Annotated Bibliography and Reflections
English Composition II
October 13, 2023
Annotated Bibliography
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. (Source Type: Peer-Reviewed Journal).
The authors conducted a research to determine the success of influencer marketing using TikTok. This social media platform has become the main focus of marketers, especially the youths. TikTok is the fastest growing platform and the researchers focused on how a marketer account’s quality, originality, quantity, and humor help improve brand recognition. I will use this article to demonstrate how marketers can utilize social media to enhance their brands and attract more customers.
Govindan, P., & Alotaibi, I. (2021, January). Impact of Influencers on Consumer Behaviour: empirical study. In 2021 2nd International Conference on Computation, Automation and Knowledge Management (ICCAKM) (pp. 232-237). IEEE. (Source Type: Conference Report).
The authors provide a conference report on a research on the impact of influencers on consumer behavior. The paper emphasizes on the importance of digital marketing in achieving brand recognition in this modern generation. A large percentage of the world population is spending their time on the internet, making it the most important tool for marketing. In my research, this article will provide insights on the marketing approaches to adopt, including the things a marker should watch out for.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. (Source Type: Peer-Reviewed journal).
Lou and Yuan focus on authenticity in marketing from a consumer perspective. Utilizing exploratory and qualitative researches, the authors conducted surveys on consumers concerning marketing posts of their influencers. The findings of the research indicated that trustworthiness, transparency, relatability, and expertise promote brand recognition. The findings of this study will provide essential information that will answer the research question of what marketers should do to enhance brand recognition.
Leung, F. F., Zhang, J. Z., Gu, F. F., Li, Y., & Palmatier, R. W. (2022). Does Influencer marketing really pay off. Harvard Business Review. Retrieved November, 30, 2022. https://hbr.org/2022/11/does-influencer-marketing-really-pay-off (Source Type: Business Review Article).
Leung and his counterparts conducted a research to determine if influencer marketing pays off. Their research follows the rapid growth of the influencer industry in the recent years. Their finding indicated that the effectiveness of influencer marketing is determined by the number of followers a marketer has, follower brand fit, posting frequency, influence originality, and post positivity. In my research, this article will help provide information on how marketers can utilize the findings of the research to enhance their brand recognition.
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607. Source Type: Peer-Reviewed Journal).
The article published in the Journal of Marketing presents a study that investigated marketing actions and how they influence the consumer. The researchers conducted two different experimental studies that focused on marketer influencer ability, posts, and product or service. Their findings pointed at brand control, level of influencer-ship, and influencer congruence with the product as the main determinants of success in brand recognition. This information adds to the knowledge required to answer the research question and provide relevant information.
Kuzminov, M. (2023). Social Responsibility and Ethics in Influencer Marketing. https://www.forbes.com/sites/forbesagencycouncil/2023/01/30/social-responsibility-and-ethics-in-influencer-marketing/?sh=5b318a8f685c (Source Type: Forbes Magazine)
Unlike the other articles that have focused on the impact of influencer marketing and how brand recognition can be achieved, this article by Forbes Magazine explores the ethics that apply in influencer marketing. It also highlights how influential people can use their positions in marketing to promote social responsibility. This article provides essential information that will apply specifically on the societal and ethical issues parts of the research paper.
Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020, June). Influencer marketing and its impact on consumer lifestyles. In Forum Scientiae Oeconomia (Vol. 8, No. 2, pp. 109-120).
The authors conducted a research to investigate the theoretical basis of the impact of influencer marketing of the lifestyles of consumers. Using a questionnaire survey, the research collected information on consumer perception of influencers and its impact of their buying behaviors. The article provides essential information on the right marketing strategies that attract consumers to a marketer. This will enhance my research with relevant information on the topic.
Wellman, L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of authenticity: Social media influencers and production of sponsored content. Journal of Media Ethics, 35(2),68-82.
Wellman and his counterparts also question the ethics surrounding the authenticity of social media influencers and their marketing. The authors emphasize on an ethical framework that guides social media marketing and sponsorship. This information is essential to address the ethical and social issues part of my research paper. I will retrieve information on hos marketing should consider the cultural aspects of the consumers and other ethical issues.
Reflections
My annotated bibliography contains eight sources and each provides a brief summary of the goal of the research or article. They also provide detail of how the information will be used in the research paper, including the specific parts where the information will be helpful.
I focused on marketing journals and business reviews and these strategies helped me access relevant and effective information. Since the research aims at determining strategies of achieving brand recognition, a focus on influencer marketing was helpful.
I did not face much challenges when searching for credible sources because I had successfully completed the same exercise when I wrote my research question and outline. However, I must admit that I had to utilize google scholar more to ensure most of my resources were peer-reviewed.
References
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
Govindan, P., & Alotaibi, I. (2021, January). Impact of Influencers on Consumer Behaviour: empirical study. In 2021 2nd International Conference on Computation, Automation and Knowledge Management (ICCAKM) (pp. 232-237). IEEE.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
Leung, F. F., Zhang J. Z., Yiwei, L. I., & Palmatier R. W. (2022). Does Influencer Marketing Really Pay Off?. https://hbr.org/2022/11/does-influencer-marketing-really-pay-off
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
Michael Kuzminov , (Jan 30, 2023). Social Responsibility And Ethics In Influencer Marketing. https://www.forbes.com/sites/forbesagencycouncil/2023/01/30/social-responsibility-and-ethics-in-influencer-marketing/?sh=5b318a8f685c
Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020, June). Influencer marketing and its impact on consumer lifestyles. In Forum Scientiae Oeconomia (Vol. 8, No. 2, pp. 109-120).
Wellman, M. L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of authenticity: Social media influencers and the production of sponsored content. Journal of Media Ethics, 35(2), 68-82.
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