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User-Generated-Content vs. Brand-Generated-Content in Influencer Marketing

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The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements

Part of the book series: Innovatives Markenmanagement ((INMA))

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Abstract

Consumers are progressively using social media networks to gain information regarding products. Word-of-mouth communication (WOM) in the online context becomes electronic word-of-mouth (eWOM). eWOM is no longer subject to geographical constraints and can extend to encompass a larger audience. As a result, brands are investing additional marketing resources into social media advertising strategies, as they offer an opportunity to reach a vast audience.

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Notes

  1. 1.

    Cf. SINNIG (2019), p. 29.

  2. 2.

    Cf. BURMANN ET AL. (2018), pp. 253 et seqq.; MEFFERT ET AL. (2015), p. 132; SÁNCHEZ-FERNÁNDEZ/JIMÉNEZ-CASTILLO (2021), p. 1137.

  3. 3.

    WOM constitutes an informal mode of interpersonal communication by means of which, consumers directly share information regarding brands, products or services. Cf. FINK (2020), p. 5; DIERKS (2015), p. 5; HENNIG-THURAU ET AL. (2004), p. 39; JACOBS (2009) pp. 19 et seq.; HIDDESSEN (2020), p. 5; ALLARD, ET. AL., (2020), pp. 1 et seqq.; CHEN/YUAN (2020), p. 7.

  4. 4.

    Cf. NEE (2016), p. 2; FINK (2020), pp. 5 et. seq.

  5. 5.

    Cf. BAETZGEN/TROPP (2015), p. 137.

  6. 6.

    Cf. BOERMAN ET AL. (2015), pp. 196 et seq.; MEFFERT ET AL. (2019), p. 653.

  7. 7.

    Cf. STUBB ET AL. (2019_A), p. 94.

  8. 8.

    According to HENNING-THURAU ET AL. (2004), eWOM is defined as any negative or positive statement made by possible, genuine, or prior customers about a product, brand or company, which is made public to a large readership via the Internet. Cf. HENNING-THURAU ET AL. (2004), p. 39; FINK (2020), p. 5; FILIERI (2015), pp. 1261 et seqq.; BAHTAR/MUDA (2016), p. 338; DJAFAROVA/TROFIMENKO (2019), p. 1434.

  9. 9.

    Cf. CAMPBELL/MARKS (2015), pp. 599 et seqq.; BOERMAN (2020), p. 199.

  10. 10.

    Cf. DWIVEDI ET AL. (2020), p. 1; FILIERI/MCLEAY (2014), pp. 48 et seqq.; DJAFAROVA/TROFIMENKO (2019), p. 1437; ISMAGILOVA ET AL. (2020 A); ISMAGILOVA ET AL. (2020b).

  11. 11.

    Cf. EVANS ET AL. (2017), p. 138; KOWALCZYK/POUNDERS (2016), p. 4; BAHTAR/MUDA (2016), p. 338; CHU/KIM (2011), pp. 47 et seqq.; TIAGO ET AL. (2016), p. 175.

  12. 12.

    Cf. EVANS ET AL. (2017), p. 138; SCOTT (2015), pp. 405 et seqq.; BAHTAR/MUDA (2016), p. 338.

  13. 13.

    Cf. DWIVEDI ET AL. (2020), p. 2; ISMAGILOVA ET AL. (2020b).

  14. 14.

    Cf. KAPLAN/HAENLEIN (2010), p. 61; FINK (2020), p. 5; CHIA (2012), pp. 423 et seqq.

  15. 15.

    Cf. BURMANN ET AL. (2018), p. 252.

  16. 16.

    Cf. CHIA (2012), pp. 423 et seq.

  17. 17.

    Cf. ARNHOLD (2010), pp. 31 et seqq.; MEFFERT ET AL. (2019), p. 720; EILERS (2014), p. 47; HIDDESSEN (2019), pp. 23 et seq.; FINK (2020), p. 5.

  18. 18.

    Cf. EILERS (2014), p. 46; BURMANN ET AL. (2018), p. 251; HIDDESSEN (2019), p. 23.

  19. 19.

    Cf. BURMANN ET AL. (2018), pp. 252 et seq.

  20. 20.

    Cf. BURMANN ET AL. (2018), p. 253.

  21. 21.

    LU ET AL. (2014), p. 259; Cf. LEE ET AL. (2008), pp. 342 et seqq.

  22. 22.

    Cf. LU ET AL. (2014), p. 259; FINK (2020), p. 7.

  23. 23.

    Cf. FINK (2020) p. 7.

  24. 24.

    Cf. ZHU/TAN (2007), p. 2.

  25. 25.

    Cf. ZHU/TAN (2007), p. 2; ABDULLAHI (2020), p. 11.

  26. 26.

    Cf. CREATORLY (2021).

  27. 27.

    Cf. SINGH (2021).

  28. 28.

    Cf. LIVESAY (2022).

  29. 29.

    Cf. SHIFFER (2019).

  30. 30.

    Cf. INSTAGRAM (2022a); SINGH (2021).

  31. 31.

    Cf. LIVESAY (2022).

  32. 32.

    Cf. INSTAGRAM (2022b); MASHABLE (2022).

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  1. Hamburg, Germany

    Corina Oprea

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Oprea, C. (2023). User-Generated-Content vs. Brand-Generated-Content in Influencer Marketing. In: The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-41364-4_7

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  • DOI: https://doi.org/10.1007/978-3-658-41364-4_7

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  • Online ISBN: 978-3-658-41364-4

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