Social proof, customer reviews, influencer marketing, case studies, stories, Vichy
Purpose: The purpose of this study is to examine the relationship between social proof and a company's profitability, with a specific focus on the case of Vichy. Fear of Missing Out (F.O.M.O.) is a psychological phenomenon social proof trigger. The study emphasises the significance of social proofing, a marketing strategy that analyses consumer preferences and behaviours.
Methodology: The research paradigm used in this study is positivism, with a deductive approach. The sample size is made up of fifty employees from the company. To achieve the best research results, both quantitative and qualitative research methods were used. In-depth interviews were conducted with two Vichy managers to understand better the use of social proof to boost company performance.
Findings: The study demonstrates organisational growth and profitability through social proofing in a competitive business environment. As a result, it comprehends current organisational conditions and emphasises business expansion in the digital business economy. Furthermore, the ANOVA test indicates that there is an existence of a direct or indirect relationship between social proof and brand profitability.
Study originality and implications: To attract customers and increase profits, U.K. skincare retailers widely use social proofs such as case studies, customer reviews, awards, and influencer marketing. Companies can easily reach their target audience by using this marketing technique. However, there has been little or no research in this area, particularly in a luxury brand like Vichy. As a result, the findings are highly original, with significant academic and organisational implications. Companies can use the findings to implement effective social-proof marketing strategies to increase profits.
Full Text : PDF
- Ali Taha, V., Pencarelli, T., Škerháková, V., Fedorko, R. and Košíková, M., 2021. The use of social media and its impact on the shopping behaviour of Slovak and Italian consumers during the COVID-19 pandemic. Sustainability, 13(4), p.1710. https://www.mdpi.com/987664
- Alkhatibet al. (2019) Internalisation: Social Influence | Psychology
- Auletta, V., Ferraioli, D. and Greco, G., 2020. On the effectiveness of social proof
- Bicchieri, C. and Dimant, E., 2022. Nudging with care: The risks and benefits of social information. Public choice, 191(3 4), pp.443-464. https://link.springer.com/article/10.1007/s11127-019-00684-6
- Bicchieri, C. and Dimant, E., 2022. Nudging with care: The risks and benefits of social information. Public choice, 191(3-4), pp.443-464. https://link.springer.com/article/10.1007/s11127-019-00684-6
- Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: Winery owners' perceptions. Journal of Travel & Tourism Marketing, 36(6), pp.653-664.
- https://www.tandfonline.com/doi/abs/10.1080/10548408.2019.1624241
- Hu, X., Chen, X., and Davison, R.M., 2019. Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce, 23(3), pp.297-327.
- https://www.tandfonline.com/doi/abs/10.1080/10864415.2019.1619905
- Innes, M., Dobreva, D. and Innes, H., 2021. Disinformation and digital influencing after terrorism: Spoofing, truthing and social proofing. Contemporary Social Science, 16(2), pp.241-255.
- https://www.tandfonline.com/doi/abs/10.1080/21582041.2019.1569714
- Johnson, C., 2019. Platform: The art and science of personal branding. Lorena Jones Books.
- https://books.google.com/books?hl=en&lr=&id=bwJmDwAAQBAJ&oi=fnd&pg=PA1&dq=social+proof+and+brand&ots=POxhXyfoEr&sig=VhEXl9P7uw9RL6I5TF_bfm83wWo
- Lal, B., Ismagilova, E., Dwivedi, Y.K. and Kwayu, S., 2020. Return on investment in social media marketing: Literature review and suggestions for future research. Digital and social media marketing: emerging applications and theoretical development, pp.3-17
- https://link.springer.com/chapter/10.1007/978-3-030-24374-6_1
- Lancaster, T., 2019. Social media enabled contract cheating. Canadian Perspectives on Academic Integrity, 2(2), pp.7-24. https://journalhosting.ucalgary.ca/index.php/ai/article/view/68053
- Luguri, J. and Strahilevitz, L.J., 2021. Shining a light on dark patterns. Journal of Legal Analysis, 13(1), pp.43-109. https://academic.oup.com/jla/article-abstract/13/1/43/6180579
- Manzoor, U., Baig, S.A., Hashim, M. and Sami, A., 2020. Impact of social media marketing on consumer's purchase intentions: the mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), pp.41-48. https://readersinsight.net/IJER/article/view/1386
- Market Research: An International Journal, 24(3), pp.281-301.
- https://www.emerald.com/insight/content/doi/10.1108/QMR-04-2020-0050/full/html
- Martín, J.C., Pagliara, F. and Román, C., 2019. The research topics on e-grocery: Trends and existing gaps. Sustainability, 11(2), p.321. https://www.mdpi.com/392844
- Naeem, M., 2021. The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research: An International Journal, 24(3), pp.281-301. https://www.emerald.com/insight/content/doi/10.1108/QMR-04-2020-0050/full/html
- Naeem, M., 2021. The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative
- Nifita, A.T., Hasbullah, H. and Siregar, A.P., 2022. Utilisation of Social Commerce and Social Proof Marketing on Business Performance of Micro, Small and Medium Enterprises. Dinasti International Journal of Education Management and Social Science, 4(2), pp.223-232.
- https://www.dinastipub.org/DIJEMSS/article/view/1585
- Poels, K. and Dewitte, S., 2019. The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), pp.81-90. https://www.tandfonline.com/doi/abs/10.1080/00913367.2019.1579688
- Quesenberry, K.A., 2020. Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers
- https://books.google.com/books?hl=en&lr=&id=QWTyDwAAQBAJ&oi=fnd&pg=PR3&dq=social+proof+&ots=BttmPlJNuT&sig=kEABb23vz-7xwMV7PySDps_2yWM
- recommendations in markets with multiple products. In ECAI 2020 (pp. 19-26). IOS Press.
- https://ebooks.iospress.nl/doi/10.3233/FAIA200071
- researchgate2022 Research onion for futures studies source: Author following Saunders et ... (no date). Available at: https://www.researchgate.net/figure/Research-onion-for-futures-studies-Source-author-following-Saunders-et-al-2016_fig2_333388233 (Accessed: March 20, 2023).
- researchgate.net (2023) Social Proof in social media shopping: An experimental design research. Available at: https://www.researchgate.net/publication/313737416_Social_proof_in_social_media_shopping_An_experimental_design_research (Accessed: March 8, 2023).
- Sanak-Kosmowska, K., 2021. Evaluating Social Media Marketing: Social Proof
- Sanak-Kosmowska, K., 2021. Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour. Routledge.https://books.google.com/books?hl=en&lr=&id=EuRFEAAAQBAJ&oi=fnd&pg=PT10&dq=social+proof+in+business+&ots=Fra3Q-ajm5&sig=z__5Url1bfU_KxYkQqOYpu93Uyk
- statista.com (2023) Topic: Social Media Advertising and marketing
- statista.com, 2023. Petruzzi, D. (2022) Sales growth of the leading global cosmetic companies between 2018-2021, Statista. Available at: https://www.statista.com/statistics/245744/sales-growth-of-the-leading-global-cosmetic-companies/ (Accessed: March 8, 2023).
- statista.com, 2023. Published by S. Dixon and twenty-four, F. (2023) U.K.: Leading Social Networks by usage reach 2022, Statista. Available at: https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/ (Accessed: March 8, 2023).
- statista.com, 2023. Published by S. Dixon and twenty-eight, A. (2022) Instagram: Most-followed UK fashion and Beauty Influencers 2019, Statista. Available at: https://www.statista.com/statistics/801105/most-followers-instagram-fashion-beauty-influencers-united-kingdom/ (Accessed: March 8, 2023).
- statista.com, 2023. Richter, F. (2014) Infographic: How marketers use social media, Statista Infographics. Available at:
- https://www.statista.com/chart/2289/how-marketers-use-social-media/ (Accessed: March 8, 2023).
- Syaifullah, J., Syaifudin, M., Sukendar, M.U. and JUNAEDI, J., 2021. Social media marketing and business performance of M.S.M.E.s during the COVID-19 pandemic. The Journal of Asian Finance, Economics and Business, 8(2), pp.523-531. https://www.koreascience.or.kr/article/JAKO202104142220611.page
- Trudel, R., 2019. Sustainable consumer behaviour. Consumer psychology review, 2(1), pp.85-96.
- https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/arcp.1045
- vichy.co.uk (2023), Vichy UK. Available at: https://www.vichy.co.uk/ (Accessed: March 8, 2023).
- worldwide, Statista. Available at:
- Zhou, S.K., Greenspan, H., Davatzikos, C., Duncan, J.S., Van Ginneken, B., Madabhushi, A., Prince, J.L., Rueckert, D. and Summers, R.M., 2021. A review of deep learning in medical imaging: Imaging traits, technology trends, case studies with progress highlights, and future promises. Proceedings of the IEEE, 109(5), pp.820-838.
- https://ieeexplore.ieee.org/abstract/document/9363915