Technological start-ups in the innovation system: an actor-oriented perspective

The functional approach of the Technological Innovation System (TIS) has become important in innovation theory to understand the dynamics of technological innovations. Until now, TIS has mainly been applied top-down from a policy perspective. The aim of this study was to investigate whether TIS can be used in the management domain, from an actor-oriented perspective, to explain the dynamics in which technological start-ups are involved when developing innovations. We interviewed the founders of 24 technological start-ups about their experiences with the developmental processes of their innovations. Our results highlight that the functions of TIS provide a useful framework to structure the interactions of technological start-ups. Especially the functions ‘Resource Mobilisation’ and ‘Legitimation’ appeared to be important functions for start-ups when developing an innovation. Our findings show that TIS is a promising framework for the strategic management domain that can offer guidance in the development of innovations.     

Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands

Consumer avoidance of brands and influencers is a widespread phenomenon, especially among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when and why Gen Z engages in such avoidance. Our experimental investigation, across four studies, reveals that Gen Z considers brands' control over influencers to be morally irresponsible and, thus, avoids both. We introduce a novel construct, influencer avoidance, and examine its drivers. Study 1 indicates that perceived brand control engenders avoidance; moderation evidence shows that macro (vs. micro) influencers accentuate (attenuate) the influence of brand control on avoidance. Study 2 shows that Gen Z enjoying a strong versus weak relationship with influencers results in lower (higher) avoidance towards influencers and endorsed brands. Study 3 demonstrates that negative moral emotions mediate the relationship between perceived brand control and avoidance behavior. Study 4 generalizes the findings by analyzing a different influencer and endorsed brand and including a prominent advertisement disclosure. By investigating the drivers and mechanisms of Gen Z's avoidance behavior, our research contributes to research on the theory of moral responsibility, Gen Z's influencer avoidance behavior, and anti-consumption literature. This offers key insights into how to prevent acts of consumer retribution towards influencers and brands.     

Social media influencers and consumer engagement: A review and future research agenda

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from academicians and marketers. Academicians try to understand the effect of influencers on consumer behaviour, while marketers use influencers as part of their strategy to achieve marketing objectives. Although, plenty of practical and conceptual research is available in this area, literature reviews in the domain of SMIs and consumer engagement are scarce as it is still developing, and most of the studies have focused on these two concepts separately. In this study, the authors attempted to combine and understand how social media influencers affect consumers engagement. This systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement. The study reviewed articles published in the Australian Business Deans Council (ABDC), Scopus, and Web of Science indexed journals till 5 June 2021. To understand consumers' engagement with SMIs, authors identified and theorized the antecedents, decision and outcome of such engagement. It also discusses the influencer-follower parasocial relationship on different social media platforms. The study proposes an integrated conceptual framework that can be further used to test and validate the impact of social media influencer's marketing efforts on consumer engagement. This framework also may serve as a foundation for marketers to develop effective influencer strategies for brand promotions. The review concludes the discussion by highlighting theories, methodology, and context of studies conducted by past researchers.