Email from Dr Stefania

social psychology literature > One key paper is attached. 

The other key author you might want to read about is Albert Bandura. One of the cornerstone of his theory postulates that we, as humans, learn vicariously from others and he explain in detail how actions are conditioned by social comparison. 

Self-efficacy : the exercise of control. Otherwise the file titled Bandura’s theory attached is a good start. But also have a look at some of his papers on Scholar. 

The other stream of literature that could be of interest to you is that related to norms and expectations. This is pertinently related to your research question and in particular to behavioural change. 

Cristina Bicchieri is surely the key reference here. Her book Norms into the wild is very pertinent. It will seem very broad (in fact it is rathe conceptual) but you will see that the distinction between normative and empirical expectations as well as her definition of reference network can be useful for you. The paper attached can get you started on this, should you not find the book. 

Influencer Marketing Readings

 Some potential reading about Influencer Marketing that Steph sent me!

Hi Issey, 

some of these are mostly about influencers + brands but I hope you’ll still be able to extract valuable information.

https://www.warc.com/content/paywall/article/how-to-work-effectively-with-micro-influencers/124861 

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, 117, pp. 557-569 

Brown, D. and Hayes, N. (2008). Influencer Marketing: Who really Influencers your Customers? 1st ed. New York: Routledge Taylor and Francis Group 

Cialdini, R.B. (2007). Influence: the psychology of persuasion. Revised ed. New York: Collins Business 

GRIN. (n.d.). The History of Influencer Marketing [Online]. Available at: https://grin.co/blog/the-history-of-influencer-marketing-how-it-has-evolved-over-the-years/. (Accessed: 23 November 2020) 

 

Kahle, L.R. and Homer, P.M. (1985). Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), pp. 954-961 

Ki, C-W’C’., Kim, Y-K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychol Mark, 36, pp. 905-922   

Kim, Y.-J. and Na, J.-H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), pp. 23-33 

Lee, J.-Y., and Eastin, M.S. (2020). I Like What She’s #Endorsing. The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type. Journal of Interactive Advertising, 20(1), pp. 76-91 

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), pp. 39-52 

 

Ruvio, A., Gavish, Y., and Shoham, A. (2013). Consumer’s doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), pp. 60-69 

Scheer, L. K., and Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research (JMR), 29(1), pp. 60-69 

Silvera, D.H. and Austad, B. (2004). Factors predicting the effectiveness of celebrity advertisements. European Journal of Marketing, 38(11/12), pp. 1509-1526 

Weismueller, J., Harrigan, P., Wang, Shasha, W., and Soutar, G.N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28, pp. 160-170

Dr Stefania Innocenti Meeting

 I had a meeting with Dr Stefania Innocenti of the Smith School to discuss my project at this point. She raises some interesting questions and points moving forward. 

How are people interpreting the content/how do the process it 

Reference to network effect > how information trickles through tree type networks 

Peer to peer vicarious behaviour change 

PRACTICALLY 

- could run a piece of content and see how followers react 

- use of video narratives > how are things communication > mention of the nexus of education and entertainment like the sugar aids project (yet worried this is based on educational behaviour change instead) 

- sample will already be biased to an extent if you are sampling a following > surveying would be even more biased

- there may be an observational way to do this 

- yet the bias is also fine if it is acknowledged

- Need to consider a compensation system for incentivising > perhaps ask for departmental budget for this!! 

- Oxford has a preference for a Microsoft system of surveying 

- Can create questions in the survey that will trigger small behaviour responses this might be good for seeing the before and after of things 

Treatment + effect > how did things change > what type of reaction did it trigger

MOVING FORWARD 

Gotta get more specific!! Narrow it down. 

If you had to do the data collection on Monday what would you ask? what is the core of your project?