Are certain consumers more likely to be swayed by an endorsement than others? What about the consumers themselves as influencers? Zenzi™ ValueTypes can help decode why certain influencers resonate and ultimately activate their audience to buy.
Our respondents shared their openness to others’ opinions, perceptions of online influencers, celebrity endorsements, and ad partnerships, as well as about their own role as an influencer among their friends. As always, we observed some interesting patterns related to ValueTypes.
A Penny For Your Thoughts?
For one ValueType, over 60% noted that they often seek advice from others when it comes to making purchase decisions. That same ValueType said that their friend’s opinion of a store influences whether they shop there. For another ValueType, only 31% said they seek advice from others and their friend’s opinion doesn’t bear on where they shop.
Consumers as Influencers
How much influence do people think they have over others? We asked our sample how much they agreed with this statement: “People often copy what I do or wear.” For one ValueType, 40% agreed. For another ValueType, only 13% agreed. When asked if they are good at convincing others to try new things, 65% of one ValueType replied in the affirmative—more than twice the percentage of another ValueType.
Sports Sponsorships
Do sports fans support the brands that sponsor their teams? The answer depends on the ValueType of the fan. Two ValueTypes are much more likely to be loyal to brand sponsors than others. Products and brands that appeal to those ValueTypes are likely to see the highest return on a sports team or event sponsorship.
Celebrity Endorsements
Companies spend billions on celebrity endorsements for their products. Are they getting the most bang for their buck? While only 24% of our total sample said that seeing a celebrity using a product may influence them to buy it, that percentage ranged from 12% with one ValueType to 41% with another. Similar to our finding with social media influencers, there are some ValueTypes that won’t be swayed by a product’s popularity, while others are obsessed with staying on top of the trends.
Social Media Influencers
Less than 24% of the sample agreed that social media influencers impact the brands they buy. However, that percentage varied by ValueType. At the low end of the spectrum were two ValueTypes unlikely to be influenced at all, regardless of who the influencer is. At the upper end was one ValueType at 37%. This ValueType is likely prone to being influenced by any influencer. The remaining three ValueTypes may or may not be impacted by influencers: the determining factor is whether those influencers speak to their Values.
Interested in building a successful influencer strategy for your particular product or brand? Aletheia will ensure you select the right celebrity or influencer with an on-point values-based message that resonates with your target audience. Contact us to get started.