Literature Review on Influencer marketing on Instagram how affects the awareness of a new release of a movie or TV show, Assignments of Digital Marketing

Download Literature Review on Influencer marketing on Instagram how affects the awareness of a new release of a movie or TV show and more Assignments Digital Marketing in PDF only on Docsity! 2021 PABLO PAVON ORTIZ Word count: 1385 22-4-2021 ITM08 DIGITAL MARKETING Influencer marketing on Instagram how affects the awareness of a new release of a movie or TV show. 1 TABLE OF CONTENT Table of Content ............................................................................................................................ 1 Abstract ......................................................................................................................................... 2 Introduction .................................................................................................................................. 2 Influencers & Influencer marketing on Instagram .................................................................... 2 Why use influencer marketing on Instagram and not Facebook? ............................................ 3 Traditional celebrities or Instagram celebrities? ...................................................................... 3 Micro or macro influencers? ..................................................................................................... 4 Federal Trade Commission (FTC)............................................................................................... 4 Conclusion ................................................................................................................................. 5 References ..................................................................................................................................... 6 Appendix ....................................................................................................................................... 8 4 Micro or macro influencers? This is the most common question among marketers, use one influencer with 10 million followers or 100 influencers with 100.000 followers? Academic studies suggest on hubs characterise as the 10% of users with the most connections. (Haenlein et al. 2020), these studies say that the micro influencers have more engagement in absolute terms than the macro influencers. (Haenlein et al., 2020). Before choosing which influencer to use, marketers should see if the brand will use these influencers as a national or international brand, how much it will cost to manage the influencers and select the exact niche of the users (Haenlein et al. 2020). There is no correct answer to this question. Each campaign is different with different cost and objectives, is recommend doing a mix of micro and macro influencers when choosing the type of influencer. (Haenlein et al. 2020). Federal Trade Commission (FTC) The FTC is a company that protects consumers and prevent “anticompetitive, deceptive, and unfair business practices through law enforcement, advocacy, and education without unduly burdening legitimate business activity.” (FTC, 2021) The FTC says that the post must be transparent and follow the guidelines between the influencer and the brand to help users identify advertising posts (Lee, 2020). However, only 14% of the influencers are obedient to the FTC rules (Haenlein et al. 2020). In 2017 the FTC approved any type of sponsored content with a third party with the condition to display the tag “sponsored by (brand name)” to prevent misleading consumers. (Stubb, 2019) To reduce the consumers' activation of persuasion knowledge is essential for influencers and advertisers to follow the FTC guideline. (Lee, 2020) 5 Conclusion This paper aimed to investigate how it affects influencer marketing on the social media Instagram of a release on a movie or TV show. While findings reveal the effectiveness of influencer marketing when promoting a product, a movie or TV show is based on the influencer's credibility and trustworthiness. To create brand awareness on social media is better to use Instagram or Tik Tok more than Facebook. There are also many ways the influencer gains their fame with traditional means or social media platforms. At the same time, an Instagram influencer has more credibility and trustworthy o the user while promoting a product for a brand. However, the traditional influencers have more credibility and trustworthy promoting a movie or TV show. Which influencer would work better for a campaign, a micro influencer, or a macro influencer? Even though each campaign is different, there are three things to have in mind while choosing an influencer, the influencer's audience (national or international), the segmentation of the views, and the cost of managing the influencers. The Federal Trade Commission or FTC helps prevent fraudulent business, and there is a guideline that all influencers must use on each post to be transparent. However, this guideline not every influencer use it. To conclude, it is effective to use influencer marketing to promote a movie or TV show, and it is more effective if the actors use their social media to promote it. 6 REFERENCES Argyris, Y.A., Wang, Z., Kim, Y. & Yin, Z. 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, vol. 112, pp. 106443. Dekker, K. & van Reijmersdal, E.A. 2013, "Disclosing Celebrity Endorsement in a Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact", Journal of promotion management, vol. 19, no. 2, pp. 224-240. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61,47–55 Federal Trade Commission. 2021. About the FTC. [online] Available at: <https://www.ftc.gov/about-ftc> [Accessed 18 April 2021].Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J. & Welte, D. 2020, "Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co", California management review, vol. 63, no. 1, pp. 5-25. Instagram. (2021, February 6). Instagram. Retrieved from Instagram: https://www.instagram.com Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning. Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232- 249. 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