International Journal of Automation and Digital Transformation

Vol 3 Issue 1 (2024)

Pages (4 –18)
Available at www.emiratesscholar.com
© Emirates Scholar Research Center

Experts’ conceptualization exploration for digital influencing effectiveness

Houda GUELZIM
PhD, visiting professor, LAREMO, university Hassan II of Casablanca, Morocco

Said MDARBI
Professor, Technology college of Casablanca, LAREMO, university Hassan II of Casablanca

Abstract
Over this past decade, the expansion of social media has notably impacted consumer
behavior. Many companies reacted to this change and turned their attention to digital
influencing to engage their target audience more and more. This study aims to explore the
experts’ perspective practice in relation to influencing through a qualitative study that
particularly has the objective to help us to be closer to the business field’s insights about
this strategy.
Key words: Marketing, Digital Influencing, social media, Brand, Strategy

Email Addresses: Guelzimhouda@gmail.com (Houda GUELZIM), Said.mdarbi@estc.ma (Said MDARBI)

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

1. Introduction Influence is the affecting power of a

person, an idea, or an event. Influencer
marketing, as defined by Brown and Hayes
Over the last ten years, we have witnessed
(2008), is the act of an external person
a significant global digital transformation
influencing the consumers’ buying choices.
affecting partnerships between advertising
According to Singh and Sonnenburg (2012),
figures and brands that they endorse. These
the digital influencer holds an outsized
changes concern the nature, frequency,
influence over peers due to how they create
content or the form of their collaboration.
and share content online. Influencers can be
Today advertisers cannot overlook the well-known figures, assimilated like other
obvious power of expression, interactions, celebrities into dynamic tools with both
and instant sharing that social media attractive and likable qualities (Atkin and
facilitates. For advertising, these new Block 1983). Companies aim to transfer these
qualities to products through marcom
channels offer to businesses the opportunity activities (Atkin et Block, 1983, Erdogan
to engage with consumers through less 1999).
expensive ways than traditional mass media. Digital influencers attract millions of
Indeed, due to their widespread reach on followers by sharing content from their daily
digital platforms, social networks provide lives on social networks (Chapple et Cownie
numerous innovative opportunities for 2017). There are several media-driven
advertisers. The use of these tools is not only numerical classifications of influencers, most
crucial for consumers’ day-to-day existence of which are based on number of followers
but also forms part of brands’ daily (Kay, Mulcahy, and Parkinson, 2020).
communication requirements to interact Various types of influencers stand out in the
directly with fans and shareholders digital world, concerning followers volume,
(Schlüschen, 2016). we can distinguish between macro, micro,
nano, and mega influencers (Gómez 2019).
A synthesized literature review will The number of followers is often used as a
introduce this article, defining social media starting point in the search for the right
influencing Then we will present our influencer (Kay, Mulcahy, and Parkinson,
empirical qualitative study to describe the 2020). Concerning a look at current
practitioners’ perspective. Before presenting influencer practices Gross and Wangenheim
and discussing the results, we will provide (2018) outline the difference between
detailed information about our snooper, informer, entertainer, or infotainer
methodological approach. In conclusion, we influencers. We can also differentiate
will focus on the study’s limitations and between a celebrity influencer and an
present our proposals for future research. influencing celebrity (Marwick, 2015).
An influencer is termed a celebrity
influencer when his popularity is derived
2. Theoretical background from his achievements in art, sport, media, or
any other professional expertise. An
influencing celebrity is someone who gains

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

popularity solely through the virtual world of products from the promoted brand compared
social networks, where he/she creates his/her to the competition (Chapple and Cownie,
celebrity. Influencing celebrities don’t may 2017).
possess a specific talent but excel in building
Therefore, digital influencing plays a
a community through content creation
pivotal role in various aspects of consumer
centered around particular interests such as
behavior, affecting information search,
well-being, cooking, fashion, beauty,
purchasing attitudes, and post-purchase
decoration and education (Van Norel,
communication (Mangole & Faulds, 2009).
Kommers, Van Hoof, & Verhoeven, 2014).
The changes brought about by social media
Social media become a popular
in how people communicate, interact, and
advertising platform and a significant means
manage their relationships further support the
to promote company products and services
decisions of managers who invest in this
(Pawar, 2014). Nowadays, they are
strategy.
recognized as an important tool (Koetsier,
2013) enabling businesses to create unique In its binnings, digital influencing was a
opportunities and reach target audiences at simple means of informal entertainment.
very optimized costs (Kotler & Keller Nowadays, thanks to the growth of
2016). Indeed, one of the advantages of communities and the proliferation of
influencing is its less intrusive and more affiliations, it has successfully established
engaging nature espeacially when we itself as a communication strategy, serving as
compare it to other online ads. Besides, it an orientating vector for marketing strategy.
appears as a more reliable and trusted source
(Freberg et al., 2011).
Various research studies point to the 3. Theoretical Framework
positive impact of influencer marketing in
engaging fans. This engagement is indicated To study influencing marketing and better
by likes increase and comments that often understand its impact on brands we
double the reactions to posts on brand pages mobilized the theoretical framework of social
(Schlüschen, 2016). influence theory that uses source models and
Additionnally, the appeal of this the match-up hypothesis. Basically, the
communication practice is justified by phenomenon of social influence involves any
consumers who claim to be ten times more dyadic relationship between two agents in
impacted when a message is relayed by a which one party attempts to persuade or
human opinion rather than directly promoted influence the other one (Petty & Cacioppo,
by the brand (Kantar, 2017). 1986; Chaiken, 1979). For example, the
Nielsen Catalina Solutions (NCS, 2019) relationship between a business and a
has conducted a study to investigate the consumer, the relation between a seller and a
impact that influencing creates on sales in a consumer, or between a consumer and
store. They compared group 1 which was another one. The theory of social influence
exposed before to influence with group 2 who aims to explain the mechanisms of third-
was not. The results indicate that the group 1 party influence on consumer behavior and
was influenced and tended to purchase more distinguishes between two influence

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

processes in advertising. In these two ways three constructs: similarity or the perceived
the person could probably adopt a behavioral resemblance between the source and the
posture which is similar to that of one or more message owner, familiarity or the awareness
other person: these two ways are the process people have about the source through
of identification and the process of exposure, and sympathy that represents the
assimilation (Kelman, 1961; Basil, 1996). affection gained by a source through its
According to this theory, influence on physical appearance and behavioral attitude.
social media occurs when the target identifies In a different point of view, Ohanian
itself with the influencer and aspires to be (1991) and Solomon (1996) based the
perceived like him/her, or when the person message effectiveness on the notion of
aligns itself with the values that the credibility. The credibility model they
influencer believes in. According to this present considers two dimensions: the
theory, the effectiveness of influence, varies expertise level of the message and the
based on the profile of the influencer and the perceived reliability of this source. Their
nature of the promoted product/service. The model postulates that sources who exhibit
theory of social influence creates the expertise and reliability are credible and,
attractiveness and credibility models that are consequently, more persuasive.
mainly used in advertising (Jaoued, 2011). Consequently, information from a source,
The attractiveness model exposes a such as an influencer, could modify the
correlation between the effectiveness of an beliefs, opinions, attitudes, and/or behavior
advertising message and the characteristics of of a consumer when he accepts to be
the source. In our case, it shows the influenced by this source because he
correlation between the effectiveness of the appreciates her personal attitude and value
ad message and the digital influencer structure.
characteristics. McGuire's model (1985) Reliability is the first dimension of the
affim that known, appreciated, and perceived credibility model. It depends on the target
sources are considered as similar to the audience’s perception (Erdogan, 1999) and
consumer. This generates attractivity and refers to the honesty and integrity perceived
creates a positive impact on consumer by the audience from the source. The trust
behavior. Indeed, Patzer (1985) argues that that the consumer can have in the objectivity
physical attractiveness serves as an of the information provider (Ohanian, 1991).
information signal, leading to unavoidable Expertise is the second dimension of the
effects. Baker & Churchill (1977) and credibility model.
Chaiken (1979) research demonstrate that It indicates the level of perceived
more attractive sources can generate positive knowledge of this source. It focuses on the
stereotypes for consumers. Attractive sources experience, know-how, or particular talent of
lead to positive changes like belief changes the promoter (Hovland et al., 1974). In this
and greater purchasing intentions more than model, the significant knowledge is on the
unattractive spokespersons (Friedman et al., level of expertise as it is perceived by the
1976; Petroshius & Crocker, 1989; Petty and audience, not the real expertise as assessed by
Cacioppo, 1980). McGuire (1985) suggests the experts in the field (Hovland et al., 1953;
that the message’s effectiveness depends on Ohanian, 1991).

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

1990; Kamins, 1990; Kahle & Homer, 1985;

4. Match-up hypothesis Till & Busler, 2013).
Despite the increasing interest in scientific
The match-up also called the congruence research on this practice, influencer
hypothesis is defended by social influence marketing still has areas of ambiguity, and
theory and supports that the effectiveness of related knowledge remains limited
an advertising message depends on the (Schouten, Janssen, Verspaget, 2020). The
consistency of the two of influencers and the study aims to explore marketing managers
product’s message (Forkan, 1980; Kamins, perspectives on evaluating influencer
1990). This research focuses on good marketing practice as a strategy. How do they
harmony between the image of the influencer perceive it? What decision-making processes
and that of the brand as the most relevant and criteria guide their collaborations with
determinant for the success of a third-party influencers? What, in their point of view, are
implication in advertising message. The the key success factors ensuring the
effectiveness of an advertisement would effectiveness of influencer marketing for
therefore depend on the existence of a their brands? These questions will be
perceived fit between the source and the addressed through a field survey, adopting a
brand (Till and Busler 1998). contextualized and updated "practitioner"
If we consider the congruence hypothesis, approach. The study will utilize a qualitative
the alignment between the product and method, employing semi-structured
influencer relies on the attributes they share. interviews with actively engaged experts.
The correlation between the product's
characteristics and the influencer's image 5. Research Methodology
determines the match-up. The perceived "fit"
In our qualitative study, we chose semi-
between the celebrity's image and the brand
structured interviews to collect information
hinges is the degree of congruence (Misra
from experts. We have targeted high
and Beatty, 1990).
marketing decision-makers in Moroccan and
According to the match-up hypothesis,
multinational fast-moving consumer goods
having positive characteristics for both the
(FMCG) companies. The interviews were
celebrity and the products is not enough;
there must be a perceived positive guided through predefined themes for the
relationship between their attributes interview guide as methodological tools.
(DeSarbo & Harshman, 1985). Kanungo and We employed a convenience sample that
Pang (1973) contend that a "match" enhances respects the representativeness and saturation
consumer evaluations of the product and the principles. The sample was determined by the
advertisement. Lack of congruence impact expert’s activity sector and by their recent
negatively reactions to the advertisement, collaboration with a digital influencer (less
and affects credibility, brand memorization, than 1 year). Our sample is composed of 7
the attitude toward the ad, the attitude toward experts from various companies: Procter &
the brand, and the purchase intentions Gamble (Hygiene), Lesieur-Cristal (Oil),
(Kamins & Gupta, 1994; Misra & Beatty, L'Oréal (Cosmetics), Moony (Flour),
Monster (Agrifood), Centrale Dairy (Milk),

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

and Sultan Teas (Agri-food) (Refer to blogger to overtake the awarness issue and
appendix 1). outstrip the confusion by introducing a
trusted third party who presents our brand
The interview guide surrounds a list of
and products" (Expert #6).
themes to follow during the interview. The
" Advertisement through influencing
order of these themes indicates a prevision in
facilitates the brand education process for
the potential flow and maintain a logical
us. It not only allows its fast integration on
sequence. Additionally, the three main
the consumer's mind but helps us to save
themes in our interview guide were serving
time also" (Expert #3).
as a structural basis for the content thematic
analysis (Refer to appendix 2).
• Emotional attractiveness
To organize the collected data from verbal Experts put attention on the significance
interviewer’s responses transcription, we of the emotional link between the consumer
have implemented a general reading grid. and brand thanks to influencing.
This grid was set up for a manual thematic "The affection that this consumer has for
content analysis. Our approach involved both this blogger, along with her ability to
horizontal and vertical reading techniques identify, strengthens the attachment to our
from transcribed responses and was based on brand, turning it into brand love" (Expert #5).
it to extract meaningful verbatims. "When we collaborate with an influencer,
it is to reinforce our brands and to generate
consumer brand love towards our brand"
6. Findings (Expert #7).

6.1. The General Perception of Influencing • Positive perceptual value

Marketing by Experts Thanks to the influencer support, the
personal perception value became more
This theme points to two perceptional positive. According to our experts, the
sides from the interviewed experts. overall judgment on brand superiority can be
influenced by a collaboration between an
1. Positive effects influencer and a brand.
The positive side includes the "For me influencing has an impact on
expeditious build-up of awareness and the consumer behavior but it is an indirect
outstanding emotional attractiveness that are impact… When the product is promoted by
particularly built thanks to influence an influencer, the consumer considers the
message more. The brand is seen as a
• Action on awareness serious brand when it gives itself the means
Interviewees identify awareness as a to pay a person to be its spokesperson. It
highly consistent determinant and brings more value in the consumer
significant advantage of influencing perception." (Expert #1)
marketing. "When we know your brand, we know
"Influencer marketing enables rapid your benefits, but we don’t believe in
awareness building. We engaged this them. The influencer acts positively by

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

adding a trusted third party to the product, Decision-making regarding influencing

it reassures the consumer…" (Expert #3) marketing goes down into three categories:
"To assess if this digital representative The outsourced decision, the internalized
helped me to overcome my business issue, decision, and the hybrid decision. Experts
it was a barrier to consumption caused by take into consideration consulting agencies,
the boycott that our brand faced last year. internal marketing/communications
Indeed, I was able to evaluate the reduction functions, and collaborative efforts between
of negative associations through qualitative advertisers and agencies.
post-campaign studies after the We identified three types of decision-
collaboration." (Expert #6). making:

2. Negative effects 1. Outsourced Decision

The negative side of influencing includes Actors: Consulting and/or creative
the notion of "risk" in associating the agency, media agency, digital agency: "We
influencers to the brand/product image. This usually share the problem with our agency,
risk has three main dimensions: the lack of whose job is creation. For us, it is their
control over the influencer partner's responsibility to provide us with creative
behavioral aspect, the absence of control over proposals. When we briefed them, they came
the influencer's future partnerships and the back to us with solutions to overcome our
influencer’s lack of expertise in managing his consumption brakes. In influencing our
content. mission is more to arbitrate, determine the
"You know, people evolve and are getting sweet spot between the values of this
developed, even with trackers we can check spokesperson, and to study the awareness
on their historical practices we can never verses and how much it costs" (Expert #7).
control their future behavior " (Expert #5). 2. Internalized Decision
"For me, the biggest issue when we deal
Actors: Marketing or communications
with influencers is that we don’t have enough
function: Product manager, brand manager,
control on them. Our brands depend on their
marketing director, or communication
image" (Expert #4).
manager
"Our professional partnerships could fail
because of the anarchy and lack of structure "The process is done internally 100 % and
of influencing... Sometimes, i see celebrities it is based on our feeling… because as
and influencers doing everything and marketers we are the brand’s warranters. An
anything on net, just to make money. Why? external provider is not able to understand
because they are badly managed or maybe are our needs better than us" (Expert # 5).
not managed at all by professional agencies " 3. Hybrid Decision:
(Expert #7). Actors: Advertiser/agency
"The collaboration idea was initiated after
6.2. Influencer Marketing Decision the brief by our agency. We intuitively opted
Making for one of the various options that they
proposed. We had an idea about the profile

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

we wanted but the agency helped us a lot to quantitative reach in terms of the audience to
study all the alternatives" (Expert # 3) collaborate with us” (Expert #1).
“The influencer is my opportunity to
6.3. The main success Factors of benefit from a large audience, the consistency
influencing in social media of his community should be profitable”
(Expert #4).
The three main success factors that the
experts identifed are the quality of choice • Credibility
that depends on the match-up between the “To be an effective communication
influencer and the brand, the influencer’s tool we seek the influencer image that has
popularity, and the influencer’s credibility. to be clean in my consumer’s eyes. To
The sustainability factor that is seen as vital avoid lack of credibility, we track any bad
to establishing the influencer-brand buzz, any historical political or sexual
association, and the effectiveness of the scandal with, any association with
360° campaign. competition” (Expert # 2).

1. The quality of the choice 2. The collaboration sustainability

The content analysis of our expert’s Durability is factoring a key factor to
interview shows that the most important success in influencing collaboration
criteria to ensure the quality of choosing “To have a real impact on our brand we
good influencers are congruence, are conscious of the importance of
popularity and credibility. temporal sustainability on this
• Match-up / Congruence partnership at less than one or two years.
Our interviewees are confirming the That gives time to the consumer to
importance of the perceived fit between the connect the brand to its ambassador”
influencer and the promoted brand in order to (Expert#1).
guarantee the collaboration’s success.
“When we are in reflection about the 3. The Overall Effectiveness of the
adequate influencer for our campaign, we ask Campaign
the question: Is this influencer able to attract Regarding our leader’s point of view,
to our target? This match-up between the attention should be focused on the overall
influencer, the brand and, my target is 360° campaign execution effectiveness.
mandatory” (Expert #7). They consider a lot the relevant role of the
“My brand representative should show influencer as an amplifyer.
similarities to what brand manifests; their
personalities must be similar” (Expert no. 3). “The influencer is a guide for our
• Popularity consumer, he is the significant red string
Influencer’s audience community size of our holistic campaign” (Expert# 4).
represents an important criterion for brands : “The coherence of the campaign
“The most important criteria for us is the execution is mandatory. The consumer
reach of this influencer and the extent of his journey with the influencer should be on
influence. He should have enough

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

social media and amplified on the other the practitioner’s point of view by trying to
communication channels.” (Expert #1). bring us closer to the expert’s perceptions,
usage, and associated levers.
6.4. Discussion Our results revealed a general positive
perception. According to them, the practice
The previous results consider influencing creates proximity thanks to the human
as a positive practice. Despite all the risks incarnation of the brand’s voice. Our
associated with influencers’ behavior, that interviewees believe that it is synonymous of
brands cannot control. Experts focus on its effective influence strategy on social media.
crucial role in proximity creation and strong They consider influencers as a bridge that
associations building between brands and links brands to consumers. Positive effects
consumers. It calls attention to its positive include building the brand awareness,
contribution to rising awareness, to build strengthening the emotional attachment to the
emotional attachment, and improving brand brand, and improving the positive perceptual
perception. value.
The process of decision to adopt an Influencing marketing has a positive
influencing strategy in a campaign involves impact on the consumer's ability to identify
internal and external participants., Its success with the brand. According to the experts, it
depends on choosing to sweet spot influencer improves the sentimental side embodied by
but also on the durability of collaboration the digital character who represents the
between the influencer and the brand. The brand. They affirm that sympathy and
study insists on the necessity of the overall affection towards the influencer are
holistic effectiveness of the campaign. These transferred to the brand. This can lead to
results contribute to enriching scientific creating an emotional attachment between
research about the subject. It enriches the consumer and the endorsed brand. Using
insights about influencing from the expert’s an influencer in an advertising campaign
perspective. The insights about the temporal improves the judgment of the target audience.
factor importance and the holistic mastering The experts observe that after an efficient use
are particularly relevant. of influencer marketing the superiority
The trend of influencing marketing is becomes effectively stucke to the consumer's
relatively recent. Specialized agencies and mind.
advertisers are working on the multiple
challenges they confront and they try to 7. Theoretical implications
conduct more tests to improve their strategy’s
efficiency to optimize their profitability. Our experts noted several positive points.
Even though influencing is nowadays a They align with previous research opinions,
focused subject for professional such as the reactions to influencers' post’s
controversies in companies, there are some positivity in terms of likes and comments, as
gaps related to the subject in scientific it was declared by Schlüschen (2016). It joins
research. Our exploratory study tried to Chapple and Cownie (2017) about the
provide insights and enrich the scientific emotional connection that can emanate from
literature by highlighting this issue through the perception of trust and similarity felt by

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

followers. Several researchers (Mangole and the endorser as a key factor. The popularity
Faulds, 2009; Colliander and Dahl, 2011; of this influencer is mandatory as presented
Matthews, 2013; Lee and Watkins, 2016) in these comments agree with those in the
place elements directly linked to behavioral literature review. McGuire (1985) suggests
aspects at the top of the list our research that the effectiveness of the advertising
results don’t. message depends on the awareness people
The flip side of using influencing is the have about the influencer through his
risk-taking because of the dependence exposure. The credibility is also highlighted
between the influencer/brand pair. Among to assess the influencer’s profile performance
the most mentioned risks, we cite the lack of joining Ohanian (1991) and Solomon (1996)
control over the influencer's behavior and the who have established the message
unpredictability of his/her actions, the productiveness on the credibility
undeniable impact of their subsequent informations which could modify
collaboration partnership choices, the weak consumer’s opinions and attitudes. Results
structure and supervision of certain highlights the importance of the temporal
influencers, and the lack of strategic thinking consistency as a key factor in the success of
of the influencer's advertising choices. These influencing. Making durable partnerships
risks are aligned with the previous opinion guarantees the partnership with an
shared by many scientists who particularly influencer’s success. It helps to perpetuate
noticed the behavioral hazard of influencing the association between the peers and makes
(Erdogan, 1999; Kim & al., 2014; Tripp et al, the partnership more effective. Finally, the
1994). communication campaign coherence from a
Three types of decision-making scenarios holistic view added a real impact to the
about influencing in the companies were influencing campaign. The two last points
presented: the fully internalized decision- constitute key information provided by our
making (marketing teams), the outsourced research, as we know it was never been
decision-making (360° advertising agencies presented in scientific essays before.
or digital agencies), and the hybrid decision-
making (booth). 8. Managerial implications
As for the key factors in the success of
using influencing as a marketing strategy, we The first aim of this essay was to offer
highlight three essential points: the quality of insights about influencing from the expert’s
the influencer, the sustainability, and the perspective and to reinforce knowledge about
overall homogeneity of the communication the managerial point of view regarding this
campaign. The first key factor of success is practice. The managerial perception of this
how we choose an influencer which depends practice is positive, except regarding some
on compliance with certain selection criteria. potential risks, especially in relation to the
Experts join the literature linking the challenge of controlling the influencers
effectiveness of an advertisement with the human behavioral aspect. Our research
existence of a perceived fit between the discloses the particular lack of supervision in
source and the brand (Till and Busler 1998 so emergent markets like the Moroccan one. It
the match-up between the brand/product and shows a real opportunity for digital

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

management agencies who are interested in (directors/ brand managers). This profile is
positioning themselves in this business. rare and the challenge in reaching and
Our findings also outlined the criteria convincing this sample to participate as
most highly valued by FMCG practitioners in information sources were big. Our results
influencer effective selection. It emphasizes need operationalization, validation, and
on the match-up between the influencer and quantitative testing in different contexts to
the endorsed brand. The influencer must be enhance scientific validity and we are
enough popular and reliable. conscious that this exploratory study
In conclusion, the study contributed represents just an initial step in the research
significantly by revealing the key success process about influencing marketing.
factors that define the effectiveness of this
practice according to FMCG experts. These References
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International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

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Appendix

Appendix 1: Sample composition

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Experts’ conceptualization exploration for digital influencing effectiveness
International Journal of Automation and Digital Transformation
Vol 3 Issue 1 (2024) Pages (4 –18)

Theme General perception of

1 influence

Operating mode & influencing

Theme
2 decision making in the
company

Theme Influencing strategy

3 effectiveness

Appendix 2: Pilot themes

of the exploratory
interview

18