Abstract

Influencer marketing has upended traditional notions of endorsement, as advertisers partner with social media users with diverse followings but higher levels of engagement to reach key audiences. Twenty-five personal interviews were conducted with adults between the ages of 18 and 51 years to unearth shared experiences with and perceptions of influencer marketing efforts. Three key themes of difference between generational cohorts’ perceptions of social media advertising and influencers (SMIs) were found: (1) digital natives and digital influence of social media advertising overall, (2) challenges associated with defining influencer marketing and understanding its impact, and (3) transparency and trust with influencers. The importance of community and connection in was a theme that emerged among all participants. This study broadens the framework for examining influencers’ utility by providing implications for the advertising industry as well as for multidisciplinary research and practice.

摘要

网红营销颠覆了传统的代言概念，因为广告商与拥有不同追随者但参与度更高的社交媒体用户合作，以​​接触到关键受众。对 18 至 51 岁的成年人进行了 25 次个人访谈，以发掘对影响者营销工作的共享经验和看法。发现了代际群体对社交媒体广告和影响者 (SMI) 看法之间差异的三个关键主题：(1) 数字原生代和社交媒体广告的整体数字影响，(2) 与定义影响者营销和理解其影响相关的挑战， (3) 透明度和与影响者的信任。社区和联系的重要性是所有参与者中出现的一个主题。