Journal ArticleDOI
Evaluating the influence of YouTube advertising for attraction of young customers
TLDR
The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising, which affects both brand awareness and purchase intention of consumers accordingly.About:
This article is published in Computers in Human Behavior.The article was published on 2016-06-01. It has received 197 citations till now. The article focuses on the topics: Native advertising & Online advertising.read more
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Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
TL;DR: In this paper, preliminary research involves preliminary research to understand the mechanism by which influencer marketing affects the effectiveness of influencer campaigns, and the results show that the effect of influencers' marketing on the performance of online advertising has been studied.
Journal ArticleDOI
How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest
Shupei Yuan,Chen Lou +1 more
TL;DR: In the context of social media, social media personae can build strong relationships with followers as mentioned in this paper, which carry great marketing potential, appeal to corpora and can be used for advertising.
Journal ArticleDOI
Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents' Parasocial Relationship, Materialism, and Purchase Intentions.
Chen Lou,Hye Kyung Kim +1 more
TL;DR: A comprehensive conceptual model is proposed and tested that accounts for the role of influencers in adolescent followers’ materialism and purchase intentions and explores the roles of the two facets of parental mediation – active and restrictive mediation – in the appeal of Influencers among adolescents.
Journal ArticleDOI
Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness
TL;DR: In this paper, the authors investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure, on consumers' responses to a product-review video by a YouTube influencer.
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The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers
TL;DR: In this article, the effect of YouTube marketing communication (YMC) on the traditional and non-traditional attitudinal associations of response hierarchy models was investigated. And the authors determined that YMC had a positive influence on the hypothesised attitudinal association, and young consumers who used YT for fewer years, logged on more frequently, spent shorter time periods on the platform, viewed higher numbers of commercials, aged 13-14 years old, and from the White population group exhibited the most positive attitudinal responses
References
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Book
Principles of Marketing
Philip Kotler,Gary Armstrong +1 more
TL;DR: The fourth edition of the Principles of Marketing as discussed by the authors has been revised or completely changed to embrace the growth in e-commerce and recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn from Europe alone, but from the US, Japan, South-East Asia and Africa.
Journal ArticleDOI
Likert scales, levels of measurement and the "laws" of statistics.
TL;DR: It is shown that many studies, dating back to the 1930s consistently show that parametric statistics are robust with respect to violations of these assumptions, and parametric methods can be utilized without concern for “getting the wrong answer”.
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An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
TL;DR: This article identified attitude toward the ad as an important construct mediating the effects of advertising on brand attitude and purchase intention, but to date, little attention has been paid to this aspect.
Journal ArticleDOI
The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations:
TL;DR: Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions in this paper.