Abstract

The multifold increase in influencer marketing has sparked debates about the mechanism of influencer marketing on social media. Although the research on influencer marketing is escalating, its integration with other forms of advertising to facilitate positive outcomes is unexplored. This article introduces the new research concept of femluencing, which is influencer marketing coupled with femvertising. This article attempts to integrate influencing with femvertising and provides an outline of femluencing by integrating the aspects of femvertising and influencer marketing. In addition to laying the foundation of femluencing, 25 social media influencers (SMIs) were interviewed to identify their perceptions about utilizing femluencing. The study develops a model from the past literature and responses from our interviews with SMIs.

摘要

网红营销的成倍增长引发了关于网红营销在社交媒体上的机制的争论。尽管对影响者营销的研究正在升级，但尚未探索将其与其他形式的广告整合以促进积极成果。本文介绍了feluencing的新研究概念，这是与女性广告相结合的影响者营销。本文试图将影响力与女性化营销相结合，并通过整合女性化广告和影响者营销的各个方面来概述女性化。除了奠定女性语言的基础外，还采访了 25 位社交媒体影响者 (SMI)，以确定他们对使用女性语言的看法。该研究从过去的文献和我们对 SMI 的采访中得出了一个模型。