Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
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...
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01 Apr 2021
TL;DR: In this paper, the authors investigated the relationship between consumers' personality traits and their attitudes towards social media influencers (SMIs) and found that personality traits of consumers may impact the extent to which they are influenced by SMIs.
Abstract: Companies increasingly collaborate with social media influencers (SMIs) to promote product and service brands (Jin & Muqaddam, 2019). There has so far been limited research examining how the personality traits of consumers may impact the extent to which they are influenced by SMIs. This study aims to understand the relationship between consumers’ personality traits and their attitudes towards SMIs. The study utilised an online questionnaire distributed to a group of millennials (n=221), in order to understand the impact of personality traits on attitudes towards SMIs. The five-factor model of personality (McCrae & Costa, 1987), which employs the neuroticism, extraversion, openness, agreeableness, and conscientiousness labels, was used as a framework for the study, while the questions on attitudes towards SMIs explored four main areas - envy towards SMIs, advertising content value, credibility of SMIs, and perceived trustworthiness of SMIs. The findings highlight the importance of investigating personality traits to better understand how followers/consumers’ perceptions and attitudes towards SMIs and SMI-endorsed advertisements can be influenced. The implications for further research and the study’s limitations are discussed.
8 citations
Cites background or methods or result from "Influencer Marketing: How Message V..."
...Lou and Yuan (2019) argue that the perceived informative and entertainment value of SMIs’ content may affect followers’ perceptions of specific branded posts, while Black et al. (2010) propose that participants who score more highly on the openness trait will have a positive attitude towards SMIs…...
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...There are four themes of influencer credibility that have emerged from recent studies on SMIs, namely the trustworthiness of SMIs, their authenticity, how knowledgeable they are, and their attractiveness (Lou & Yuan, 2019; Schouten et al., 2020)....
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...On the other hand, research on the value of SMIs is limited to only a few studies, but recent research from Lou and Yuan (2019) has resulted in the development of a social media influencer value (SMIV) model that discusses the effect of source credibility and the advertising value of SMIs....
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...…traditional celebrities, SMIs have more similarities with their followers: some of them are ordinary people who are still students, yet they might be considered more beautiful or wealthier than other ordinary people who aspire to be like them but find it difficult (Chae, 2018; Lou & Yuan, 2019)....
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...…of advertisements involving SMIs, this study supports the previous research in terms of how the perceived informative and entertainment value of SMIs’ content affects the followers’ perceptions of endorsed brands (Lou & Yuan, 2019), particularly with followers who report higher openness (H3)....
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TL;DR: In this article , a questionnaire data collection method targeted at consumers who buy products after watching product-review content on YouTube was employed to investigate hedonic and utilitarian consumer responses to YouTubers' product reviews that lead to purchase intention.
Abstract: Abstract YouTube has become popular among consumers as an information preference in the decision-making process within the social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services in product-review content, and consumers’ motivations (hedonic or utilitarian) in reacting to how the content affect their buying behavior. This study investigates hedonic and utilitarian consumer responses to YouTubers’ product reviews that lead to purchase intention. We employed a questionnaire data collection method targeted at consumers who buy products after watching product-review content on YouTube. We collected 384 valid responses and employed structural equation modeling to test the validity and research hypotheses. The results showed that (1) parasocial interaction significantly influences hedonic (transparency, perceived enjoyment) and utilitarian (credibility, informativeness) responses and purchase intention, while (2) hedonic (perceived transparency) and utilitarian (informativeness) responses were insignificant for purchase intention. In addition, hedonic (perceived enjoyment) and utilitarian (credibility) responses have significant effects on purchase intention. Thus, YouTubers’ product-review content on YouTube influences consumer behavior in both hedonic and utilitarian terms. While marketers implement marketing strategies to include products in YouTube content, YouTubers communicate products to consumers. Furthermore, the theoretical and practical contributions of this study are discussed.
8 citations
TL;DR: In this article , the authors employed complexity theory to understand the main causal recipes that can lead to high trust in AI influencers and found that a configuration of source attractiveness (i.e., physical attractiveness, homophily), source credibility, authenticity, expertise and congruences act as driver of consumers' trust in an AI influencer.
8 citations
TL;DR: In this paper, the authors investigated the impact of perceived enjoyment, blogger credibility and homophily on readers' engagement and found that perceived enjoyment has a significant effect on blog engagement, which positively influences both intention to taste and visit.
Abstract: The present study investigates the impact of perceived enjoyment, blogger credibility and homophily on readers' engagement. Moreover, the study investigates the role exerted by blog engagement on intentions to follow blogger's recommendations. Despite the growing relevance of these issues, past studies have neglected the relevance of a joint analysis of such dimensions within the context of food blogs.,The empirical research builds on an online survey with a sample of 821 blog readers (353 Italian and 468 American). The proposed model was tested through structural equation modelling.,Results from a survey on Italian and American consumers show that perceived enjoyment and homophily have a significant effect on blog engagement, which, in turn, positively influences both intention to taste and visit. Moreover, blogger credibility does not show a significant influence on blog engagement for Italian and American followers.,The study contributes to a better understanding of the influence exerted by blog engagement on intention to follow blogger's recommendations. The study also examines perceived enjoyment, credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to food blogs.
8 citations
TL;DR: This paper investigated the potential of an unlikely vs. a likely source and the role of similarity with a social media influencer based on a shared topic interest to elicit the intention for political action in an experimental study (n = 222).
Abstract: Abstract The impact of social media influencers (SMIs) on brand-related outcomes has been well researched, yet whether this influence also impacts political participation and what role the relationship between SMIs and their audiences play has not been sufficiently examined to date. Basing this study on the Balance Model, I investigated the potential of an unlikely vs. a likely source and the role of similarity with a SMI based on a shared topic interest to elicit the intention for political action in an experimental study (n = 222). The perceived similarity with the SMI was examined as a mediator and the role of the shared topic interest with the SMI as a potential moderator. The results indicate that a likely source for political information generated a greater topic fit. The perceived similarity with the source depended on the shared topic interest between the source and the participants. This is a key finding, as perceived similarity with the source in turn predicted the intention to take political action, which positively activated participants who shared the topic interest of the unlikely source even if they did not indicate a topic interest in politics. Thus, a shared interest with a SMI might make even those not interested in politics more open to political participation.
8 citations
References
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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
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
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)....
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...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)....
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...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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