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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The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing
TL;DR: This paper investigated the effects of advertisement systematic cues including ad informativeness and ad persuasiveness, and ad heuristic cue which is ad poster category on the consumer brand awareness, and the sequential effect on consumer purchase intention.
Journal ArticleDOI
Using social learning theory in examining YouTube viewers’ desire to imitate travel vloggers
Linh Ha Le,Murat Hancer +1 more
TL;DR: Wang et al. as mentioned in this paper investigated the impact of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers' wishful identification and behavioral intention, and found that the effect of vlogger gender on viewer perception and on their wish to be like the vlogging celebrity was even strengthened when the Vlogger and the viewer were of different genders.
Journal ArticleDOI
Influence of Self-Perceived Creativity and Social Media Use in Predicting E-Entrepreneurial Intention
TL;DR: In this article , the authors examined the direct effect of self-perceived creativity on e-entrepreneurship intention and the moderating effect of social media use on the relationship between self perceived creativity and eentrepreneurial intention.
Journal ArticleDOI
Instagram travel influencers in #quarantine: Communicative practices and roles during COVID-19
TL;DR: In this article, the authors investigated the impacts of the COVID-19 crisis on travel content creators, their communicative practices, and their engagement with audiences, brands and health authorities.
Journal ArticleDOI
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application
TL;DR: Wang et al. as mentioned in this paper developed and validated a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of SMIs' selfdisclosure.
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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