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
Internet Celebrities’ Impact on Luxury Fashion Impulse Buying
TL;DR: Zhang et al. as mentioned in this paper investigated how the endorsements of Internet celebrities (ICs) may drive consumer trust in their marketing campaigns, and subsequently affect impulse buying in relation to luxury fashion brands.
Journal ArticleDOI
Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent
Journal ArticleDOI
Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers
TL;DR: In this article , the authors identify and conceptualize six primary motivations for followers' engagement with virtual influencers, namely novelty, information, entertainment, surveillance, esthetics, and integration and social interaction.
Book ChapterDOI
Omnichannel Shopping Experiences for Fast Fashion and Luxury Brands: An Exploratory Study
TL;DR: In this paper, the authors examined the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands, and found that consumers perceive omnicheannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience.
Journal ArticleDOI
Social media alcohol advertising among underage minors: effects of models’ age
Saleem Alhabash,Juan Mundel,Tao Deng,Anna R. McAlister,Elizabeth Taylor Quilliam,Jef I. Richards,Kristen Lynch +6 more
TL;DR: Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads.
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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