| Abstract: |
Purpose: This study aims to examine the ability of the social influence
heuristics framework to capture skillful and creative social media influencer
(SMI) marketing in long-form video content on YouTube for influencer-owned
brands and products. Design/methodology/approach: The theoretical lens was a
framework of seven evidence-based social influence heuristics (reciprocity,
social proof, consistency, scarcity, liking, authority and unity). For the
methodological lens, a qualitative case study approach was applied to a
purposeful sample of 6 SMIs and 15 videos on YouTube. Findings: The evidence
shows that self-promotional influencer marketing in long-form video content is
relatable to all seven heuristics and shows signs of high elaboration,
innovativeness and skillfulness. Research limitations/implications: The study
reveals that a heuristic-based account of self-promotional influencer
marketing in long-form video content can greatly contribute to the
understanding of how various well-established marketing concepts (e.g. source
attractivity) might be expressed in real-world communications and behaviors.
Based on this improved, in-depth understanding, current research efforts, such
as experimental studies using one video with a more or less arbitrary
influencer and pre-post measure, are advised to explore research questions via
designs that account for the observed subtle and complex nature of real-world
influencer marketing in long-form video content. Practical implications: This
structured account of skillful and creative marketing can be used as
educational and instructive material for influencer marketing practitioners to
enhance their creativity, for consumers to increase their marketing literacy
and for policymakers to rethink policies for influencer marketing.
Originality/value: Prior research has created a body of knowledge on
influencer marketing. However, a conceptual disconnect has hampered the
advancement of the field. The social influence heuristics framework is a
highly functional conceptual bridge that links the qualitative and
quantitative evidence and will advance the understanding of influencer
marketing more effectively. |