Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
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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
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How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure
TL;DR: In this article, a qualitative approach is applied to explore Chinese consumer perceptions toward capabilities of three social media influencers' narrative strategies (brand attribute evaluation, brand love inspiration, self-identity construction) to deal with the issues of cultural barriers, commercial-personal tension, and sponsorship disclosure in SMIs' eWOM.
Journal ArticleDOI
Effectiveness of sustainability communication on social media: role of message appeal and message source
TL;DR: In this article, the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm was examined, and the effect of the message source and message appeal on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel was examined.
Journal ArticleDOI
“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)
TL;DR: In this paper , the authors examined the underlying mechanisms through which social media influencers' content characteristics (information, design, and technology quality and creativity) influence consumers' online brand-related activities (consume, contribute, and create) through parasocial relationships and wishful identification.
Journal ArticleDOI
The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust
TL;DR: In this article, the authors investigate the effects of social media influencers' intimate self-disclosure on consumers' intent to purchase products from an endorsed brand through the underlying mechanisms of s...
Journal ArticleDOI
Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan
TL;DR: In this article , the authors present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions.
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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