Wolves in Sheep’s Clothing? Influencer Marketing beyond Endorsements – Deconstructing Persuasive and Questionable Marketing Strategies in Vlogs on YouTube based on Social Influence Heuristics Framework

Abstract

Purpose – The study examines the usefulness of social influence heuristics framework to capture skillful and creative social media influencer marketing in long-form video content on YouTube for influencer-owned brand(s) and product(s). Design/methodology/approach – The theoretical lens was a framework centered around seven evidence-based social influence heuristics (i.e., reciprocity, social proof, consistency, scarcity, liking, authority, unity). As the methodological lens, the qualitative case study approach was applied to a purposeful sample of six SMIs and 15 videos on YouTube. Findings – The evidence shows that self-directed influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness, and skillfulness. Research limitations/implications – The study reveals that a heuristic-based account of self-directed influencer marketing in long-form video content can strongly contribute to the understanding of how various long-established marketing concepts (e.g., source attractivity) might be expressed in real-world communications and behaviors. Based on the more in-depth understanding, the current research efforts like experimental studies, which use one video with a more or less arbitrary influencer and pre-post measure, are well-advised to explore research questions with designs that account for the subtle and complex nature of real-world influencer marketing in long-form video content to produce contribution of theoretical and practical value. Practical implications – The structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy, and for policymakers to rethink policies for influencer marketing. Originality/value – Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect hampered the advancement of the field. The framework is a highly functional conceptual bridge to link the currently disconnected qualitative and quantitative evidence to advance our understanding of influencer marketing more effectively.