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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Book ChapterDOI
‘I’m Always Telling You My Honest Opinion’: Influencers and Gendered Authenticity Strategies on Instagram
TL;DR: In this article , the authors address the world of Instagram influencers but offer a very different perspective by focusing on the gendering of claims to authenticity on social media, observing how high-profile male and female Czech influencers are required to navigate an authenticity bind through two key strategies: the opinion-leader strategy and the community-building strategy.
Journal ArticleDOI
From Virtual Trees to Real Forests: The Impact of Gamification Affordances on Green Consumption Behaviors in Ant Forest
TL;DR: In this paper , a serial mediation model was constructed to explore the impacts of gamification affordances on green consumption behaviors, as well as the serial mediating role of value perceptions (i.e. hedonic, utilitarian, social) and environmental concerns.
Journal ArticleDOI
Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing
Journal ArticleDOI
Social media influencer marketing: foundations, trends, and ways forward
TL;DR: A systematic literature review using a bibliometric-content analysis to map the extant literature where consumer behavior, social media, and influencer marketing are intertwined is presented in this paper .
Journal ArticleDOI
The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study
TL;DR: In this paper , the authors examined the influence of expertise, attractiveness, and trustworthiness of influencers on the purchase intention of non-Otaku and Otaku respondents in Thailand.
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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