University Marketing Consumer Behavior Annotated Bibliography

This annotated bibliography examines two articles related to marketing consumer behavior. The first article, a Master's thesis by Johansen and Guldvik (2017), investigates the impact of influencer marketing on purchase intentions, discussing the role of brand equity, word-of-mouth marketing, and the evolving market landscape. The authors emphasize the importance of direct interaction with customers and the potential for higher return on investment through influencer marketing strategies. The second article, by Tamble (2017), focuses on promoting blog posts using social media, highlighting the significance of social media cross-promotion and the effective use of hashtags. The analysis underscores the value of social media platforms in marketing and provides insights into strategies for maximizing the benefits of blog posts. Both articles contribute to understanding the dynamics of consumer behavior and effective marketing approaches in the digital age.

Running head: MARKETING CONSUMER BEHAVIOR
Marketing Consumer Behavior
Name of the Student
Name of the University
Author Note

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Article no 1
Johansen, I. K., & Guldvik, C. S. (2017). Influencer marketing and purchase intentions: how
does influencer marketing affect purchase intentions? (Master's thesis).
The purpose of this article is to develop an understanding on influencer marketing on
different topics in the marketing aspects. The marketing strategies are fixed by different
organizations on the basis of their needs for customers. The customers’ desires will have to be
prioritized as per the remarks of the authors. The authors of this article are Ida Kristin Johansen
and Camilia Sveberg Guldvik (Johansen & Guldvik, 2017). This article had been published in
the year 2017 as a Master’s Thesis program. In this article the authors have brought out different
factors that are interesting for influencer marketing and creating appositive impact on the minds
of customers.
In this article, authors have discussed over the fact that this strategy of influencer
marketing creates a solid impact on the minds of customers as marketers get to interact with
customers more directly (Johansen & Guldvik, 2017). Thus they can form better public relations
strategies so they can cater to the needs of the customers in a better manner. The authors have
also suggested in this article that target markets of the audience can be impressed by providing
ranges of services through utilizing the messages of those customers. The authors of this article
are of the opinion that return on investments (ROI) will go higher because of positive responses
from marketers.
The market scenario is constantly changing and this has to be properly tackled by
emergence of new technologies in the market so they can gain the best opportunities for growth
(Johansen & Guldvik, 2017). Thus they have brought out the fact that influencer marketing has

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been brought out as one of the most impactful marketing strategies in the world. They have also
opined the fact that this marketing strategy will create a better value for all the marketers. In this
manner they will become one of the most desired service providers in the industry. According to
authors of the article, brand equity is one of the most crucial factors that can be highlighted
regarding the study of influencer marketing (Johansen & Guldvik, 2017). On a whole, the
methodologies and hypothesis used in this research article are quite relevant to the growth of the
topic.
Some other factors have also been discussed in this research article like the method of
word-of-mouth (WOM) and opinion leadership for the organizations (Johansen & Guldvik,
2017). The authors have suggested that this will be a very important factor for the betterment of
marketing strategies. In this context, the WOM theory will be one of the most helpful strategies
in this context (Johansen & Guldvik, 2017). The outline of the article suggests that WOM
communication model will help all the marketers to get into direct communication with
consumers. In turn they can generate higher benefits because of this. The influencer marketers
will be able to gain access to a wider market of target audience ranging from ordinary genuine
customers to those of mass strangers. Thus the article is right enough to undermine things that
would be necessary for influencer marketers to read about. Therefore, this will serve as a helpful
document for the betterment of marketing possibilities.
Article no 2
Tamble, M. (2017). How to Promote Your Blog Posts Using Social Media: A Guide for
Marketers. Retrieved from https://www.socialmediaexaminer.com/how-to-promote-blog-posts-
using-social-media-guide-for-marketers/

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The above article is one of the most influencing articles to suggest the connection
between implementation of marketing strategies and use of social media for that purpose. Social
media platforms and use of blog posts has become one of the most credible sources for better
opportunities in the sphere of marketing (Tamble, 2017).
Therefore, the author of this online media article has brought out important factors for
assessing the needs of blog posts. The author of this article is Melanie Tamble. This article was
published on 16th of May in the year 2017 (Tamble, 2017).
This article has featured the implications of using blog posts on social media so marketers
can get maximum benefits (Tamble, 2017). The context of social media social media cross-
promotion has been highlighted in this online article that is very crucial for current fay
marketers. The author has suggested the fact that use of hashtags on social media platforms like
Twitter and Instagram will be helpful enough but using them on Linkedin and Facebook might
not yield better outcomes (Tamble, 2017).
Supposedly, this is one of the best said things from the perspectives of current day
marketers. They must use those blog posts very cleverly and effectively so it can give better
results. The utilities of using social media platforms for marketing of products are immense.
Therefore, this article has contributed positively to learn the art of using social media cross
promotional techniques for marketing promotions.

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Reference List
Johansen, I. K., & Guldvik, C. S. (2017). Influencer marketing and purchase intentions: how
does influencer marketing affect purchase intentions? (Master's thesis).
Tamble, M. (2017). How to Promote Your Blog Posts Using Social Media: A Guide for
Marketers. Retrieved from https://www.socialmediaexaminer.com/how-to-promote-blog-
posts-using-social-media-guide-for-marketers/