Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram.

Autor:	Silva, Marianny Jessica de Brito, Farias, Salomão Alencar de, Grigg, Michelle Kovacs, Barbosa, Maria de Lourdes de Azevedo
Předmět:	RELATIONSHIP marketing CRITICAL incident technique CUSTOMER cocreation IMAGE analysis MARKETING strategy
Zdroj:	Journal of Relationship Marketing; Apr-Jun2020, Vol. 19 Issue 2, p133-163, 31p, 4 Color Photographs, 1 Diagram, 18 Charts
Abstrakt:	The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers' posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
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