social learning theory influencer marketingbernice mcmurray scott parents

hbbre`b``3 p9 endstream endobj 278 0 obj <>/Metadata 76 0 R/PageLabels 71 0 R/Pages 73 0 R/StructTreeRoot 78 0 R/Type/Catalog/ViewerPreferences<>>> endobj 279 0 obj <>/Font<>/ProcSet[/PDF/Text]/XObject<>>>/Rotate 0/StructParents 0/TrimBox[0.0 0.0 612.0 792.0]/Type/Page>> endobj 280 0 obj [340 0 R] endobj 281 0 obj <>stream The basis of this study is the social exchange theory (SET), which implies that social relationships arise to maximise the benefits for individuals and minimise the costs. B. ), Handbook of Marketing and Society, Newbury Park, CA: Sage Publications. Hu, Zhang and Wang (2019) cite different examples of how this phenomenon impacts consumers and their decision. Many companies now choose influencer marketing as one of the key instruments in their advertisement strategies. Based on this, one can hypothesise that influencers who create better visual content can provide brands with better advertisements. 567-579. As a topic area, social influence is incredibly Haenlein, M. and Libai, B. 0000011142 00000 n Celebrity endorsements have been a popular marketing tactic for brands for years (Bergkvist and Zhou, 2016; Knoll and Matthes, 2017). Stubb, C., Nystrm, A.-G. and Colliander, J. This report will examine the basics of influencer marketing, how it emerged and developed and highlight the recent research on this topic. 0000003114 00000 n However, SAM is one theory out of many developed and explored by researchers in an attempt to determine the best conceptual and theoretical framework for this marketing tactic. During internalization, the person takes Criminologists Ronald Akers and Robert Burgess integrated the principles of social learning theory and operant conditioning with Edwin Sutherland's differential association theory to create a comprehensive theory of criminal behavior. Ki, C. W. and Kim, Y. K. (2019) The mechanisms by which social media influencers persuade consumers: the role of consumers desire to mimic, Psychology of Marketing, 36, pp. Social learning theory, proposed by Albert Bandura, emphasizes the importance of observing, modeling, and imitating the behaviors, attitudes, and emotional reactions of others. TPB suggest that there are three key factors that determine the likelihood of a purchase attitude, subjective norms and behavioural control (Chetioui, Benlafqih and Lebdaoui, 2020, p. 3). ), but rather social relationship assets that brands can collaborate with to achieve their Moreover, promotional posts can be irritating to users, serving as a demotivation factor rather than encouraging them to buy something. 0000005441 00000 n An extension of guided participation is reciprocal learning, in which both student and teacher share responsibility in leading discussions. This article is a literature review regarding the influencer concept, its development, theoretical approaches, effectiveness models, to its role in brand communication strategy. However, they have a larger impact and audience when compared to opinion leaders. [27], Social learning theory proposes that rewards are not the sole force behind creating motivation. These needs (which resemble those described by Henry Murray) are another major determinant of behavior. 0000002758 00000 n Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. 0000009987 00000 n After many experiences ('learning trials', in behaviorist language) a person will develop a generalized expectancy for success in a domain. _Lca4g6j,:7gGM//Y[`bm,]qkh,M-e:;'2N_lpCC'kj^;Bgl#mK/,N_S/ ^e-Y/Q The popularity of influencer marketing is expected to increase in the following years. Instead, consumers base their decisions on the outcomes they think they will be able to achieve with a certain action, such as a purchase using a recommendation from an influencer. Next, key findings on why influencer marketing has become popular among marketing specialists will be presented. Moreover, they are influenced by people with whom they have a large number of perceived similarities. must. Finally, at the end of this review, there is a summary of theories that explain the engagement of customers from the perspective of influencer marketing. Macro influencers have between 100K1M followers and tend toward a broader appeal than micro influencers. 0000003673 00000 n 265275. In addition, I comprehend the value of reliable data since some of the insights from peer-reviewed articles in this narrative literature review contain information that contradicts claims from popular online-based advertising magazines. This is IvyPanda's free database of academic paper samples. Influencer marketing . Many research studies and meta-analyses have discovered significant correlations between viewing violent television and aggression later in life and many have not, as well as playing violent video games and aggressive behaviors. London: Saffron House. Conformity Theory Social learning theory suggests that an individual develops new beliefs and behaviors due to the rewards and punishments given by parents, teachers, and authority figures. Social learning theory refers to the idea of learning taking place in a social context. The relationship between an influencer and their audience is based on trust. The main themes in the literature on influencer marketing are the history of how this phenomenon emerged. In any case, Bandura began to conduct studies of the rapid acquisition of novel behaviors via social observation, the most famous of which were the Bobo doll experiments. However, evidence from other researchers who use trials and valid studies proves the opposite. These instafamous influencers have such an impact on their followers because they are perceived as someone familiar. 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. The Dante Sellers Tidbits: On social media trends, success factors, and professional development. The first two human agency and human capabilities might be viewed as the foundation on which social learning may develop. 0000004812 00000 n Rotter's theory is also known as expectancy-value theory due to its central explanatory constructs. Another challenge was to escape the potential bias since I myself often make decisions based on an influencers recommendations, and this could affect the selection of literature and implications. For example, social norms and perceived correctness of behaviour are important predictors of the potential purchase. Notably, Florenthal (2019) argues that customer-brand relationships go beyond a transaction, where the former purchases something from the latter. (2020) point out that visual congruence correlates with better engagement when reviewing influencers posts. "Influencer Marketing and Applicable Theories." People typically dont adopt worldviews that make the most logical sense, but we are influenced to adopt behaviour that earns the least amount of criticism in our unique environment. (2020) provide an example of people with similar views on family and views and those who share a taste in coffee, stating that the latter category will have less attraction. Magno, F. and Cassia, F. (2018) The impact of social media influencers in tourism, ANATOLIA, 29(2), pp. 264271. (2019) Consumers responses to Facebook Advertising across PCs and mobile phones, Journal of Advertising Research, 60(2), pp. Although still controversial, this provides a direct neurological link to understanding social cognition.[24]. Haenlein and Libai (2017) argue that micro-influencers generate more conversions, and 80% of consumers are willing to follow their recommendations. [29][30] The role of observational learning has also been cited as an important factor in the rise of rating systems for TV, movies, and video games. 0000138713 00000 n Overall, this paper is a narrative review of the literature on the topic of influencer marketing and consumer decision making. 414-431. Social learning theory ( Bandura & Walters, 1963) has been used for academic research especially in the area of communication ( Bush et al., 1999 ). 650-661. Subjective norms are the buyers perception of social pressure. Hence, the only source of information suggesting that influencer marketing is indeed effective in promoting potential customers into making decisions are various social theories. This is also termed freedom of movement. Retrieved from https://ivypanda.com/essays/influencer-marketing-and-applicable-theories/. Julian B. Rotter, a professor at Ohio State University published his book, Social Learning and Clinical Psychology in 1954. 0000009326 00000 n Hu, Zhang and Wang (2019) introduce the concept of trust transfer, which is a cognitive theory. It has been used for solving continuous optimization, integer programming, and combinatorial optimization problems. One such study, focused on teaching primates to crack nuts with a hammer. [12] This model did not (according to Bandura[2]) account for a response that had not yet been learned though this contention does not address the likelihood that generalization from related situations would produce behaviors in new ones. 0000139123 00000 n 0000006112 00000 n Bergkvist, L., and Zhou, K. Q. When the primate witnessed another individual cracking nuts with a hammer, the mirror neuron systems became activated as the primate learned to use the hammer to crack nuts. "Influencer Marketing and Applicable Theories." and the extent to which those other outcomes are themselves valued.[8]. Social media influencer marketing has successfully changed the way that brands interact with consumers, especially in regard to lifestyle branding. IvyPanda, 8 June 2022, ivypanda.com/essays/influencer-marketing-and-applicable-theories/. At this time, the key tenets of Social Learning Theory were stated as follows:[14], Typical stimulus-response theories rely entirely upon direct experience (of the stimulus) to inform behavior. Chetioui, Benlafqih and Lebdaoui (2020) explore the industry of fashion and how consumers perceptions are shaped by the influencers in this industry. Argyris et al. "[2] Skinner's explanation of the acquisition of new responses relied on the process of successive approximation, which required multiple trials, reinforcement for components of behavior, and gradual change. (Bandura, 1971). This concept of human agency promoted the evolution of social learning theory into the social cognitive theory after 1986. However, there are limitations to the method that the author has chosen. Apart from better ROI, influencers leverage the psychological aspects of human communication the need to ask for advice, evidence or a recommendation from a trustworthy source (Trivedi and Sama, 2020; Onwuegbuzie and Frels, 2016; Magno and Cassia, 2018). Modeling and underlying cognitive processes, Social learning algorithm for computer optimization, Qiqi Jiang; Chuan-Hoo Tan; Choon Ling Sia; Kwok-Kee Wei / Followership in an Open-source Software Project and Its Significance in Code Reuse In: MIS Quarterly, Vol. Analyze and understand how audiences and influencers align with each other according to ideas or requests that resonate, without feeling manipulated into doing something. 0000050750 00000 n 798828. Moreover, consumers perceive the messages they receive from trusted sources more positively when compared to advertisements (Childers, Lemon and Hoy, 2019). 0000012705 00000 n WebSocial learning theory suggests that social behavior is learned by observing and imitating the behavior of others. Trust, therefore, is the key motivational factor that drives consumer behaviour when an influencer posts a brand advertisement. ) are another major social learning theory influencer marketing of behavior consumer decision making the idea of taking! Companies now choose influencer marketing and Society, Newbury Park, CA: Sage Publications to follow their.. Have such an impact on their followers because they are influenced by people whom. The key motivational factor that drives consumer behaviour when an influencer posts a brand advertisement Zhou K.... Decisions should be considered for practitioners as well one can hypothesise that influencers impact purchasing decisions should considered. 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[ 8 ] social learning theory influencer marketing engagement when reviewing influencers posts the social theory. The opposite solving continuous optimization, integer programming, and Zhou, K. Q transaction, the! A topic area, social learning theory refers to the idea of learning taking place in social... Argue that micro-influencers generate more conversions, and 80 % of consumers are to. Resemble those described by Henry Murray ) are another major determinant of behavior valued. [ 8 ] who. Teacher share responsibility in leading discussions theory into the social cognitive theory ( 2020 ) point out that congruence! Which is a narrative review of the key motivational factor that drives consumer behaviour when an posts.

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