Literature Review on Influencer marketing on Instagram how affects the awareness of a new release of a movie or TV show, Assignments of Digital Marketing

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PABLO PAVON ORTIZ Word count: 1385 22 - 4 - 2021

ITM08 DIGITAL MARKETING

Influencer marketing on Instagram how affects the awareness of a new release of a movie or TV show.

TABLE OF CONTENT

• Table of Content............................................................................................................................
• Abstract
• Introduction
  • Influencers & Influencer marketing on Instagram
  • Why use influencer marketing on Instagram and not Facebook?
  • Traditional celebrities or Instagram celebrities?
  • Micro or macro influencers?
  • Federal Trade Commission (FTC)...............................................................................................
  • Conclusion
• References.....................................................................................................................................
• Appendix

The revenue made from advertising in 2020 by Instagram and Tik Tok was 3. billion dollars (Lee, 2020)

Why use influencer marketing on Instagram and not Facebook?

Even though that Facebook is the biggest social media platform, users use Facebook mainly to keep in touch with friends. Whereas Instagram its users use this platform for entertainment and pass the time. (Haenlein et al. 2020) The average age of Instagram users is 35 years old, although young people between 16 and 30 years old are the ones who interact most on the platform. (Haenlein et al. 2020) The cost per post on Facebook in 2019 is $395 versus $1643 on Instagram in the United States. The most effective content in 2019 on Facebook was 23% versus 78% on Instagram. (See appendix graph 1 & 2). Influencer marketing on Instagram and Tik Tok gain around 5% of the advertising market online in 2020 (Haenlein et al. 2020)

Traditional celebrities or Instagram celebrities?

Traditional celebrities refer to celebrities who become famous from movies, TV shows or music. Instagram celebrities. As the name says, Instagram celebrities refer to persons who become famous for their digital presence on Instagram. (Jin, 2019) The cultural values of traditional celebrities are often associated with a brand they endorse. They could do it just for the money without attachments, which can negatively affect the celebrity and the brand (Martínez-López et al. 2020). In contrast, Instagram celebrities' cultural values are inherent in their social media page. " Instagram celebrities will be perceived to be more trustworthy than traditional celebrities ." (Jin, 2019). However, when talking about a movie or TV show, traditional celebrities promote the movie or TV show on their social media, by sneak peeks or photos and videos of the set. The higher the perceived celebrity credibility, " the stronger the acceptance of product claims made in a television program ". (Dekker,2013). The social presence is a relevant part of influencer marketing on how users find pleasure and trust e-commerce platforms (Jin, 2019). Social presence is reasonable to anticipate consumer trust and intention of buying. If the celebrity's profile is missing the human touch or is very script, this will negatively affect the celebrity (Jin, 2019). Traditional celebrities can have a considerable amount of followers and likes because of fame in the real world. In contrast, Instagram celebrities have their fame of the engagement of the followers and the online community. (Jin, 2019).

Micro or macro influencers?

This is the most common question among marketers, use one influencer with 10 million followers or 100 influencers with 100.000 followers? Academic studies suggest on hubs characterise as the 10% of users with the most connections. (Haenlein et al. 2020), these studies say that the micro influencers have more engagement in absolute terms than the macro influencers. (Haenlein et al., 2020). Before choosing which influencer to use, marketers should see if the brand will use these influencers as a national or international brand, how much it will cost to manage the influencers and select the exact niche of the users (Haenlein et al. 2020). There is no correct answer to this question. Each campaign is different with different cost and objectives, is recommend doing a mix of micro and macro influencers when choosing the type of influencer. (Haenlein et al. 2020).

Federal Trade Commission (FTC)

The FTC is a company that protects consumers and prevent “ anticompetitive, deceptive, and unfair business practices through law enforcement, advocacy, and education without unduly burdening legitimate business activity.” (FTC, 2021) The FTC says that the post must be transparent and follow the guidelines between the influencer and the brand to help users identify advertising posts (Lee, 2020). However, only 14% of the influencers are obedient to the FTC rules (Haenlein et al. 2020). In 2017 the FTC approved any type of sponsored content with a third party with the condition to display the tag “sponsored by (brand name)” to prevent misleading consumers. (Stubb, 2019) To reduce the consumers' activation of persuasion knowledge is essential for influencers and advertisers to follow the FTC guideline. (Lee, 2020)

REFERENCES

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Lehman, C.P. 2020, "Huck (Hound) and Jim (Crow): Syndicated Television Cartoons and Southern Segregation", Film & history, vol. 50, no. 1, pp. 4-14. Maria, S., Pusriadi, T., Hakim, Y.P. & Darma, D.C. 2019, "The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy", Jurnal manajemen Indonesia (Online), vol. 19, no. 2, pp. 107-122. Martínez-López, F.J., Anaya-Sánchez, R., Fernández Giordano, M. & Lopez- Lopez, D. 2020, "Behind influencer marketing: key marketing decisions and their effects on followers' responses", Journal of marketing management, vol. 36, no. 7-8, pp. 579-607. Matidza, I., Ping, T. & Nyasulu, C. 2020, "Use of digital marketing in estate agency industry in Malawi", E-learning and digital media, vol. 17, no. 3, pp. 253 -

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