Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
University of Mendoza · University of Notre Dame · +2 more institutions
Abstract
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook.…
Citation impact
- FWCI
- 126.80
- Percentile
- 100%
- References
- 87
Authors
3Topics & keywords
- Influencer marketing
- Customer engagement
- Social media
- Advertising
- Incentive
- Empirical evidence
- Business
- Brand engagement