Akademik Veri Yönetim Sistemi
Atlantic Marketing ASSOCIATION, South Carolina, Amerika Birleşik Devletleri, 26 - 28 Eylül 2024, ss.1, (Tam Metin Bildiri)
As influencers have become essential for both companies and customers, the careful selection of influencers is critical for both groups. Influencers provide significant benefits to both companies and their customers. Research indicates that companies and customers prefer influencers with more considerable followers because the more followers an influencer has, the more likely their followers intend to adopt the influencer’s recommendations on social media. This suggests that influencers need to increase the size of their followers, which involves identifying factors as predictors of recommending the influencers by customers. Based on research, this study suggests that branding, emotional, corporate social responsibility, and influencer-related factors positively impact the likelihood of recommending the influencers to potential followers. Based on the influencer literature and framework proposed in the study, we suggest three research propositions to be investigated and suggestions for future directions. We believe that the findings of such a study will significantly contribute to the influencer marketing literature and benefit all parties involved in influencer marketing.
Keywords: influencers, influencer benefits, customers recommending influencers, NPS of
influencers, CSR for influencers