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
More filters
Journal ArticleDOI
Layla’s Got You: Developing a tailored contraception chatbot for Black and Hispanic young women:
TL;DR: The Layla's Got You campaign as discussed by the authors consists of a chatbot and social media campaign, which is designed for Black and Hispanic teenage girls in Onondaga County, New York.
Journal ArticleDOI
Analyzing Twitter Users' Behavior Before and After Contact by the Russia's Internet Research Agency
Upasana Dutta,Rhett Hanscom,Jason Shuo Zhang,Richard Han,Tamara Lehman,Qin Lv,Shivakant Mishra +6 more
TL;DR: The results indicate that users overall exhibited statistically significant changes in behavior across most of these metrics, and that those users that engaged with the IRA generally showed greater changes inbehavior.
Journal ArticleDOI
What makes people share political content on social media? The role of emotion, authority and ideology
TL;DR: In this article , the authors examine which content characteristics lead to increased sharing of political information on social media, and which role political ideology has in user sharing behavior, investigating the impact of emotions and authority on sharing, as well as the moderating role of political extremity of social media users.
Journal ArticleDOI
Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions
TL;DR: Wang et al. as mentioned in this paper put forward a research model and eight hypotheses based on the research on the promotion situation and the types of products promoted on consumers' impulse shopping, and uses regression analysis, t-test, stepwise regression and analysis of variance to conduct data analysis.
Journal ArticleDOI
A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising
TL;DR: In this article , the effect of influencer type and argument quality on the behavioral activation system (BAS) was investigated using mediated moderated linear regression analysis, which showed that the photo of the influencer using the product attracts more attention (i.e., fixation percentage) in the weak (vs. strong) argument quality only for micro- and not for meso-influencers.
References
More filters
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.
Related Papers (5)
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Elmira Djafarova,Chloe Rushworth +1 more