Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
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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.Abstract:
In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...read more
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Food choice in transition: adolescent autonomy, agency, and the food environment
TL;DR: In this article , the importance given to adolescent dietary intake and food choice, bringing a developmental perspective to inform policy and programmatic actions to improve diets, has been highlighted, where the authors describe patterns of dietary intake, then draw on existing literature to map how food choice can be influenced by unique features of adolescent development.
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Perceived authenticity of social media influencers: scale development and validation
Jung Ah Lee,Matthew S. Eastin +1 more
TL;DR: In this paper, a scale for perceived authenticity of social media influencers is proposed, which is a multidimensional construct consisting of sincerity, truthful endorsements, visibility, expertise and uniqueness.
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Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism
Jung Ah Lee,Sabitha Sudarshan,Sabitha Sudarshan,Kristen Sussman,Kristen Sussman,Laura F. Bright,Laura F. Bright,Matthew S. Eastin,Matthew S. Eastin +8 more
TL;DR: Despite the ubiquity of social media influencers and the clear value they hold for marketers, little is understood about the sociopsychological motives that drive consumers to follow them as mentioned in this paper.
Journal ArticleDOI
Followers’ reactions to influencers’ Instagram posts
TL;DR: In this article, the authors analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer-product fit, in a fashion marketing campaign.
Journal ArticleDOI
Social media influencers’ narrative strategies to create eWOM: A theoretical contribution
TL;DR: Six distinct narrative strategies that are different in linking the purpose of eWom, assigning brands with roles in eWOM, representing the meanings associated with brands, and using modes of persuasion to convince consumers to accept these meanings are identified.
References
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Multivariate Data Analysis
TL;DR: In this paper, a six-step framework for organizing and discussing multivariate data analysis techniques with flowcharts for each is presented, focusing on the use of each technique, rather than its mathematical derivation.
Journal ArticleDOI
Multivariate data analysis
TL;DR: This chapter discusses Structural Equation Modeling: An Introduction, and SEM: Confirmatory Factor Analysis, and Testing A Structural Model, which shows how the model can be modified for different data types.
Journal ArticleDOI
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Book
A primer on partial least squares structural equation modeling (PLS-SEM)
TL;DR: The Second Edition of this practical guide to partial least squares structural equation modeling is designed to be easily understood by those with limited statistical and mathematical training who want to pursue research opportunities in new ways.
Posted Content
The Use of Partial Least Squares Path Modeling in International Marketing
TL;DR: An evaluation of double-blind reviewed journals through important academic publishing databases revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis.
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