Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
TLDR
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
Citations
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Proceedings ArticleDOI
Impact of Power and Expertise on Perceived Celebrity Credibility on Digital Brand Awareness
TL;DR: In this paper , the influence of power and expertise on celebrity credibility and digital brand perception was evaluated using PLS-SEM, and 125 respondents responded to survey requests through a questionnaire distributed online.
Journal ArticleDOI
Anthropomorphism in CSR Endorsement: A Comparative Study on Human- vs. Cartoon-Like Virtual Influencers’ Climate Change Messaging
Dissertation
Can I trust you @influencer? : Reasons why followers build a trusted relationship with influencers
TL;DR: In this paper, the authors investigated the factors that influence trust in an influencer-follower relationship on the social media platform Instagram and found that trust is necessary for influencing buying behavior and building a loyal relationship with the influencer.
Open Research Online
A. Herald,Andrzej Udalski,Valerio Bozza,Paolo Rota,Ian A. Bond,Jennifer C. Yee,Sedighe Sajadian,P. Mróz,Radosław Poleski,Jan Skowron,Michał K. Szymański,Igor Soszyński,P. Pietrukowicz,Szymon Kozłowski,Krzysztof Ulaczyk,K. Rybicki,Patryk Iwanek,Marcin Wrona,Mariusz Gromadzki,Fr. Abe,Richard K. Barry,David P. Bennett,Aparna Bhattacharya,Akihiko Fukui,Hirosane Fujii,Yuki Hirao,Yoshitaka Itow,Rintaro Kirikawa,Iona Kondo,Naoki Koshimoto,Yutaka Matsubara,Shigetaka Matsumoto,Shota Miyazaki,Yuhei Muraki,Greg Olmschenk,Clément Ranc,A. Okamura,Nicholas J. Rattenbury,Yuki Satoh,Takahiro Sumi,Daisuke Suzuki,S. Ishitani Silva,T. Toda,P. J. Tristram,Aikaterini Vandorou,H. Yama,Chas Beichman,G. Bryden,S. Calchi Novati,Stacie Christine Carey,B. S. Gaudi,A. Gould,Calen B. Henderson,Sheryl Johnson,Yossi Shvartzvald,W. Zhu,Martin Dominik,M. Hundertmark,U. G. Jørgensen,Penélope Longa-Peña,Jesper Skottfelt,J. Tregloan-Reed,Nanna Bach-Møller,Martin Burgdorf,G. D’Ago,Lauri K. Haikala,James A. Hitchcock,E. Khalouei,Nuno Peixinho,Sohrab Rahvar,Colin Snodgrass,John Southworth,P. Spyratos,Weicheng Zang,H. Yang,Shujuan Mao,Etienne Bachelet,Dan Maoz,Rachel Street,Yiannis Tsapras,G. W. Christie,Thomas Cooper,Luisa de Almeida,J. D. do Nascimento,Jonathan Green,C. Han,Steve Hennerley,A Marmont,Jennie McCormick,L. A. G. Monard,Tim Natusch,Richard W. Pogge +91 more
TL;DR: In this paper , the authors propose an ontology matching paradigm based on the idea of harvesting the Semantic Web, i.e., automatically finding and exploring multiple and heterogeneous online knowledge sources to derive mappings.
References
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Journal ArticleDOI
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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