INFLUENCER IMPACT ON AWARENESS: A MIXED METHOD SURVEY IN THE GERMAN SEGMENT Kai Dominik Renchen1,2 1SRH Hochschule Heidelberg, Germany 2Mendel University in Brno, Czech Republic

Volume 6 Issue 2 ISSN 2694-7161 www.ejobsat.com

ABSTRACT

This study evaluates the impact of on consumers. Although online influencers are long established in German B2C markets, research in the field is scarce. Marketing managers are unsure how influencer marketing strategies should be drafted and which influencers shouldbe recruited in order to maximize their marketing efforts at the consumer level. Based on a review of previous theoretical and empirical literature, a mixed method empirical study comprising semi- structured interviews with three influencers and a consumer survey (N = 385) among the followers of these influencers are conducted to evaluate the impact of influencer activity on consumer followership, brand awareness and purchase intention. Results indicate that the intensity of influencer network involvement, intrinsic influencer motivation, authenticity of communication style and the real-life character of influencer posts increase the dependent variables. Hence, the empirical study has contributed to identify the most important determiners for the German B2C fashion influencer segment. Marketing managers are strongly advised to select influencers adequately and organize their marketing strategy in correspondence withtheir company and products.

KEY WORDS influencer, marketing, B2C, fashion

JEL CODES

M3, M31, M37

1 INTRODUCTION

The use of the internet as an information and more, buyers use virtual channels to find shopping medium by consumers has increased out about consumption options and products. rapidly in recent years (Franklin, 2008). Ever Among others, are very popular.

RENCHEN, Kai Dominik. 2020. Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment. European Journal of Business Science and Technology, 6 (2): 138–153. ISSN 2694-7161, DOI 10.11118/ejobsat.2020.009. Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment139

In 2017, an average US American consumer effect. The conducted study identifies determi- spent around 1.72 hours on social media daily. nants of influencer marketing use in German Generally, 74% of buyers are influenced by companies and evaluates how influencer mar- social media in their shopping behavior (Woods, keting impacts consumers’ readiness to follow 2016). In this context, influencer marketing those influencers, their brand awareness and makes use of gatekeepers in virtual social a as consequence, purchase intention. It is networks for advertising. Businesses denying to localized in the B2C (business to consumer) actively engage in these new sales strategies segment, i.e. refers to marketing directed from risk a loss of competitiveness and melt-off providers to private end consumers. In B2C of established outlets (Carbonaro and Votava, marketing, psychological factors influencing the 2005). However, many companies, especially purchase decision and post purchase phase are small and medium-sized enterprises, are still of particular importance. The concentration on uncertain and cautious with regard to influencer the B2C segment is thus a logical consequence marketing in the virtual space. Only around of the study subject “brand awareness”. It is as- 68% of German businesses have budgeted for sumed that the influencer’s involvement, his or influencer marketing on the Internet in 2017. her motivation, authenticity of communication “Germany has got a more reserved relationship and real-life contributions are the main drivers with social media than other countries like the of the postulated dependent variables. In addi- U.S. and the U.K.” observes Davies (2017), tion, it is argued, that this relationship is - attributing this to concerns about data security erated by influencer audience and product fit. and privacy. The reasons for the uncertainty of The approach is unique in the academic providers in terms of influencer marketing are context. For the first time a comprehensive more far-reaching. set of determinants, moderators and effects of To date, the determinants and moderators influencer marketing is developed and empiri- of effectiveness on con- cally tested. The study gives German businesses sumer brand awareness are not fully understood intending to utilize social marketing channel in practice. In order to optimally develop virtual orientation, how to make the best out of this markets by means of influencer marketing, a strategy. Findings indicate that determiners of comprehensive marketing concept is required the three target parameters influencer follower- that uses various online channels to address ship, brand awareness and purchase intention customers as comprehensively and effectively show different patterns. While followership is as possible (Safko, 2010). Furthermore, aca- achieved by high-influencer motivation and demic research in influencer marketing is just authenticity, brand awareness is established establishing. The use of social media marketing mainly via the real-life character and authen- requires clarity about the conditions, potentials ticity of contributions. Purchase intention is and risks as well as an understanding of primary based on the real-life character of determiners of effective strategies and commu- contributions and the fit between the influencer nication methods (Rowley, 2004). German busi- and his or her audience. nesses’ reluctance concerning influencer market- The structure of the paper is as follows. ing is therefore partly due to a lack of know-how Section 2 reviews the literature concerning and uncertainty how consumers in fact perceive the characteristics of influencer marketing and online influencers and what makes them follow its success factors. Section 3 introduces the those influencers. method and the data applied for this research. Thus, the main objective of this paper is to Section 4 provides partial evidence for the close the existing research gap by investigating postulated relationships. In section 5, results the impact of influencer marketing at the are discussed and implications for researchers level of consumers and assess their quantitative and practitioners derived. 140 Kai Dominik Renchen

2 LITERATURE REVIEW

2.1 Influencer Marketing and product and its properties in more frequently Brand Awareness abstract categories, e.g. luck, welfare or status (Bauer et al., 2002). The complex meaning The Marketing strategy of a company has of causes consumer convictions which to continuously adapt to new market devel- are distinct from practical experience and are opments, trends and requirements. Marketing deeply rooted at the level of sentiment and anticipates consumption needs and creates new desire (Keller, 1993). desires in consumers (Cannon et al., 2010). The virtualization and growing consumer At the same time, consumers are not just involvement with marketing has multiplied passive targets of marketing information any the effectiveness of brands and has endowed longer. Instead, they participate actively in the new dynamics to brand advertisement. Brands formation of consumption trends. The internet are created by both provider and customer enables consumers to share their consumption (Herrmann and Schaffner, 2005). Consumers decisions and desires with peers and these increasingly contribute to the formation of readily imitate the behavior of person- brands by their consumption behaviour and by alities and gatekeeper persons on the web. The communicating brand image through electronic internet has become a virtual environment of word of mouth (eWOM) above all via social presentation and status demonstration and thus media. Thus, brands gain strength in a dialogue endows marketing with a new dynamic element involving both parties, customers and providers (Homburg and Koschate, 2007). (Janson, 2012). In this context, brand aware- The virtualization and democratization of ness, i.e. the conscious perception and reflection marketing in the age of internet has increased of a brand, is probably the most crucial factor in the importance of branding in consumer mar- the communication process between consumer keting. According to American Marketing As- and provider (Fournier, 1998, p. 368). Shaping sociation (AMA) a brand comprises “name, brand awareness is crucial in corporate brand term, sign, symbol, or design, or a combination marketing and evokes brand image, buying of them, intended to identify the goods and intention and consumer loyalty (Meyer and services of one seller or group of sellers and to Schwager, 2007). differentiate them from those of competition” Nowadays, influencer marketing is a powerful (Gnann, 2008). Brands create a feeling of instrument of brand communication in the togetherness and differentiate social groups. age of internet and social media. Although Brands also reduce psychological insecurity and there is no homogenous definition of influencer perceived social risks (Court et al., 2009). They marketing, the term basically refers to the create a common basis of reference, communi- effect that influential communicators contribute cation and identification (Biel, 2001). Brands to create awareness for a product in social stand for experience, have got an integrating media and in this way make consumption trends effect in social live, they are statements of emerge (Evans et al., 2017; Biaudet, 2017; personality and connect people sharing the Baker, 2014). Influencers are consumers ina same attitude (Schmitt, 2012). Brands thus central communicative function who impact play an important role in the integration of on other consumers in a targeted way to the individuals in social networks and even promote the consumption of certain products have a community-building effect. Customers via social media (Keller and Fay, 2016; Dron reconnect to brands inner conceptions and and Mohamad, 2015). Marketing increasingly ideals which go far beyond the product itself uses influencers to explicitly develop brand but comprise a whole philosophy and compre- awareness of particular target groups from in- hensive context (Tan and Ming, 2003). Brand side the group (McQuarrie et al., 2013; Dlodlo, associations are partly concrete and refer to the 2014). Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment141

Influencers control and guide eWOM among trust in the influencer personality (De Veirman their followers and are recognized as opinion et al., 2017). Brand attitude is strengthened leaders in their social ingroup (Dalstam et al., by famous and socially involved influencers 2018). Influencer messages expressing positive (Jin et al., 2019). Influencers showing strong attitudes towards brands or passion for partic- social engagement and standing, develop higher ular brands or products, (Baker, 2014), “manip- impact on consumers’ brand perception and ulate consumers’ buying decisions” (Hu et al., brand attitude (De Veirman et al., 2017). 2015) and exert significant influence on prone Youtubers’ social influence contributes to per- users (Woods, 2016) Consumers’ involvement ceived information credibility and consumers’ with the influencer induce positive emotional, involvement with product and brand (Xiao et rational attitudes on the contributions and al., 2018). motivate consumers to follow the influencer Secondly, influencer motivation plays a major (Riedl and von Luckwald, 2019). role. Extrinsic as well as intrinsic factors can Perceiving influencers trustworthy and expe- motivate influencers to participate in particular rienced, consumers develop positive brand atti- campaigns (Biaudet, 2017). Influencers moti- tudes (Breves et al., 2019). eWOM initiated and vated both intrinsically and extrinsically are promoted by influencers, in whom consumer found most effective and reliable (Hutter and trust, contributes to consumers brand knowl- Mai, 2013). edge (Lock, 2016). Consumers thus transfer Thirdly, the motivation is followed by the in- their positive sentiments for the influencer to fluencers’ communication style. Language style the brand (Evans et al., 2017). The spread of as well as contents of influencer communication positive brand attitudes and brand involvement have been found important determinants of influences the development of a positive brand influencer communication success with con- image among a majority of consumers, which sumers. High word and image counts enhance again increases individual consumers brand influencers’ recognition as specialists in some awareness (Lock, 2016), which finally motivates sectors (Chae et al., 2016). The choice of consumers’ purchase intention (Gadalla et al., positive words connected to leisure, fun and 2019). holidays as well as the employment of positive emojis increases the reception of contributions 2.2 Determinants of Influencer (Jaakonmäki et al., 2017). Marketing Success Fourthly, auality of influencer contributions has to be considered. High perceived argument The question, which features of influencer mar- quality contributes to influencer credibility for a keting result in success – i.e. influencer follow- sample of Chinese followers (Chae et al., 2016). ership, brand awareness and finally purchase High transfer of meaning by the influencer en- intention – has been discussed to extent in hances Malayan consumers’ brand attitude and previous literature, in order to enable marketing buying intention (Lim et al., 2017). Consumers agencies to systematically select and recruit in- estimate eWOM reliability and high credibility fluencers, who reach an audience that buys and information sources (Lock, 2016). According recommends the advertised products (Cakim, to a consumer survey, influencers’ previous 2009). activity positively moderates their A systematic review using an evaluation credibility (Breves et al., 2019). method suggested by Webster and Watson Last but not least, the fit between the influ- (2002), has found the following six major encer and the audience as well as the product as determiners of influencer marketing success. to be discussed. The effectiveness of influencers The first one refers to influencer network on consumers is high when the influencer person involvement. A high level of social presence, i.e. corresponds to the target audience in character frequent posts and intense network participa- and brand identity perception (Dalstam et al., tion, increase influencers’ fame and followers’ 2018). An audience perceiving influencer’s con- 142 Kai Dominik Renchen gruence to own inner attitudes shows positive posing of high brand fit enjoy higher im- emotions and is ready to adapt the influencers’ age, recognized expertise, trustworthiness and attitudes and accept his or her messages as a advertising success than their unexperienced fact (Belanche et al., 2019). colleagues (Breves et al., 2019). Influencers’ In terms of the product-fit, perceived influ- brand experience contributes to perceptions encer credibility depends on his/her expertise of trustworthiness, expertise and attractiveness with the particular product and similar prod- with followers (Eroğlu and Bayraktar Köse, ucts. High influencer product match indicates 2019). Consumers recognize experienced and a positive relationship with consumer attitude expert influencers as opinion leaders and follow towards the product and purchase intention their suggestions to interact, recommend and (Lim et al., 2017). Instagram influencers dis- buy the product (Istania et al., 2019).

3 DATA AND METHODS

Theoretical model investigates influencer net- elements of influencer marketing found in the work involvement (IN), influencer motivation above review. Studies excluding one or the other (IM), authentic communication style (IA) and relevant aspect however risk spurious results, quality of contributions (IR) as independent since important side effects are neglected. variables with a postulated influence on con- In order to test the model, an empirical sumers’ influencer followership, brand aware- survey in the German fashion influencer seg- ness and purchase intention. Audience (IP) and ment was conducted. The survey combines product fit (IF) act as moderators. qualitative and quantitative research methods The model leads to the following hypotheses: and evaluates two perspectives of the influencer- There is a positive relationship between IN, IM, consumer communication process Combining a IA and IR and H1) consumers’ influencer fol- qualitative and quantitative study, the cate- lowership, H2) consumers’ brand awareness and gories derived from the review are validated and H3) consumers’ purchase intention, positively then tested statistically (Cooper and Schindler, moderated by IP and IF. 2014). The model is investigated in the German market, as none of the evaluated studies refers 3.1 Qualitative Interview Design to this particular market so far. Instead, the wide range of empirical scientific literature is Semi-structured interviews with German fash- conducted in other Northern European coun- ion influencers are chosen as an approach forthe tries or in the USA. Nevertheless, the German qualitative section. Interviews provide in-depth influencer business, is of high interest due and expert insights on the issue of influencer to its strong growth. The market volume of marketing, but at the same time allow the influencer marketing in Germany, Austria and researcher to remain a less biased observer Switzerland is expected to almost double to 990 (Torbert and Taylor, 2008). The elements of million euros until 2020 as compared to 2017 the research model are addressed in the semi- (market volume 560 million euros). structured part questions (Mayring, 2002). The Furthermore, previous quantitative studies model is validated by evaluating results by issue are not conclusive concerning the evaluated in a comparative fashion. influencer marketing strategies and success Influencers are a competent target group for effects. Although some recent studies refer to a survey assessing the impact of influencer a set of several parameters (Belanche et al., activity on consumers’ brand awareness and 2019; Breves et al., 2019; Eroğlu and Bayraktar purchase intention. They earn prestige and gain Köse, 2019), none has so far evaluated the followers due to their personal brand com- comprehensive set of possibly relevant design mitment and the online-demonstration of this Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment143

Fig. 1: Review based work model commitment (De Veirman et al., 2017). They causal relationships and hypotheses of the understand the mechanism of developing brand model are analyzed in SPSS using regression awareness by effectful product communication models and ANOVA tests. This methodology of and accordingly the essence of the research causal inference is adequate for the metrically model. Three female fashion influencers are scaled data set. recruited for the interviews, which is an accept- able number for an in-depth qualitative study 3.3 Quantitative Study (Yin, 2014). The selected influencers dispose of Representativeness several 100,000 followers in the fashion segment each as of March 2020, hold central gatekeeping To link the quantitative study back to the positions and are thus experienced enough to interviews, the consumer survey specifically represent the provider perspective. addresses the audience of the interviewed fashion influencers. To do so, a link to the 3.2 Quantitative Consumer Survey recent YouTube posts of the fashion influencers Design containing the survey was added, asking video viewers to participate. Solely persons checking A quantitative consumer survey is conducted the influencers videos and reading through the to test the causal relationships suggested by YouTube comments retrieve the survey link. the model using statistical hypothesis tests. This method cannot avoid a further distribution It addresses consumers following the inter- of the survey link. Nevertheless, we can assume viewed influencers. 385 participants (completed that these secondary participants are equally surveys) are acquired by posting a survey- interested in the target influencer, since sharing link to the survey together with a positive happens if the secondary addressee is already comment below recent YouTube-contributions involved. Altogether, 385 completed question- of the interviewed influencers. The consumer naires have been collected in this way and survey is anonymized and refers to the cat- the participants are about equally distributed egories of the research model using several between the three relevant influencers. Conse- contingent research questions (items) for each quently, the survey is representative for con- category. The items scales are adopted from sumers’ following the interviewed influencers in similar validated scales to assess followership the German fashion market. (Kelley, 1992), brand awareness (Keller, 2001) This strategy limits the reach of the study and purchase intention (Barber et al., 2012). to the population of the audience of these The model constructs are formed from the fashion influencers, however, allows to calculate survey items using reliability analysis. The the necessary sample size to reach represen- 144 Kai Dominik Renchen tativeness of results. Assuming that there is following rule of thumb formula for sample size no overlap between the followers of the three (ss): interviewed influencers, the total population Z2 · p · (1 − p) size of their YouTube followers is 104,000. The ss = , c2 size of the survey to reach representativeness is calculated from the size of the total population in where Z is the z-value, p stands for the and for a certain confidence level (here 95%, percentage picking a choice (expressed as deci- resulting a z-value of 1.96) and a certain mal and c indicates the confidence interval (also predefined error range e (here 5%), using the expressed as decimal).

4 EMPIRICAL RESULTS

The interview results and consumer survey are tinuity are more important than a broader evaluated and the results are condensed to network. All three influencers dispose of IM accomplish and quantify the research model. originating in their personal interest in the The interviewees’ reflections on determiners advertised products, their creative spirit and of influencer marketing success confirm the their desire for freedom and independence on proposed effects of influencer activity on con- their job. They agree that the communication sumers. The review has found that influencer style should mediate honesty, correspond to characteristics contribute to influencer follow- personal inner attitudes, mediate true friend- ership (H1), brand awareness (H2) and finally ship, avoid exaggerate perfection and show true purchase intention (H3). In correspondence emotional engagement. Also content quality with H1, the influencers declare that businesses is of importance. Mediated contents should get into personal contact to consumers through disclose private information, show true images, influencers and encourage consumers to identify mirror daily life, provide diverting information, with particular products and brands. Follower- be plausible and evoke emotions as well as ship results due to the proximity of influencers personal thoughts. Moreover, participants agree and consumers. Furthermore, followers develop on the high importance of IP, e.g. influencers brand awareness if influencers are authentic and should define themselves as part or even friends personally identify with their model rather than of their community and feel like their followers just playing their role artificially. Influencers’ to be perceived as authentic. IF is required communication policy mediates particular emo- according to the interviewees, as influencers tions and a special identity, which consumers have to be experienced with the products, like assign to the product or brand. Influencer them personally and consider them as truly followership thus ideally contributes to brand important. awareness, if designed adequately (H2). In ad- A quantitative survey among followers of the dition, followers develop own intentions to buy interviewed influencers is conducted to test the the product due to influencers’ communication validity of the proposed relationships. The man- policy. Authenticity, personal engagement and ifest constructs measured by the questionnaire the creative and innovative presentation of are assumed to form the latent constructs pro- the product motivate consumers to adopt the posed in the model. To if these constructs product as part of their personal consumption are unidimensional their internal consistency portfolio (H3). has been calculated using Cronbachs Alpha. Hence, the three interviews confirm the Following the guidelines from Blanz (2015) all relevance of the six determinants of influ- Cronbach alpha values are classified as high encer credibility derived from the review and (α > 0.80) and for TF and TB as very high concretize them. Participants agree that high (α > 0.90), confirming the reliability of the relationship quality, intense contact and con- latent constructs presented in Tab. 1. Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment145

Tab. 1: Construct reliability – Cronbach Alpha

Scales Number of items Cronbach’s Alpha IN Influencer network involvement 3 0.87 IM Intrinsic influencer motivation 3 0.85 IA Authentic communication style 5 0.88 IR Real life character of contributions 6 0.89 IF Influencer product fit 3 0.86 IP Influencer audience fit 3 0.88 TF Influencer followership 6 0.90 TB Brand awareness 6 0.91 TP Purchase intention 4 0.87

In addition, a confirmatory factor analysis explore which items may be responsible for the was conducted to statistically analyse the fit poor fit, to check if the hereby observed factors between the data and the coherences between are interpretable and if they can be located manifest and latent constructs. in the conceptional realm of this research. As The confirmatory factor analysis refers sepa- uncorrelated DV’s are unlikely in this context rately for the dependent independent variables and in light of the respectively poor model- due to the fact, that all independent variables fit an oblique rotation is used (Promax witha (IV’s) have been derived from a qualitative Kappa of 4), allowing for correlated constructs study, while all dependent variables (DV’s) to obtain and evaluate a more data driven have been extracted from different already vali- model. According to Eckey et al. (2002) as dated questionnaires. Moreover, those variables well as Bühner (2006) this usually leads to have been shortened and partly adapted to fit satisfactory results. Following the results from the practical research requirements. Analysing the monte carlo study conducted by MacCallum both simultaneously could lead to constructs et al. (1999) the communalities in combination which are not interpretable in the conceptional with the sample size will be used as an realm of this research question. indicator if the results of a factorial analysis can Following interpretation guidelines from Hu be interpreted. Following the guidelines from and Bentler (1999) the results of the confirma- Bühner (2006) the data can be classified as tory factor analysis, in regard of the IV-part satisfactory for conducting a factorial analysis, of the model, indicates a very good global fit, as all communalities are above 0.50 and the χ2 = 188.83, df = 215, p = 0.901, as well as a sample size exceeds 300. The Kaiser-Meyer- very good relative fit as shown by the Tucker- Olkin test, KMO = 0.86, is satisfactory and Lewis Index, TLI = 1.01, and the Root Mean does further indicate that the data is suitable Square Error, RMSEA = 0.00 [0.00, 0.01]. for a factor analysis. The results of the Henze- Regarding the global fit of the DV-part of Zirkler-, Mardia- and the Royston-test indicate the model, the probability value of the qui- all that no multivariate normal distribution is square test is below 0.05, χ2 = 2437.46, df = given. As the Bartlett test of sphericity requires 101, p < 0.001, indicating a rejection of the such a distribution, it cannot be interpreted. null hypothesis which states that the proposed Both, the Eigenvalue criterion and the model fits the data. Regarding the results for Screeplot indicate the presence of three factors the relative fit, the Tucker-Lewis Index, TLI= which somewhat differ in their composition in 0.57, and the Root Mean Square Error, RMSEA contrast to the proposed model. The items = 0.25 [0.34, 0.25], furthermore indicate a poor TF4, TF5 and TF6 from the scale ‘Influencer model fit following interpretation guidelines followership’ have cross loadings on the scale from Hu and Bentler (1999). Therefore, a ‘brand awareness’. Both scales do correlate principal axis factoring analysis is conducted to largely and significantly with each other which 146 Kai Dominik Renchen further indicates certain overlap of both scales, parameters furthermore changes the unit of r = 0.60, p < 0.001. The same is observed for the beta weights from its original units to the items TB3 and TB5 from the scale ‘brand the unit of standard deviation. This eases the awareness’ regarding the scale ‘purchase inten- interpretability of the regression weights as tion’. Both scales show strong and significant follows: b0 is now the intercept, and b1 the slope correlations as well, r = 0.66, p < 0.001. The for an average value of an IV. Item TB6 from the scale ‘brand awareness’ does correlate distinctly higher with the scale ‘pur- Tab. 2: Pearson correlations of input factors chase intention’ than with ‘brand awareness’. Input IM IA IR IF IP The scale ‘purchase intention’ and ‘influencer factors followership’ do share no cross-sectional items IN r −0.01 0.10 0.01 −0.06 −0.03 which fits to their weak, although significant p 0.928 0.052 0.926 0.259 0.620 correlation, r = 0.23, p < 0.001. The observed IM r 1 −0.02 −0.04 −0.03 0.05 factorial structure did not lead to a better or p 0.759 0.432 0.511 0.372 at least similarly interpretable solution. Given IA r 1 0.01 −0.09 −0.08 that the three constructs have been derived p 0.810 0.077 0.100 from different questionnaires it appears ade- IR r 1 0.05 −0.00 p 0.315 0.985 quate to stick to the original model as it is based IF r 1 0.02 on original questionnaires. As just one Item p 0.750 (TB6) can be clearly assigned to another scale, Note: r is the Pearson correlation coefficient the current model will not be changed and used and p the level of significance. for the hypotheses tests while keeping possible distortions in mind. The constructs required The validated and reliability tested standard- for the hypothesis tests and regression models ized constructs are used to test the research are all confirmed and no further constructs are hypotheses. necessary to assess the relationship. H1 assumes that IN, IM, IA and IR impact For assessment, we carried out a multiple consumers’ readiness for followership positively. regression analysis. To ensure that the results IF as well as IP are considered as moderating of the model tests, carried out by a multiple factors. Tab. 3 displays the results of the multi- regression analysis, can be interpreted appropri- ple regression analysis to test these assumptions ately, the necessary requirements for this proce- of H1. All input factors IN, IM, IA and IR dure have been checked. The matrix scatterplot are significant on the one percent level. IF using loess smoothing indicated linear relations moderates the relations between IM, IR and between all IV’s. No outliers or extreme outliers influencer followership on the five percent level. have been observed. The results of the Durbin- In this regard H1 is accepted. Watson tests lie between 1.50 and 1.83 and H2 assumes that IN, IM, IA and IR con- therefor inside the interval of 1.5 and 2.5, tribute to increase consumers’ brand awareness, as suggested by Brosius (2011), indicating no where IF and IP positively moderate those autocorrelations. The scatterplots, juxtaposing relationships. The results are significant for the standardized residuals and the predicted IA and IR on the one percent level. The residuals, show no heteroscedasticity. The VIF- same applies for the factor IF without being and TOL- values as well as the correlations considered as a moderator. The input factors seen in Tab. 2 display no presence of multi- IN, IM and the moderating impact of IF and collinearity between the IV’s. In conclusion all IP on all relations are not significant. In this requirements are sufficiently fulfilled and the regard H2 is accepted. results can be interpreted without consideration H3 assumes that the parameters IN, IM, IA of distortions. and IR show a positive effect on consumers’ The independent variables where standard- purchase intention, positively moderated by IF ized resulting in a mean of zero and a standard and IP (compare Tab. 3). The coefficient IR deviation of one. The usage of standardized is significant on the one percent level and the Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment147

Tab. 3: Results of the model analysis from multiple regression

H1 H2 H3 Model Influencer Followership Brand awareness Purchase Intention IN Influencer network involvement 0.34*** 0.01 0.04* (0.02) (0.02) (0.02) IM Influencer motivation 0.48*** −0.01 0.03 (0.02) (0.02) (0.02) IA Authentic communication style 0.62*** 0.55*** 0.04* (0.02) (0.02) (0.02) IR Quality of contributions 0.28*** 0.73*** 0.72*** (0.02) (0.02) (0.02) IF Influencer audience fit −0.01 0.09*** 0.49*** (0.02) (0.02) (0.02) IP Influencer product fit −0.01 −0.01 0.13*** (0.02) (0.02) (0.02) IF_IN_Interaction_term 0.01 −0.02 0.01 (0.01) (0.02) (0.02) IF_IM_Interaction_term 0.04** 0.03 −0.02 (0.02) (0.02) (0.02) IF_IA_Interaction_term 0.01 0.02 0.03 (0.02) (0.02) (0.02) IF_IR_Interaction_term 0.05** −0.01 0.06** (0.02) (0.02) (0.02) IP_IN_Interaction_term −0.02 −0.01 0.02 (0.01) (0.02) (0.02) IP_IM_Interaction_term −0.01 0.02 −0.00 (0.02) (0.02) (0.02) IP_IA_Interaction_term 0.00 0.01 −0.01 (0.02) (0.02) (0.02) IP_IR_Interaction_term −0.01 0.00 0.01 (0.02) (0.02) (0.02) N 384 384 384 Adjusted R2 0.83*** 0.86*** 0.81*** Note: *, **, *** denote significance at the 10, 5 and 1 per cent level. All variables have been standardized before analyses. Bootstrap has been used to generate more precise standard errors. Standard errors in parentheses from the Bootstrap table. coefficients IN and IA on the ten percent level. and perceived IM induce consumers to follow an The coefficients IF and IP are significant onthe influencer. The fit of IP or IF are insignificant one percent level without being considered as in this regard. In addition, IP is moderating moderators. A moderation on the five percent the relations between IM, IR and influencer level of IF has been observed for the relation followership. between IR and purchase intention. In this The results concerning H2 show, however, regard H3 is accepted. that IN and IM are not relevant for consumers’ Based on the quantitative results the re- brand awareness. Instead, the major determin- search model has been partially validated and ers are IA (β = 0.552) and IR (β = 0.735), i.e. quantified. To differentiate the results, each the factual output of the influencer in the form hypothesis is displayed in a separate part of posts. The moderator IP is of comparatively model. Fig. 2 classifies the results by relevance low importance (but still significant; β = of input factors. Accordingly, influencer activity 0.09), although no moderation effects have been largely determines influencer followership. IA observed. 148 Kai Dominik Renchen

Fig. 2: Summary of empirical results

According to the results for H3, the major depends on the contents of influencer messages determiners of consumers’ purchase intention than on the influencer herself. Yet, the target are IR (β = 0.72) and the proposed moderator factors of the models – influencer followership, IP (β = 0.49), although moderation was brand awareness and purchase intention – just observed for the relation between IR and are strongly interdependent. Most consumers purchase intentions. IA (β = 0.04), IN (β = following the influencers equally show brand 0.04) and IF (β = 0.13) do also show significant awareness and purchase intention. impact, which however is less compared to the These results imply that each of the de- other factors. terminers of influencer activity as identified These observations imply that the major from the review and influencer interviews is determiners of the three target parameters confirmed by the model and finally increases in- influencer followership, brand awareness and fluencer followership, consumers’ brand aware- purchase intention differ. While followership is ness and purchase intention. Consumers are achieved by high IM and IA, brand awareness motivated to follow due the influencers due mainly depends on IR and IR. Purchase inten- to his or her personality (IN and IM) mainly tion mainly results from IR and IP. but develop brand awareness and purchase One possible interpretation is that con- intention due to the authenticity and real-life sumers’ followership mainly depends on the character of posts. All four factors interact in bond influencers establish between their own getting consumers involved with the brand and personality and the audience, while consumers’ product. product and brand related behavior rather Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment149

5 DISCUSSION

The empirical study has combined a qualitative As the review of empirical studies (chapter 2) and a quantitative section, where the qualita- has shown, to date no study on the impact tive section focused on the supply side and the of influencer marketing in the German B2C quantitative section on the demand side of the consumer segment has been conducted so far. German consumer market. To our best knowledge, this study is the first to Interviews with three influencers in the conclusively explore the relevance of influencer German fashion consumer segment have been on the formation of consumer attitudes and conducted which led to a concretization of the purchase intentions in German fashion market- research hypotheses. According to the experi- ing. Earlier studies were not conclusive with ence of the influencers the major determiners regard to the evaluated influencer marketing of influencer effectiveness with consumers are strategies (Lock, 2016; De Veirman et al., 2017; IN, IM, IA and IR. Influencers admit that the Belanche et al., 2019; Breves et al., 2019; Eroğlu fit IF as well as IP could moderate influencers’ and Bayraktar Köse, 2019). Thus, we collected impact. The interviews further suggest that all relevant determiners of influencer marketing influencer followership, brand awareness and impact in the form of a thorough review and purchase intention are mutually interdependent selected the most important factors for the objectives of influencer marketing activity. German B2C fashion influencer segment in a The second part of the empirical study has targeted way by conducting interviews with been implemented in the form of a consumer three experienced influencers. survey. Specifically, consumers following the Also, previous literature is not fully com- interviewed influencers have been addressed prehensive concerning the impact of influencer to control the influence of secondary moder- marketing at the consumer level. While some ators. The survey fully confirms the research assess purchase intention (Lim et al., 2017; model derived from the hypotheses. IN, IM, Gadalla et al., 2019; Hughes et al., 2019; IA and IR determine consumers’ influencer Istania et al., 2019; Riedl and von Luckwald, followership, consumers brand awareness and 2019), other focus on the impact on branding purchase intention. There are interrelationships (Dalstam et al., 2018; Kucharska, 2018; Xiao between the target factors. More specifically, et al., 2018; Belanche et al., 2019; Jin et al., the survey shows that IN and IM have an effect 2019; De Veirman et al., 2017; Lock, 2016). on consumers’ followership, while IA and IR Hence, we contribute by interconnecting the impact brand awareness and purchase intention effects of influencer marketing with the most above all. The assumed moderators of IP and IF important elements of the purchase funnel are of comparatively low relevance as compared within one single study. In addition, this study to the dominant impact of the four determiners. has explicitly analyzed the potential effects of Thus, we provide a model and causal explana- moderating factors in the interviews as well as tion of the impact of influencer activity on con- in the survey, as prior studies have vaguely sumers. Our empirical study has contributed to referred to potential moderators of influencer identify the most important determiners for the activity. In accordance with previous research German B2C fashion influencer segment. More- (Chae et al., 2016; Istania et al., 2019) we also over, we identified that influencers’ personal en- found moderate impacts. gagement and the quality of their contributions Finally, the study is the first to comprehen- interact to motivate consumers followership, sively assess all major elements that determine brand awareness and purchase intentions. the effectiveness influencer marketing strategies Generally, we offer the various major con- at the consumer level. Earlier studies have tributions, which distinguish our study from been incomprehensive concerning the relevant earlier research in influencer marketing effec- determiners and their interaction (Xiao et al., tiveness. 2018; Belanche et al., 2019; Jin et al., 2019; De 150 Kai Dominik Renchen

Veirman et al., 2017; Lock, 2016). Specifically, in the German fashion segment based on our study shows that the identified elements a comprehensive qualitative and quantitative of influencer marketing design are independent study that considers the supplier (influencer) and each factor is itself important to enhance and consumer perspective. The insights of the the impact of influencer campaigns. study are conclusive. The theory-founded model In sum, we postulated a model of deter- has been refined and adjusted to the German miners and moderators of influencer marketing fashion sector in the qualitative section and has effectiveness on the purchase funnel, in which been confirmed in the course of a consumer we systematically extracted the key factors survey of 385 participants. Still the study relevant to the German B2C fashion segment has got some limitations, which invite further based on influencer interviews and finally con- empirical research. firmed the developed causal model successfully To begin with, the qualitative study is based in an empirical consumer survey. The resulting on three interviews with influencers in the Ger- model is thus validated and reliable and can man fashion sector. These are not representa- guide further research in influencer marketing tive for the German influencer business and not effectiveness in fashion and other sectors, in even for the German fashion influencer business Germany and abroad. as a whole since several thousands of influ- The insights of the empirical study also offer encers are listed online. The interviews rather valuable insights to marketing management represent the individual opinions of the three practice. Influencers have become an important participants. These statements have been com- instrument in consumer marketing. So far, their pared and adjusted to differentiate the research impact on consumers’ decision processes has model. This strategy necessarily leads to exem- found less attention in Germany than in other plary categories, which would not necessarily countries. In the age of digitalization, German occur, if other influencers were interviewed. The consumers however follow similar trends as comprehensive review-based model design has consumers in other industrialized countries, thus been refined in a partly arbitrary way. have become equally susceptible to social media The second limitation refers to the consumer contributions and in result, to influencers. survey with 385 participants. All of them The consumer survey illustrates that many are followers of the previously interviewed participants are still loosely interested in the influencers. This approach ensures the internal contributions of the influencers only and do validity of the study but prevents external not base their brand and product decisions validity. The results of the survey concern the on influencer contributions alone. Comparing contributions of the selected three influencers these results to previous insights from other only. Other influencers might make completely national context, influencer marketing is just different statements and contributions, dispose about to gain ground in Germany and by of other followers who would probably develop now should not be applied as a standalone different opinions on the determiners of influ- marketing strategy. Marketing experts in the encer effectiveness. Hence, the results are not consumer segment should certainly consider generalizable beyond the reach of the three targeted influencer campaigns as part of their influencers. The extension of the interview marketing strategy. This advance could endow section to further influencers could amend on companies with a first mover advantage in a just this problem but would not fully solve the emerging marketing domain. Businesses should issue of representativeness. Still, the selected acquire influencers in a targeted way and choose influencers are typical for the German fashion personalities adequate for the communication of market, which indicates that somewhat similar the respective product, based on their personal results should be expected for other German interest with regard to the target audience. fashion influencer networks. The study has assessed determiners of the Furthermore, regression analysis was applied impact of influencer activity on consumers to assess the postulated hypotheses. This kind Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment151 of analysis assess linear impacts of several possibly biased since it does not consider the determiners on a single target only. It ne- mutual interdependencies between the input glects interactions between the determiners factors. A structural equation model could and moderators and does not directly include amend on this problem and should possibly be cross-relationships between several targets. The applied in follow-up studies to illustrate the full complementary correlation analysis used to complexity of the impact of influencer strategies determine interactions between the targets is on consumer attitudes and behavior.

6 CONCLUSIONS

The study has shown that the choice of influ- develop brand awareness and form purchase encers is essential to the success of the cam- intentions towards the advertised products. paign. First, influencers’ personal engagement Finally, the review section has shown that is decisive to motivate consumers to follow the influencer marketing strategies should fit with influencer. The quantitative consumer survey the brand image the company pursues as a has confirmed that the readiness to subscribe whole. The interviewed influencers have pointed to the influencers’ contributions depends sig- out that self-reliance is essential to provide nificantly on IN and IM. The interviewees, authentic and real-life type contributions. If however, assert that intensity of IN is more businesses relegate influencers’ freedom of con- important to marketing success compared to tents and style too much, they risk that a broad network reach. Marketing experts influencers loose in authenticity and in result in recruiting influencers should be aware that consumer effectiveness. Businesses intending to the influencers’ contributions are decisive to include influencer marketing into their strategy influencers’ impact on consumers brand and should balance between the development of product choice, in so far that perceived IA and a comprehensive marketing guideline and the IR of influencers determine whether consumes admission of self-defined advertisement styles.

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