{"title":"Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer - a fashion industry perspective","authors":"Jay Trivedi","doi":"10.1504/ijecrm.2018.10014889","DOIUrl":null,"url":null,"abstract":"The usage of influencer marketing is on the rise globally. Fashion and lifestyle industry is one of the top most sectors using influencer marketing strategy. However, fashion marketers are facing the conundrum of employing a fashion expert vis-a-vis an attractive celebrity as an influencer. This research attempts to provide a solution to this dilemma by measuring the comparative efficacy of these influencers. Descriptive research design was used to conduct the research. A well-structured questionnaire was administered to 369 respondents belonging to the Gen Y (born after 1980) cohort. The respondents followed celebrities and fashion experts on digital media platforms. Statistical tools like Cronbach's alpha, exploratory and confirmatory factor analysis and regression were used to arrive at scientific results. The results established that attractive celebrity influencers induced a higher impact on Gen Y vis-a-vis expert influencers.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"256"},"PeriodicalIF":0.0000,"publicationDate":"2018-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"19","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Customer Relationship Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijecrm.2018.10014889","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 19
Abstract
The usage of influencer marketing is on the rise globally. Fashion and lifestyle industry is one of the top most sectors using influencer marketing strategy. However, fashion marketers are facing the conundrum of employing a fashion expert vis-a-vis an attractive celebrity as an influencer. This research attempts to provide a solution to this dilemma by measuring the comparative efficacy of these influencers. Descriptive research design was used to conduct the research. A well-structured questionnaire was administered to 369 respondents belonging to the Gen Y (born after 1980) cohort. The respondents followed celebrities and fashion experts on digital media platforms. Statistical tools like Cronbach's alpha, exploratory and confirmatory factor analysis and regression were used to arrive at scientific results. The results established that attractive celebrity influencers induced a higher impact on Gen Y vis-a-vis expert influencers.
期刊介绍：
The aim of IJECRM is to provide an international forum and refereed reference in the field of electronic customer relationship management (ECRM). It also addresses the interaction, collaboration, partnership and cooperation between small and medium sized enterprises (SMEs) and larger enterprises in a customer relationship. More innovative analysis and better understanding of the complexity involved in a customer relationship are essential in today''s global businesses. Therefore, manuscripts offering theoretical, conceptual, and practical contributions for ECRM are encouraged. Topics covered include: -Electronic customer relationship management (ECRM) -CRM strategy, marketing, technology and software -Custom marketing and sales management -Customer lifetime value, loyalty, satisfaction, behaviour, databases -Issues for implementing CRM systems/solutions for CRM problems -Tools for capturing customer information, managing/sharing customer data -Partner relationship management, strategic alliances/ partnerships -Business to business market (B2B), business to consumer market (B2C) -Enterprise resource planning (ERP) -Supply chain dynamics and uncertainty, supplier relationship management (SRM) -E-commerce customer relationships on the internet -Supply chain management, channel management, demand chain management -Manufacturing, logistics and information technology/systems -Supplier and distribution networks, international issues -Performance measurement/indicators, research, modelling
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