94590 20221004075840.0 doi 10.3390/su12114392 sideral 118651 ART-2020-118651 eng Berne-Manero, Carmen Universidad de Zaragoza (orcid)0000-0003-3050-1634 Exploring how influencer and relationship marketing serve corporate sustainability 2020 Access copy available to the general public Unrestricted Influencer 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. info:eu-repo/grantAgreement/ES/DGA/CREVALOR info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 3.251 2020 ENVIRONMENTAL SCIENCES 124 / 273 = 0.454 2020 Q2 T2 ENVIRONMENTAL STUDIES 60 / 125 = 0.48 2020 Q2 T2 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY 30 / 44 = 0.682 2020 Q3 T3 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY 6 / 9 = 0.667 2020 Q3 T3 0.611 2020 Energy Engineering and Power Technology 2020 Q1 Environmental Science (miscellaneous) 2020 Q1 Renewable Energy, Sustainability and the Environment 2020 Q1 Management, Monitoring, Policy and Law 2020 Q1 Geography, Planning and Development 2020 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Marzo-Navarro, Mercedes Universidad de Zaragoza (orcid)0000-0002-9628-5738 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 12, 11 (2020), 4392 [19 pp.] Sustainability (Basel) Sustainability (Switzerland) 2071-1050 403191 http://zaguan.unizar.es/record/94590/files/texto_completo.pdf Versión publicada 513336 http://zaguan.unizar.es/record/94590/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:94590 articulos driver 2022-10-03-13:38:13 ARTICLE