Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

doi:10.1080/15252019.2018.1533501

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Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Journal Article•DOI•

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Chen Lou¹, Shupei Yuan²•Institutions (2)

Nanyang Technological University¹, Northern Illinois University²

12 Feb 2019-Journal of Interactive Advertising (Routledge)-Vol. 19, Iss: 1, pp 58-73

TL;DR: 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.

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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...

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Journal Article•DOI•

The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

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Liselot Hudders¹, Steffi De Jans¹, Marijke De Veirman¹•Institutions (1)

Ghent University¹

03 Apr 2021-International Journal of Advertising

TL;DR: In this article, a review provides insight into the research on the strategic use of social media influencers and a search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing on social media influence.

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Abstract: This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing...

...read moreread less

172 citations

Cites background from "Influencer Marketing: How Message V..."

...For instance, Lou and Yuan (2019) showed that source characteristics (trustworthiness, attractiveness, and similarity) affected followers’ trust in the sponsored message, which in turn led to higher brand awareness and purchase intent....
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Journal Article•DOI•

When less is more: the impact of macro and micro social media influencers’ disclosure

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Samantha Kay¹, Rory Mulcahy¹, Joy Parkinson²•Institutions (2)

University of the Sunshine Coast¹, Griffith University²

31 Jan 2020-Journal of Marketing Management

TL;DR: In this article, the authors discuss the growing discussions of social media influencers and their effectiveness in endorsing products, and the recent policy regulations are requiring social media Influencers to disclose sponso...

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Abstract: There are growing discussions of social media influencers and their effectiveness in endorsing products. Further, recent policy regulations are requiring social media influencers to disclose sponso...

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160 citations

Cites background from "Influencer Marketing: How Message V..."

...25) Marwick and Boyd (2011) Micro-celebrity Academia ‘ . . . using social media to develop and maintain an audience’ (p. 140) Wong (2014) Social Media Influencer Practice ‘a form of marketing that identifies and targets individuals who have influence over potential buyers’ Evans et al....
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...…advocates of social media influencers believe their endorsement should lead to products being perceived as more attractive (Kapitan & Silvera, 2016; Lou & Yuan, 2019; Martensen, Brockenhuus-Schack, & Zahid, 2018), yet there is a lack of empirical evidence to support this proposition, particularly…...
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...Research has frequently focused on the traits of the influencer as facilitating factors (e.g. trustworthiness and expertise) rather than consumer product perceptions (Hughes, Swaminathan, & Brooks, 2019; Lou & Yuan, 2019; Schouten et al., 2019)....
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...Other such studies include Schouten et al. (2019) and Lou and Yuan (2019), which both investigate the source credibility of influencers via trustworthiness, expertise and attractiveness, finding trustworthiness to be the most significantly important attribute of influencers....
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Journal Article•DOI•

The impact of social media influencers on travel decisions: the role of trust in consumer decision journey

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Rebeka-Anna Pop¹, Zsuzsa Săplăcan¹, Dan-Cristian Dabija¹, Mónika-Anetta Alt¹•Institutions (1)

Babeș-Bolyai University¹

11 Mar 2021-Current Issues in Tourism

TL;DR: The growing presence of social media influencers (SMIs) is increasingly modulating consumer behavior in the travel industry as discussed by the authors, and trust is a vitally important topic in influencer and tourism marketing.

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Abstract: The growing presence of social media influencers (SMIs) is increasingly modulating consumer behaviour in the travel industry. Trust is a vitally important topic in influencer and tourism marketing ...

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152 citations

Cites background from "Influencer Marketing: How Message V..."

...In the context of SMIs, previous studies have found that the informative value of the content generated by SMIs, trustworthiness, attractiveness, and perceived similarity act as antecedents of influencers’ trust in branded posts (Lou & Yuan, 2019)....
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...Moreover, they found that followers trust in influencer branded posts positively influence their willingness to purchase (Lou & Yuan, 2019)....
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Journal Article•DOI•

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research.

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Marijke De Veirman¹, Liselot Hudders¹, Michelle R. Nelson²•Institutions (2)

Ghent University¹, University of Illinois at Urbana–Champaign²

03 Dec 2019-Frontiers in Psychology

TL;DR: Light is shed on why and how social media influencers have persuasive power over their young followers and how these young children can be empowered to critically cope with this fairly new form of persuasion.

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Abstract: Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan's World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children's brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.

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147 citations

Cites background from "Influencer Marketing: How Message V..."

...Most of the studies on influencer marketing focus on an adult audience and examine how influencers affect the purchase decisions of their followers (e.g., De Veirman et al., 2017; Lou and Yuan, 2019; Schouten et al., 2019)....
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Journal Article•DOI•

Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media:

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Jason Weismueller¹, Jason Weismueller², Paul Harrigan², Shasha Wang³, Geoffrey N. Soutar² - Show less +1 more•Institutions (3)

Brunel University London¹, University of Western Australia², Queensland University of Technology³

01 Nov 2020-Australasian Marketing Journal (amj)

TL;DR: In this paper, the authors investigated the impact of social media influencer endorsements on purchase intention, more specifically, the impact advertising disclosure and source credibility have in this process, and they found that advertising disclosure has a significant impact on source credibility subdimensions of attractiveness, trustworthiness and expertise.

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Abstract: This paper investigates the impact of social media influencer endorsements on purchase intention, more specifically, the impact advertising disclosure and source credibility have in this process. The proposed framework argues that advertising disclosure has a significant impact on source credibility subdimensions of attractiveness, trustworthiness and expertise; subdimensions that positively influence consumer purchase intention. Empirical findings based on 306 German Instagram users between 18 and 34 years of age reveal that source attractiveness, source trustworthiness and source expertise significantly increase consumer purchase intention; whilst advertising disclosure indirectly influences consumer purchase intention by influencing source attractiveness. Furthermore, the results reveal that the number of followers positively influences source attractiveness, source trustworthiness as well as purchase intention. All in all, this paper makes a unique contribution to product endorsement literature, with evidence highlighting how social media influencers and advertising disclosure may be used on Instagram to effectively increase consumer purchase intention.

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138 citations

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References

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Open Access

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Joseph F. Hair

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Abstract: Offers an applications-oriented approach to multivariate data analysis, focusing on the use of each technique, rather than its mathematical derivation. The text introduces a six-step framework for organizing and discussing techniques with flowcharts for each. Well-suited for the non-statistician, this applications-oriented introduction to multivariate analysis focuses on the fundamental concepts that affect the use of specific techniques rather than the mathematical derivation of the technique. Provides an overview of several techniques and approaches that are available to analysts today - e.g., data warehousing and data mining, neural networks and resampling/bootstrapping. Chapters are organized to provide a practical, logical progression of the phases of analysis and to group similar types of techniques applicable to most situations. Table of Contents 1. Introduction. I. PREPARING FOR A MULTIVARIATE ANALYSIS. 2. Examining Your Data. 3. Factor Analysis. II. DEPENDENCE TECHNIQUES. 4. Multiple Regression. 5. Multiple Discriminant Analysis and Logistic Regression. 6. Multivariate Analysis of Variance. 7. Conjoint Analysis. 8. Canonical Correlation Analysis. III. INTERDEPENDENCE TECHNIQUES. 9. Cluster Analysis. 10. Multidimensional Scaling. IV. ADVANCED AND EMERGING TECHNIQUES. 11. Structural Equation Modeling. 12. Emerging Techniques in Multivariate Analysis. Appendix A: Applications of Multivariate Data Analysis. Index.

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Abstract: Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marke...

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19,920 citations

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Abstract: With applications using SmartPLS (www.smartpls.com)—the primary software used in partial least squares structural equation modeling (PLS-SEM)—this practical guide provides concise instructions on how to use this evolving statistical technique to conduct research and obtain solutions. Featuring the latest research, new examples, and expanded discussions throughout, the Second Edition is designed to be easily understood by those with limited statistical and mathematical training who want to pursue research opportunities in new ways.

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13,621 citations

"Influencer Marketing: How Message V..." refers background or methods in this paper

...A collinearity assessment showed no significant levels of collinearity between any sets of predicting variables (with variance inflation factor [VIF] falling between tolerance range .20 and 5.0) (Hair et al. 2014)....
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...Conversely, PLS-SEM estimates model parameters in a way that maximizes the variance explained in endogenous variables and is preferred for research aimed at theory development and prediction (Hair et al. 2014, p. 14)....
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...CB-SEM uses a maximum likelihood estimation (MLE) procedure to estimate model coefficients “so that the discrepancy between the estimated and sample covariance matrices is minimized” (Hair et al. 2014, p. 27)....
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...The latent variables in the current model all have reflective measurements: indicators which predict one particular construct and which are highly correlated to one another and represent the effects of the latent construct (Hair et al. 2014, p. 43)....
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Posted Content•

The Use of Partial Least Squares Path Modeling in International Marketing

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Jörg Henseler¹, Jörg Henseler², Christian M. Ringle³, Rudolf R. Sinkovics⁴•Institutions (4)

Universidade Nova de Lisboa¹, Radboud University Nijmegen², University of Newcastle³, University of Auckland⁴

01 Jan 2009-Social Science Research Network

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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Abstract: Purpose: This paper discusses partial least squares path modeling (PLS), a powerful structural equation modeling technique for research on international marketing. While a significant body of research provides guidance for the use of covariance-based structural equation modeling (CBSEM) in international marketing, there are no subject-specific guidelines for the use of PLS so far.Methodology/approach: A literature review of the use of PLS in international marketing reveals the increasing application of this methodology.Findings: This paper reveals the strengths and weaknesses of PLS in the context of research on international marketing, and provides guidance for multi-group analysis.Originality/value of paper: The paper assists researchers in making well-grounded decisions regarding the application of PLS in certain research situations and provides specific implications for an appropriate application of the methodology.

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7,536 citations

"Influencer Marketing: How Message V..." refers methods in this paper

...PLS path modeling is also recommended over CBSEM for testing complex models with many latent variables (Henseler, Ringle, and Sinkovics 2009)....
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...Then we performed a second bootstrapping analysis, specifying 5,000 subsamples and a 95% significance level, to obtain each path coefficient’s standard error and p value (Henseler, Ringle, and Sinkovics 2009) (Table 3)....
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