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Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

Hughes, Christian, Swaminathan, Vanitha and Brooks, Gillian (2019) Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing. (Accepted)

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Abstract

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. Effectiveness of campaign incentives is dependent on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

Item Type: Article
Keywords: brand engagement, social influence, influencer marketing, sponsored blogging, social media platform, advertising campaign intent, bloggers, consumer decision journey, Facebook advertising, social media influencers, social network sites
Subject(s): Markets
Date Deposited: 20 May 2019 15:23
Last Modified: 20 May 2019 15:23
URI: http://eureka.sbs.ox.ac.uk/id/eprint/7387

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