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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Journal ArticleDOI
When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers
Yiran Su,Thilo Kunkel,Ning Ye +2 more
Journal ArticleDOI
Instagram Shopping in Saudi Arabia: What Influences Consumer Trust and Purchase Decisions?
TL;DR: Findings of this study revealed a positive relationship between consumers’ trust and their purchase intentions, and the impact of SMIs and consumer feedback was shown to increase consumers' trust, in turn affecting intent to buy from Instagram stores, while the effect of Maroof and KOLs was shows to directly influence consumers' purchase intentions.
Journal ArticleDOI
The importance of brands, commitment, and influencers on purchase intent in the context of online relationships:
TL;DR: In this article, the authors investigate the external input of influencers and the internal input of commitment in online relationships as antecedents for purchase intent with consideration of the mediating mediator.
Journal ArticleDOI
Mapping the influence of influencer marketing: a bibliometric analysis
Abhishek,Mukta Srivastava +1 more
TL;DR: In this paper, the authors have used VOSviewer and Biblioshiny packages for conducting a variety of analyses such as citation analysis, bibliographic coupling, keyword analysis and three-field plot analysis.
Journal ArticleDOI
Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
TL;DR: In this paper , the authors analyzed Ferragni's activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and local food and wine.
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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