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Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
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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
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Attractive females versus trustworthy males: Explore gender effects in social media influencer marketing in Saudi restaurants
TL;DR: In this paper , the authors explored the underlying mechanism of social media influencer marketing in the context of independent restaurants in Arab and Islamic culture and found that prototype clarity, self-prototypicality, and trust positively affect an influencer's social attraction.
Journal ArticleDOI
La transparencia publicitaria en los influencers de las redes sociales
TL;DR: In this paper, the authors used the source credibility theory and the institutional theory with the aim of exploring the perceptions of social media influencers regarding the transparency of the content they advertise.
Journal ArticleDOI
How YouTube Influencers Impact Customers' Purchase Intention: An Empirical Study of Cosmetic Brands in Vietnam
TL;DR: In this article, the authors investigated the impact of heuristic factors on customers' perception of information credibility of influencers on YouTube channels, and the association between customers perceived credibility and brand attitude, brand credibility, and purchase intention of cosmetic products in Vietnam.
Journal ArticleDOI
Patient Influencers: The Next Frontier in Direct-to-Consumer Pharmaceutical Marketing
TL;DR: In this paper , the authors highlight and define terms used in industry practice, and also call for more investigation and sets forward a research agenda, highlighting the ethical dilemmas of direct-to-consumer advertising.
The Role of Social Media Influencers in Public Health Communication: Case COVID-19 Pandemic
TL;DR: In this article , the authors used the two-step flow of communication model and social influence theory to analyze research data that consisted of 96 Instagram posts, 108 Instagram Stories and 1097 comments.
References
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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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