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
David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers
TL;DR: In this article, the authors established when and how the type of SMI based on the number of followers influences SMI advertising effectiveness and provided managerial implications for enhancing the effectiveness of social media influencer advertising strategies by taking into consideration SMI types, consumption contexts, and message framing styles.
Book ChapterDOI
Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19
M. Al Khasawneh,Mohammad Abuhashesh,Ala'Eddin Mohammad Khalaf Ahmad,Ra’ed Masa’deh,Muhammad Alshurideh +4 more
TL;DR: In this article, the authors investigated the impact of social media influencers on customer engagement in Jordan with content related to COVID19 and found that when customers find an influencer to be trustworthy, they tend to participate more.
Journal ArticleDOI
A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers:
Itai Himelboim,Guy J. Golan +1 more
TL;DR: In this paper, the authors proposed a socia... approach for peer-to-peer distributed online advertising content, widely referred to as viral advertising, which is a new age of distributed online advertisement content.
Journal ArticleDOI
How do digital natives perceive and react toward online advertising? Implications for SMEs
TL;DR: Advertising was once touted as a ‘big boys’ marketing tool, but the advent of the Internet has led to the emergence of online advertising, which has benefitted marketing organizations of all sizes as discussed by the authors.
Journal ArticleDOI
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework
Chao-Hsing Lee,Chien-Wen Chen +1 more
TL;DR: Wang et al. as discussed by the authors proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors.
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