title: Product promotion by means of influencer marketing in the Chinese perfumery and cosmetics market
metadata.name: dc.contributor.author
metadata.value: Volodin, Arseny A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2024-02-16T19:12:52Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2024-02-16T19:12:52Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2023-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Volodin A. A. 2023. Product promotion by means of influencer marketing in the Chinese perfumery and cosmetics market. Vestnik of Saint Petersburg University. Management 22 (4): 494–529. https://doi.org/10.21638/11701/spbu08.2023.403 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2023.403
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/44896
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The paper discusses the development of ways to improve the procedure of selecting the most
  effective opinion leaders (influencers) for the promotion of perfumery and cosmetic products
  based on the results of the empirical study of the audience’s subjective perception in the Chinese
  market. The analysis was carried out on the basis of a formalized online survey of perfumery and
  cosmetics consumers — 992 out of 1,032 responses from the Chinese audience were included in
  the final sample of the study and handled by means of the partial least squares structural equation
  modeling. The study proposes a conceptual model of the impact of the characteristics of an
  opinion leader and their messages on the effectiveness of influence marketing represented by
  consumer intentions and formed brand image through the process of transmitting a message to
  influence consumer opinion. As a result, the features of the promotion of perfumery and cosmetic
  products in the Chinese market were revealed. It was found that overestimating the attractiveness
  of an opinion leader and underestimating their subjective perception by the consumer result
  in a low effectiveness of influence marketing. The analysis of the message transmission process
  showed that its moderators come to the fore, namely, consumer engagement and their valence to
  advertising. Yet, the impact significantly depends on the category of an opinion leader (number
  of subscribers, type, etc.). It was found that the direct influence of the opinion leader on the intentions
  of consumers is ineffective. The study offers practical recommendations to improve the
  procedure for selecting the most effective opinion leader in order to promote products taking
  into account the identified features. The directions for further research are outlined.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 22; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: influencer marketing
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: opinion leaders
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: influencers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer engagement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand image
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: perfumery and cosmetics retail
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Chinese market
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Product promotion by means of influencer marketing in the Chinese perfumery and cosmetics market
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 966.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/44896/1/966.pdf
resources.format: Adobe PDF
resources.size: 264,1 kB