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
Impact of Influencer Credibility and Content on the Influencer–Follower Relationships in India
TL;DR: In this paper, the impact of credibility and content factors of social media influencers on the relationship that they have established with their followers; and how these relationship factors in turn affect the behavioral response of the followers.
Posted ContentDOI
Sequential Mediation of Parasocial Relationships for Purchase Intention: Pls-Sem and Machine Learning Approach
Book ChapterDOI
Social Media Influencer Marketing: How Influencer Content Help?
TL;DR: In this paper , the content characteristics of social media influencers (i.e. attractiveness and expertise) have positive effects on brand trust, which further promote the development of purchase intention.
Proceedings ArticleDOI
Who one is, whom one knows? Evaluating the importance of personal and social characteristics of influential people in social networks
TL;DR: In this article , the authors examined opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different industries: fashion, travel and tourism, wellness and book and literature.
Book ChapterDOI
Social Media Influencers as a Sales Tool and Medium for Online-to-Offline Sales
TL;DR: In this article , the authors explore the evolution of influencer marketing as a concept, and discuss social media influencers role in the sales process online and offline as well as the industry as an industry.
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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