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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Journal ArticleDOI
Celebrity selection in social media ecosystems: a flexible and interactive framework
Shekhar Shukla,Ashish Dubey +1 more
TL;DR: In this article, a multi-criteria group decision-making approach to celebrity selection is proposed, where each group member has an almost equal say in the decision making based on fuzzy evaluation and an interactive and flexible value trade-off approach for receiving a rank order.
Journal ArticleDOI
Influencer Marketing and Authenticity in Content Creation
TL;DR: In this paper, the authors examined the impact of endorser type (celebrity vs influencer) on consumers' willingness to pay for an endorsed product and found that celebrities were significantly more likely to purchase products than influencers.
Journal ArticleDOI
Trends in Influencer Marketing: A Review and Bibliometric Analysis
TL;DR: In this article , the authors present a background of how influencer marketing research has evolved and examines the performance analysis based on sources, authors, documents, countries, and keywords in terms of significant methods, theories, emergent topics, thematic evolution, models, variables, industry focus, platforms used, leading research streams, data sources, and context of studies.
Journal ArticleDOI
Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness
TL;DR: In this paper , the authors examined how the use of tattoos impacts social media influencers' credibility, attractiveness, and effectiveness, and found a tattoo premium effect, regardless of SMI's domain.
Journal ArticleDOI
Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention
L. Javier Cabeza-Ramírez,Sandra M. Sánchez-Cañizares,Luna Santos-Roldán,F Javier Fuentes-Garcia +3 more
TL;DR: In this article , a new exploratory model applying an approach grounded in observational learning and an extension of the theory of planned behaviour, analyzed by means of PLS-SEM in a sample of 948 followers of influencers who recommend fashion products was proposed.
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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