Selection Criteria of Social Media Marketing Influencers: An Example of G Electric Scooter

• Main Authors: Lee Ting Ting, 李婷婷
• Other Authors: Wu Jei-Zheng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/26hu7w

碩士 === 東吳大學 === 企業管理學系 === 103 === In recent years, the rise of social media has made advertising endorsement and marketing in the digital community a new trend. For traditional advertising industry, finding an influential endorser (influencer) is a commonly used product marketing method, however, in digital marketing where social media plays a big part, the indicator during evaluating and choosing the right endorser is different from previous standards. This study researches through literatures to first explore various marketing methods to find the selection criteria and assessment indicators for endorser marketing. Twelve possible criteria and indicators were found, through interviews with experts, cluster analysis and qualitative sorting, it was consolidated to six criteria and indicators, "credibility", "attractiveness", "familiarity", “affordability”, "low risk of negative publicity and “Independency”. Lastly, the study, through questionnaire analysis establishes an influence diagram and perform DEMATEL-base ANP) and importance analysis with G scooter as an example. The result shows that "credibility" has been separated from "attractiveness" to become an independent selection criterion that also include professionalism, integrity, similarity and persuasion as secondary aspects, making " attractiveness" as an independent evaluation more important than before. In addition, due to the age of digital community, there are more influential endorsers than before, thus making “independency” more important in the eyes of experts. The result of this study may provide a reference for future advertising personnel and researchers when it comes to the evaluation of influential endorser in digital marketing.