000094590 001__ 94590
000094590 005__ 20221004075840.0
000094590 0247_ $$2doi$$a10.3390/su12114392
000094590 0248_ $$2sideral$$a118651
000094590 037__ $$aART-2020-118651
000094590 041__ $$aeng
000094590 100__ $$0(orcid)0000-0003-3050-1634$$aBerne-Manero, Carmen$$uUniversidad de Zaragoza
000094590 245__ $$aExploring how influencer and relationship marketing serve corporate sustainability
000094590 260__ $$c2020
000094590 5060_ $$aAccess copy available to the general public$$fUnrestricted
000094590 5203_ $$aInfluencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company''s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers'' emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.
000094590 536__ $$9info:eu-repo/grantAgreement/ES/DGA/CREVALOR
000094590 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/
000094590 590__ $$a3.251$$b2020
000094590 592__ $$a0.611$$b2020
000094590 591__ $$aENVIRONMENTAL SCIENCES$$b124 / 273 = 0.454$$c2020$$dQ2$$eT2
000094590 593__ $$aEnergy Engineering and Power Technology$$c2020$$dQ1
000094590 591__ $$aENVIRONMENTAL STUDIES$$b60 / 125 = 0.48$$c2020$$dQ2$$eT2
000094590 593__ $$aEnvironmental Science (miscellaneous)$$c2020$$dQ1
000094590 591__ $$aGREEN & SUSTAINABLE SCIENCE & TECHNOLOGY$$b30 / 44 = 0.682$$c2020$$dQ3$$eT3
000094590 593__ $$aRenewable Energy, Sustainability and the Environment$$c2020$$dQ1
000094590 591__ $$aGREEN & SUSTAINABLE SCIENCE & TECHNOLOGY$$b6 / 9 = 0.667$$c2020$$dQ3$$eT3
000094590 593__ $$aManagement, Monitoring, Policy and Law$$c2020$$dQ1
000094590 593__ $$aGeography, Planning and Development$$c2020$$dQ1
000094590 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000094590 700__ $$0(orcid)0000-0002-9628-5738$$aMarzo-Navarro, Mercedes$$uUniversidad de Zaragoza
000094590 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000094590 773__ $$g12, 11 (2020), 4392 [19 pp.]$$pSustainability (Basel)$$tSustainability (Switzerland)$$x2071-1050
000094590 8564_ $$s403191$$uhttps://zaguan.unizar.es/record/94590/files/texto_completo.pdf$$yVersión publicada
000094590 8564_ $$s513336$$uhttps://zaguan.unizar.es/record/94590/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000094590 909CO $$ooai:zaguan.unizar.es:94590$$particulos$$pdriver
000094590 951__ $$a2022-10-03-13:38:13
000094590 980__ $$aARTICLE