The role of origin of fame in social media influencer marketing

Michael Schade*, Rico Piehler, Julia Sinnig, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Abstract

Social media influencer (SMI) marketing represents a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand image, and brand-related behavior. In SMI marketing, practitioners are confronted with the decision of choosing the type of SMI based on their origin of fame. While non-original SMIs are traditional celebrities that became famous outside of social media, original SMIs are “instafamous” celebrities that became famous within social media. Drawing on the concepts of similarity and wishful identification, this study investigates the effect of SMIs’ origin of fame on social media users. The results of an online experiment with 129 social media users in Russia reveal that non-original SMIs affect social media users’ purchase intentions stronger than original SMIs if social media users have low self-esteem. In contrast, original SMIs affect social media users’ purchase intentions stronger than non-original SMIs if social media users have high self-esteem.
Original languageEnglish
Title of host publicationEMAC 2020
Subtitle of host publicationProceedings of the 49th European Marketing Academy Annual Conference
Place of PublicationBudapest
PublisherEuropean Marketing Academy
Number of pages1
Publication statusPublished - 2020
Externally publishedYes
EventEuropean Marketing Academy Annual Conference (49th : 2020) - Budapest, Hungary
Duration: 26 May 202029 May 2020

Conference

ConferenceEuropean Marketing Academy Annual Conference (49th : 2020)
CountryHungary
CityBudapest
Period26/05/2029/05/20

Keywords

  • Social media influencer marketing
  • Origin of fame
  • Identification

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