BUILDING BRAND EVANGELISM THROUGH SOCIAL MEDIA MICRO-INFLUENCERS: A CASE STUDY OF COSMETIC INDUSTRY IN THAILAND
Abstract
In an age of digitalized interactions, social media micro-influencer is a contemporary marketing approach for the company to engage with online consumers. Surprisingly, researchers have little insight into how social media micro-influencer influences the consumer-brand relationships in the marketing literature. This study, therefore, investigates the mechanism by which social media micro-influencer characteristics (i.e., specific content, authenticity, secret sharing, and the meaning of the influencer) placed on brand engagement, brand love, and brand evangelism. A model of the study is tested by using data collected from the followers of cosmetic micro-influencers on Facebook in Thailand. The findings based on structural equation modeling demonstrated that the social media micro-influencer characteristics elicited higher levels of brand engagement and brand love, which, in turn, mediated the effect of social media micro-influencer characteristics on brand evangelism. The results evidently showed that brand engagement and brand love are the key concepts in the process of building brand evangelism through social media micro-influencer. This study represents one of the pioneer attempts to theoretically integrate brand engagement, brand love, and brand evangelism in an influencer marketing context. This integration offers valuable insights for marketing academics in a better understanding of the process of brand evangelism and for the companies in improving their influencer marketing strategies.
References
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, In press.
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2016). Brand love: Development and validation of a practical scale. Marketing Letters, 28, 1-14.
Batra, R., Ahuvia, A., & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76(2),1-16.
Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356.
Blau, I. (2011). Application use, online relationship types, self-disclosure, and Internet abuse among children and youth: Implications for education and Internet safety programs. Journal of Educational Computing Research, 45(1), 95-116.
Blomqvist, E., & Järkemyr, R. (2018). Do you give in to your inner shopaholic? A study of influencers impact on consumers mobile impulse buying behavior (Master's thesis). Retrieved from https://www.diva-portal.org/smash/get/ diva2:1210286/FULLTE XT01.pdf
Byrne, B. M. (2010). Structural equation modeling with AMOS: basic concepts, applications, and programming (2nd ed.). New York: Routledge.
Carroll, B.A., & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 20(6), 369-375.
Chatzigeorgiou, C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing, 3(2), 25–29.
Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313-320.
Collins, N. L., & Miller, L. C. (1994). Self-disclosure and liking: a meta-analytic review. Psychological Bulletin, 116(3), 457-475.
Dân, H. T. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(5), 4710-4714.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
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.
Dlodlo, N. (2014). Profiling marketplace change agents (influential) using the multiple flow communication theory. Mediterranean Journal of Social Sciences, 5(20), 705-712.
Dragilev, D. (2019, July 16). 5 influencer marketing tactics to build ultimate brand awareness. Retrieved from https://www.jeffbullas.com/influencer-marketing-tactics/
Fernandes, A. F. D. R. (2018). Understanding influencer endorsement in the luxury sector (Master’s thesis). Retrieved from https://repositorio.ucp.pt/bitstream/ 10400.14/ 25938/1/ Tese%20 Ant%C3%B3nio%20Fernandes.pdf
Godey, B., 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 behavior. Journal of Business Research, 69(12), 5833-5841.
Gómez, A. R. (2019). Digital Fame and Fortune in the age of Social Media: A Classification of social media influencers. aDResearch: Revista Internacional de Investigación en Comunicación, 19(19), 8-29.
Gómez-Suárez, M. (2019). Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Administrative Sciences, 9(1), 1-19.
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.
Gunnarsson, L., Folkestad, A., & Postnikova, A. (2018). Maybe Influencers Are Not Worth the Hype: An explanatory study on influencers’ characteristics with perceived quality and brand loyalty (Bachelor’s thesis). Retrieved from https://www.diva-portal.org/smash/get/diva2:1217846/FULLTEXT01.pdf
Hair, J. F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis, 7.
Hollebeek, L. D. & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41.
Hsu, C. L., Lin, C. J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88.
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. M. (2016). Being true to oneself: Investigating celebrity brand authenticity. Psychology & marketing, 33(6), 410-420.
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40-58.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170-186.
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567.
Katz, E., Lazarsfeld, P. F., & Roper, E. (2017). Personal influence: The part played by people in the flow of mass communications. London: Routledge.
Kautish, P. (2010). Empirical study on influence of extraversion on consumer passion and brand evangelism with word-of-mouth communication. Review of Economic and Business Studies, 6, 187-198.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
Kenechukwu, S. (2015). Understanding media effect: A study of how studies in perception nailed the coffin on Magic Bullet Theory. Int. J. Soc. Sci. Humanit. Rev, 5(2), 115-122.
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
Kim, S. J., Bickart, B., Brunel, F., & Pai, S. (2013). Sharing Secrets with Strangers on Social Media: By Sharing Secrests, Can You Make Your Word-Of-Mouth More Persuasive? ACR European Advances, 10, 295-296.
Kline, R.B. (2010). Principles and Practices of Structural Equation Modelling (3rd ed.). New York: Guilford Press.
Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345-356.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The people's choice. New York: Columbia University Press.
Lim, X. J., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153-159.
Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Marketing Theory and Applications, 18(1), 25-32.
Meng, F., & Wei, J. (2015). What factors of online opinion leader influence consumer purchase intention? International Journal of Simulation: Systems, Science and Technology, 16, 1-8.
Michael, B. (2019). Social Media Influencers: A Route to Brand Engagement for their Followers (Master’s Thesis). Retrieved from https://harvest.usask.ca/bitstream/handle/ 10388/12253/MICHAEL-THESIS-2019.pdf
Mohr, I. (2014). Going viral: An analysis of YouTube videos. Journal of Marketing Development and Competitiveness, 8(3), 43-48.
Mulqueen, T. (2019, April 16). Brands Paid Hefty Prices To Send Micro-Influencers Dancing In The Desert At Coachella. Retrieved from https://www.forbes.com/sites/ tinamul queen/ 2019/04/16/ brands-paid-hefty-prices-to-send-micro-influencers-dancing-in- the-desert-at-coachella/#3155e7e2bf39
Nachum, E. (2019). Why micro-influencers increase sales and how to find them. Retrieved from https://www.jeffbullas.com/micro-influencers-increase-sales-find/
Oyesomi, K. O., Okorie, N., Ahmadu, F. O., & Itsekor, V. (2014). Where is the African culture? Assessing the uniqueness of indigenous communication in galvanising women’s political participation at the local level. New Media and Mass Communication, 25, 1-8.
Peeroo, S., Samy, M., & Jones, B. (2015, December). Customer engagement manifestations on Facebook pages of Tesco and Walmart. In 2015 International conference on computing, communication and security (ICCCS) (pp. 1-8).
Rashid, M. H. A., & Ahmad, F. S. (2014). The role of recovery satisfaction on the relationship between service recovery and brand evangelism: A conceptual framework. International Journal of Innovation, Management and Technology, 5(5), 401-405.
Reeves, R. A., Baker, G. A., & Truluck, C. S. (2012). Celebrity worship, materialism, compulsive buying, and the empty self. Psychology & Marketing, 29(9), 674-679.
Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2015). Consumer journey from first experience to brand evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1), 5-28.
Russell, C. A., Stern, B. B., & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7-21.
SanMiguel, P., Guercini, S., & Sádaba, T. (2018). The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences, 18(2), 439-460.
Shoham, A., & Ruvio, A. (2008). Opinion leaders and followers: A replication and extension. Psychology & Marketing, 25(3), 280-297.
Sicilia, M., Delgado‐Ballester, E., & Palazon, M. (2016). The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection. Journal of Consumer Behaviour, 15(1), 60-71.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31-41.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
Wheeless, L. R., & Grotz, J. (1977). The measurement of trust and its relationship to self‐disclosure. Human Communication Research, 3(3), 250-257.
Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958-972.
Zhou, F., & Jia, W. (2018). How a retailer’s website quality fosters relationship quality: The mediating effects of parasocial interaction and psychological distance. International Journal of Human–Computer Interaction, 34(1), 73-83.
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, In press.
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2016). Brand love: Development and validation of a practical scale. Marketing Letters, 28, 1-14.
Batra, R., Ahuvia, A., & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76(2),1-16.
Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356.
Blau, I. (2011). Application use, online relationship types, self-disclosure, and Internet abuse among children and youth: Implications for education and Internet safety programs. Journal of Educational Computing Research, 45(1), 95-116.
Blomqvist, E., & Järkemyr, R. (2018). Do you give in to your inner shopaholic? A study of influencers impact on consumers mobile impulse buying behavior (Master's thesis). Retrieved from https://www.diva-portal.org/smash/get/ diva2:1210286/FULLTE XT01.pdf
Byrne, B. M. (2010). Structural equation modeling with AMOS: basic concepts, applications, and programming (2nd ed.). New York: Routledge.
Carroll, B.A., & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 20(6), 369-375.
Chatzigeorgiou, C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing, 3(2), 25–29.
Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313-320.
Collins, N. L., & Miller, L. C. (1994). Self-disclosure and liking: a meta-analytic review. Psychological Bulletin, 116(3), 457-475.
Dân, H. T. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(5), 4710-4714.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
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.
Dlodlo, N. (2014). Profiling marketplace change agents (influential) using the multiple flow communication theory. Mediterranean Journal of Social Sciences, 5(20), 705-712.
Dragilev, D. (2019, July 16). 5 influencer marketing tactics to build ultimate brand awareness. Retrieved from https://www.jeffbullas.com/influencer-marketing-tactics/
Fernandes, A. F. D. R. (2018). Understanding influencer endorsement in the luxury sector (Master’s thesis). Retrieved from https://repositorio.ucp.pt/bitstream/ 10400.14/ 25938/1/ Tese%20 Ant%C3%B3nio%20Fernandes.pdf
Godey, B., 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 behavior. Journal of Business Research, 69(12), 5833-5841.
Gómez, A. R. (2019). Digital Fame and Fortune in the age of Social Media: A Classification of social media influencers. aDResearch: Revista Internacional de Investigación en Comunicación, 19(19), 8-29.
Gómez-Suárez, M. (2019). Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Administrative Sciences, 9(1), 1-19.
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.
Gunnarsson, L., Folkestad, A., & Postnikova, A. (2018). Maybe Influencers Are Not Worth the Hype: An explanatory study on influencers’ characteristics with perceived quality and brand loyalty (Bachelor’s thesis). Retrieved from https://www.diva-portal.org/smash/get/diva2:1217846/FULLTEXT01.pdf
Hair, J. F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis, 7.
Hollebeek, L. D. & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41.
Hsu, C. L., Lin, C. J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88.
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. M. (2016). Being true to oneself: Investigating celebrity brand authenticity. Psychology & marketing, 33(6), 410-420.
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40-58.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170-186.
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567.
Katz, E., Lazarsfeld, P. F., & Roper, E. (2017). Personal influence: The part played by people in the flow of mass communications. London: Routledge.
Kautish, P. (2010). Empirical study on influence of extraversion on consumer passion and brand evangelism with word-of-mouth communication. Review of Economic and Business Studies, 6, 187-198.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
Kenechukwu, S. (2015). Understanding media effect: A study of how studies in perception nailed the coffin on Magic Bullet Theory. Int. J. Soc. Sci. Humanit. Rev, 5(2), 115-122.
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
Kim, S. J., Bickart, B., Brunel, F., & Pai, S. (2013). Sharing Secrets with Strangers on Social Media: By Sharing Secrests, Can You Make Your Word-Of-Mouth More Persuasive? ACR European Advances, 10, 295-296.
Kline, R.B. (2010). Principles and Practices of Structural Equation Modelling (3rd ed.). New York: Guilford Press.
Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345-356.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The people's choice. New York: Columbia University Press.
Lim, X. J., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153-159.
Matzler, K., Pichler, E. A., & Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Marketing Theory and Applications, 18(1), 25-32.
Meng, F., & Wei, J. (2015). What factors of online opinion leader influence consumer purchase intention? International Journal of Simulation: Systems, Science and Technology, 16, 1-8.
Michael, B. (2019). Social Media Influencers: A Route to Brand Engagement for their Followers (Master’s Thesis). Retrieved from https://harvest.usask.ca/bitstream/handle/ 10388/12253/MICHAEL-THESIS-2019.pdf
Mohr, I. (2014). Going viral: An analysis of YouTube videos. Journal of Marketing Development and Competitiveness, 8(3), 43-48.
Mulqueen, T. (2019, April 16). Brands Paid Hefty Prices To Send Micro-Influencers Dancing In The Desert At Coachella. Retrieved from https://www.forbes.com/sites/ tinamul queen/ 2019/04/16/ brands-paid-hefty-prices-to-send-micro-influencers-dancing-in- the-desert-at-coachella/#3155e7e2bf39
Nachum, E. (2019). Why micro-influencers increase sales and how to find them. Retrieved from https://www.jeffbullas.com/micro-influencers-increase-sales-find/
Oyesomi, K. O., Okorie, N., Ahmadu, F. O., & Itsekor, V. (2014). Where is the African culture? Assessing the uniqueness of indigenous communication in galvanising women’s political participation at the local level. New Media and Mass Communication, 25, 1-8.
Peeroo, S., Samy, M., & Jones, B. (2015, December). Customer engagement manifestations on Facebook pages of Tesco and Walmart. In 2015 International conference on computing, communication and security (ICCCS) (pp. 1-8).
Rashid, M. H. A., & Ahmad, F. S. (2014). The role of recovery satisfaction on the relationship between service recovery and brand evangelism: A conceptual framework. International Journal of Innovation, Management and Technology, 5(5), 401-405.
Reeves, R. A., Baker, G. A., & Truluck, C. S. (2012). Celebrity worship, materialism, compulsive buying, and the empty self. Psychology & Marketing, 29(9), 674-679.
Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2015). Consumer journey from first experience to brand evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1), 5-28.
Russell, C. A., Stern, B. B., & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7-21.
SanMiguel, P., Guercini, S., & Sádaba, T. (2018). The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences, 18(2), 439-460.
Shoham, A., & Ruvio, A. (2008). Opinion leaders and followers: A replication and extension. Psychology & Marketing, 25(3), 280-297.
Sicilia, M., Delgado‐Ballester, E., & Palazon, M. (2016). The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection. Journal of Consumer Behaviour, 15(1), 60-71.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31-41.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.
Wheeless, L. R., & Grotz, J. (1977). The measurement of trust and its relationship to self‐disclosure. Human Communication Research, 3(3), 250-257.
Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958-972.
Zhou, F., & Jia, W. (2018). How a retailer’s website quality fosters relationship quality: The mediating effects of parasocial interaction and psychological distance. International Journal of Human–Computer Interaction, 34(1), 73-83.
Published
2020-09-25
How to Cite
PORNSRIMATE, Kanyawee; KHAMWON, Anon.
BUILDING BRAND EVANGELISM THROUGH SOCIAL MEDIA MICRO-INFLUENCERS: A CASE STUDY OF COSMETIC INDUSTRY IN THAILAND.
International Journal of Social Science Research, [S.l.], v. 2, n. 3, p. 84-99, sep. 2020.
ISSN 2710-6276.
Available at: <https://myjms.mohe.gov.my/index.php/ijssr/article/view/10804>. Date accessed: 17 july 2025.
Section
Articles
is published by:
