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
More filters
Journal ArticleDOI
The urgent need for more research on influencer marketing
TL;DR: In this article, editors are often asked at "Meet the Editor" sessions at conferences to identify what current hot topics in the field are, and it is true that as editors, we have some inside information on wha...
Journal ArticleDOI
Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability
TL;DR: In this article, the authors analyze general influencer traits as positive characteristics in promoting a product, and explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability, while transmission of emotions plays an essential role in both scenarios.
Journal ArticleDOI
Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany
Delia Balaban,Maria Mustățea +1 more
TL;DR: In this article, the authors address the issue of source credibility of social media influencers from the perspective of users and conduct four group discussions in Germany and five in Romania to explore the differences and similarities regarding the users' perception of the perceived credibility of influencers.
Journal ArticleDOI
Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification
Journal ArticleDOI
Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention
TL;DR: In this article, the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions were examined and a source homophily theory was included to predict the antecedent of source credibility, which can help researchers to understand not only how credibility and attitude are related to purchase intention but also how this nexus generates positive word of mouth among UGC followers within the social media circles.
References
More filters
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.
Related Papers (5)
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Elmira Djafarova,Chloe Rushworth +1 more