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Publication
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| Title of Article |
How to convert Millennial consumers to brand evangelists through social media
micro-influencers |
| Date of Acceptance |
21 April 2021 |
| Journal |
| Title of Journal |
Innovative Marketing |
| Standard |
SCOPUS |
| Institute of Journal |
BUSINESS PERSPECTIVES |
| ISBN/ISSN |
1814-2427 (print), 1816-6326 (online) |
| Volume |
17 |
| Issue |
2 |
| Month |
April |
| Year of Publication |
2021 |
| Page |
18-32 |
| Abstract |
Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural equation modeling revealed that four core characteristics of social media micro-influencers (i.e., authenticity, the meaning of the influencer, specific content, and secret sharing) were a significant antecedent of brand engagement and brand love, which, in turn, mediated the pathway from social media micro-influencer characteristics to brand evangelism. Understanding what social media micro-influencers mean to Millennials offers the promise of improving brand evangelism through more precise market analysis and market strategy. In the discussion, the paper introduces a three-stage building method towards brand evangelism through social media microinfluencer, including: (1) the stage of selecting influencers; (2) the stage of constructing intense emotional responses to the brand (brand engagement and brand love); and ultimately (3) the stage of becoming a brand evangelist. Lastly, limitations and future directions were discussed. |
| Keyword |
influencer marketing, millennials, brand evangelism, brand engagement, brand love, purchase intention, positive brand referrals, oppositional brand referrals |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ตีพิมพ์แล้ว |
| Level of Publication |
นานาชาติ |
| citation |
false |
| Part of thesis |
true |
| Attach file |
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| Citation |
4
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Journal Publication
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