In the field of marketing, influencer promotions evolved to an established strategy to spread awareness about brands and to target potential customers. Especially the beauty industry utilizes the strategic communication approaches through the embeddedness of products into the creative content of influencers in order to persuade consumers. The purpose of this research paper is to examine the influencing power of those digital opinion leaders while comparing this potential with traditional print advertisements in magazines. In this process, particular focus has been laid on the perceived credibility of both marketing techniques applied on the luxury cosmetic market in Austria. Through a quantitative survey with paper and pencil questionnaires, data on attitudes and perceptions of 120 respondents could be gathered in Klagenfurt. Results of the study reveal that influencer advertisings are not automatically more influencing than traditional print advertisements. However, a positive pre-attitude towards beloved influencers affect people to develop a more positive attitude towards brands and products that were advertised by social media opinion leaders. These findings suggest that luxury cosmetic brands should create a marketing mix that implements a complementary storytelling strategy between influencer promotions and print advertisements. Thereby, companies can target influencer followers as well as consumers of older generations to achieve a communication concept which attract potential customers in a diversified way.
Table of Content
1. Introduction
2. Framework Conditions
2.1 Definition of Influencer Marketing and Advertising
2.2 Definition of the Luxury Cosmetic Industry
2.3 Influencer Advertising in the Luxury Cosmetic Industry
3. Theoretical Part: Influence of Traditional Advertising vs. Influencer Advertising
3.1 The Influence of Advertisements towards Consumers
3.2 Electronic Word-of-Mouth Concept
3.2.1 Definition of Electronic Word-of-Mouth
3.2.2 Effects of eWOM on Customer Purchase Intentions and Brand Image
3.3 Influencing Potential of Influencers as Opinion Leaders
3.3.1 Opinion Leaders Interaction with Social Media Communities
3.3.2 Individual Differences That Strengthen the Intensity of Influence
3.3.3 Effects of Negative Influencer Recommendations
3.4 Scientific Theories Determining the Communication Credibility
3.4.1 Definition of Credibility
3.4.2 Determinants of the Communication Credibility
3.4.2.1 Source-Credibility Theory
3.4.2.2 Interpersonal Factors
3.4.2.3 Heuristic-Systematic-Model
3.5 Credibility Concerning Influencers vs. Celebrity Endorsers
3.6 Composition of the Research Model
4. Empirical Analysis
4.1 Method
4.2 Company Description: Lancôme Paris
4.3 The Influencers of the Blog “Les Factory Femmes”
4.4 Variables and Items
4.5 Sample Characteristics
4.6 Research Findings
5. Discussion and Implications
6. Limitations and Directions for Future Research
7. References
8. Appendix
Objectives & Key Themes
This research aims to examine and compare the influencing power of social media influencers versus traditional print advertisements within the luxury cosmetic market in Austria. By investigating the perceived credibility of both marketing strategies, the study seeks to determine which approach is more effective at driving consumer attitudes and purchase intentions, ultimately providing guidance for an optimized marketing mix.
- Comparison of Influencer Marketing and Traditional Print Advertising.
- Evaluation of Perceived Credibility and its impact on Purchase Intentions.
- Application of the Source-Credibility Theory and the Heuristic-Systematic-Model.
- Analysis of the role of Social Media Influencers as Opinion Leaders.
- Consumer attitudes toward luxury cosmetic products in Austria.
Excerpt from the Book
3.1 The Influence of Advertisements towards Consumers
Distributing sales-boosting marketing messages effectively describes a challenge that marketers are facing constantly in their profession. The way of communication between companies and customers (current and potential) determines whether the brand achieves to attract consumers in order to generate profitable sales (Bendixen, 1993). Advertisements serve as a vehicle to transfer the brands’ image to the public and to spread the word about new products and services. They are defined as a “brand-initiated communication intent on impacting people” (Dahlen et al., 2016, p.334) and have the purpose to “induce potential customers to respond favorably to the offerings of a firm” (Koekemoer, 2005, p.65). It is a mass communication process where verbal and non-verbal practices are transmitted through a channel towards the receiver (Koekemoer, 2005). In this connection, media devices as well as personal face-to-face interaction might function as a channel to bridge the gap between message sender and receiver (Williams, 2019).
This communication process aims to persuade consumers in terms of purchase decisions that have not been planned yet. Since persuasion is a change in beliefs and attitudes that “results from the exposure to a communication” (Petty et al., 1986, p.5), advertisements aim to focus more on the consumer rather than on the promoted product/service (Woodward et al., 2019). The change of attitudes is claimed to consequently cause changes in human behavior (Stiff et al., 2003). This development indicates, that the evoked attitude change generated through ads guides consumers to increase their purchase intention and eventually direct them to buy the product or service.
Summary of Chapters
1. Introduction: Outlines the shift in brand communication from traditional methods to social media and introduces the research focus on influencer advertising in the beauty sector.
2. Framework Conditions: Defines key concepts including influencer marketing, the luxury cosmetic industry, and the evolution of digital communication platforms.
3. Theoretical Part: Influence of Traditional Advertising vs. Influencer Advertising: Examines communication theories, consumer persuasion models, the electronic word-of-mouth concept, and the role of opinion leaders in shaping brand perceptions.
4. Empirical Analysis: Describes the quantitative survey methodology, details the research model, and presents the statistical findings regarding the effectiveness of different advertisement formats.
5. Discussion and Implications: Interprets the research findings, highlighting the importance of consumer pre-attitudes and suggesting strategic marketing adjustments for luxury brands.
6. Limitations and Directions for Future Research: Addresses study constraints, such as sample size and specific market demographics, while offering recommendations for subsequent studies in the field.
7. References: Provides a comprehensive list of all academic and industry-related sources cited throughout the thesis.
8. Appendix: Includes supplementary materials, such as advertisement examples, detailed questionnaires, and statistical analysis tables used in the research.
Keywords
social media influencer, print advertising, influencing power, credibility, consumer attitude, luxury cosmetic industry, electronic word-of-mouth, opinion leaders, purchase intention, marketing strategy, digital communication, brand image, consumer behavior, storytelling, media format
Frequently Asked Questions
What is the fundamental focus of this thesis?
The research focuses on comparing the effectiveness of two specific marketing strategies—influencer advertising versus traditional print advertising—within the context of the Austrian luxury cosmetic market.
What are the primary thematic areas covered?
The core themes include communication credibility, consumer behavior and psychology, the role of social media opinion leaders, and the influence of different media formats on purchase decisions.
What is the primary objective or research question?
The primary goal is to examine the "influencing power" of digital opinion leaders compared to print ads, specifically exploring how perceived credibility affects the purchase intentions of consumers.
Which scientific methods were employed?
The study utilized a quantitative approach involving a survey of 120 respondents, conducting statistical analyses such as linear regression and paired t-tests to verify the research hypotheses.
What topics are discussed in the main body?
The main body covers theoretical frameworks like the Source-Credibility Theory and the Heuristic-Systematic-Model, along with empirical insights into brand-influencer collaborations and their impact on consumer attitudes.
Which keywords best characterize this work?
The work is best defined by terms such as influencer marketing, credibility, consumer attitude, luxury cosmetic industry, and purchase intention.
Why did the study compare video content with print ads specifically?
The study compared these because Lancôme Paris employed a cross-media campaign strategy, making it an ideal case study to evaluate how different media formats—video, blog posts, and print—impact viewer perception.
What were the major findings regarding influencer credibility?
The study found that influencer advertising is not automatically more influential than traditional print advertising, as consumer pre-attitudes and familiarity with the brand play a significant role in how effective these advertisements are perceived to be.
What recommendation does the author give for luxury brands?
The author suggests that luxury brands should implement a complementary marketing mix that combines the storytelling capabilities of influencers with the perceived legitimacy of print advertisements to effectively reach a diverse consumer audience.
- Arbeit zitieren
- Anonym (Autor:in), 2020, Influencer Advertising versus Traditional Advertising, München, GRIN Verlag, https://www.grin.com/document/1034987
