Look at the article by Marias and Wilkens 2022 and Come up with a framework of analytical tools that you think would be helpful in this study.
The article by Marias and Wilkens (2022) discusses the importance of understanding the impact of social media on consumer behavior, specifically focusing on how social media influencers influence consumer behavior. In order to analyze this study effectively, the following framework of analytical tools may be helpful:
1. Social Network Analysis: This tool can be used to analyze how social media influencers are connected to each other and to their followers, shedding light on the network structure and dynamics that influence consumer behavior.
2. Sentiment Analysis: This tool can be utilized to analyze the sentiments expressed in social media conversations about specific influencers, brands, or products, providing insights into consumer attitudes and preferences.
3. Content Analysis: By analyzing the content shared by social media influencers, researchers can gain insights into the types of content that resonates with consumers and drives engagement and purchasing behavior.
4. Regression Analysis: This statistical technique can be used to quantify the relationship between social media influencer engagement (such as likes, shares, comments) and consumer behavior metrics (such as purchase intent, brand loyalty).
5. Qualitative Interviews: In-depth interviews with social media influencers, brand representatives, and consumers can provide valuable insights into the motivations, perceptions, and experiences that shape consumer behavior in the context of social media influencer marketing.
6. Social Listening Tools: Tools like Brandwatch, Sprout Social, or Mention can help researchers track and analyze social media conversations, trends, and consumer sentiments related to specific influencers, brands, or products.
Overall, this framework of analytical tools can help researchers gain a deeper understanding of the complex interactions between social media influencers, brands, and consumers, and how these interactions influence consumer behavior in the digital age.