Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Citations
15 citations
15 citations
15 citations
Cites background from "Influencer Marketing: How Message V..."
...As consumers are skeptical of traditional marketing methods, they are likely to pay more attention to and be influenced by influencers, with whom they can communicate via social networks (Lou & Yuan, 2019; Xiao et al., 2018)....
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...Influencers stamp their posts with personal aesthetic touches and personality twists, which usually create an enjoyable experience (Lou & Yuan, 2019)....
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...The literature points to the trustworthiness and expertise of influencers in explaining their credibility (Lou & Yuan, 2019)....
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...Lou and Yuan (2019) suggested that a credibility model included trustworthiness, expertise, similarity, and attractiveness variables....
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...Also, attractiveness can be considered a sub-factor included in influencers’ source reliability models (Lou & Yuan, 2019)....
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15 citations
15 citations
Cites background from "Influencer Marketing: How Message V..."
...3380052 to promote brand awareness and advertise products to social networks of influencers [13, 17, 22, 31], who have ‘influence’ over a large number of followers [3, 4], since customers are often more likely to trust influencers’ recommendations than brands’ advertisements [5, 26, 31]....
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...Also, previous studies on influencer marketing mostly relied on small datasets that are acquired through surveys of influencers [8, 11, 22] or finding a few influencers on Instagram [20, 29] due to lack of available influencer data....
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...Due to its popularity, brands tend to increase their budgets for influencer marketing [21], and researchers have started studying various aspects of influencer marketing [8, 11, 20, 22, 29, 33]....
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...Lou and Yuan [22] presented that influencers’ trustworthiness, attractiveness, and similarity to their followers positively influence on expanding brand awareness and increase purchase intentions....
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References
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"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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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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