"post","link":"https:\/\/networkconference.netstudies.org\/2019Curtin\/2019\/05\/06\/influencer-marketing-is-an-exciting-phenomenon-and-both-a-very-powerful-and-leading-instrument-to-use-when-marketing\/","title":{"rendered":"Influencer marketing is an exciting phenomenon and both a very powerful and leading instrument to use when marketing."},"content":{"rendered":"\n

Abstract:<\/strong><\/p>\n\n\n\n

Instagram star Kylie Jenner is at the\ncenter of what we can call the Influencer marketing strategy. People uses\nsocial media (SM) to create network and be friend with their offline friends,\nfamily and relatives. But some are now using them to create bigger network of\npeople. SM becomes thus a poll of people corporates can pick. Marketing has\nchanged with the advent of social media influencers. Those people are instrument\nfor business; they work as business advocate to sell their products. And\nbecause they are more trust-worthy than advertising on TV, to business, this\nstrategy is a precious stone. The relation between influencers and corporate is\nlike a heart pumping blood in and out; Influencers are pumping people from\ncorporate in their fanbase, and corporate are pumping people from influencers\nin as customers.
\n
\nIntroduction<\/strong>:<\/p>\n\n\n\n

Instagram lately is becoming one of the\nmajor online platforms for marketing. With features like promotion of posts,\nfor only $1 per day to $30,000 over 30 days, Instagram ensures that the reach\nof any post increases consequently. Instagram has brought a new era in the\nworld of business and fame. In the following work, we will study how Instagram\nhas changed the face of marketing for many companies with the phenomenon known\nas Influencers. We will examine Kylie Jenner as one of the top influencers of\nthe platform. Many corporates are adopting the influencer marketing method to maximize\ntheir returns. But not only on Instagram, but on different SM platforms; but\nfor this paper, the focus will be on Instagram. <\/p>\n\n\n\n


\nDevelopment<\/strong>:
\nDanah & Nicole define Social Media as being a \u201cweb\u2010based services that\nallow individuals to construct a public or semi\u2010public profile within a bounded\nsystem, articulate a list of other users with whom they share a connection, and\nview and traverse their list of connections and those made by others within the\nsystem.\u201d (Boyd & Ellison, 2007) They define SM as being services, and for\nbeing so, corporates can use them to market their products. What makes SM\nunique is that it allows us to showcase and exploit our network of people and\nnot only be friends with strangers. This network of people is what corporate\ncompanies seek for their marketing. SM platforms are ideal tools for eWOM\n(electronic word of mouth), because consumers generate and spread brand related\ninformation to their friends, peers, and other acquaintances. (Khan, 2018) One\n2018 report from Global Web Index estimates that, on average, social media\nusers spend 2 hours and 22 minutes online each day globally. (Social Buddy,\n2019) With this number of users present online, corporates have a great poll of\npeople to which they deliver their promotion as compared to posters for\nexample.
\n
\nPeople are now more incline to seek online review for information regarding products\nand services. But not from anybody; from trusted people. A global survey among\n28,000 internet respondents showed that only about 46% of participants reported\ntrusting traditional advertising, whereas 92% reported trusting word-of-mouth\nfrom friends and family and 70% reported trusting online consumer reviews. (Dijkmans,\nKerkhof & Beukeboom, 2015) These figures show how people interact with corporate\nnow. People trust the advice of those people called influencers. This has forced\ncompanies to change their marketing strategy. Some reasons for companies to use\nsocial media are enhancing trustworthiness, brand attitude, and customer\ncommitment. One of the reasons why corporate reputation is so important is a\nkey parameter in the supplier selection process by potential customers. Associating\nwith someone like Kylie Jenner, will ensure a corporate to have trusted reviews\nof their product or service. Consumers would prefer a company with a positive reputation\nand the price of their products won\u2019t matter. And to ensure a positive\nreputation, associating with an influencer is the innovative way now. It is some\nkind of brand advocacy. Second, a positive corporate reputation can increase the\nmarket share, stand-in customer loyalty and which in the end renders higher\nmarket value. Lastly, a positive reputation increases stakeholders\u2019 disposition\nto invest in a company, since it enables the company to attract higher quality\nemployees and to gain better returns. (Dijkmans, Kerkhof & Beukeboom, 2015)\nA company must maximize their engagement level with their customers. This is one\nof the objectives of a corporate to be online.
\n
\nSocial media has weaponized fame to the point that a real estate mogul can be\npresident and a 20-year-old from a family “famous for being famous”\ncan approach billionaire status by monetizing that to the extreme. (Robehmed,\n2018) Though SM was first made to network people, it has become a weapon in the\nhand of corporate to do marketing and sell their products. But not only corporate\nbut individuals also. The line of Anastasia Beverly Hills exploded when it\nreportedly joined Instagram in 2013 and began sending influencers free makeup\nto publicize the brand. Sending influencers product to advertise is mostly how\ncompanies are going to as part of their marketing. Instagram\u2019s potential as a\nmarketing tool for corporate use is largely based on the mobile-friendly nature\nof the application and the highly engaged community Instagram claims as a\nnetwork. (Harmer, 2015) Though people can access Instagram on PC or laptop, the\nmost common mean to access it is via a smartphone which is permanently with anybody\nin their pocket, purse or hand. For corporate this mean that their contents are\nalways readily available in the hand of potential customers. At any moment, someone\ncan swipe over the advertising of Kylie video about her lipstick for example,\nthus rendering this person a potential customer for Kylie. Those Influencers\nmust also know how to create good content. <\/p>\n\n\n\n

With a growing number of active users on\nInstagram, this means that most of the Instagram community is looking for content\nto consume. (Harmer, 2015) Corporate people who run the marketing of a company\non Instagram must know how to use its aesthetic style to the fullest to grab\nits target audience attention. Corporate should share images of their\norganization during a workday, or from a conference so that Instagram users can\nclench a realistic feel of what it means to be a part of your organization. Companies\nwhich have a set and developed Instagram community use advanced marketing\nstrategies, such as Instagram takeovers and event marketing. (Harmer, 2015) Humanizing\nthe company posts is another strategy that is used to charm the audience. Showing\nbehind the scenes of productions or people within the company are examples. Corporate\nhave multiple ways to make their posts more powerful and having the face of an\ninfluencer just render the marketing another level. This strategy is the\naddition of two community\/network; the business community and the influencer\ncommunity and it is most of the time the influencer that has a bigger community\nand the corporate sucking up people form it.
\n
\nFinnish Influencer marketing company \u201cPING Helsinki\u201d has one of the best definition\nof influencers. He defines influencers as \u201cthose who keep a blog, or post their\nopinions on YouTube, Snapchat, Instagram or other social media channels. They\ncan be for example athletes or artists among many other things, but the\nessential element is that they have their own community in SM and they have the\nwillingness to produce sponsored and professionally produced content for their\nfollowers.\u201d (Biaudet, 2017) Influencer marketing is an exciting phenomenon and\nboth a very powerful and leading instrument to use when marketing. (Biaudet,\n2017) People who were once bloggers are now named Influencers. People trust those\npeople opinion about a product or service more because they seem more. However,\nthose bloggers have now shift from typical blog page to Instagram. 2 years ago,\nI participated in a marketing campaign for Subway; they call out for people\nhaving 3k or more followers on Instagram in the island to be part of the campaign\nand thus expanding their presence on Instagram. (Favory, 2017) <\/p>\n\n\n\n

According to Technorati Media\u2019s 2013\nDigital Influence report, 65 % of corporations are participating in influencer-based\nmarketing. According to the same study 86 % of influencer\u2019s are bloggers. (Biaudet,\n2017) Those influencers are thus gaining recognition on Instagram for\nassociating with a company which have a settle audience based and inversely. In\nBiaudet study, he stated that Brown and Hayes define an Influencer as \u201cA third party\nwho significantly shapes the customer\u2019s purchasing decision but may ever be\naccountable for it.\u201d (Biaudet, 2017) Those people use their power to influence\npeople opinion and decision making to sell a particular product to the extent\nto sometime faking liking a particular for the sake of money. Instagram is just\none platform where influencers play on.
\n
\nFollowing is a list of influencers in their related field of expertise; Food\ninfluencer Jamie Oliver (6.7 million followers) top the ranking followed by Brad\nLau (620k followers) and Megan Gilmore (70.9k followers). As for travel\ninfleuncers, we have Annette White (99.2k followers), Matthew Karsten (153k\nfollowers) or The Points Guy (115k followers). Following are influencers for\nfashion and style like Alexa Chung (3.1 million followers), Julia Hengel (1.2\nmillion followers) or Oscar Cobo (162k followers). For beauty we have Michelle\nPhan (2 million followers) or Huda Kattan (28.2 million followers). (Forsey,\n2019) Those people are expert in their field, and they are solicited because of\nthat and because of the power they have over people. They can sell you pretty anything.\nIn a study, Seungbae Kim and some others found that, firstly, in\ufb02uencers tend\nto have many fans, who are potential consumers of brands, whereas they tend to\nfollow popular and in\ufb02uential people. And that in\ufb02uencers with same occupations\ntend to have more reciprocal in\ufb02uencers, more interactions, and more common\nfollowers, compare to in\ufb02uencers with different occupations. (Kim, Han, Yoo\n& Gerla, 2017)
\n
\nExample<\/strong>:
\nKylie Jenner has a following of over 111 million on Instagram alone and each\none of her sponsored posts is valued at $1 million. This is more than Selena\nGomez or even Christiano Ronaldo makes for a post. (Ma, 2018) At only 21 years\nold, Kylie Jenner has one of most fruitful relationship between her company; Kylie\nCosmetics and SM. She has sold for over $630 million worth of makeup since,\nincluding an estimated $330 million in 2017. (Robehmed, 2018) Her fortune, as well\nas for the other members of her family come from one place; SM platforms. “Social\nmedia is an amazing platform,” Jenner says. “I have such easy access\nto my fans and my customers.” (Robehmed, 2018) What all the Jenner do is influence\nher social media following to gain money. Announcing new products and testing\nthem on Instagram or Snapchat is what she does mostly every day. Her audience\nis targeted with over 110 million followers on Instagram and millions more on\nSnapchat, and many of them are young women and girls. This type of marketing is\nfree of cost and very effective. Leveraging fame to sell her products, Kylie is\none of the best at doing so. 175 million-plus who follow her across Snapchat,\nInstagram, Facebook and Twitter. (Robehmed, 2019) The Kardashian-Jenner empire\nis a massive one on Instagram. (See picture 1) Kylie is one of the top influencers\nin the market. <\/p>\n\n\n\n

The Fyre Festival disaster where many Instagram\nmodels and influencers were paid to promote the event, which ended up being a\nflop. It was finally revealed that the directors were trying to secure $25\nmillion from investors. Some names that was in case are: Bella Hadid, Emily\nRatajkowski, Kendall Jenner and much more. (Soen, 2019) Huda Kattan, 34 is also\nin the list of influencers who makes millions because of her presence on\nInstagram. With an estimated net worth of $550 million, she started Huda Beauty\nin 2013, with 26 million or more Instagram followers. (Robehmed, 2018) This is\nan example where using Influencers failed. It was not the influencers fault, but\nwe can see how they are used to benefit others; though sometimes for bad reasons.<\/p>\n\n\n\n


\nConclusion<\/strong>:<\/p>\n\n\n\n

To sum up, Instagram and other social medias\nare weapons for marketers and influencers the soldiers for corporates. Social\nmedias are a poll of millions of people that can be reach at the end of their\nfingertip. Influencers are like the maestro in this marvel that is SM marketing.\nThey lead people like puppet to buy certain products. Kylie is just an example\nof what this strategy can render, a billionaire. <\/p>\n\n\n\n


\nReference list:
\n
\n<\/strong><\/p>\n\n\n\n

Biaudet, S. (2017). Influencer Marketing as\na Marketing Tool :The process of creating an Influencer Marketing Campaign on\nInstagram. Retrieved from https:\/\/core.ac.uk\/download\/pdf\/93084263.pdf<\/a>\n
\n
\nBoyd, D., & Ellison, N. (2007). Social Network Sites: Definition, History,\nand Scholarship. Retrieved from https:\/\/doi.org\/10.1111\/j.1083-6101.2007.00393.x<\/a>\n
\n
\nDijkmans, C., Kerkhof, P., & Beukeboom, C. (2015). A Stage to Engage:\nSocial Media Use and Corporate Reputation. Retrieved from https:\/\/www.researchgate.net\/publication\/266265448_A_Stage_to_Engage_Social_Media_Use_and_Corporate_Reputation<\/a>\n<\/p>\n\n\n\n

Erin. (2019). How Much Time Do People Spend\non Social Media? – Social Buddy. Retrieved from https:\/\/socialbuddy.com\/how-much-time-do-people-spend-on-social-media\/<\/a>\n<\/p>\n\n\n\n


\nFavory, W. (2017). Subway Peri Peri campaign. Retrieved from https:\/\/www.facebook.com\/William12Favory\/videos\/1593053207441999\/<\/a>\n<\/p>\n\n\n\n

Forsey, C. (2019). The Ultimate List of\nInstagram Influencers in Every Industry (94 and Counting!). Retrieved from https:\/\/blog.hubspot.com\/marketing\/instagram-influencers<\/a>\n
\n
\n<\/p>\n\n\n\n

Harmer, M. (2015). Instagram for Marketing.\nRetrieved from http:\/\/www.communityliteracyofontario.ca\/wp\/wp-content\/uploads\/smm\/Instagram-for-Marketing.pdf<\/a>\n<\/p>\n\n\n\n

Kim, S., Han, J., Yoo, S., & Gerla, M.\n(2017). How Are Social Influencers Connected in Instagram?. Retrieved from https:\/\/www.researchgate.net\/publication\/319438862_How_Are_Social_Influencers_Connected_in_Instagram<\/a>\n<\/p>\n\n\n\n

Khan, S. (2018). Instagram as a Marketing\nTool for Luxury Brands. Retrieved from https:\/\/www.researchgate.net\/publication\/329686602_Instagram_as_a_Marketing_Tool_for_Luxury_Brands<\/a>\n<\/p>\n\n\n\n

Ma, F. (2018). Kylie Jenner, Selena Gomez\nTop Instagram\u2019s Rich List. Retrieved from https:\/\/wwd.com\/business-news\/media\/instagrams-rich-list-reveals-biggest-social-media-cash-cows-1202764857\/<\/a>\n
\n
\nRobehmed, N. (2018). How 20-Year-Old Kylie Jenner Built A $900 Million Fortune\nIn Less Than 3 Years. Retrieved from https:\/\/www.forbes.com\/sites\/forbesdigitalcovers\/2018\/07\/11\/how-20-year-old-kylie-jenner-built-a-900-million-fortune-in-less-than-3-years\/#56a06de7aa62<\/a>\n
\n
\nRobehmed, N. (2019). At 21, Kylie Jenner Becomes The Youngest Self-Made\nBillionaire Ever. Retrieved from https:\/\/www.forbes.com\/sites\/natalierobehmed\/2019\/03\/05\/at-21-kylie-jenner-becomes-the-youngest-self-made-billionaire-ever\/#496cc54d2794<\/a>\n
\n
\nSoen, H. (2019). The Instagram models and influencers that promoted the Fyre Festival\nscam. Retrieved from https:\/\/thetab.com\/uk\/2019\/01\/17\/fyre-festival-instagram-models-89928<\/a>\n<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

(Robehmed, 2018)<\/p>\n","protected":false},"excerpt":{"rendered":"

Abstract: Instagram star Kylie Jenner is at the center of what we can call the Influencer marketing strategy. People uses social media (SM) to create network and be friend with their offline friends, family and relatives. But some are now using them to create bigger network of people. SM becomes thus a poll of people… Continue reading Influencer marketing is an exciting phenomenon and both a very powerful and leading instrument to use when marketing.<\/span><\/a><\/p>\n","protected":false},"author":25,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-453","post","type-post","status-publish","format-standard","hentry","category-social"],"_links":{"self":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts\/453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/comments?post=453"}],"version-history":[{"count":5,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts\/453\/revisions"}],"predecessor-version":[{"id":707,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts\/453\/revisions\/707"}],"wp:attachment":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/media?parent=453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/categories?post=453"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/tags?post=453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}