Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/146919
|
| Title: | Instagram網路影響者對於消費者購買美妝保養品意願之影響探討
The Impact of Instagram Influencers on Consumer Purchase Intentions of Cosmetics and Skincare Products |
| Authors: | 廖芙萱
Liao, Fu-Xuan |
| Contributors: | 白佩玉
Pai, Pei-Yu
廖芙萱
Liao, Fu-Xuan |
| Keywords: | 影響者行銷
消費者旅程
行銷策略
美妝保養產業
Influencer marketing
Customer journey
Marketing strategies
Cosmetics and skincare industry |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:00:39 (UTC+8) |
| Abstract: | 近年來社群媒體的蓬勃發展，使得影響者行銷一詞產生，並改變了企業的行銷策略，企業開始與影響者合作傳遞品牌或產品資訊給消費者，透過影響者的大量追隨者客群獲得品牌曝光及知名度，並激發其追隨者產生對於產品的需求，進而將其追隨者轉換成企業顧客。
而值得注意的是，美妝保養產業一直以來皆是使用影響者行銷策略的一大市場，隨著 2023 年台灣疫情逐步解封帶來的美妝保養產品購物量回流，如何透過影響者行銷創造企業價值也成為此美妝保養產業內企業的一大課題。
然而，影響者所使用的社群媒體平台眾多，針對如何制定有效的Instagram影響者行銷策略仍有其探討空間。本研究透過深度訪談美妝保養產品的消費者，了解並分析消費者購買美妝保養產品時的消費者旅程階段，並發掘各階段中影響者貼文有哪些因素會影響消費者的行為。
根據研究結果分析，本研究建議企業在進行影響者行銷時應考慮影響者與其品牌或產品的適配性：若影響者形象與產品不符或其專業領域與該產品不適合，則可能大大地降低可信度，進而無法透過影響者帶來產品購買的轉換量。此外，影響者行銷的優勢在於相較名人代言更具真實性，且更容易讓消費者信任，因此在影響者宣傳貼文規範內也應訂定規範避免影響者相較名人更真實的優勢流失。最後，企業也應制定行銷步驟，分析每一階段中期望能提供給消費者的產品資訊，結合消費者期望接受到的產品資訊從中找到最適當的平衡點，並根據此分析決定每一步驟的產品行銷主題。
In recent years, the flourishing development of social media has given rise to influencer marketing, which has changed companies` marketing strategies. Companies are increasingly leveraging influencers to reach consumers and promote brand or product informations through collaborations with influencers. Companies can gain brand exposure and awareness by collaborating with influencers to reach the followers of these
influencers. Furthermore, influencers stimulate demand among their followers, in order to convert them into companies` customers.
It is worth noting that the beauty and skincare industry has been a major market for influencer marketing strategies. As Taiwan gradually lifts COVID-19 restrictions since 2023, the return of consumer interest in beauty and skincare products poses a significant challenge for companies in this industry to create value through influencer marketing.
As influencer marketing becomes more widely used, there is still room for exploration in terms of formulating effective influencer marketing strategies and understanding the factors which will influence consumer purchase intentions. In this study, we conducted in-depth interviews with consumers of beauty and skincare products to analyze consumer journey stages and identify which factors of influencers` posts on Instagram will influence customer behavior.
Based on the analysis of the research findings, we suggest that companies should consider the alignment between influencers` image and their brand or product. If there is a mismatch between the influencer`s image and the product, or if the influencer`s expertise does not align with the product, it can significantly reduce credibility and it might be hard to create purchase conversion from influencers. Additionally, compared to celebrity endorsements, influencer marketing is considered more authentic by consumers. Therefore, it is essential to establish guidelines for influencer promotional posts to preserve the authenticity that sets them apart from traditional celebrity endorsements. Lastly, companies should develop marketing steps and determine product marketing strategy of each step by analyzing suitable product information for each step of the customer journey and customers` need of the product information. |
| Reference: | 一、中文文獻
1. 林金定, 嚴嘉楓, & 陳美花 （2005）。 質性研究方法: 訪談模式與實施步驟分析。身心障礙研究季刊， 3(2)，122-136。
2. 邱淑華（2012）。從意見領袖到影響者: 談網路時代的影響力行銷。廣告學研究，37，33-51。
3. KOL Radar （2022）。2022 美妝產業網紅行銷洞察報告書。取自KOL Radar 網址https://www.kolradar.com/reports/2022-beauty-report?utm_source=news&utm_medium=&utm_campaign=whitepaper_2022beautyreport_pr&utm_content=20220621
4. Jansen（2023）。 [社交媒體分析] 年度FB ／ IG台灣用戶人口普查 （2023年2月）。取自 Jan`s Tech Blog網址https://tech.azuremedia.net/2023/03/01/8771/
5. 中華民國經濟部統計處（2023）。批發、零售與餐飲業營業額統計（2023年4月23）。取自中華民國經濟部統計處網址https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx
6. LULULIU0224 （2023年5月31）。【消費者洞察】2023下半年購物節消費習慣調查 。取自CMRI 美妝行銷總研網址https://cmri.itrue.com.tw/2023/05/31/shopping_habits_2023/
二、英文文獻
1. Agnihotri, A., & Bhattacharya, S. (2021). Endorsement effectiveness of celebrities versus social media influencers in the materialistic cultural environment of India. Journal of International Consumer Marketing, 33(3), 280-302.
2. Abidin, C. (2015). Communicative intimacies: Influencers and perceived interconnectedness. Ada New Media, 8, 1-16.
3. Agrawal, A. J. (2016 December 27). Why Influencer Marketing will Explode in 2017. Retrieved from Forbes: www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will- explode-in-2017/
4. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
5. Alexander P. Schouten, Loes Janssen & Maegan Verspaget (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit, International Journal of Advertising, 39(2), 258-281.
6. Al-Emadi, F. A., & Yahia, I. B. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing, 14(2), 195-213.
7. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.
8. Austin, E. W., Vord, R. V. D., Pinkleton, B. E., & Epstein, E. (2008). Celebrity endorsements and their potential to motivate young voters. Mass Communication and Society, 11(4), 420-436.
9. Balabanis, G., & Chatzopoulou, E. (2019). Under the influence of a blogger: The role of information‐seeking goals and issue involvement. Psychology & Marketing, 36(4), 342-353.
10. Balaji, M. S., Jiang, Y., & Jha, S. (2021). Nanoinfluencer marketing: How message features affect credibility and behavioral intentions. Journal of Business Research, 136, 293-304.
11. Boerman, S. C. (2020). The effects of the standardized Instagram disclosure for micro-and meso-influencers. Computers in Human Behavior, 103, 199-207.
12. Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
13. Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer celebrification: How social media influencers acquire celebrity capital. Journal of Advertising, 50(5), 528-547.
14. Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304.
15. Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.
16. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
17. Carrillat, F. A., & Ilicic, J. (2019). The celebrity capital life cycle: A framework for future research directions on celebrity endorsement. Journal of Advertising, 48(1), 61-71.
18. Chapple, C., & Cownie, F. (2017). An investigation into viewers’ trust in and response towards disclosed paid-for endorsements by YouTube lifestyle Vloggers. Journal of Promotional Communications, 5(2), 110-136.
19. Chen, Z. (2017). Social acceptance and word of mouth: How the motive to belong leads to divergent WOM with strangers and friends. Journal of Consumer Research, 44(3), 613-632.
20. Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.
21. Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650.
22. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3(3), 96-107.
23. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
24. Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’—credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446.
25. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
26. Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 36-42.
27. Enke, N., & Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261-277.
28. Fink, J. S., Cunningham, G. B., & Kensicki, L. J. (2004). Using Athletes as Endorsers to Sell Women’s Sport: Attractiveness vs. Expertise, Journal of Sport Management, 18(4), 350-367.
29. Fowler, K., & Thomas, V. L. (2023). Influencer marketing: a scoping review and a look ahead. Journal of Marketing Management, ahead-of-print(ahead-of-print), 1-32.
30. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
31. Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
32. Hamilton, R., & Price, L. L. (2019). Consumer journeys: Developing consumer-based strategy. Journal of the Academy of Marketing Science, 47, 187-191.
33. Hamilton, R., Ferraro, R., Haws, K. L., & Mukhopadhyay, A. (2021). Traveling with companions: The social customer journey. Journal of Marketing, 85(1), 68-92.
34. Hatton, G. (2018, February 13). Micro influencers vs macro influencers. Retrieved from Social media today: https://www.socialmediatoday.com/news/micro-influencers-vs-macro-influencers/516896/
35. Hill, S. R., Troshani, I., & Chandrasekar, D. (2017). Signalling effects of vlogger popularity on online consumers. Journal of Computer Information Systems, 60(1), 76-84.
36. Hoeken, H., Hornikx, J., & Linders, Y. (2020). The importance and use of normative criteria to manipulate argument quality. Journal of Advertising, 49(2), 195-201.
37. Hoffner, C., & Buchanan, M. (2005). Young adults` wishful identification with television characters: The role of perceived similarity and character attributes. Media Psychology, 7(4), 325-351.
38. Janssen, L., Schouten, A. P., & Croes, E. A. (2021). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101-127.
39. Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30(3), 385-404.
40. Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
41. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
42. Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
43. Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569-586.
44. Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278.
45. Kelman, H. C. (2006). Interests, relationships, identities: Three central issues for individuals and groups in negotiating their social environment. Annual Review of Psychology, 57(1), 1-26.
46. Kim, D. Y., & Kim, H. Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405-415.
47. Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
48. Knoll, L. J., Magis-Weinberg, L., Speekenbrink, M., & Blakemore, S. J. (2015). Social influence on risk perception during adolescence. Psychological Science, 26(5), 583-592.
49. Kubler, K. (2023). Influencers and the attention economy: The meaning and management of attention on Instagram. Journal of Marketing Management, [Online] ahead-of-print (ahead-of-print), 1-17.
50. Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538.
51. Lee, L., Inman, J. J., Argo, J. J., Böttger, T., Dholakia, U., Gilbride, T., ... & Tsai, C. I. (2018). From browsing to buying and beyond: The needs-adaptive shopper journey model. Journal of the Association for Consumer Research, 3(3), 277-293.
52. Lee, M. T., & Theokary, C. (2021). The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?. Journal of Business Research, 132, 860-871.
53. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
54. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
55. Marques, I. R., Casais, B., & Camilleri, M. A. (2021). The effect of macrocelebrity and microinfluencer endorsements on consumer–brand engagement in Instagram. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
56. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
57. Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in human behavior, 93, 226-234.
58. Nouri, M. (2018). The power of influence: traditional celebrity vs social media influencer. Retrieved from Pop Culture Intersections: https://scholarcommons.scu.edu/engl_176/32.
59. Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
60. Pozharliev, R., Rossi, D., & De Angelis, M. (2022). A picture says more than a thousand words: Using consumer neuroscience to study instagram users` responses to influencer advertising. Psychology & Marketing, 39(7), 1336-1349.
61. Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of Retailing, 85(1), 15-30.
62. Reinhard, M. A., Messner, M., & Sporer, S. L. (2006). Explicit persuasive intent and its impact on success at persuasion—The determining roles of attractiveness and likeableness. Journal of Consumer Psychology, 16(3), 249-259.
63. Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management,
36(3-4), 279-298.
64. Reno, R. R., Cialdini, R. B., & Kallgren, C. A. (1993). The transsituational influence of social norms. Journal of Personality and Social Psychology, 64(1), 104–112.
65. Sammis, K., Lincoln, C., & Pomponi, S. (2015). Influencer Marketing for Dummies. John Wiley & Sons.
66. Sakib, M. N., Zolfagharian, M., & Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, 52, 101733.
67. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
68. Sant. (2008). Camgirls: Celebrity and Community in the Age of Social Networks, Theresa M. Senft (2008). International Journal of Performance Arts and Digital Media, 4(2-3), 189–193.
69. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-9.
70. Strong, Edward K., Jr. (1925), The Psychology of Selling and Advertising. New York: McGraw-Hill.
71. Talavera, M. (2015, July 14). 10 Reasons Why Influencer Marketing Is the Next Big Thing. Retrieved from Adweek: http://www. adweek.com/digital/10-reasons-why-influencer-marketing- is-the-nextbigthing/
72. Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in influencer marketing: a review and bibliometric analysis. Journal of Interactive Advertising, 22(1), 1-27.
73. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
74. Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276.
75. Turner, G. (2010). Ordinary people and the media: The demotic turn. SAGE Publications Ltd
76. Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602.
77. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
78. Wei, M. L., Fischer, E., & Main, K. J. (2008). An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing. Journal of Public Policy & Marketing, 27(1), 34-44.
79. Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.
80. Geyser, W. (2021, February 8). The state of influencer marketing 2020: Benchmark report. Retrieved from Influencer Marketing Hub: https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/
81. Geyser, W. (2021, June 29). The state of influencer marketing 2019: Benchmark report. Retrieved from Influencer Marketing Hub: https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/
82. Geyser, W. (2023, February 9). The state of influencer marketing 2022: Benchmark report. Retrieved from Influencer Marketing Hub:
https://influencermarketinghub.com/influencer-marketing-benchmark-report-2022/
83. Geyser, W. (2023, February 7). The State of Influencer Marketing 2023: Benchmark Report. Retrieved from Influencer Marketing Hub: https://influencermarketinghub.com/influencer-marketing-benchmark-report/
84. Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188-213.
85. Zhu, H., Kim, M., & Choi, Y. K. (2022). Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948-969. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363068 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363068 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 306801.pdf | | 8086Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
