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Journal ArticleDOI

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

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.
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...
Citations
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Journal ArticleDOI
TL;DR: In this article, a strategy that uses the influence of SMIs as opinion leaders to drive consumers' brand awareness, brand image, and brand-related behavior is presented, which is called social media influencer (SMI) marketing.
Abstract: Social media influencer (SMI) marketing is a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand awareness, brand image, and brand-related behavior. In this contex...

11 citations

Journal ArticleDOI
TL;DR: This article investigated the mechanism by which consumers are "inspired by" social media influencers and "inspired to adopt the SMIs' exemplars as their own social defaults (standard default options that are socially desirable to like and follow).
Abstract: Drawing on customer inspiration and social default theories, we investigated the mechanism by which consumers are “inspired by” social media influencers (SMIs) and “inspired to” adopt the SMIs’ exemplars as their own social defaults (standard default options that are socially desirable to like and follow). We investigated whether SMIs’ personality-determined traits [attractiveness (H1) and credibility (H2)] and content-determined traits [closeness (H3) and interactivity (H4)] led consumers to feel “inspired by” SMIs; whether consumers’ “inspired by” state led them to feel “inspired to” adopt the SMIs’ exemplars as their own social defaults (H5); and whether consumers’ “inspired to” state affected their behavioral and emotional responses: choice imitation (H6) and social glue (H7). To offer more nuanced implications, we examined whether the inspiration mechanism between consumers and SMIs differed between male and female consumers. We analyzed our model via SEM and probit regression analyses using survey data from 455 U.S. consumers’ responses.

11 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined the impact of responsible AI on businesses using insights from analysis of 25 in-depth interviews of health care professionals and revealed that abiding by the responsible AI principles can allow healthcare businesses to better take advantage of the improved effectiveness of their social media marketing initiatives with their users.
Abstract: Social media enables medical professionals and authorities to share, disseminate, monitor, and manage health-related information digitally through online communities such as Twitter and Facebook. Simultaneously, artificial intelligence (AI) powered social media offers digital capabilities for organizations to select, screen, detect and predict problems with possible solutions through digital health data. Both the patients and healthcare professionals have benefited from such improvements. However, arising ethical concerns related to the use of AI raised by stakeholders need scrutiny which could help organizations obtain trust, minimize privacy invasion, and eventually facilitate the responsible success of AI-enabled social media operations. This paper examines the impact of responsible AI on businesses using insights from analysis of 25 in-depth interviews of health care professionals. The exploratory analysis conducted revealed that abiding by the responsible AI principles can allow healthcare businesses to better take advantage of the improved effectiveness of their social media marketing initiatives with their users. The analysis is further used to offer research propositions and conclusions, and the contributions and limitations of the study have been discussed.

11 citations

Journal ArticleDOI
TL;DR: In this article, a conceptual model for providing verified reviews of tourism services or verified destination assessment and two process models were drawn up for the purpose of increasing confidence in the review sites.
Abstract: Obtaining information about destinations and services they provide is ever more based on user-generated content (UGC), which includes reviews of tourism services as well as evaluation of attractions and destinations by visitors. The growing importance of reviews of tourism services is recognized by tourism service providers, and some of them influence the content of reviews on review sites. At the same time, procedures for the prevention of false and misleading reviews, as well as their detection, are being intensively developed. This is documented in relevant sources, which were identified especially on the Web of Science, Scopus, Sciencedirect, Researchgate and the websites of MDPI, Emerald and Taylor & Francis Online. The aim of this study is to reveal how the verification of reviews can be improved with the intention to increase confidence in the review sites. In the form of case studies of TripAdvisor and Booking.com, the current rise of trust in reviews on these review sites was analysed and documented. The outputs of research include a SWOT analysis, processual analysis and an analysis of verification process, conditions, factors affecting trust in reviews on review sites. On these bases, a conceptual model for providing verified reviews of tourism services or verified destination assessment and two process models for providing verified reviews of tourism services and for providing verified destination assessment have been drawn up.

11 citations

Journal ArticleDOI
01 Jan 2022-Appetite
TL;DR: In this article , the authors conducted one-on-one semi-structured interviews with experts from Western Europe, Australia and North America, in the fields of public health (policy), nutrition science, social media marketing, adolescent medicine, clinical psychology, behavioural sciences, communication, food industry, social influencing, and social marketing.

11 citations

References
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Journal ArticleDOI
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.
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.

37,124 citations

Journal ArticleDOI
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.
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

23,353 citations

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

19,920 citations

Book
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.
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.

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)....

    [...]

  • ...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)....

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Posted Content
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.
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.

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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Trending Questions (2)
How message value and credibility affect consumer trust of branded content on social media?

The paper states that the informative and entertainment value of influencer-generated posts, along with influencers' credibility components, positively affect followers' trust in influencer-generated branded posts.

When users pay close attention to influencer content, they tend to have greater recall and trust?

Yes, when users pay close attention to influencer content, they are more likely to have greater recall and trust.