SOCIAL MEDIA INFLUENCERS AND BRAND IMAGE OF ENERGY DRINK PRODUCERS IN PORT HARCOURT, RIVERS STATE
Keywords:
Social Media Influencer, Authenticity, Attractiveness, Trustworthiness, Reputation
Abstract
This study investigates social media influencers and brand image of energy drink producers in Port Harcourt. The aim is to ascertain the relationship between social media influencers and brand image of energy drinks in Port Harcourt, Rivers State. This study adopted a cross-sectional survey research design. Based on the research objectives, hypotheses were formulated and tested four hypotheses using Spearman Rank Correlation Coefficient and Partial Correlation. The population comprised of customers 6 energy drink producers in Port Harcourt. 226 copies of questionnaire were distributed. However, 210 were useful for the analysis. The findings revealed that social media influencers have a strong positive association with brand image of energy drink producers in Port Harcourt. The study concluded that, social media influencers have a strong positive and significant relationship with brand image of energy drink producers. The study therefore recommended that, energy drink producers should maintain the policy of aligning their brand position to reflect corporate image credibility strategies.
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References
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Atika, H., Ujang, S., & dan Netti, T. (2019).The effect of social media influencer on brand image, self-concept, and purchase intention.Journal of Consumer Sciences, 04(02), 76-89
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Chang, C. (2016). Responses to conflicting information in computer-mediated communication: gender difference as an example, New Media and Society, 18(1), 5-24.
Chen, C. F. & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions the moderating effects of switching costs, Journal of Air Transport Management, 14(1), 40-42.
De Veirman, M., Cauberghe, V. &Hudders, L. (2017). Marketing through instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), 798-828.
Deutsch, M., & Gerard, H. B. (2015). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629–636.
Duffy, B. E. (2017). (Not) Getting paid to do what you love: Gender, social media, and aspirational work. Yale University Press.
Eagly, A. H. (1997). Sex differences in social behavior: comparing social role theory and evolutionary psychology, American Psychologist, 50, 1380-1383.
Enli, G. (2015). Mediated authenticity: how the media constructs reality. Peter Lang.
Erdem, T. &Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.
Erdogan, B. Z. (2009). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.
Faleatua, R. (2018). Insta brand me: Playing with notions of authenticity. Continuum, 32(6), 721–738.
Feby, E. V. S. P. & Monika, T. (2021). The effect of social media influencer and brand image on online purchase intention during the covid-19 pandemic.Ilomata International Journal of Management (IJJM), 2(3), 163-171
Feeley, M. (2020). Global market for influencer marketing platforms predicted to grow significantly over the next five years. Retrieved January 17, 2022 from https:// thesilab.com/global-market-for-influencer-marketing-platforms-predicted-to-growsignificantly-over-the-next-five-years/.
Ferchaud, A., Grzeslo, J., Orme, S. &LaGroue, J. (2018). Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels, Computers in Human Behavior, 80, 88-96.
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Halim, E., &Karami, R. H. (2020). Information systems, social media influencers and subjective norms impact to purchase intentions in e-commerce. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 899–904. https://doi.org/10.1109/ICIMTech50083.2020.9211117
Hermanda, A., Sumarwan, U., &Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76–89.
Holt, K. (2012). Authentic journalism? A critical discussion about existential authenticity in journalism ethics. Journalof Mass Media Ethics, 27(1), 2–14.
Hsu, C.-L., & Lin, J.-C.-C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45(1), 65–74.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96.
Ilicic, J. & Webster, C. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research: An International Journal, 18(2), 164-187.
Isyanto, P., Sapitri, R. G., &Sinaga, O. (2020). Micro influencers marketing and brand image to purchase intention of cosmetic products focallure. Systematic Reviews in Pharmacy, 11(1), 601–605.
Jin, S. V. (2018). Celebrity 2.0 and beyond effects of Facebook profile sources on social networking advertising, Computers in Human Behavior, 79, 154-168.
Keller, K. L., Apéria, T., &Georgson, M. (2008). Strategic brand management: A European perspective. Pearson Education.
Klaus-Peter, W. & Walter, v. M. (2021). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707–725
Kotler, P. & K. L. Keller (2012). Marketing management 14th Edition. Prentice Hall.
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
Labrecque, L.I., Esche, J., Mathwick, C., Novak, T. P. &Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27, 257-269.
Li, C.-Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29(1), 264–275.
Lim, X. J., Radzol, A. R. B. M., Cheah, J-H. & Wong, M. W. (2018). The impact ofsocial media influencers on purchase intention and the mediation effect of customerattitude’, Asian Journal of Business Research, 7(2), 19-36.
Limbu, Y. B., & Law, R. (2020). Antecedents of influencer credibility and its impact on destination image and purchase intention. Journal of Travel Research, 59(7), 1189-1205.
Linnér, E., Taha, S., & Carlsson, J. (2018). What characterizes an influential Instagram fashion influencer? A descriptive research: (Dissertation)
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.
Marken, G. A. (2022). One-minute corporate reputation management. Public Relations Quarterly, 47(4), 21-23.
Martensen, A., Brockenhuus-Schack, S. & Zahid, A. L. (2018). How citizen influencers persuade their followers, Journal of Fashion Marketing and Management: An International Journal, 22(3), 335-353.
Nirschl, M. & Steinberg, L. (2018). Einstieg in Das influencer marketing: Grundlagen, Strategien Und Erfolgsfaktoren, Essentials, Springer
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers‘ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19(3), 39–52.
Owoseje, T. (2019). Wizkid walks alongside Naomi Campbell in Dolce & Gabbanafashion show | Metro News. [online] Metro.co.uk. Available at:https://metro.co.uk/2018/06/16/wizkid-flaunts-modelling-prowess-on-runway-at-dolcegabbana-menswear-fashion-show-7637233
Peterson, R. (2005). In search of authenticity. Journal of Management Studies, 42(5), 1083–1098.
Roy, S., Varsha J. & dan Pragati, R. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. AsiaPasific Journal of Business, 5(1), 72-88.
Sakib, M. D. N., Zolfagharian, M. &Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness, Journal of Retailing and Consumer Services, 52, doi: 10.1016/j.jretconser.2019.01.002.
Santi, D. P. N.,Mintarti, R. &Raditha, D. V. H. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers of Korea cosmetic product.International Journal of Research in Business and Social Science, 11(5), 18-32
Schouten, A. P., Janssen, L. &Verspaget, M. (2019). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit, International Journal of Advertising, 39(2), 1-24.
Shimp, T. A. (2006). Advertising, promotion, and other aspects of integrated marketing communications SEVENTH IEDITION. http://www.thomsonrights.com.
Shimp, T. A. (2020). Advertising, promotion: Supplemental aspects of integratedmarketing communications. 5th edn. Harcourt College Publishers.
Silvera, D. H. &Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements, European Journal of Marketing, 38(11/12), 1509-1526.
Thiessen, A., &Ingenhoff, D. (2011). Safeguarding reputation through strategic, integrated and situational crisis management: development of the integrative model of crisis communication. Corporate Communication: An International Journal, 16(1), 8–26
Till, B. D., &Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand belief. Journal of Advertising, 29(3), 1-13.
Umeogu, B., (2012). Source credibility: A philosophical analysis. Open Journal of Philosophy, 2(2), 112-115.
Venkatesh, V., & Brown, S. A. (2001). A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges. MIS Quarterly, 25(1), 71–102.
Virkkunen, P. &Norhio, E. (2019). Becoming a social media influencer: Describing the journey of becoming a successful social media influencer, Jönköping University, Jönköping International Business School, JIBS, Business Administration Jönköping.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.
Wang, Y-H. & Tsai, C-F. (2017). The relationship between brand image and purchase intention: evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40,
Abert, M., Lunderøy, M. J. &Radmacher, C. (2019). New ventures in the age of digital media technologies – A qualitative study of influencer entrepreneurs, Nord universitet.
Arian, M., Tornike, K. &Nugzar, T. (2022). The impact of social media influencers on brand awareness, imageand trust in their sponsored content: an empirical study fromGeorgian social media users. International Journal of Marketing, Communication and New Media, 10(18), 88-114.
Atika, H., Ujang, S., & dan Netti, T. (2019).The effect of social media influencer on brand image, self-concept, and purchase intention.Journal of Consumer Sciences, 04(02), 76-89
Barker, S. (2018). What’s the difference between celebrities and influencers – and which does your brand need?
Chang, C. (2016). Responses to conflicting information in computer-mediated communication: gender difference as an example, New Media and Society, 18(1), 5-24.
Chen, C. F. & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions the moderating effects of switching costs, Journal of Air Transport Management, 14(1), 40-42.
De Veirman, M., Cauberghe, V. &Hudders, L. (2017). Marketing through instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), 798-828.
Deutsch, M., & Gerard, H. B. (2015). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629–636.
Duffy, B. E. (2017). (Not) Getting paid to do what you love: Gender, social media, and aspirational work. Yale University Press.
Eagly, A. H. (1997). Sex differences in social behavior: comparing social role theory and evolutionary psychology, American Psychologist, 50, 1380-1383.
Enli, G. (2015). Mediated authenticity: how the media constructs reality. Peter Lang.
Erdem, T. &Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.
Erdogan, B. Z. (2009). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.
Faleatua, R. (2018). Insta brand me: Playing with notions of authenticity. Continuum, 32(6), 721–738.
Feby, E. V. S. P. & Monika, T. (2021). The effect of social media influencer and brand image on online purchase intention during the covid-19 pandemic.Ilomata International Journal of Management (IJJM), 2(3), 163-171
Feeley, M. (2020). Global market for influencer marketing platforms predicted to grow significantly over the next five years. Retrieved January 17, 2022 from https:// thesilab.com/global-market-for-influencer-marketing-platforms-predicted-to-growsignificantly-over-the-next-five-years/.
Ferchaud, A., Grzeslo, J., Orme, S. &LaGroue, J. (2018). Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels, Computers in Human Behavior, 80, 88-96.
Feshchuk, I. (2019). All the endorsement deals Wizkid has won this year, Nike, Cirocand more. [online] Jiji Blog. Available at: https://jiji-blog.com/2018/09/all-theendorsement-deals-wizkid-has-won-this-year-nike-ciroc-and-more
Godey, B. N., Manthiou A., Pederzoli D., Rokka J., Aiello G., Donvito R., & Singh R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behaviour. Journal of Business Research, 69(12), 5833-5841.
Halim, E., &Karami, R. H. (2020). Information systems, social media influencers and subjective norms impact to purchase intentions in e-commerce. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 899–904. https://doi.org/10.1109/ICIMTech50083.2020.9211117
Hermanda, A., Sumarwan, U., &Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76–89.
Holt, K. (2012). Authentic journalism? A critical discussion about existential authenticity in journalism ethics. Journalof Mass Media Ethics, 27(1), 2–14.
Hsu, C.-L., & Lin, J.-C.-C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45(1), 65–74.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96.
Ilicic, J. & Webster, C. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research: An International Journal, 18(2), 164-187.
Isyanto, P., Sapitri, R. G., &Sinaga, O. (2020). Micro influencers marketing and brand image to purchase intention of cosmetic products focallure. Systematic Reviews in Pharmacy, 11(1), 601–605.
Jin, S. V. (2018). Celebrity 2.0 and beyond effects of Facebook profile sources on social networking advertising, Computers in Human Behavior, 79, 154-168.
Keller, K. L., Apéria, T., &Georgson, M. (2008). Strategic brand management: A European perspective. Pearson Education.
Klaus-Peter, W. & Walter, v. M. (2021). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707–725
Kotler, P. & K. L. Keller (2012). Marketing management 14th Edition. Prentice Hall.
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
Labrecque, L.I., Esche, J., Mathwick, C., Novak, T. P. &Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27, 257-269.
Li, C.-Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29(1), 264–275.
Lim, X. J., Radzol, A. R. B. M., Cheah, J-H. & Wong, M. W. (2018). The impact ofsocial media influencers on purchase intention and the mediation effect of customerattitude’, Asian Journal of Business Research, 7(2), 19-36.
Limbu, Y. B., & Law, R. (2020). Antecedents of influencer credibility and its impact on destination image and purchase intention. Journal of Travel Research, 59(7), 1189-1205.
Linnér, E., Taha, S., & Carlsson, J. (2018). What characterizes an influential Instagram fashion influencer? A descriptive research: (Dissertation)
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.
Marken, G. A. (2022). One-minute corporate reputation management. Public Relations Quarterly, 47(4), 21-23.
Martensen, A., Brockenhuus-Schack, S. & Zahid, A. L. (2018). How citizen influencers persuade their followers, Journal of Fashion Marketing and Management: An International Journal, 22(3), 335-353.
Nirschl, M. & Steinberg, L. (2018). Einstieg in Das influencer marketing: Grundlagen, Strategien Und Erfolgsfaktoren, Essentials, Springer
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers‘ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19(3), 39–52.
Owoseje, T. (2019). Wizkid walks alongside Naomi Campbell in Dolce & Gabbanafashion show | Metro News. [online] Metro.co.uk. Available at:https://metro.co.uk/2018/06/16/wizkid-flaunts-modelling-prowess-on-runway-at-dolcegabbana-menswear-fashion-show-7637233
Peterson, R. (2005). In search of authenticity. Journal of Management Studies, 42(5), 1083–1098.
Roy, S., Varsha J. & dan Pragati, R. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. AsiaPasific Journal of Business, 5(1), 72-88.
Sakib, M. D. N., Zolfagharian, M. &Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness, Journal of Retailing and Consumer Services, 52, doi: 10.1016/j.jretconser.2019.01.002.
Santi, D. P. N.,Mintarti, R. &Raditha, D. V. H. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers of Korea cosmetic product.International Journal of Research in Business and Social Science, 11(5), 18-32
Schouten, A. P., Janssen, L. &Verspaget, M. (2019). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit, International Journal of Advertising, 39(2), 1-24.
Shimp, T. A. (2006). Advertising, promotion, and other aspects of integrated marketing communications SEVENTH IEDITION. http://www.thomsonrights.com.
Shimp, T. A. (2020). Advertising, promotion: Supplemental aspects of integratedmarketing communications. 5th edn. Harcourt College Publishers.
Silvera, D. H. &Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements, European Journal of Marketing, 38(11/12), 1509-1526.
Thiessen, A., &Ingenhoff, D. (2011). Safeguarding reputation through strategic, integrated and situational crisis management: development of the integrative model of crisis communication. Corporate Communication: An International Journal, 16(1), 8–26
Till, B. D., &Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand belief. Journal of Advertising, 29(3), 1-13.
Umeogu, B., (2012). Source credibility: A philosophical analysis. Open Journal of Philosophy, 2(2), 112-115.
Venkatesh, V., & Brown, S. A. (2001). A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges. MIS Quarterly, 25(1), 71–102.
Virkkunen, P. &Norhio, E. (2019). Becoming a social media influencer: Describing the journey of becoming a successful social media influencer, Jönköping University, Jönköping International Business School, JIBS, Business Administration Jönköping.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.
Wang, Y-H. & Tsai, C-F. (2017). The relationship between brand image and purchase intention: evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40,
Published
2023-09-11
How to Cite
CHARLES CHINEDU, N., & HANIEL OKORAFOR, E. (2023). SOCIAL MEDIA INFLUENCERS AND BRAND IMAGE OF ENERGY DRINK PRODUCERS IN PORT HARCOURT, RIVERS STATE. GPH-International Journal of Social Science and Humanities Research, 6(08), 30-43. https://doi.org/10.5281/zenodo.8334826
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