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Influencer Marketing
Culture Marketing
In this section of resources, you will find information on the culture ecosystem, the evolution of brand management and many other facets that cultivate the innovative concept of culture marketing.
You may be prompted to log-in with your Seton Hall University credentials for some of these resources, but all are free and accessible for your use. If there are any issues with accessing these materials, please contact Professor Farfan or Librarian Barrett.
Cultural Values/Consumer Identity
- Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content(2020) - This paper speaks on differing aspects of influencers as it relates to ethics, authenticity and credibility.
- “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy(2021) - This articles discusses how relationships with consumers can have marketing implications for social media influencers and brands.
- Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising(2021) - This article speaks on the relationship between influencers and consumers in terms of the attributes and actions influencers should take to ensure an authentic connection.
- How B2B Influence Adds Value To Business Customers(2020) - An insightful interview between Brian Solis and Lee Oden where they discuss how important it is to connect to consumers authentically using influencer marketing.
Brand Awareness/Engagement
- Social media influencers: A route to brand engagement for their followers(2020) - This article goes through an analysis of a social media influenced community to answer the question of if social media influencers are a route to brand engagement for followers.
- Forging Undisruptable Bonds Between Brands And Consumers(2021) - This article illustrates the importance of having brand purpose to attract consumers.
- Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention(2020) - This article looks into a study to determine if consumer purchase habits stem from social media influence and brand awareness.
Social Media Influencer Authenticity with Audience
- Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs(2020) - This article speaks of the attachment that followers have to social media influencers, specifically emotionally.
- Not Every Voice Deserves An Audience; But You’re Not Just Another Voice(2020) - This article speaks of the 'Social CEO' where not everyone needs a social media presence, but expounds on those who do.
- Why Your Brand Needs Vidcon And The Rise Of Creator Influence And Trust(2017) - This article discusses how to combat the growing gap between consumers and brands. Specifically read the section titled: "Return on Relationships: Influence vs. Influencer Marketing"
Multicultural Marketing
- Seizing a Moment for Multicultural Marketing(2020) - This article speaks on example of using multicultural marketing during important campaign predominantly involving people of color.
- Multicultural Marketing: The key to reaching a diverse community(2019) - This article speaks on what defines community in addition to how social media influencers should approach understanding their audience.
- Creating a Successful Multicultural Marketing Campaign(2020) - A quick guide on insights and actions social media influencers can take to be accepting of diversity while combatting stereotypes.
- Social identities in consumer‐brand relationship: The case of the Hijab‐wearing Barbie doll in the United States(2021) - This is a case study about the first hijab-wearing Barbie in the US. Implications of multicultural marketing discussed within.