online shopping and digital marketing

Alukhadar and Senecal 2011

Identified 3 types of online shoppers

• basic communicators - use internet less frequently, mainly for communicating via email

• lurking shoppers - heavy online shoppers and use internet frequently searching for info

• social thrivers - heaviest internet users and exploit social features of online platforms such as chatting, blogging, streaming

Alan et al 2017

narcissism, self-esteem and big 5 traits were positively related to intentions to shop online

Stuppy et al 2020

consumers with low self-esteem gravitated towards inferior products

• self-verifying pessimistic views of themself

Bosnjak et al 2007

3 of the big 5 traitss had small influence on willingness to online shop

• neuroticism and agreeableness had negative effect on willingness

• openness to experience had positive effect on willingness

Lee and Koo 2012

negative product reviews are perceived as more credible and influential

Park and Feinberg 2010

• Normative consumer conformity is related to internal consumer characteristics

• Informational consumer conformity is related to external virtual community characteristics

Cheung and To 2017

mobile users w/ positive attitudes towards in-app ads, strong subjective norms, low perceived behaviour control are more likely to watch in-app ads

• affected behavioural response

users with high propensity to trust have stronger intentions to know about the advertised product

De Vierman et al 2017

Influencers having a high amount of followers positively affected popularity and opinion leadership

• However, if influencers themselves followed few account, their likeability was negatively impacted

When promoting a product perceived as unique, attitudes towards new brands were positively impacted

• No effect or negative effect for known brands

Franke et al (2023)

• Human influencers outperform virtual influencers in influencing attitudes towards the endorser and the ad

• Higher perceived congruence between the influencers (human/virtual) and the endorser results in higher perceived expertise

Kim and Kim (2021)

High congruence/Emotional connection between product and influencer can encourage positive attitudes towards product and ad recognition

• when adding sponsorship label, consumers may think influencer is doing it for the money (calculative motive) and as a result less positive attitudes towards product but it does make ad more recognisable

Stubb and Coliander (2019)

• when influencer posts were labelled as ‘not sponspored’, consumers perceptions of trustworthiness increased

• when influencers posts with direct shopping links there was increased recognition of adverts, but reduced influencer credibility and weakened brand attitudes

• when using both, consumers were more skeptical

Ki and Kim 2019

• attractiveness of content was indicative of taste leadership, positively impacting perceptions leading to increased desire to mimic the influencers behaviour

• expertise content was indicative of opinion leadership, positively impacting perceptions leading to increased desire to mimic behaviour

Sokolova and Kefi 2020

Attitude homophily is strongly related to credibility and parasocial interaction, which are both strongly related to purchase intention

Su et el 2021

physical, social and task attraction are positively related to parasocial relationships

• stronger PSRs increases informational influence and credibility, which increases purchasing intentions

Positive comments increase PSR impact on trustworthiness judgements and audiences willingness to accept influencer information

Jin and Ryu 2020

• influencer group photos induce stronger parasocial interactions, compared to selfies which induce stronger envy

• instagram influencers are percieved as more trustworthy, evoke more envy and induce closer parasocial interactions than mainstream celebrities

  • only in female ppts, no effect on males