Marijke De Veirman
Biographic Data
| ID | 3492777 |
|---|---|
| NAME | Marijke De Veirman |
| GIVEN NAMES | Marijke |
| FAMILY NAME | De Veirman |
| SIGNATURE | DE VEIRMAN M |
| AFFILIATIONS | Ghent University |
| ORCID | 0000-0002-9415-9180 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 135 |
| WORKS AS AUTHOR | 6 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 1 |
The commercialization of social media stars
This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing on influencer marketing, published mostly in the last three years (2018–2020). Most of these studies were empirical and used survey research, an experimental design, content analysis, or interview methodology. While a few studies examined how influence…
The Value of Influencer Marketing for Business
Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often not perceived by consumers as advertising and guarantees a wide reach to very engaged audiences. Many businesses harness social media influencers to promote their brands to target audiences. However, influencer marketing has mainly been adopted through a process of trial and error without in-depth insight into how social media influencers should be u…
Disclosing sponsored Instagram posts
Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' respo…
Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations
What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research
Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan'…
Marketing through Instagram influencers
Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencer…
Marketing through Instagram influencers
Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencer…
Marketing through Instagram influencers
Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencer…
What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research
Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan'…
Disclosing sponsored Instagram posts
Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' respo…
Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations
The commercialization of social media stars
This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing on influencer marketing, published mostly in the last three years (2018–2020). Most of these studies were empirical and used survey research, an experimental design, content analysis, or interview methodology. While a few studies examined how influence…
The Value of Influencer Marketing for Business
Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often not perceived by consumers as advertising and guarantees a wide reach to very engaged audiences. Many businesses harness social media influencers to promote their brands to target audiences. However, influencer marketing has mainly been adopted through a process of trial and error without in-depth insight into how social media influencers should be u…
Digital Marketing and Social Media (6 works) · Business (5 works) · Advertising (4 works) · Computer Science (4 works) · Impact of Technology on Adolescents (4 works) · Influencer marketing (4 works) · Marketing management (4 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Marketing (3 works) · Social media (3 works)