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

doi:10.1080/15252019.2018.1533501

Home
/
Papers
/
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.

read less

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 moreread less

Citations

PDF

Open Access

More filters

Journal Article•DOI•

When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive

[...]

Yan Shan¹, Kuan-Ju Chen², Jhih-Syuan Lin²•Institutions (2)

California Polytechnic State University¹, National Chengchi University²

03 Jul 2020-International Journal of Advertising

TL;DR: In this article, the authors studied the effects of social media influencers and their products on consumers in China and the rise of online social media endorsements, and found that the influence of influencers on consumers and their consumption was significant.

...read moreread less

Abstract: Given the prevalence of social media usage among consumers in China and the rise of social media endorsements, it is important to understand the effects of social media influencers and their produc...

...read moreread less

138 citations

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

...Social media influencers are content creators with celebrity status (Lou and Yuan 2019) with which the image of a social media influencer may transfer to the endorsed product and brand (De Veirman, Cauberghe, and Hudders 2017)....
[...]

Journal Article•DOI•

How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest

[...]

Shupei Yuan¹, Chen Lou²•Institutions (2)

Northern Illinois University¹, Nanyang Technological University²

13 Jul 2020-Journal of Interactive Advertising

TL;DR: In the context of social media, social media personae can build strong relationships with followers as mentioned in this paper, which carry great marketing potential, appeal to corpora and can be used for advertising.

...read moreread less

Abstract: Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corpor...

...read moreread less

113 citations

Journal Article•DOI•

Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy

[...]

Wondwesen Tafesse¹, Bronwyn P. Wood¹•Institutions (1)

United Arab Emirates University¹

01 Jan 2021-Journal of Retailing and Consumer Services

TL;DR: In this paper, the authors examined how measures of influencers' content and engagement strategy (i.e., follower count, followee count, content volume, and domains of interest) are associated with followers' engagement behavior on Instagram both independently and interactively.

...read moreread less

104 citations

Journal Article•DOI•

The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective

[...]

Jay P. Trivedi, Ramzan Sama¹•Institutions (1)

Narsee Monjee Institute of Management Studies¹

02 Jan 2020-Journal of Internet Commerce

TL;DR: In this paper, the authors focus on consumer electronics products and observe the comparative effect of celebrity vis-a-vis expert influencers on consumers' online purchase intentions, and the mediating role played by mediators is discussed.

...read moreread less

Abstract: This paper focuses on consumer electronics products and observes the comparative effect of celebrity vis-a-vis expert influencers on consumers' online purchase intentions. The mediating role played...

...read moreread less

100 citations

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

...Influencers are present across most digital media platforms like Facebook, Instagram, Twitter, and YouTube, to name a few (Lou and Yuan 2019; Trivedi 2018; Kumar, Singh, and Gupta 2018)....
[...]
...There are limited studies that have explored the effect of influencer marketing on various facets of consumer behavior (Godey et al. 2016; Lou and Yuan 2019)....
[...]
...(MacKenzie, Lutz, and Belch (1986); Aaker, Garbinsky, and Vohs (2012); Lim et al....
[...]
...Marketing literature has established a strong connection between involvement and formation of brand attitude (Lutz et al. 1983; Lutz 1985, Trivedi 2018). White (2014) indicated that millennials are more caring about their experiences and relationship with brands....
[...]
...Moreover, few researchers have focused on observing the effectiveness of social media influencers on the consumer-brand relationship (Lou and Yuan 2019)....
[...]

Journal Article•DOI•

Investigating Consumer Engagement with Influencer- vs. Brand-Promoted Ads: The Roles of Source and Disclosure

[...]

Chen Lou¹, Sang-Sang Tan¹, Xiaoyu Chen¹•Institutions (1)

Nanyang Technological University¹

15 Oct 2019-Journal of Interactive Advertising

TL;DR: In this article, the authors propose and explain how two similar and comparable sets of advertisements, namely in the context of influencer marketing, can be compared in terms of their effectiveness.

...read moreread less

Abstract: Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely in...

...read moreread less

97 citations

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

...2019 American Academy of Advertising Johansen and Guldvik 2017; Lou and Yuan 2019), to the best of our knowledge, none of these studies directly investigated whether and how influencerpromoted ads outperform other types of ads (e.g., brand-promoted ads)....
[...]
...…“influencer”) has been defined as “a content generator; one who has a status of expertise in a specific area, who has cultivated a sizable number of captive followers—those are of marketing value to brands—by regularly producing valuable content via social media” (Lou and Yuan, 2019, p. 59)....
[...]
...Because influencers are akin to celebrities (Lou and Yuan 2019), we draw on prior literature that examined the roles of brands and celebrities in consumers’ persuasion knowledge....
[...]
...Influencers are key opinion leaders who have established likable personalities by regularly creating and disseminating content—usually online or on social media—and have accumulated a large number of followers (Lou and Yuan 2019; Swant 2016)....
[...]

1
2
3
4
5
6
…
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148

Collapse

References

PDF

Open Access

More filters

Journal Article•DOI•

Multivariate Data Analysis

[...]

Joseph F. Hair

01 Jan 1973

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.

...read moreread less

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.

...read moreread less

37,124 citations

Journal Article•DOI•

Multivariate data analysis

[...]

Joseph F. Hair

01 Mar 1972-Contemporary Sociology

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.

...read moreread less

Abstract: I Introduction 1 Introduction II Preparing For a MV Analysis 2 Examining Your Data 3 Factor Analysis III Dependence Techniques 4 Multiple Regression Analysis 5 Multiple Discriminate Analysis and Logistic Regression 6 Multivariate Analysis of Variance 7 Conjoint Analysis IV Interdependence Techniques 8 Cluster Analysis 9 Multidimensional Scaling and Correspondence Analysis V Moving Beyond the Basic Techniques 10 Structural Equation Modeling: Overview 10a Appendix -- SEM 11 CFA: Confirmatory Factor Analysis 11a Appendix -- CFA 12 SEM: Testing A Structural Model 12a Appendix -- SEM APPENDIX A Basic Stats

...read moreread less

23,353 citations

Journal Article•DOI•

The Commitment-Trust Theory of Relationship Marketing

[...]

Robert Morgan, Shelby D. Hunt¹•Institutions (1)

Texas Tech University¹

01 Jul 1994-Journal of Marketing

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.

...read moreread less

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

...read moreread less

19,920 citations

Book•

A primer on partial least squares structural equation modeling (PLS-SEM)

[...]

Joseph F. Hair, G. Tomas M. Hult, Christian M. Ringle, Marko Sarstedt

01 Jan 2014

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.

...read moreread less

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.

...read moreread less

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)....
[...]
...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)....
[...]
...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)....
[...]
...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)....
[...]

Posted Content•

The Use of Partial Least Squares Path Modeling in International Marketing

[...]

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.

...read moreread less

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.

...read moreread less

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)....
[...]
...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)....
[...]