ABSTRACT

The popularity of social media platforms changed influencer marketing. Social media influencers also became opinion leaders. Brands can choose between traditional celebrities and social media influencers for their marketing campaigns. The present research compares the brand-related video content (n = 638) on YouTube of celebrities and social media influencers in the fashion and food industry. Taylor’s message strategy, narrative transportation, and persuasion are used as content analysis frameworks. The analysis shows a difference in the message strategies adopted by celebrities and social media influencers according to the intent. The study presents implications for practitioners for creating effective branding campaigns.

摘要

社交媒体平台的流行改变了影响者营销。社交媒体影响者也成为意见领袖。品牌可以在传统名人和社交媒体影响者之间进行选择来开展营销活动。本研究比较了 YouTube 上时尚和食品行业名人和社交媒体影响者的品牌相关视频内容 ( n = 638)。泰勒的信息策略、叙事传输和说服被用作内容分析框架。分析显示，名人和社交媒体影响者根据意图采取的信息策略存在差异。该研究为从业者创建有效的品牌活动提供了启示。