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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A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers
TL;DR: In this article, the authors investigated how fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro- influencers' influence, typology, eWOM content and consumer engagement.
Journal ArticleDOI
How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value
TL;DR: Despite the current relevance of social media influencers in brand communication strategies, questions remain about the factors that determine their influential power and how this power affects the effectiveness of brand communications strategies.
Journal ArticleDOI
More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers
Matthew Pittman,Annika Abell +1 more
TL;DR: In this paper, the authors investigated green living orientation of influencers as a moderating characteristic that leads to differential interpretation of popularity metrics in the context of green advertising messages and found that lower popularity metrics seem to benefit green influencers or greenfluencers.
Journal ArticleDOI
I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing
TL;DR: In this paper, the authors investigated the effect of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand and found that Instagram posts that are promoted by fashion influencers would have similar effects of parasocial interaction and social presence, even if they do not appear themselves in the branded content.
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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