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'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma (Taylor & Francis, 2020)This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring ... -
Making and breaking relationships on social media : the impacts of brand and influencer betrayals
Reinikainen, Hanna; Tan, Teck Ming; Luoma-aho, Vilma; Salo, Jari (Elsevier BV, 2021)This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with ... -
The Process of Selecting Influencers for Marketing Purposes in an Organisation
Huttula, Tia; Karjaluoto, Heikki (Springer, 2023)Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with ... -
Growing influencer credibility to drive endorsement effectiveness : A literature review
Nguyen, Chuong H. B.; Mero, Joel; Karjaluoto, Heikki (EuroMed Press, 2022)In contrast to the growth of influencer marketing during the pandemic (Ward, 2021), trust has declined globally, especially for social media (Edelman Trust Barometer, 2021). This has great implications for influencer ... -
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
Sundermann, Gerrit; Munnukka, Juha (SAGE Publications, 2022)Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing ...