Create a conceptual framework based on the article by Marais and Wilken (2022), and explain how you can use it to analyze the findings.
Conceptual framework:
1. Role of social media platforms: The first component of the framework should focus on the role of social media platforms in shaping individuals' perceptions and behaviors. This includes looking at how individuals engage with social media, the content they are exposed to, and the impact of social media on their attitudes and decision-making processes.
2. Influence of influencers: The second component should examine the influence of influencers on social media. This includes understanding the factors that make influencers persuasive, the types of content they create, and the extent to which individuals trust and follow their recommendations.
3. Consumer behavior: The third component should analyze individual consumer behavior in response to social media and influencer marketing. This includes looking at how individuals' attitudes and preferences are influenced by social media, their purchasing decisions, and the role of social media in shaping their brand perceptions.
4. Impact on businesses: The final component should focus on the impact of social media and influencer marketing on businesses. This includes understanding how businesses use social media and influencer marketing to reach their target audience, the effectiveness of these strategies in driving engagement and sales, and the challenges businesses face in navigating the social media landscape.
Using this conceptual framework to analyze the findings of the study by Marais and Wilken (2022) would involve evaluating how social media platforms, influencers, consumer behavior, and businesses interact in the context of influencer marketing. By employing this framework, researchers can identify the key factors influencing individuals' responses to influencer marketing campaigns, understand the potential implications for businesses, and offer insights for future research and practice in the field.