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Publication
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| Research Title |
BUILDING BRAND EVANGELISM THROUGH SOCIAL
MEDIA MICRO-INFLUENCERS: A CASE STUDY OF
COSMETIC INDUSTRY IN THAILAND |
| Date of Distribution |
4 July 2020 |
| Conference |
| Title of the Conference |
2ND INTERNATIONAL CONFERENCE ON INTER- DISCIPLINARY, SOCIAL SCIENCES, BUSINESS, TECHNOLOGY, EDUCATION AND ECONOMICS |
| Organiser |
Academia Industry Networks |
| Conference Place |
Hotel Istana, Kuala Lumpur, MALAYSIA |
| Province/State |
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| Conference Date |
4 July 2020 |
| To |
5 July 2020 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
- |
| Page |
43-59 |
| Editors/edition/publisher |
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| Abstract |
Social media micro-influencer is a contemporary marketing approach for
engaging with online consumers. However, it remains unclear how social media micro-
influencer influences the consumer-brand relationship in branding and marketing
literature. This study therefore explores the influence of social media micro-influencer
characteristics (i.e. specific content, authenticity, secret sharing, and the meaning of
the influencer) 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 (N=400). 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 is the first
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. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
1
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Journal Publication
ไทย