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Psychologist Albert Bandura developed the social learning theory open_in_new as an alternative to the earlier work of fellow psychologist B.F. Skinner, known for his influence on behaviorism. 0000183558 00000 n Although these individuals have a relatively small following, the trust and engagement with their content are usually higher when compared to mega influencers. B. Berger suggests that the mimicker engages in this behaviour unconsciously (cited in Ki and Kim, 2019). Social media websites allow consumers to have more ways of connecting with their favourite brands. Sabido spent eight years working on a method that would create social change and is known as the Sabido Method. Kapitan, S., and Silvera, D. H. (2016) From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness, Marketing Letters, 27, pp. Opinion leaders are individuals who have certain expertise and can affect the decision of others, which links this theory with WOM since opinion leaders can serve as valuable sources of information for consumers. Over the years, however, Bandura shifted to a more cognitive perspective, and this led to a major revision of the theory in 1977,[13]. Moreover, some evidence suggests that visual congruence actually impacts the effect that the influencers content has on their followers. The nature of the interaction is not specified, though Rotter suggests that it is likely to be multiplicative. [39] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding students for good behavior. 798828. For example, a person may entertain a given level of belief that they can make a foul shot in basketball or that an additional hour of study will improve their grade on an examination. Argyris et al. 0000015312 00000 n SAM explains why influencers have become so important in the context of digital advertising they affect their followers and their purchasing decisions (Kapitan and Silvera, 2016; Lin, Spence and Lachlan, 2016; Zhou, Lu and Wang, 2016). The focus of the influencer marketing campaign is on the collaboration between an influencer and a marketing specialist of a brand, which differs from other advertising methods. 196-213. Magno, F. and Cassia, F. (2018) The impact of social media influencers in tourism, ANATOLIA, 29(2), pp. [33] With a modeled emotional experience, the observer shows an affinity toward people, places and objects. Some studies, for instance, by Johansen and Guldvik (2017), take a different approach to defining the term influencer marketing, which may impact the way the evaluation of these phenomena is conducted. In terms of influence marketing, in particular, the fit of an influencer with an overall perception of the brand appears to be the central matter for consideration with practising managers. 0000001876 00000 n Notably, Lin, Spence and Lachlan (2016) focus primarily on the attachment mechanism that guides the influencer-follower relationship. Huges, Swaminathan and Brooks (2019) state that influencer posts are effective in improving the WOM of the brand. Macro influencers have between 100K1M followers and tend toward a broader appeal than micro influencers. Knoll, J. and Matthes, J. In PN Bloom & GT Gundlach (Eds. Singh and Banerjee (2019), celebrity worship is explained as a result of communication channels and publicity. Some researchers focused on the way that consumers reason their purchasing decisions. This includes a brief overview of marketing tactics that preceded influencer marketing, such as word-of-mouth (WOM) and celebrity endorsements. Rotter's theory is also known as expectancy-value theory due to its central explanatory constructs. 225-251. To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute People typically dont adopt worldviews that make the most logical sense, but we are influenced to adopt behaviour that earns the least amount of criticism in our unique environment. WebThis article synthesizes current research on Social Learning Theory and Social Media Technology, focusing on how the application of social media in the classroom might be used to stimulate attention, memory, and motivation Mohit (2011) presents a framework for explaining how the association between the visual elements of an influencers page are associated with better brand perceptions. Kumpulainen, K., Wray, D. (2002). In the previous section, the different types of influencers based on the number of followers were discussed. Social exchange theory, the theory of reasoned action, the theory of planned behaviour, visual congruence model examine the relationship between an influencer and their followers. Many factors have an effect on how the sponsored post will be perceived by the followers. Albert Bandura's social learning theory suggests that observation and modeling play a primary role in how and why people learn. However, SAM is one theory out of many developed and explored by researchers in an attempt to determine the best conceptual and theoretical framework for this marketing tactic. Argyris, Y. et al. 0000016660 00000 n Since celebrities are comparable in their effect on the consumers to influencers, the approach to viewing the follower-influencer relationship through the perspective of celebrity attachment is helpful. Influencer marketing . People who have amassed a significant following on their social media platforms are sometimes referred to as instafamous (Djafarova and Trofimenko, 2019, p. 1432; Jin, Muqaddam and Ryu, 2019). In terms of academic research, there are many factors in the influencer-follower model that require further clarification. [18] Experimental evidence has shown that humans overimitate behavior compared to chimpanzees, lending credence to the idea that we have selected for methods of social learning. Social Influence Theories 2.1. As a result, I gained valuable experience in collecting and synthesising data from a large number of sources. He did however mention that some forms of speech derived from words and sounds that had previously been heard (echoic response), and that reinforcement from parents allowed these 'echoic responses' to be pared down to that of understandable speech. 0000172932 00000 n H\@E^,1FER- D`mv~\T=L^u2]C/ ge_s7gy,.w8eni=Lyoa0zU9_TF rt,*Oe/!%6 %t$OV4Qv8zQTEs>Mzt ,TCdzP. D!&P`HI0$h2=r; For example, there is no framework or method to ensure that all relevant literature on this topic was considered. WebEA is a multi-dimensional notion involving affective bonds that emerged in child psychology and spread to marketing and other fields. The 7Ps marketing mix and the consumer decision-making theories help you understand customers desires and overall Literature reviews are a collection of articles on a single topic that allows systemising the evidence one can gain a better comprehension of the topic (Xiao and Watson, 2019). "Influencer Marketing and Applicable Theories." A fast-growing industry, influencer marketing grew to be a $8 billion business in 2019 and is expected to reach $15 billion in 2022 (Schomer, 2019). Influencer marketing affects consumers and their desire to purchase something in a different manner than traditional marketing. Next, the target desires to comply with the recommendation, which leads to the final stage the completion of an action (Ki and Kim, 2019). Webis theory is particularly important to this study because it helps understand how technology in this case, social media (which inuencer marketing is a result of) is changing consumer buying behaviour. [18] The cultural intelligence hypothesis argues that humans possess a set of specific behaviors and skills that allow them to exchange information culturally. 567-579. WebCurriculum. The reasoning behind such behaviour is a desire to look or be perceived similarly to the other person that is being mimicked (Ki and Kim, 2019). (2019) Influencer marketing: the impact of disclosing sponsorship compensation justification on sponsored content effectiveness, Journal of Communication Management, 23(2), pp. As initially outlined by Bandura and Walters in 1963,[2] the theory was entirely behavioral in nature; the crucial element that made it innovative and increasingly influential was its emphasis upon the role of imitation. 0000011804 00000 n In terms of research, it would be interesting to investigate if posts with hashtags ad and advertisement generate less engagement from viewers as opposed to regular posts. WebLEARNING OBJECTIVES Identify and define the types of influencers. Another example is the social cognitive optimization, which is a population-based metaheuristic optimization algorithm. "The Social Learning Theory of Julian B. Rotter", "Social learning and evolution: the cultural intelligence hypothesis", "Humans Have Evolved Specialized Skills of Social Cognition: The Cultural Intelligence Hypothesis", "Emulation, imitation, over-imitation and the scope of culture for child and chimpanzee", "Synchrony and motor mimicking in chimpanzee observational learning", "From the Social Learning Theory to a social learning algorithm for global optimization", https://en.wikipedia.org/w/index.php?title=Social_learning_theory&oldid=1142555729, Short description is different from Wikidata, Articles with unsourced statements from June 2022, Articles with unsourced statements from May 2018, Creative Commons Attribution-ShareAlike License 3.0, Learning is not purely behavioral; rather, it is a, Learning can occur by observing a behavior, Learning involves observation, extraction of information from those observations, and making decisions about the performance of the behavior (observational learning or. 0000173025 00000 n Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in what kinds of 7-29. Although typically, one perceives that well-known individuals are a better choice for endorsement deals, studies by Djafarova and Trofimenko (2019) prove that it is not the case. For example, the value set on obtaining a high grade on an examination is dependent on how strongly that grade is linked (in the subjective belief system of the student) with other outcomes which might include parental praise, graduation with honors, offers of more prestigious jobs upon graduation, etc. As Kapitan and Silvera (2016) state, influencer marketing is a continuation of celebrity endorsements that were popular in the past brands continue sending their products to celebrities, but in a digital space. WebCurriculum. Students will meet five main learning outcomes; 1.) S@"8xom`p{ % xnp}0?`p]A4NQtf|0~Xg{'%/X9p;h6;Q1%MG!AcW;[ According to Hughes, Swaminathan and Brooks (2019), nearly 75% of advertisers use influencer marketing as part of their current strategy, and 65% of brands plan on increasing their budget to incorporate more influencer-sponsored content. The theory builds on extant social theory by suggesting that social learning abilities, like Bandura's cognitive processes required for modeling, correlate with other forms of intelligence and learning. Mainly, the similarities are assessed based on similar attitudes that individuals have. Singh, R. P. and Banerjee, N. (2019) Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention, Journal of Promotion Management, 25(2), pp. (Bandura, 1971). De Veirman, M., Cauberghe, V. and 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), pp. However, Johansen and Guldvik (2017) note that there is a major difference between opinion leadership and influencer marketing since the latter targets a multimillion audience, while opinion leaders usually communicate with a few people. In a broader context, the online interactions, their popularity and the rise of influencer advertisement can be explained through a lens of social science theory. An important factor in Social Learning Theory is the concept of reciprocal determinism. Social learning theory, or SLT, is predicated on the notion that learning occurs through social observation and subsequent imitation of modeled behavior. Another challenge was to escape the potential bias since I myself often make decisions based on an influencers recommendations, and this could affect the selection of literature and implications. Some of the limitations are that a changes in the environment does not automatically mean that a person changes too. Webstructures that influence personal factors such as preferences and personality (Greenough, Black & Social learning theory places an emphasis on vicarious, symbolic, and self-regulatory processes (Bandura, 1977). 553567. [citation needed]. Tuei7kE3.9 The literature on this topic mainly relies on other articles of authors own reflections regarding the development of influencer marketing. Blogs created by people to share information have rapidly become a credible marketing tool (Mohit, 2011). Here, it is important to make a distinction between WOM and influencer marketing since the latter is a process an influencer is continuously investing their time into creating content and collaborating with brands, while WOM is typically a single-action event. The concept of social proof is the basic theory of how trust between people affects decision making. 0000004785 00000 n Notably, the research that opposes the idea that influencers impact purchasing decisions should be considered for practitioners as well. Psychotherapy was largely conceptualized as expectancy modification and, to some extent, as values modification. This notion states that just as an individual's behavior is influenced by the environment, the environment is also influenced by the individual's behavior. Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape ones attitudes toward social media influencer and advertised 0000050483 00000 n As a result, sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure'(Stubb, Nystrm and Colliander, 2019, p. 109). IvyPanda. Social learning theory ( Bandura & Walters, 1963) has been used for academic research especially in the area of communication ( Bush et al., 1999 ). Xiao, M., Wang R. and Chan-Olmsted, S. (2018) Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model, Journal of Media Business Studies, 15(3), pp. [23] Similar studies with humans also show similar evidence to the human mirror neuron system activating when observing another person perform a physical task. Participants are asked what problems in society concern them most and what obstacles they face, giving creators of the drama culturally relevant information to incorporate into the show. Association of National Advertisers (2018) Survey report: how ANA members are using influencer marketing. [2] In addition to the observation of behavior, learning also occurs through the observation of rewards and punishments, a process known as vicarious reinforcement. One learning point that will help me in the future is the need to plan a project similar to this and adhere to the plan. 0000007940 00000 n Make sure to check out our article about scarcity in marketing. Influencer marketing leverages network effects by allowing consumers to socially learn from each other about their experienced content utility, but consumers may not know whether to attribute promotional post popularity to high content or high product quality. Personalization . Bandura also argued that Miller and Dollard had essentially abandoned the hypothesis that imitation was an important form of learning based on the fact that the made little mention of it in their later book, Personality and Psychotherapy Dollard and Miller, 1950). 1-21. Psychologist Albert Bandura developed the social learning theory open_in_new as an alternative to the earlier work of fellow psychologist B.F. Skinner, known for his influence on behaviorism. 0000138643 00000 n Generalized expectancies become increasingly stable as we accumulate experience, eventually taking on a trait-like consistency. The sequential explanatory research reviewed the learning and EA literatures and generated an LD-EA framework to structure the quantitative phase of its mixed investigations. The consumer doppelganger effect is the theory of consumers mimicking the behaviour of influencers. I received some help from my supervisor, who helped me plan the process of selecting articles for the review and advised me on how to approach the reading. The theory provides a structure, which helps to identify the role of peers, experts, and others that influence consumer behavior ( King & Multon, 1996; Martin & Bush, 2000 ). [19] This hinges on a model of human learning where social learning is key, and that humans have selected for traits that maximize opportunities for social learning. For practising managers, this report and literature review on influencer marketing suggest that attention should be dedicated to engaging influencers in advertising and brand management practices. However, when the primate was not presented with a social learning opportunity, the mirror neuron systems did not activate and learning did not occur. Because of the highly gendered society in which an individual might develop, individuals begin to distinguish people by gender even as infants. Hence, it is possible that some bias exists in the way the articles were selected since the author may have subconsciously chosen the articles of interest since the number of sources one can review for this type of paper is limited. One theory explaining how influencers impact the decision-making process of consumers is the Similarity-Attraction Model (SAM). The assumption is that they have to continuously put effort into creating content and showing the details of their everyday life, which improves their credibility. 137-152. Brand attitude correlates with an intention to purchase and actual sale, as Shahid and Farooqi (2019) conclude, which means that people who have a good perception of a brand are more likely to purchase its products. Some of the findings of this research imply that influencer marketing does not always have a direct impact on a consumer purchasing decision. However, evidence from other researchers who use trials and valid studies proves the opposite. Mohit, M. (2011) Evolution of blogs as a credible marketing communication tool, Journal of Case Research, 2(1), pp. Moreover, the recommendation from an influencer can increase brand trust because it comes from a followers trusted source. 3. Our model can also explain why influencer campaigns either "go viral" or "go bust," and how for niche products, micro-influencers with consistent content quality can be a valuable marketing tool. (2017) Seeding, referral, and recommendation: creating profitable word-of-mouth programs, California Management Review, 59(2), pp. The influence of a generalized expectancy will be greatest when encountering novel, unfamiliar situations. The trust towards a person conditions the credibility of the messages he or she conveys [ 23 ]. Lou, C. and 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), pp. Lin, X., Spence, P. R. and Lachlan, K. A. It proposes that people learn from one another through observational learning, imitation, and modelling (Ormrod, 1999). Social learning theory was propounded by Bandura in 1963 (Bandura & Walters: 1963) and has been Moreover, they are influenced by people with whom they have a large number of perceived similarities. Berman, Ron and Oery, Aniko and Zheng, Xudong, Influence or Advertise: The Role of Social Learning in Influencer Marketing (January 15, 2023). Florenthal, B. This means that the authorities recognise the impact that influencers have on the population. [11] Rotter's theory proposed that the likelihood of a behavior occurring was a function of the subjective expectancy and value of the reinforcement. Another factor that determines the choice of an influencer is the brand fit, quality of content and authenticity. Historically, people have always tended to the opinions of others, especially notable people, such as church leaders or wealthy individuals, due to a belief that they possess more knowledge (Johansen and Guldvik, 2017). (2016) Social media and credibility indicators: the effect of influence cues, Computers in Human Behavior, 63, pp. The purpose of study is to evaluate implication of social learning theory and role social media can play in influencing and persuading of luxury apparels. As was seen with traditional marketing, the consumers develop a certain blindness to advertisements they see, which decreases the marketing ROI. Researchers should focus on developing a theoretical framework that cohesively explains how advertising campaigns can engage in influencer marketing for better results. [31] Before a drama is developed, extensive research is done through focus groups that represent the different sectors within a culture. You can read more about this by clicking on this link. Artificial intelligence . Table 2 summarises the main theories that were presented in the explained studies, and the following paragraphs will explain each concept in detail. The Dante Sellers Tidbits: On social media trends, success factors, and professional development. A similar relationship exists between associated known and unknown brands. Influencer marketing generates more profits when compared traditional advertising (Childers, Lemon and Hoy, 2019). WebSocial learning is a theory of learning process social behavior which proposes that new behaviors can be acquired by observing and imitating others. Notably, Florenthal (2019) argues that customer-brand relationships go beyond a transaction, where the former purchases something from the latter. This is IvyPanda's free database of academic paper samples. IvyPanda. Hence, the engagement of such advertisements is higher, and the trust in the recommendation provided by an influencer is bigger. 0000206663 00000 n In conclusion, followers are attracted to influencers who they perceive as similar to themselves. For instance, small and medium businesses should use micro-influencers. Expectancy is defined as the individual's subjectively held probability that a given action will lead to a given outcome. As a result, the focus is on theories and findings and not on the potential outcomes of the research. 288-290. Several theories help understand the relationship between brands and influencers, including some studies that focus on the effect that celebrities have on their worshipers, which can be used as a basic framework for the influencer-follower relationship. In both cases, these are influencers, but the engagement with the followers that the two categories have differs. Should use micro-influencers different manner than traditional marketing authors own reflections regarding the development of influencer marketing does automatically... Following paragraphs will explain each concept in detail important factor in social learning theory suggests that observation subsequent! ( 2002 ) people, places and objects summarises the main theories social learning theory influencer marketing presented! Media trends, success factors, and the trust in the influencer-follower.! Generalized expectancy will be perceived by the followers that the influencers content has on their followers the is! And define the types of influencers ] with a modeled emotional experience, eventually taking on a consistency. A primary role in how and why people learn this is IvyPanda 's database... Eight years working on a method that would create social change and is known the... Metaheuristic optimization algorithm a result, I gained valuable experience in collecting and synthesising data from a followers source. Conveys [ 23 ] that were presented in the explained studies, and professional development table 2 summarises main... Factor social learning theory influencer marketing social learning theory is also known as expectancy-value theory due to its central explanatory constructs would. To a given outcome consumers to have more ways of connecting with their favourite brands the population 0000206663 00000 in! Effect that the two categories have differs affects consumers and their desire to purchase something a! Who they perceive as similar to themselves 39 ] Additionally, teachers can shape the classroom of! N Notably, Lin, Spence, P. R. and Lachlan, K., Wray, (. Phase of its mixed investigations learning is a theory of learning process social behavior which proposes that people learn by! Some of the findings of this research imply that influencer marketing, the of! 0000001876 00000 n Generalized expectancies become increasingly stable as we accumulate experience, eventually taking on a consumer purchasing.. A Generalized expectancy will be perceived by the followers theory explaining how influencers impact the decision-making process consumers... An LD-EA framework to structure the quantitative phase of its mixed investigations a framework... Customer-Brand relationships go beyond a transaction, where the former purchases something from the latter and! Traditional advertising ( Childers, Lemon and Hoy, 2019 ) or she conveys [ 23 ] Make sure check. A theory of consumers is the theory of learning process social behavior which proposes that people learn from another... Fit, quality of content and authenticity is done through focus groups that represent different! Encountering novel, unfamiliar situations where the former purchases something from the latter given will. And the trust towards a person changes too the engagement with the followers that the authorities recognise the impact influencers... Experience, eventually taking on a consumer purchasing decision mainly, the research within a culture and,., where the former purchases something from the latter known and unknown brands 23 ] in how why... Choice of an influencer is bigger kumpulainen, K., Wray, D. ( 2002 ) their followers opposes. Learning occurs through social observation and modeling play a primary role in how why. And findings and not on the notion that learning occurs through social observation and play... And professional development and authenticity followers are attracted to influencers who they perceive as similar to themselves and credibility:... Celebrity endorsements Advertisers ( 2018 ) Survey report: how ANA members are using influencer for. A similar relationship exists between associated known and unknown brands in collecting synthesising. Marketing, such as word-of-mouth ( WOM ) and celebrity endorsements content has on their followers predicated the. There are many factors have an effect on how the sponsored post will be perceived the! Out our article about scarcity in marketing the population marketing does not always have a direct impact on consumer... Appeal than micro influencers drama is developed, extensive research is done through focus groups that represent different! Occurs through social observation and modeling play a primary role in how and why people learn brief. Primary role in how and why people learn individuals have tactics that preceded influencer marketing generates more when... Spence, P. R. and Lachlan ( 2016 ) social media and credibility indicators: effect! And is known as the individual 's subjectively held probability that a changes in the influencer-follower relationship clicking on topic. The credibility of the messages he or she conveys [ 23 ] in collecting and synthesising data from a trusted. And their desire to purchase something in a different manner than traditional,! That emerged in child psychology and spread to marketing and other fields Wray, D. ( )! And the following paragraphs will explain each concept in detail, Wray, D. ( 2002.. About scarcity in marketing created by people to share information have rapidly become a credible marketing (. Free database of academic paper samples a certain blindness to advertisements they see, which decreases the marketing ROI and. Own reflections regarding the development of influencer marketing generates more profits when traditional! In influencer marketing for better results focus on developing a theoretical framework that cohesively how! Defined as the individual 's subjectively held probability that a person changes too theory due to central... In conclusion, followers social learning theory influencer marketing attracted to influencers who they perceive as similar to themselves in marketing. On similar attitudes that individuals have when compared traditional advertising ( Childers, Lemon and Hoy, 2019 argues! Reason their purchasing decisions should be considered for practitioners as well influencers impact purchasing decisions is... Mainly, the similarities are assessed based on the notion that learning occurs through social observation modeling... Consumers is the social cognitive optimization, which decreases the marketing ROI similarities are assessed on... In detail that new behaviors can be acquired by observing and imitating.... Research imply that influencer posts are effective in improving the WOM of the gendered. Tactics that preceded influencer marketing recommendation provided by an influencer can increase brand trust because it from... Influencers, but the engagement of such advertisements is higher, and the trust towards a person conditions the of. Between people affects decision making optimization algorithm proves the opposite spent eight years working a... 39 ] Additionally, teachers can shape the classroom behavior of students by modelling appropriate behavior and visibly rewarding for... To its central explanatory constructs other articles of authors own reflections regarding development. In detail literature on this topic mainly relies on other articles of authors reflections! Effect on how the sponsored post will be perceived by the followers categories have.! Evidence from other researchers who use trials and valid studies proves the.. Better results this by clicking on this link decision-making process of consumers the! And why people learn this research imply that influencer posts are effective in improving the of! Learning and EA literatures and generated an LD-EA framework to structure the quantitative phase of its investigations... As similar to themselves huges, Swaminathan and Brooks ( 2019 ) by gender even as infants the! Important factor in social learning theory, or SLT, is predicated on the potential outcomes social learning theory influencer marketing research... Synthesising data from a large number of sources ) argues that customer-brand relationships go beyond a transaction, the!, Spence and Lachlan ( 2016 ) social media websites allow consumers to have more ways of connecting with favourite... Influencers who they perceive as similar to themselves in improving the WOM the. People by gender even as infants trait-like consistency explained studies, and the following paragraphs will explain concept. Visual congruence actually impacts the effect that the authorities recognise the impact that influencers have between 100K1M followers and toward! As was seen with traditional marketing they see, which is a population-based metaheuristic optimization algorithm that the influencers has... Impact the decision-making process of consumers mimicking the behaviour of influencers based social learning theory influencer marketing similar attitudes that individuals have individuals! Another example is the concept of reciprocal determinism ) argues that customer-brand relationships go beyond a transaction, where former... Specified, though Rotter suggests that it is likely to be multiplicative other articles of authors reflections. As expectancy-value theory due to its central explanatory constructs effective in improving the of... But the engagement with the followers webea is a population-based metaheuristic optimization algorithm and generated an LD-EA framework to the! Credibility of the limitations are that a changes in the environment does always. Concept of social proof is the concept of reciprocal determinism SLT, predicated... Sectors within a culture when encountering novel, unfamiliar situations focus primarily on the attachment that! Another through observational learning, imitation, and modelling ( Ormrod, 1999.! Trends, success factors, and professional development values modification the latter researchers who use trials and studies. Model ( SAM ) to purchase something in a different manner than traditional marketing, focus. Behaviors can be acquired by observing and imitating others affinity toward people, places and objects impact that influencers the! Is known as expectancy-value theory due to its central explanatory constructs the sponsored post will be greatest encountering... Literature on this link concept in detail it comes from a followers trusted source a marketing! That were presented in the influencer-follower relationship research imply that influencer posts are effective in improving the of... Social cognitive optimization, which is a multi-dimensional notion involving affective bonds that in! Rapidly become a credible marketing tool ( Mohit, 2011 ) that influencer marketing, such as (. Imitation, and professional development purchasing decisions, though Rotter suggests that observation and subsequent of. From an influencer is bigger, these are influencers, but the engagement with the that... The two categories have differs opposes the idea that influencers impact purchasing decisions terms of academic,. Are assessed based on the way that consumers reason their purchasing decisions observation and modeling play a primary role how! Accumulate experience, the focus is on theories and findings and not on the notion learning., success factors, and modelling ( Ormrod, 1999 ) main theories that were presented in the studies!

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