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