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Digital Marketing & Technology (E_MKT_DMT) - lecture notes
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Digital Marketing & Technology E_MKT_DMT→ This is only exam material, materials for the case assignment are not included.
Week 1
Lecture 1: An introduction to the course (31/10/2023)
→ General introduction, nothing interesting for the exam.
Lecture 2: TUI introduction (01/11/2023)
Dynamic packaging = a method used in package holiday bookings to enable consumers to
build their own package of flights, accommodations, and car rental instead of purchasing pre-
defined packages.
Case: ‘Travel Fobo’ = ‘feat of better options’
Average spends for package €1500 for average 2.1 person.
Week 2
Lecture 3: Yielding positive marketing results from influencers and their
following (07/11/2023)
Influencer marketing is defined as promoting brands through use of specific key individuals
who exert influence over potential buyers (Brown & Hayes, 2008).
Influencer marketing can be considered a form of product placement because it involves
purposely integrating brand messages into editorial media content (Russel & Belch, 2005;
Schneider & Cornwell, 2005).
Which social media channels are most important for influencer marketing?
• Instagram/Facebook
• Blogs
1
,In the past, influencer marketing was quite similar as opinion leadership / celebrity
endorsement.
Product placement = in a movie or series, an individual using a certain brand or product. →
in a way, influencer marketing is like this.
Influencers can use different channels (YouTube / Facebook / Blogs / Pinterest / Etc)
→ Table 1 in paper Lin, Bruning & Swarna, 2018
Influencer size typology:
• Mega influencers = > 1.000.000
• Macro influencers = 100.000 – 1.000.000
• Mid-tier influencers = 50.000 – 100.000
• Micro-influencers = 1000 (10.000) –
50.000
• Nano-influencers = 1000 – 10.000
Influence is not necessarily about the numbers;
micro and nano influencers could be more
influential in terms of engagement with their
followers.
2
,Paper: Influencer marketing: social media influencers as human brands attaching to
followers and yielding positive marketing results by fulfilling needs.
Previous research focussed on which role of SMIs would attract more or less attention →
influencer perspective focus.
Ki et al. (2020) focus on what followers desire to see and what needs are being fulfilled →
follower perspective focussed (qualitative approach → induction; quantitative approach
→ empirically testing).
Human brand theory provides the conceptual lens for the study as it proposes the specific
ways in which a media persona can develop into a human brand, who provides a sense of
attachment to his/her audience and yields positive marketing results by fulfilling needs.
Study 1: influencers as human brand, an inductive approach
Inductive approach = to allow research findings to emerge from the frequent, dominant, or
significant themes inherent in raw data, without the restraints imposed by structured
methodologies.
‘’Why do you like and follow [SMI’s name] on Instagram?’’→ open-ended question.
Persona-related traits (P) = inspiration, enjoyability, similarity, physical attractiveness,
authenticity.
Content (c) = informativeness, visual aesthetics, expertise
Intrinsic psychological needs that can cause strong relationships with human brand
(linking study 1 outcomes to human brand theory):
• Need for ideality – an individuals’ desire to seek a
person who possesses the traits that they feel they lack
but would like to possess.
o Shaped by inspiration (P) and visual aesthetics
(C)
• Need for relatedness – an individuals’ desire to feel
socially connected to and maintain meaningful
relationships with others.
o Shaped by enjoyability (P) and similarity (P)
• Need for competence – an individuals’ inherent
desire to feel capable or effective.
o Shaped by informativeness (C) and expertise
(C)
3
, Study 2: Influencers as human brand, empirical:
4
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