Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework

The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention

Purpose – The purpose of this paper is to study the responses of young consumers to suspected covert and overt product-brand recommendations in a blog. Design/methodology/approach – Experimental design was applied to investigate the effect of covert and overt marketing on young consumers’ perceptions of blogger credibility and their behavioural intentions. Findings – Overt marketing had a negative effect on behavioural intentions, such as future interest in the blogger, intention to engage in word-of-mouth, and purchase intention. Covert marketing did not affect the intended behaviour. Neither covert nor overt marketing influenced the blogger’s credibility. Research limitations/implications – The study was delimited to a small sample; one blog, one type of product recommendation, and a well-known brand. Young, well-educated consumers with experience in reading blogs may be able to filter the brand recommendations and focus on the content of the blog. Practical implications – This study has implications fo...

Young consumers’ responses to suspected covert and overt blog marketing

................................................................................................................................. iii ACKNOWLEDGEMENT ........................................................................................................... iv CHAPTER 1: INTRODUCTION ................................................................................................ 1 CHAPTER 2: LITERATURE REVIEW ................................................................................... 2 2.1 Consumer Engagement with Brands ..................................................................................... 2 2.2 Social Media Influencers ...................................................................................................... 6 2.3 SMIs Compared to Celebrity Brand Endorsers .................................................................. 10 2.4 User Generated Content ...................................................................................................... 14 2.5 Parasocial Interaction Theory ............................................................................................. 16 2.6 Opinion Leaders .................................................................................................................. 18 CHAPTER 3: METHOD ........................................................................................................... 22 3.1 General Information on Method, Context, and Data: Mixed Method ................................ 22 3.2 Collecting the data .............................................................................................................. 23 3.3 Data Analysis Process ......................................................................................................... 26 3.3.1 Cognitive Processing Analysis Process ....................................................................... 27 3.3.2 Affection Process ......................................................................................................... 28 3.2.3 Activation Process ....................................................................................................... 29 3.4 Results for Top-Down Approach ........................................................................................ 29 3.4.1 Cognitive Processing Results ....................................................................................... 29 3.4.2 Affection Results ......................................................................................................... 33 3.4.3 Activation Results ........................................................................................................ 37 3.5 Method for Second Part: Bottom Up Approach ................................................................. 40 3.6 Results from Second Part: Bottom-Up Approach ............................................................... 41 CHAPTER 4: DISCUSSION ..................................................................................................... 50 4.1 Social Media Influencers as a route to brand engagement ................................................. 50 4.2 How SMIs act as a route to brand engagement ................................................................... 52

Social media influencers: A route to brand engagement for their followers

Website interactivity and brand development of online travel agencies in China: The moderating role of age

Purpose – The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the blog’s functional congruity, influences blogger-reader relationship quality (BRRQ) and the blogger’s informational influence, taking perceived interactivity among blog members as a moderator. Design/methodology/approach – Using a survey of 372 female beauty blog readers, this study employs the structural equation modelling approach to investigate the proposed model. Findings – The empirical findings indicate that readers’ perceived self-congruity with beauty bloggers raises the bloggers’ informational influence, mediated by BRRQ and functional congruity. Actual self-congruity has greater predictive power than ideal self-congruity in explaining bloggers’ informational influence. Moreover, perceived interactivity plays a two-sided role because it strengthens the positive impact of BRRQ on informational influence but weaken...

How readers' perceived self-congruity and functional congruity affect bloggers' informational influence: Perceived interactivity as a moderator.

Purpose – This study aims to present a conceptual model of how blog readers' perceptions of satisfaction generate blog loyalty, which in turn enhances bloggers' power. This study also seeks to investigate the moderating influence of subjective norms on the relationship between satisfaction and loyalty. Design/methodology/approach – The structural equation modelling approach was used to estimate a conceptual model based on survey data from blog readers in Taiwan. After discarding incomplete responses, the final sample consisted of 567 completed responses. Findings – The majority of the results supported the hypotheses. Three types of exchange outcome satisfaction influence blog readers' perceptions of bloggers' power by increasing attitudinal loyalty. Information satisfaction has a direct and positive effect on expert power. Most importantly subjective norms exhibited a positive moderating relationship between exchange outcome satisfaction and attitudinal loyalty. The authors found no evidence to support t...

Shih Ju Wang

Papers

How readers' perceived self-congruity and functional congruity affect bloggers' informational influence: Perceived interactivity as a moderator.

Basing bloggers' power on readers' satisfaction and loyalty