Group 1: Banadera, Audrey Faye E.

TTh 5:00 – 6:30 ST 127 October 23, 2018

Panaligan, Perrie John I. Marketing Research 1 Dr. Amy Daraway
Vallero, Bryan S.

Effectiveness of Social Media Influencer as a Brand Ambassador

Name of Author Title Salient Findings Own Findings

Date
Settings the study was
conducted
Tracy Tuten and Social Media Basic marketing Social Media
Michael Solomon Marketing objectives social Marketers including
2014 media marketers the Influencers have
United Kingdom pursue; increase objectives in laying
brand awareness, out their platform in
improve brand or the social web such
product reputation, as increasing the
and improve brand awareness
perceived customer since they are also
service quality the brand
ambassadors of a
product.
Melissa Barker, Social Media Connect with the As a Social Media
Donald Barker, Marketing: A influencers so that Influencer, it’s
Nicholas Bormann Strategic Approach you can enlist them important to know
and Krista Neher to help shape what are the opinions
2013 opinions about your of the viewers in
United States of product or service. order to have
America One of the best ways connection with
to impress and to them and have better
connect with the understanding
influencers on the regarding with the
social web is to products or services
provide everyone that was reviewed by
with outstanding the Influencer as a
customer service brand ambassador.
both on and offline.
Phyllis Khare Social Media YouTube has two Most of the Social
2012 Marketing for main functions in Media Influencers
United States of Dummies social media uses YouTube as a
America marketing; Video marketing tool to
Sharing – YouTube is reach out to the
one of the few places viewers who are
 you can upload video consumers, so easily
for free. Socializing – and socialize with
developing YouTube them. YouTube have
as an interesting become an easy
social environment is platform for them.
a function all into
self.

Paul Gillin The New Influencers: Comments and It’s a big influence to
2007 A Marketer’s Guide Trackbacks – have a large
California, United to the New Social comments are an popularity with the
States of America Media important indicator fanbase once you are
of a blog’s popularity. an influencer because
Popular bloggers it also drives
tend to log a lot of attention from other
comments, both people to see and
because they’re well visit your website and
read and because know what are the
commenters seek to products you are
drive traffic back to representing.
their own sites.
Danny Brown and Influence Marketing: If a brand can begin a These micro-
Sam Fiorella How to Create, dialogue with the influencers can also
2013 Manage and Measure individuals who cause influence the
United States of Brand Influencers in identified influencers influencer or the
America Social Media to takeaction, people who influence
Marketing propensity of a the person you want
connection to the to connect with for
target influencer your brand’s
increased. influence campaign.
(Brown and Fiorella,
2013)
David Meerman Scolt The New rules of A blog is just a According to (David
2013 Marketing and PR website written by Meerman Scolt,
New Jersey, United someone who is 2013) Blogging is not
States of America passionate about a only for
subject and wants to entertainment
share the passion purpose only. It also
with the world. Blogs now uses in
are popular way to promoting products
create content as a content on the
because the blogs. They can
technology is such an promote the product
easy and efficient especially the brand
 way to get personal itself by having
view points out in the unbiased reviews.
market.
Dave Evan Social Media Social media involves As per (Dave Evan,
2012 Marketing a number of different 2012) Social media
Canada social channels that Influencers had a
the social media huge scope of
influencers such as audience, so that
bloggers, online some of the
celebrity, networker, companies chosen
trendsetter and etc. them as their brand
can use in creating ambassadors.
brand awareness.

Angeline G. Close Online Consumer Social media Base on (Angeline G.

2012 Behavior: Theory and influencers are Close, 2012) As Social
United States of Research in Social honing their own Media Influencer
America media, Advertising brand and image they need to protect
and Email online even as they their image on the
blog about products public. It is necessary
and companies they for a SMI to become
like, which means unprejudiced in
deception and fake reviewing the
advertising are products so that it
viewed far more will not mislead the
critically by social public especially
media influencers, towards to the
who want to avoid product and its
misleading their brand.
audience.

Christina Newberry The Complete guide A social media As mentioned by

2018 to Influencer influencer is (Christina Newberry,
United States of Marketing in 2018 someone who wields 2018) The right social
America that influence media influencer
through social media. should know how to
The form of influence create connections to
can vary and no two their audience and a
influencers are the content that will build
same. The right strong public trust.
influencer is
someone who can
reach your target
audience, build trust,
 and drive
engagement. They
will create original,
engaging content
that is in line with
their own brand

Anna Bredava How to Find Social Influencer marketing According to (Anna

2018 Media Influencers is more than a Bredava, 2018)
United States of and Turn Them into buzzword today — Advertising in Social
America Brand Ambassadors it’s a common, and media is one of the
highly effective, cheap ways on
marketing tactic. It’s promoting products
valuable for growing and creating brand
your online customer awareness. Social
base and increasing media influencers are
your brand one of the tools that
awareness. People the companies used
bet on it because it’s to endorse their
one of the relatively products and their
cheap and efficient brand.
methods of
advertising. And it
can be way more
successful in driving
results than any other
form of marketing.
Influencer marketing
is so efficient because
it feels natural to
customers. People
tend to listen to
someone they trust.

Dennis L. Wilcox, Public Relations: Measurement in the According to (Wilcox,

Glen T. Cameron, and Strategies and Tactics new media world Cameron, Reber,
Bryan H. Reber (11th Edition) increasingly 2015) New Media
2015 prioritizes the World progressively
United States of tracking and prioritizes observing
America monitoring of visual of visual impacts.
impacts. For example, Because of improving
Youtube has and enhancing the
improved its ability to ability to provide
provide more data more data.
 beyond just the
number of viewers
and how many times
a video has been
downloaded.
John Rampton HuffPost: 3 Things to Social Media is an Based on (John
2017 Do When Business Is Excellent area to Rampton, 2017)
Oath Inc. Slow focus your attention Social Media is a
when business is perfect sector to
slow. focus your mind and
attention when
business is slow in
the mean time.
Alex Daniel Social Media An increasingly As per (Alex Daniel,
2016 Marketing Evolves popular social media 2016) An increasingly
New York, United tool is live streaming, in demand social
States of America which allows authors media tool is live
to directly interact streaming which
with viewers, fans, allows the live
and prospective streamers to directly
customers, whether communicate with
answering questions viewers, fans and
during a Q&A or prospective
tracking their live customers whether
reactions during a there is a Question
cover reveal. and Answer regarding
to the customer. And
monitoring their live
reactions during a
cover.
Philip Kotler and Gary Principles of The Internet has As mentioned by
Armstrong Marketing (14th fundamentally (Kotler and
2013 Edition) changed customer’s Armstrong, 2013) The
England notions of internet essentially
convenience, speed, changed the
price, product customer’s belief of
information, and convenience, speed,
service. price, service, and
enlighten of product.
Mart Ots Media Brands and Strong brands are According to (Mart
2008 Branding necessary in media Ots, 2008) that the
Sweden because technology strong brands are
has increased the necessary in media
number of content because of
providers and made it technology expand
possible for many the number of
more competitors to content providers
seek the attention and investigate the
and loyalty of mind of possible
audiences and competitors and the
advertisers loyalty of audiences
and advertisers
 Effectiveness of Social Media Influencer as a Brand Ambassador

Statement of the Problem:

(1) Does authenticity play an important role in generating credibility and trustworthiness of the
influencer as a brand ambassador?
(2) Do influencing the audience’s purchase intentions toward the product(s) being advertised
properly by the influencer as a brand ambassador?
As a Brand ambassador, do they properly advertise or influence the audience’s purchase
intention towards the product(s).

Social Media
Influencer

Promotion Social Tools Number of authentic

followers

Social Media
Influencers as Brand
Ambassador