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
Understanding the Impact of Awards on Award Winners and the Community on Reddit
TL;DR: This article found that the behaviour of awardees change statistically significantly for a short time after getting an award; however, the change is ephemeral since the awardees return to their pre-award behaviour within days.
Journal ArticleDOI
Social Media Influencers’ Traits and Purchase Intention: A Moderated Mediation Effect of Attitude Towards Brand Credibility and Brand Familiarity
Shaply Abdul Kareem,K. Venugopal +1 more
TL;DR: In this article , the authors examined the effects of SMI traits on purchase intention by incorporating variables, such as attitude towards brand credibility as a mediator and brand familiarity as a moderator, and found that the moderated mediation effect of brand familiarity improves the relationship between trustworthiness, expertise and purchase intention.
Journal ArticleDOI
This Product Seems Better Now: How Social Media Influencers’ Opinions Impact Consumers’ Post-failure Responses
TL;DR: In this paper , the authors investigate how the valence of an influencer's product review can impact consumers' affective states after a dissatisfactory experience with the product and show that the improvement in consumers' post-failure affect is a result of their improved attitude toward the product, following an influencers' positive review.
Journal ArticleDOI
The Potential of Influencer Marketing in the Emerging Metaverse
TL;DR: In this paper , the authors explore the emergence of the metaverse, a virtual space that simulates the physical world and allows users to interact with each other, and examine how businesses can effectively leverage influencer marketing to achieve their marketing objectives.
Journal ArticleDOI
Social Media Influencer Promoted Sustainable Fashion: Effects of Sponsorship and Benefit Association
TL;DR: In this article , the influence of sponsored versus non-sponsored social media influencer posts in promoting sustainable fashion brands was investigated in three studies, and it was revealed that non- sponsored SMI posts were more persuasive, leading to higher message authenticity and behavior intention.
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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