Intellectual Influencer as a New Ambassador in Digital Marketing Communication
DOI:
https://doi.org/10.51480/1899-5101.15.3(32).7Keywords:
advertsing, public relations, marketing communications, digital marketing, influencer marketingAbstract
This conceptual paper focuses on intellectual influencer concept to offer a differentiation tool for influencer marketing activities. First, influencer marketing is explained from the traditional point of view. Secondly, the historical development process of the public intellectual concept which was formerly a subject of non-marketing disciplines such as journalism, sociology, and philosophy is discussed. Subsequently, the relationship between these two concepts together with influencer marketing and related marketing communication activities are evaluated. Finally, marketing-related areas where intellectual influencers can produce content are elaborated. This study could open a fresh field in academic research by bringing a new dimension to influencer marketing. Also, it can offer a noteworthy alternative for businesses in terms of differentiation, attracting attention and reaching target markets.
References
Archer, C., & Harrigan, P. (2016). Show me the money: how bloggers as stakeholders are challenging theories of relationship building in public relations. Media International Australia, 160(1), 67-77. https://doi.org/10.1177/1329878x16651139
Armitage, P., (2021). 10 Content Curation Tools Every Marketer Needs. https://blog.hubspot.com/marketing/content-curation-tools
Association of National Advertisers. (2018). Survey report: How ANA members are using influencer marketing. https://www.ana.net/getfile/26389
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
Bashevkin, S. (2017). Navigating Gendered Spaces: Women as Public Intellectuals. The Public Intellectual in Canada. University of Toronto Press.
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067
Bokunewicz, J. F., & Shulman, J. (2017). Influencer identification in Twitter networks of destination marketing organizations. Journal of Hospitality and Tourism Technology, 8(2), 205-219. https://doi.org/10.1108/JHTT-09-2016-0057
Britt, R. K., Hayes, J. L., Britt, B. C., & Park, H. (2020). Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers. Journal of Interactive Advertising, 20(2), 111-118. https://doi.org/10.1080/15252019.2020.1763873
Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer celebrification: How social media influencers acquire celebrity capital. Journal of Advertising, 50(5), 528-547. https://doi.org/10.1080/00913367.2021.1977737
Byrne, E., Kearney, J., & MacEvilly, C. (2017). The role of influencer marketing and social influencers in public health. Proceedings of the Nutrition Society, 76(OCE3). https://doi.org/10.1017/S0029665117001768
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003
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. https://doi.org/10.1177/0743915618818576
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005
Castonguay, J. (2021). Influencers’ disclosures of advertising and responses from youth with varying levels of theory of mind. Journal of Current Issues & Research in Advertising, 43(3), 1-19. https://doi.org/10.1080/10641734.2021.1973928
Dahlgren, P. (2013a). From public to civic intellectuals via online cultures. Participations. Journal of audience & reception studies, 10(1), 400-404.
Dahlgren, P. (2013b). The Political Web, Media, Participation and Alternative Democracy. Palgrave Macmillan.
Danowski, J. A., & Park, D. W. (2013). Celebrities in the mass and Internet media and social network structures: A comparison with public intellectuals. Manuscript. Chicago, IL: University of Illinois at Chicago.
Danowski, J. A., & Park, D. W. (2009). Networks of the dead or alive in cyberspace: public intellectuals in the mass and internet media. New Media & Society, 11(3), 337-356. https://doi.org/10.1177/1461444808101615
Deloitte (2021). Digital Media Trends, 15th Edition. https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey/summary.html
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. https://doi.org/10.1080/02650487.2017.1348035
Duguay, S. (2019). “Running the numbers”: Modes of microcelebrity labor in queer women’s self-representation on Instagram and Vine. Social media+ society, 5(4), 1-11, https://doi.org/10.1177/2056305119894002
Eisend, M., van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A meta-analysis of the effects of disclosing sponsored content. Journal of Advertising, 49(3), 344-366. https://doi.org/10.1080/00913367.2020.1765909
Fierro, I., Cardona Arbelaez, D. A., & Gavilanez, J. (2017). Digital marketing: a new tool for international education. Pensamiento & Gestión, 43, 220-240. https://doi.org/10.14482/pege.43.10594
Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N. (2021). Trends and patterns in digital marketing research: bibliometric analysis. Journal of Marketing Analytics, 10, 158-172. https://doi.org/10.1057/s41270-021-00116-9
Gilson, L. L., & Goldberg, C. B. (2015). Editors’ comment: So, what is a conceptual paper?. Group & Organization Management, 40(2), 127-130. https://doi.org/10.1177/105960111557642
Globe Hackers Multimedia (Buliamti), Intellectual Influencers Are Great Sales People (OMG IDW!). https://www.youtube.com/watch?v=9A6Kw7HAgPI
Gnambs, T., & Batinic, B. (2012). A personality‐competence model of opinion leadership. Psychology & Marketing, 29(8), 606-621. https://doi.org/10.1002/mar.20547
Gómez, A. R. (2019). Digital Fame and Fortune in the age of social media: A Classification of social media influencers. aDResearch: Revista Internacional de Investigación en Comunicación, 19, 8-29. https://doi.org/10.7263/adresic-019-01
Han, J., & Chen, H. (2021). Millennial social media users’ intention to travel: the moderating role of social media influencer following behavior. International Hospitality Review, 36(2). 340-357, https://doi.org/10.1108/ihr-11-2020-0069
Han, E., & Ki, E. J. (2010). Developing a measure of celebrity reputation. Public Relations Review, 36(2). 199-201. https://doi.org/10.1016/j.pubrev.2009.10.013
Hartley, J. (2015). Public intellectuals: La lutte continue? Media International Australia, 156(1), 108-122. https://doi.org/10.1177/1329878x1515600113
Hiley, C. (2022). How much of your time is screen time? https://www.uswitch.com/mobiles/screentime-report/
Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1), 70-90. https://doi.org/10.1086/339922
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375.
Jacoby, R. (1987) The Last Intellectuals: American Culture in the Age of Academe. Basic Books.
Jílková, P. (2018). Social media influencer marketing in context of event marketing strategy. In International Scientific Conference of Business Economics Management and Marketing 2018. Proceedings of International Scientific Conference of Business Economics Management and Marketing, Brno: Masaryk University, 2018, pp. 114-119. ISBN 978-80-210-8714-9.
Johansen, M. B. (2021). Public Intellectuals on New Platforms: Constructing Critical Authority in a Digital Media Culture. In Kristensen, N.N., From U. & Haastrup, H. K. (Ed.), Rethinking Cultural Criticism (pp. 17-42). Palgrave Macmillan.
Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 91-105. <http://www.marketing-schools.org/types-of-marketing/influ – encer-marketing.html/>.
King, S. C., Snow, J., Meiselman, H. L., Sainsbury, J., Carr, B. T., McCafferty, D., … & Li, Q. (2015). Development of a questionnaire to measure consumer wellness associated with foods: The WellSense Profile™. Food Quality and Preference, 39, 82-94. https://doi.org/10.1016/j.foodqual.2014.06.003
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. https://doi.org/10.1509/jmkg.74.2.71
Lee, J. A., & Eastin, M. S. (2020). I like what she’s# endorsing: The impact of female social media influencers’ perceived sincerity, consumer envy, and product type. Journal of Interactive Advertising, 20(1), 76-91. https://doi.org/10.1080/15252019.2020.1737849
Li, M. (2022). Influence for social good: Exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising. International Journal of Advertising, 41(3), 462-499. https://doi.org/10.1080/02650487.2021.1884399
Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010
Lopez, M. (2017), Intellectual Influencers. https://manuelalopez.svbtle.com/intellectual-influencers
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. https://doi.org/10.1080/15252019.2018.1533501
Marketing Charts (2019). https://www.marketingcharts.com/charts/who-kids-feel-most-influences-their-purchase-decisions/attachment/wunderman-who-influences-kids-purchases-oct2019
Marvick, A.E. (2013). Status Update, Celebrity, Publicity, and Branding in the Social Media Age. Yale University Press.
Melzer, A.M., Weinberger, J., & Zinman, M.R. (2003). The Public Intellectual. Rowman & Littlefield Publishers.
McMullan, K., Laurell, C., & Pitt, L. (2022). Managing the tensions in marketer influencer relationships. Business Horizons, 65(5), 559-566. https://doi.org/10.1016/j.bushor.2021.09.003
McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: Taste and audience in fashion blogging. Journal of Consumer Research, 40(1), 136-158. https://doi.org/10.1086/669042
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management’s passion for its products. Psychology & Marketing, 33(6), 421-436. https://doi.org/10.1002/mar.20888
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology & Marketing, 32(2), 173-186. https://doi.org/10.1002/mar.20771
Moulard, J. G., Rice, D. H., Garrity, C. P., & Mangus, S. M. (2014). Artist authenticity: How artists’ passion and commitment shape consumers’ perceptions and behavioral intentions across genders. Psychology & Marketing, 31(8), 576-590. https://doi.org/10.1002/mar.20719
Mudambi, S. M., & Schuff, D. (2010). Research note: What makes a helpful online review? A study of customer reviews on Amazon. com. MIS Quarterly, 185-200. https://doi.org/10.2307/20721420
Novoselova, V., & Jenson, J. (2019). Authorship and professional digital presence in feminist blogs. Feminist Media Studies, 19(2), 257-272. https://doi.org/10.1080/14680777.2018.1436083
Ouvrein, G., Pabian, S., Giles, D., Hudders, L., & De Backer, C. (2021). The web of influencers. A marketing-audience classification of (potential) social media influencers. Journal of Marketing Management, 37(13-14), 1313-1342. https://doi.org/10.1080/0267257x.2021.1912142
Pang, A., Yingzhi Tan, E., Song-Qi Lim, R., Yue-Ming Kwan, T., & Bhardwaj Lakhanpal, P. (2016). Building effective relations with social media influencers in Singapore. Media Asia, 43(1), 56-68. https://doi.org/10.1080/01296612.2016.1177962
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (2021). David and Goliath: when and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602. https://doi.org/10.15444/gfmc2021.05.01.04
Posner, A.R. (2001). Public Intellectuals: A Study of Decline, Harvard University Press.
PwC. 2018. IAB internet advertising revenue report. https://www.iab.com/wp-content/uploads/2019/05/Full-Year-2018-IAB-Internet-Advertising-Revenue-Report.pdf
Retta, M. (2020), On Intellectual Influence. https://maryretta.substack.com/p/on-intellectual-influence
Rosengren, S., & Campbell, C. (2021). Navigating the Future of Influencer Advertising: Consolidating What Is Known and Identifying New Research Directions. Journal of Advertising, 50(5), 505-509. https://doi.org/10.1080/00913367.2021.1984346
Rössel, J., Schenk, P., & Weingartner, S. (2017). Cultural consumption. In . Robert Scott and Marlis Buchmann (General Editors) with Stephen Kosslyn (Consulting Editor), Emerging Trends in the Social and Behavioral Sciences (pp. 1-14), John Wiley & Sons, ISBN 978-1-118-90077-2.
Schwartz-Horney, A. (2021). The Rise of the “Influencer-Intellectuals”. https://publicseminar.org/essays/the-rise-of-the-influencer-intellectuals/
Skains, R.L., (2019). Digital Authorship, Publishing in the attention economy. Cambridge University Press.
Stoldt, R., Wellman, M., Ekdale, B., & Tully, M. (2019). Professionalizing and profiting: The rise of intermediaries in the social media influencer industry. Social Media+ Society, 5(1), 1-11. https://doi.org/10.1177/2056305119832587
Sun, J., Leung, X. Y., & Bai, B. (2021). How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender. International Journal of Contemporary Hospitality Management, 33(7), 2337-2351. https://doi.org/10.1108/ijchm-09-2020-0959
Sundermann, G., & Raabe, T. (2019). Strategic communication through social media influencers: Current state of research and desiderata. International Journal of Strategic Communication, 13(4), 278-300. https://doi.org/10.1080/1553118x.2019.1618306
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with Instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 1-9. https://doi.org/10.1016/j.jretconser.2020.102303
Taylor, C. R. (2020). The urgent need for more research on influencer marketing. International Journal of Advertising, 39(7), 889-891. https://doi.org/10.1080/02650487.2020.1822104
Tsen, W. S., & Cheng, B. K. L. (2021). Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing. Young Consumers, 22(2), 237-253. https://doi.org/10.1108/yc-10-2020-1226
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. https://doi.org/10.1111/ijcs.12647
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula. Journal of Product & Brand Management, 30(5), 707-725. https://doi.org/10.1108/jpbm-06-2019-2442
Williams, J. (2018). Stand Out of Our Light. Cambridge University Press.
Wiser Media (2021). https://wisermedia.com/
Wolf, K., & Archer, C. (2018). Public relations at the crossroads: The need to reclaim core public relations competencies in digital communication. Journal of Communication Management, 22(4), 494-509. https://doi.org/10.1108/jcom-08-2018-0080
Yang, J., Chuenterawong, P., & Pugdeethosapol, K. (2021). Speaking up on Black lives matter: A comparative study of consumer reactions toward brand and influencer-generated corporate social responsibility messages. Journal of Advertising, 50(5), 565-583. https://doi.org/10.1080/00913367.2021.1984345
Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160-178. https://doi.org/10.1080/00913367.2020.1857888
Yetimoğlu, S., & Uğurlu, K. (2020). Influencer marketing for tourism and hospitality. In The emerald handbook of ICT in tourism and hospitality. Emerald Publishing Limited.
Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12(4), 487-505. https://doi.org/10.1080/1553118x.2018.1493485
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142. https://doi.org/10.1016/j.jbusres.2021.05.011
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Polish Communication Association
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
