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Publication
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| Title of Article |
BUILDING BRAND EVANGELISM THROUGH SOCIAL MEDIA MICRO-INFLUENCERS: A CASE STUDY OF COSMETIC INDUSTRY IN THAILAND |
| Date of Acceptance |
5 September 2020 |
| Journal |
| Title of Journal |
International Journal of Social Science Research |
| Standard |
OTHER (Malaysia Citation Centre) |
| Institute of Journal |
Academia Industry Networks |
| ISBN/ISSN |
2710-6276 |
| Volume |
2 |
| Issue |
3 |
| Month |
September |
| Year of Publication |
2020 |
| Page |
86-102 |
| Abstract |
In an age of digitalized interactions, social media micro-influencer is a contemporary marketing approach for the company to engage with online consumers. Surprisingly, researchers have little insightinto how social media micro-influencer influences the consumer-brand relationships in the marketing literature. This study, therefore, investigates the mechanism by which social media micro-influencer characteristics (i.e., specific content, authenticity,secret sharing, and the meaning of the influencer) placed on brand engagement, brand love, and brand evangelism. A model of the study is tested by using data collected from the followers of cosmetic micro-influencers on Facebook in Thailand. The findings based on structural equation modeling demonstrated that the social media micro-influencer characteristics elicited higher levels of brand engagement and brand love, which, in turn, mediated the effect of social media micro-influencer characteristics on brand evangelism. The results evidently showed that brand engagement and brand love are the key concepts in the process of building brand evangelism through social media micro-influencer. This study represents one of the pioneer attempts to theoretically integrate brand engagement, brand love, and brand evangelism in an influencer marketing context. This integration offers valuable insights for marketing academics in a better understanding of the process of brand evangelism and for the companies in improving their influencer marketing strategies. |
| Keyword |
Social media micro-influencer, Brand evangelism, Brand engagement, Brand love, Thailand |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ตีพิมพ์แล้ว |
| Level of Publication |
นานาชาติ |
| citation |
true |
| Part of thesis |
true |
| Attach file |
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| Citation |
4
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Journal Publication
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