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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Journal ArticleDOI
Micro-Influencer Recommendation by Multi-Perspective Account Representation Learning
TL;DR: Zhang et al. as mentioned in this paper proposed a micro-influencer ranking joint learning framework, which models brands/microinfluencers from the perspective of individual image, target audiences, and cooperation preferences.
Journal ArticleDOI
AI versus Human: Rethinking the Role of Agent Knowledge in Consumers’ Coping Mechanism Related to Influencer Marketing
Dongchan Lee,Chang Dae Ham +1 more
TL;DR: In this article , the authors examined how consumers' coping mechanism differs with two types of influencers (AI vs. human) and found that consumers perceived AI as a heteronomous agent, which guided a low-level construal devoid of perceived superordinate intentions.
Journal ArticleDOI
Global Perspectives: Exploring Disruptive Technology Challenges for Consumers in Sub-Saharan Africa
Jet Mboga,Sonia Ammar,Mary Mboga +2 more
TL;DR: In this article , the authors examined and presented an analytical review of the difficulties among consumers in Sub-Saharan Africa using academic institutions in Kenya to illustrate disruptive technology, and concluded that network reliability is the most challenging, especially for higher education institutions moving forward with adopting mobile learning.
Book ChapterDOI
Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis
Journal ArticleDOI
InfluencerRank: Discovering Effective Influencers via Graph Convolutional Attentive Recurrent Neural Networks
TL;DR: Wang et al. as mentioned in this paper proposed InfluencerRank that ranks influencers by their effectiveness based on their posting behaviors and social relations over time, which can derive informative representations for influencers at each period.
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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