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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Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention
TL;DR: In this paper , the authors explored how homophily between influencers and their audiences affects customer value co-creation behavior, resulting in increased expected brand value and purchase intention, and found that homology positively influences customer value-co-creation behaviour.
Journal ArticleDOI
“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers
Thi Cam Tu Dinh,Yoonjae Lee +1 more
TL;DR: In this paper, the authors examined the impact of the imitation of influencers on customer buying intention toward endorsed products, which is mediated by social comparison, materialism and the fear of missing out (FOMO).
Journal ArticleDOI
Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility
TL;DR: In this article, the authors employ confirmatory factor analysis (CFA) to access the psychometric properties of the measures and path analysis to test the proposed hypotheses and demonstrate that SMI power is positively related to consumer attitudes toward the brand and perceived SMI expertise and trustworthiness partially mediate that relationship.
Journal ArticleDOI
Influencers on YouTube: a quantitative study on young people’s use and perception of videos about political and societal topics
TL;DR: In this article, the authors examined young people's analytic critical evaluations of YouTubers and their videos about political and societal topics (YTPS-videos), and how these are affected by the young people age and gender.
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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