New Research Shows Micro-Influencers Drive Consumer Buying Behavior at Much Higher Rates Than Previously Thought
2016年3月30日 - 9:00PM
ビジネスワイヤ（英語）
Nationwide study conducted by Dr. Jonah Berger
from the Wharton School and the Keller Fay Group sheds new light on
the importance of this emerging influencer marketing channel
A first-of-its-kind study was released today to examine how
micro-influencers are driving buying behavior by measuring the
volume and impact of their recommendations on consumers. The study
was conducted by Dr. Jonah Berger, best-selling author of the book
Contagious: Why Things Catch On and a marketing professor at the
Wharton School, in partnership with the Keller Fay Group, the
leading authority on word-of-mouth marketing research. The study
was funded by Experticity, the largest network of influential
category influencers.
With the concept of influencer marketing quickly growing from a
buzzword to a full-fledged industry, the results of this study will
be important to marketers struggling to find a more holistic view
of how micro-influencers directly impact consumer buying behavior.
The survey shows that micro-influencers are a reliable and credible
channel that has real impact in swaying consumer behavior.
Micro-influencers are not traditional celebrities, but rather
individuals who work in their category or are truly knowledgeable,
passionate and authentic and are seen as a trusted source when it
comes to recommendations for what to buy.
One of the most interesting study findings was that according to
the data, these influencers have up to 22.2 times more
conversations each week regarding recommendations on what to
buy versus an average consumer. Demonstrating the high impact
of these recommendations, 82 percent of consumers who were
surveyed for the study reported they were highly likely to follow a
recommendation made by a micro-influencer.
“Many marketers today try to use celebrities as their influencer
marketing solution, but they are missing out on a much bigger
opportunity,” said Brad Fay, cofounder, COO and lead researcher of
the Keller Fay Group. “Our research shows that real-life
influencers who are passionate about what they are recommending
have significantly more buying conversations, and consumers are
more likely to act on their recommendations.”
“The growing importance of influencer marketing has led
marketers to openly question exactly how impactful word of mouth is
when coming from different types of consumers,” said Dr. Berger.
“This study has helped illuminate who has the greatest impact and
why, which is a great tool for marketers as they try to harness the
power of influencer marketing.”
“In the democratized world of the Internet, everyone has a forum
to give their opinion on just about anything. When anyone can give
an opinion, regardless of how much they know about the subject, the
real question becomes whose recommendation is authentic and
credible? Marketers must understand this in order to figure out how
to cut through the noise,” said Tom Stockham, CEO at Experticity.
“Thanks to the strong work of Dr. Berger and Brad Fay, who used
their expertise on viral marketing and word-of-mouth marketing to
design this research, we now know a lot more about out why certain
opinions matter more than others. Their research also shows how for
consumers, the most credible and influential recommendations come
straight from the people we trust who we see as real-life
influencers due to expertise or passion.”
A unique element of the study was that in addition to
interviewing influencers, the researchers also interviewed the
consumers who received advice.
Additional key findings from the study included:
- Not only do these influencers have more
buying conversations, they are more direct in their
recommendations, with 74 percent encouraging someone to “buy it or
try it” compared to 66 percent of the general population who
encouraged those actions in their recommendations.
- 87 percent of the buying
recommendations they make are happening face to face.
- According to people receiving advice,
influencers were seen as more impactful compared to an average
person based on the following characteristics: more credible and
believable (94 percent vs. 83 percent), more knowledgeable (94
percent vs. 84 percent) and better at explaining how the product
works or could be used (92 percent vs. 83 percent).
The study was specifically designed to examine how and why
micro-influencers are more influential than the average consumer.
This unprecedented study format randomly surveyed Experticity’s
unpaid network of micro-influencers from across the United States
about the number of product-related conversations they have with
consumers each week compared to a control group of average
consumers. Researchers then surveyed consumers who received those
recommendations to measure the weight of the recommendation and the
outcome.
To learn more about Experticity and view the full survey
summary, visit experticity.com.
About Experticity
Experticity helps brands with marketing through real-life
influencers, including retail associates. They have built the
world’s largest community of influential category experts,
connecting them with the world’s top brands to create a new breed
of buying experience — one that is informed, genuine and mutually
beneficial. Experticity’s community of more than a million experts
is comprised of industry professionals, category opinion leaders
and influential retail sales associates who are actively sought out
for trusted recommendations on what to buy. Experticity is led by
Tom Stockham, a CEO with an impressive track record of championing
companies like Ancestry and Ticketmaster.com. To learn
more about Experticity and how its rapidly growing community of
brands and experts are transforming today’s buying experience,
visit experticity.com.
About Jonah Berger
Jonah Berger is a marketing professor at the Wharton School at
the University of Pennsylvania and author of the recent New
York Times and Wall Street Journal bestseller
Contagious: Why Things Catch On. Dr. Berger has spent over 15 years
studying how social influence works and how it drives products and
ideas to catch on. He’s published dozens of articles in top-tier
academic journals and consulted for a variety of Fortune 500
companies, and popular outlets like the New York
Times and Harvard Business Review often cover his
work.
About The Keller Fay Group
The Keller Fay Group is the leading market research company
focused on consumer word of mouth and social influence. Now
part of Engagement Labs (TSXV:EL), a data and technology
company and creator of eValue™ Analytics, the global benchmark
for social media scoring. The Keller Fay
Group owns TalkTrack®, the only continuous study of
consumer conversations about brands across all channels, online and
offline. Founders Ed Keller and Brad Fay are the authors of
the award winning book, The Face-to-Face Book: Why Real
Relationships Rule in a Digital Marketplace, published in 2012 by
Free Press. For more information
visit www.kellerfay.com or www.engagementlabs.com.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160330005289/en/
ExperticityHelen Langan,
801-641-6569helen.langan@experticity.comorMethod
CommunicationsJessica Hutchison,
801-461-9779jessica@methodcommunications.com
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