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
Trust me, trust me not: A nuanced view of influencer marketing on social media
Do Yuon Kim,Hye-Young Kim +1 more
TL;DR: The authors investigated whether the source characteristics of an influencer (i.e., expertise, authenticity, physical attractiveness, homophily) can function as relational resources in the formation of follower trust.
Journal ArticleDOI
Behind influencer marketing: key marketing decisions and their effects on followers’ responses
Francisco J. Martínez-López,Rafael Anaya-Sánchez,Marisel Fernández Giordano,David Lopez-Lopez +3 more
TL;DR: In this article, the authors conducted a study on influencer marketing actions on social media platforms, e.g., Facebook, Instagram and Twitter, and found that despite its increasing use, studies on this subject are still scarce.
Journal ArticleDOI
Attractiveness, trustworthiness and expertise – social influencers’ winning formula?
TL;DR: In this paper, the authors explored whether the requirements of influencers' attractiveness, expertise, and trustworthiness are relevant for online influencer campaigns and found that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil.
Journal ArticleDOI
Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents' Parasocial Relationship, Materialism, and Purchase Intentions.
Chen Lou,Hye Kyung Kim +1 more
TL;DR: A comprehensive conceptual model is proposed and tested that accounts for the role of influencers in adolescent followers’ materialism and purchase intentions and explores the roles of the two facets of parental mediation – active and restrictive mediation – in the appeal of Influencers among adolescents.
Journal ArticleDOI
The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications
TL;DR: In this article, the authors argue that influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often not perceived by consumers as advertising and guarantees a wide reach to very engaged audiences.
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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