Influencers & advertising effects

Social influencers cultivate their audiences via a sense of intimacy & friendship. This has a huge impact on how we as consumers gulp up brand recommendations.

Research

Xu, Yujun, Sommer Kapitan & Megan Phillips (2023). “The commercial impact of live streaming: A systematic literature review and research agenda.” International Journal of Consumer Studies.

Kapitan, Sommer, Patrick van Esch, Vrinda Soma & Jan Kietzmann (2022), “Influencer Marketing and Authenticity in Content Creation,” Australasian Marketing Journal, 30 (4), 342-351.

Kapitan, Sommer and David H. Silvera (2016), “From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness,” Marketing Letters, 27, p. 553-567.

Radio

• NewstalkZB, The Mike Hosking Breakfast, “Government spends $30K on social media influencers,” Nov 19, 2020

• ABC Australia’s “AM” show, “Jacinda Ardern’s opponent says still all to play for,” Oct 13, 2020

Print media

• March 28, 2021, stuff.co.nz, “Social media big hitters: The secret lives of modern influencers”

• October 15, 2020, ABC News Australia, “Jacinda Ardern is on track for victory in New Zealand’s election. But she was almost at risk of being a one-term PM”

• Sept 26, 2020, stuff.co.nz, “Real estate: What star power brings to a house sale”

• Aug 27, 2020, The Spinoff, “NZ influencers are spreading dangerous misinformation and there’s little we can do about it”

• Aug 27, 2020, New Zealand Herald, “NZ influencers are spreading dangerous misinformation and there’s little we can do about it”

• Aug 16, 2020, stuff.co.nz, “Chinese influencers sell 70,000 cartons of Kiwi UHT milk in a minute”

• Aug 6, 2020, 1 News, “Is TikTok safe to use in NZ? Expert weighs in after MPs urged to delete app”

• July 7, 2020, stuff.co.nz, “‘Wild west’ of social media influencing is coming to an end”

• Oct 31, 2019, New Zealand Herald, “Are influencers a waste of money?”

• Sept 23, 2019, Otago Daily Times, “#followingtherugby Playing in the social (media) grades”

• Sept 9, 2019, 1 News, “Exclusive: 1 News investigation reveals how much Government is paying online influencers”

• June 16, 2019, New Zealand Herald, 'Hi Jan, it's Ardie Savea...' - Kiwi celebrities charge fans up to $150 for personalised video shoutouts on new Cameo website

• June 9, 2019, stuff.co.nz, “Online reviews may be fake but we still put our trust in digital word of mouth”

• March 29, 2019, scoop.co.nz, “Universities call for effective regulation of social media”

• Feb 22, 2019, stuff.co.nz, “Facebook campaign ‘bargain advertising’ for Kiwibank”

• Oct 29, 2018, stuff.co.nz, “Karen Walker sells out of Meghan Markle’s trench coat”

• April 1, 2018, stuff.co.nz, "Social media stars fall foul of new rules on sponsored posts"

• Jan 31, 2018, New Zealand Herald, "Big read: How your social media followers can make you rich"

• Jan 31, 2018, New Zealand Herald, "A look into the influencer marketing industry"

Opinion & PR statements

• Column in stuff.co.nz with co-author Patrick van Esch: “NZ Election 2020: Who’s spending and who’s winning on social media ahead of New Zealand’s election,” October 1, 2020

• The Conversation, research analyses with co-author Patrick van Esch: “Click, like, share, vote: who’s spending and who’s winning on social media ahead of New Zealand’s election,” October 1, 2020

• Column in Indian News Link, “Parasocial relationship endears Ardern to millions on social media,” Sept 5, 2020

• Column in The New Zealand Herald, “The Facebook prime minister: How Ardern became NZ’s most successful influencer,” Sept 4, 2020

• Column in stuff.co.nz, “The Facebook prime minister: How Jacinda Ardern became New Zealand’s most successful political influencer,” Sept 4, 2020

• The Conversation, research analyses: “The Facebook prime minister: How Jacinda Ardern became New Zealand’s most successful political influencer,” Sept 4, 2020

• Statement with Universities New Zealand in the wake of livestreaming of Christchurch terror attacks: “Universities call for more effective regulation of social media platforms,” March 29, 2019

Invited talks

• “The Future of Influence” keynote at iMedia Brand Summit, July 6, 2022

• “Social Content Trends” at talent and influencer agency WeAreTENZING, Wellington, May 17, 2021

• “Social Content Trends” at talent and influencer agency WeAreTENZING, Auckland, March 25, 2021

• Adbobe Singapore, “Influencer marketing, the hunt for the right collaboration,” March 23, 2021

• iMedia On Demand, “Agents of Trust,” June 4, 2020

• Mango PR: Evolution of Influence session, Auckland, Oct 22, 2019