Webinars
MSI Webinar: Designing Influencer Marketing Content for Enhanced Consumer Experiences and Brand Performance
Influencer content is deeply ingrained in consumers’ daily routines and essential to influencer marketing strategies. Yet, marketers are increasingly dissatisfied with their influencer marketing outcomes, suggesting a need to clarify what makes influencer marketing content effective at driving product purchases. In this webinar, Moffett and Fennell will propose that the key lies in the two-dimensional consumer–influencer touchpoint experience. This experience is defined as consumers’ immediate, self-relevant reactions to influencer marketing content and is comprised of content relatability and content inspiration dimensions. Moffett and Fennell will walk through a unique, large-scale Taguchi-designed experiment, a controlled experimental validation study, and field experiment, which collectively provide robust empirical evidence in support of this newly proposed experience model and its two dimensions. They will also discuss how this experience model emerged across a diverse set of influencer marketing content configurations comprised of a variety of visual (e.g., image colorfulness), linguistic (e.g., emotional language), and marketing cues (e.g., engagement call to action), offering marketers and influencers a design guide for content that amplifies touchpoint experiences and increases product purchases.
speakers
Jordan Moffett is an Assistant Professor of Marketing at the Gatton College of Business and Economics, University of Kentucky and a research fellow for the Sales and Marketing Strategy (SAMS) Institute. Moffett’s research focuses primarily on relationship marketing theory and strategy with an emphasis in customer-firm communication, social media experience design, and customer privacy. Moffett employs both secondary-data and experimental approaches to study these topics. At the University of Kentucky, Moffett teaches the marketing strategy capstone class for undergraduate students.
Patrick Fennell is an Assistant Professor of Marketing at the Coles College of Business, Kennesaw State University. After working in the fields of advertising and corporate communications in the consumer electronics industry, he received his Ph.D. from Louisiana State University. As an academic, Professor Fennell's primary research interests include retailing and services phenomena. Fennell utilizes a variety of empirical approaches and statistical methods in his work. At Kennesaw State University, Fennell teaches marketing research to undergraduate students.