Digital Influencers’ Attributes for Sustainable Consumption Behavior: History
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Contributor:
Manuel Joaquim de Sousa Pereira
,
António Cardoso
,
Ana Canavarro
,
Jorge Figueiredo
,
Jorge Esparteiro Garcia

Organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs).

  • digital influencers
  • influencer marketing
  • influencer attributes

1. Introduction

The emergence of social media changed the communication paradigm, as the collaborative and interactive nature of these media enabled ordinary citizens to take an active role in the communication process. It became possible to create content and participate in conversations within digital communities. In the context of this paradigm shift, the emergence of the digital influencer as an influencer of the purchase decision assumes particular importance in the study of new consumer behaviors, especially those that take place in a digital environment.
The studies identified in the literature [1][2][3][4] indicate that the attractiveness and reliability of sustainable digital influencers, as well as the quality and quantity of the content they produce, tend to determine their communicative persuasiveness. The persuasive effectiveness of the digital influencer in the intention to purchase sustainable products depends on the engagement aroused, since the greater the persuasion capacity, the greater the engagement, and, consequently, the greater the intention to purchase sustainable products.
Several studies [1][2][3] recognize the existence of ‘greenfluencers’. This is a type of influencer specialized in promoting a sustainable lifestyle. These influencers are important in educating and raising the awareness of their followers about environmental concerns and sustainable consumption behaviors. The environmental experience of digital influencers has an impact on the intention to purchase green products [5][6][7][8].

2. Social Media Marketing—Concept and Importance

The emergence of social media platforms over the years has led to a paradigm shift in consumers’ online behavior, changing the way they interact with each other and with brands [9].
In particular, the interactive nature of these media has transformed consumers from passive observers of content to active participants who now actually create large amounts of content through their online conversations, interactions, and behaviors [10]. Central to this shift has been the concept of consumer engagement, which recognizes that customers co-create value through these interactions [11].
Prahalad and Ramaswamy [12] note that the change in the role of the consumer from ‘isolated’ to ‘connected’ has allowed them to stop being passive and become active in their expressions towards companies. With the emergence of social networks, there has been a real ‘revolution in user-generated content, global community and the publication of consumer opinion’ [13].
Promotional strategies in these social media are among the main strategies implemented by communication agencies and companies. In fact, in a survey carried out with companies, 98% of them stated that communication in these media is ‘very effective’ for increasing their presence and economic growth in today’s competitive market [14]. In addition, these communication channels allow companies to engage in a timely manner and establish direct contact with their end customers, at a relatively low cost and with high efficiency compared to traditional media [15], making them relevant for companies of all sizes.
A social media marketing (SMM) strategy refers to an organization’s set of integrated activities that transform social media communications (networks) and interactions (influences) into useful strategic means to achieve desired marketing outcomes [16]. In addition, relationship marketing has taken on a new dimension with this social media revolution [17].
The interest of organizations in social networks stems from the numerous benefits that organizations can achieve, such as reducing costs, increasing profitability, sharing knowledge, and building commercial partnerships [18]. However, when it comes to knowing whether social networks should be managed by professionals in the field, it is argued that social networks should be seen as a central element in a company’s marketing mix and as such should be managed by a professional manager in the field [17].
In the same vein, Tuten and Solomon [19] even stated that a new ‘P’ has emerged over time and has been added to the traditional marketing mix with the introduction of social networks, resulting in the five ‘Ps’, namely product, price, promotion, distribution, and participation in social media marketing. They defined the fifth ‘P’ as the application of social media technologies to create an environment in which the intended value is created to meet stakeholder needs.

3. Influencer Marketing and Digital Influencers

According to Glucksman [20] it is now possible to find people to represent companies through branded content on social media accounts such as Instagram, Snapchat, Twitter, and YouTube. An effective influencer strategy is no longer an option, but a requirement to compete in today’s marketplace [21]. Consumers are looking to other consumers to influence their purchasing decisions.
The rise of social media has given rise to the influencer boom. Influencer marketing has changed the way brands interact with consumers, especially when it comes to lifestyle brands. Today’s consumers are distrustful of traditional advertising and can ignore it more easily, making it essential to find new communication strategies that engage consumers [22].
Social media influencers represent a new breed of independent third-party endorsers who shape audience attitudes through blogs, tweets, and the use of other social media channels [23]. Most importantly, consumers choose to follow influencers because they are ‘genuine, open and relatable’ [21].
In effect, the past decade has seen the emergence of new influencers through the adoption of digital platforms. These individuals, referred to as digital influencers, have linked their public recognition to the production of content on social media [24]. Acting as true advertisers, they promote the goods, services, and ideas of the brands that hire them, thus attempting to persuade individuals to consume the products.
Digital influencers are ordinary users with a high number of followers on their digital channels, and due to this high number of followers, they are able to monetize their audiences by introducing sponsored content in their photos, videos, or texts [22][25].
Broadly speaking, there are three main types of digital influencers [26]: (1) Celebrities: Perform significant functions outside of digital platforms, such as models, actors, athletes, or presenters, and are seen more as a channel for disclosure or endorsement in co-creation with brands; (2) Influencers: Profiles with a larger number of followers present more general topics such as behavior, daily life, fashion, and beauty. They also work on co-creating content with brands; (3) Micro-influencers: Smaller profiles that typically cover niche topics and also co-create content with brands.
In turn, according to Samyroad [27] there are differences between influencers according to their profile (experts, trend-seekers, celebrities, professional YouTubers, and consumers themselves). (1) Experts: These are the profiles that have professional knowledge of what they are talking about. They can be technicians, personal shoppers, professional make-up artists, etc. (2) Celebrities: They are public figures who have a large number of followers and use their social networks to be closer to their fans. (3) Trend-seekers: They are the ones who are always up to date. They are trend hunters who are always the first to find out what is coming and look for it to show their audience. (4) Professional YouTubers: The professional YouTuber is an online personality who posts videos on the YouTube video-sharing platform and usually has their own personal YouTube channel. They develop this activity as a profession, become celebrities, and create their own brand. Many YouTubers also work with brands and sponsors to monetize their content and earn money from their popularity. (5) Consumers: Consumers can also be influencers, thanks to their interest in sharing opinions or recommendations with their followers.
Usually, in the negotiation process with brands, influencers send a press kit with some performance data about their publications on social networks, such as average interaction and reach [26].
To know how digital influencers participate in the production of content, Sette and Pedro [28] found that digital influencers consider the development of creative, innovative, and quality content as a strategic exchange with brands; they are also involved in the production of content during the different stages of message development, in collaboration with these same brands.
In summary [29] more and more brands are investing in influencer marketing, believing that greater selectivity is being awakened by digital influencers, seeking to increase their credibility with their followers.

3.1. Neuromarketing Tools, Advertising Effectiveness, and Social Media

Neuromarketing is a promising field of study that aims to analyze issues related to advertising effectiveness, product appeal, and, more generally, how to create more effective marketing strategies [30] (Neuroimaging and physiological tools can provide important information about the neural responses of consumers’ brains. The study of brain processes and regions involved in consumer purchase intention enriches the development and evaluation of any marketing strategy. Specifically, in advertising research, brain processes such as emotions, feelings, motivation, reward, attention, and memory need to be considered [31].
Social media managers can also use neuromarketing insights to inform their social media strategies. Neuromarketing is becoming increasingly important in predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences [32].
Indeed, it is no secret that for a brand to realize the full marketing potential of social media, it must present a unique voice and personality through which it can communicate and connect with its consumers [33].
Neuromarketing research in social media can assure companies of information on how their communication efforts are perceived by the audience in terms of emotional engagement, memory retention, purchase intention, novelty, awareness, and attention [34].
What about the attention and emotions that influencers can evoke in their followers? Are neuromarketing tools capable of measuring these dimensions? A study [35] carried out in June 2019 in a laboratory at the Complutense University of Madrid, with a sample of 19 girls aged between 11 and 16 concluded that consumers perceive influencers’ recommendations as more trustworthy, less commercial, and more natural than traditional digital advertising. The results show that the videos that showcase influencers’ content are the ones that generate the most attention peaks.

3.2. Social Media Marketing, Digital Influencers Attributes, Perceived Characterizations, and Purchase Intent

Balakrishnan et al. [36] investigated the impact of SMM on brand loyalty and purchase intention and found that SMM, especially electronic word of mouth (WOM), online communities, and online advertising, has positive effects on brand loyalty and purchase intention.
In the same sense, Gautam and Sharma [37] emphasized that SMM and customer relationships have a significant and positive impact on customers’ purchase intentions.
In turn, Sousa and Alturas [22] found that online media is very important for the ‘information research’ stage of the purchase decision process, with Facebook, YouTube, and Instagram being the social networks with more users and more digital influencers.
It is important to note that SMM activities and customer experience (CX) can be involved together. These two constructs are interrelated, as all the marketing activities and/or experiences of the company perceived by the customer will influence the customer’s response and will be involved in their analysis process prior to the purchase stage [38].
Purchase intention, in turn, is the customer’s desire to buy a product [39]. When purchasing products, customers will seek relevant information/knowledge. Once a certain amount of information/knowledge has been gathered, customers tend to analyze, consider, compare, and finally make an effective purchase [38].
Balaban and Szambolics [40] warn that in today’s society dominated by digital communication, there is an ongoing discussion about the relevance of authenticity. They argue that social media influencers (SMIs) always strive to remain authentic in their interactions with followers and brands, but that promotional activities pose a challenge to their authenticity. Nevertheless, policy regulations require social media influencers to disclose sponsored content when using a form of native advertising [41].
With regard to the cosmetics industry, Nugroho et al. [42] developed an interesting study that concludes a positive direct influence of social media influencers on the desire to know more about the product. Also, according to this study, attributes such as attractiveness, credibility, expertise, and trustworthiness have a direct influence on the purchase intention of Gen Z.
On the other hand, research on hotel services [43] showed that digital influencers are more persuasive to their audience when they are rated as reliable and physically attractive. The same is true when there is a one-way affective relationship between the endorser and the audience. The public perception of the authenticity of social media influencers (SMIs) is indeed a key driver of their persuasion as brand supporters.
Research by Lee and Eastin [44] suggests that perceived SMI authenticity is a multidimensional construct consisting of sincerity, genuine endorsement, visibility, expertise, and uniqueness. Each of the five dimensions has varying effects on consumers’ evaluation of an SMI, willingness to follow an SMI, and intention to purchase products recommended by SMIs [44].
The number of followers of digital influencers also has a positive impact on source attractiveness and source trustworthiness, according to a study by Kay et al. [41]. This study also found that the number of followers had a positive effect on consumers’ purchase intention. When social media influencers have a large number of followers, consumers perceive them as more attractive and trustworthy, which increases purchase intention.
In terms of brand awareness, it was observed that there is a perception of increased awareness through actions with the use of digital influencers. These actions affect the increase in followers on digital platforms and the increase in sales. As a result, the companies involved are interested in continuing this type of partnership [45].
The studies of several [46][47][48][49][50] have identified three constructs and dimensions in the area of influencer endorsement and advertising effectiveness. These are the following: (1) influencer attributes (attitude homophily; physical attractiveness; social attractiveness), (2) perceived characterizations (trustworthiness; perceived expertise; parasocial relationship), and (3) purchase intentions.
In terms of the personal characteristics of influencers, they can be described and explained as follows. Attitudinal homophily refers to the principle that contact between similar people occurs at a higher rate than contact between dissimilar people [51] cited in [50]. Physical attractiveness refers to the impact of appearance in advertising. Traditional studies of physical attractiveness have analyzed the effects of the appearance of the model in advertising [52]. Social attractiveness refers to the likeability of a speaker [47] This attribute is related to the creation of emotions and brand love.
In turn, perceived characterizations (such as trustworthiness; perceived expertise; parasocial relationship) are followers’ perceptions based on influencers’ attributes. Trustworthiness is related to the credibility of a source or person and the extent to which the source is considered valid [53] cited in Masuda et al. [50]. Perceived expertise and authenticity are usually accompanied by trustworthiness in predicting positive social media marketing outcomes [47][48][50][54][55].
Parasocial relationships (PSRs) are the ongoing relationships that users develop with a mediated performer. Originally studied in the field of traditional mass media communication, in these relationships, the user perceives the performer as an intimate interlocutor [56] with similarities to face-to-face communication. In this sphere, the audience is free to withdraw at any time, but there is involvement and mediated intimacy. According to Masuda et al. [50] PSR has the greatest influence on purchase intention.
Purchase intention refers to the behavioral intentions of influencers’ followers [57]. It is known that the perceived characteristics of influencers, generated from their personal attributes, can generate purchase intentions [50].

This entry is adapted from the peer-reviewed paper 10.3390/su151712750

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