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
Short Video or Not? The Role of Short Videos in Shifting Customers’ Price Sensitivity in Live Streaming Commerce
Journal ArticleDOI
How do influencers’ characteristics affect followers’ stickiness and well-being in the social media context?
Hsiao-Han Lu,Ching Fu Chen +1 more
TL;DR: Zhang et al. as discussed by the authors explored the relationship between influencers' characteristics and followers' well-being through followers' stickiness to influencer's channels or posts and found that stickiness mediates the relationships between physical attractiveness and trustworthiness toward both hedonic and eudaimonic wellbeing.
Journal ArticleDOI
Impact of influencers’ influencing strategy on follower outcomes: evidence from China
TL;DR: In this paper , the authors investigated how the strategic presentation of desirable qualities by influencers can affect followers' affinity as well as purchase intentions for sponsored brands, and found that a deliberate influencing strategy adopted by influencer positively affects parasocial relationships with fans, leading to favorable sales outcomes.
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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