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Erschienen in:
2020 | OriginalPaper | Buchkapitel
The Study on How Influencer Marketing Can Motivate Consumer Through Interaction-Based Mobile Communication
verfasst von : Kai-Shuan Shen
Erschienen in: HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media
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Abstract
Compared to traditional sales model, influencer marketing motivates consumers in a totally different way in this era of mobile phone. This type of marketing uses various phenomenons hot online, such as a delicately designed image with high attention, so targeted merchandise can be concerned associatedly. The way which influencer marketing uses activates consumers’ interests and improves the appeal of products. The success of influencer marketing also indicates the achievement of mobile communication and motivates my study.
Kansei Engineering was applied to study how influencer marketing can motivate consumer through mobile communication based on human emotions. Hence, EGM (Evaluation Grid Method) was used to determine the interdependent appeal factors and specific characteristics of influencer marketing based on experts’ opinion. In addition, this study took advantage of Quantification Theory Type I to analyze the importance of each appeal factors and characteristics according to consumers’ responses. This study combined in-depth interviews and questionnaire surveys, and can be individual analyzed through EGM and Quantification Theory Type I. Hence, both experts’ and consumers’ preferences to influencer marketing can be reveal. Then, the role of mobile phone can be positioned and clarified in influencer marketing & communication based on the results of this study.
The semantic structure of appeal of influencer marketing, as the results of EGM analysis, showed the hierarchy of the relationship among appeal factors, the reasons for consumers’ preferences, and the specific characteristics. In addition, the results of Quantification Theory Type I analysis indicated that appeal factors will be affected in varying degrees by particular reasons and characteristics in this study. Then, the influencer marketing strategies could be used for mobile communication on the basis of the result of this study. Researchers who are concerned about the issues of influencer marketing can get useful information in this study. Furthermore, the achievements of this study can contribute to the field of marketing, mobile communication, social media, and media design.