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Journal ArticleDOI

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

12 Feb 2019-Journal of Interactive Advertising (Routledge)-Vol. 19, Iss: 1, pp 58-73
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...
Citations
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Journal ArticleDOI
TL;DR: In this article , the authors analyse how male and female users' evaluations of social media fitness influencers and user health-related variables impact intentions to exercise with the social media influencer.
Abstract: Objective Social media fitness influencers are evolving into a new digital form of health communicators whom consumers might turn to for assistance with more physical activity and exercise at home, especially in the current COVID-19 crisis. Drawing from source credibility theory, social cognitive theory, protection motivation theory and literature on physical activity, physical fitness and gender, we analyse how male and female users’ evaluations of social media fitness influencers and user health-related variables impact intentions to exercise with the social media fitness influencer. Methods Two consecutive studies using male and female YouTube fitness influencers were carried out. Structural equation modelling was conducted to test the proposed models and estimate the path coefficients. Results Study 1 (N = 507) shows that the respective influencer's perceived trustworthiness, expertise and attractiveness are important for the influencer's evaluation, and that it is the perceived motivating power rather than the attitude toward the influencer that increases intentions to exercise for male and female users. Study 2 (N = 445) extends Study 1 and shows that physical fitness, training involvement with YouTube fitness videos and lower health increase behavioural intentions. A more negative body image also raises intentions to exercise, but only among female users. Conclusion Social media fitness influencers who are perceived as trustworthy, as experts and as attractive, can be effective for increasing men's and women's physical activity. Perceived motivating power of the influencer emerged as a key variable that predicts intentions to exercise. User health-related variables have different effects on intentions to exercise for men and women.

7 citations

Journal ArticleDOI
TL;DR: In this article, the authors explored consumer heterogeneity to understand how consumers derive value from the influencers they follow, and they used latent class segmentation to uncover six consumer segments that differ in why people follow and how they react to, influencers.
Abstract: Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media. Although a growing body of research focuses on what makes influencers effective, the authors took a step back to determine what drives consumers to follow influencers. To address two research questions, the authors explored consumer heterogeneity to understand how consumers derive value from the influencers they follow. Following a large-scale survey of consumers across five social media platforms (Facebook, Instagram, YouTube, Snapchat, and Twitter), the authors used latent class segmentation to uncover six consumer segments. These segments differ in why people follow, and how they react to, influencers. The findings provide both brands and influencers with insights that can guide better management of influencer–consumer relationships.

6 citations

Journal ArticleDOI
TL;DR: The main focus of research studies assessing consumers' attitudes toward advertising has shifted to social media platforms, replacing traditional advertising as discussed by the authors. In this regard, Instagram is considereable...
Abstract: The main focus of research studies assessing consumers’ attitudes toward advertising has shifted to social media platforms, replacing traditional advertising. In this regard, Instagram is considere...

6 citations


Cites background from "Influencer Marketing: How Message V..."

  • ...The three antecedents of advertising values i.e., informativeness, credibility, and entertainment help in understanding and explaining the consumers’ opinions toward advertising (Ducoffe, 1996; Lou & Yuan, 2019; Murillo et  al., 2016)....

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  • ...…recent studies have found that the component of irritation is a non-robust predictor of advertising value because it only exposes consumers’ adverse reactions to inappropriately conveyed web advertising communication (Edwards et  al., 2002; Hamouda, 2018; Lou & Yuan, 2019; Sun et  al., 2010)....

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Journal ArticleDOI
TL;DR: In this article, the effects of message type and sponsorship disclosure of prescription drug influencer marketing on consumers' attitude toward the ad and behavioral intentions were examined. The authors examined the effect of message types and sponsored disclosure on consumer attitudes toward the advertisement and the sponsored intentions.
Abstract: This study examined the effects of message type and sponsorship disclosure of prescription drug influencer marketing on consumers’ attitude toward the ad and behavioral intentions. The Persuasion K...

6 citations


Cites background from "Influencer Marketing: How Message V..."

  • ...For example, a study by Lou and Yuan (2019) found that information and entertainment values of SMIs’ posts positively affected followers’ trust in the SMI’s posts, which then led to awareness and intention to purchase the brand mentioned in the posts....

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  • ...Research has shown that SMIs can induce their followers to perform favorable behaviors for a brand, such as increasing brand awareness (Lou & Yuan, 2019), generating more positive attitudes (Lu et  al., 2014), and increasing purchase intention (Boerman et  al., 2017)....

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Journal ArticleDOI
TL;DR: The presented evidence demonstrates that the application of digital marketing tools to create campaigns on social media, armed with professional influencers, can efficiently consolidate this program to eliminate viral hepatitis worldwide.
Abstract: New technologies are supported by the global implementation of the internet. These improvements have deeply affected various disciplines of sciences and consequently changed services such as daily business, particularly health sectors. Innovative digital marketing strategies utilize the channels of social media and retrieved user data to analyze and improve relevant services. These multidisciplinary innovations can assist specialists, physicians and researchers in diagnostic, prophylaxis and treatment issues in the health sector. Accordingly, compared to recent decades, health decision makers are more accurate and trustful in defining new strategies. Interestingly, using social media and mobile health apps in current pandemics of SARS-CoV-2 could be an important instance of the key role of these platforms at the local and global level of health policies. These digital technologies provide platforms to connect public health sectors and health politicians for communicating and spreading relevant information. Adding influencers and campaigns to this toolbox strengthens the implementation of public health programs. In 2016, the WHO adopted a global program to eliminate viral hepatitis by 2030. Recent constructive measures that have been used in the battle against COVID-19 could be adopted for the elimination of viral hepatitis program. The presented evidence in our narrative review demonstrates that the application of digital marketing tools to create campaigns on social media, armed with professional influencers, can efficiently consolidate this program. The application of different strategies in using these popular tools will raise the public awareness about viral hepatitis. Subsequently, the availability of an effective vaccine for HBV and antiviral medication for HCV can motivate the audience to take steps towards prophylaxis and screening methods against these infectious illnesses. The encouragement of health policy makers to apply digital communication technologies and comprehensive roadmaps to implement this global program will certainly decrease the burden of viral hepatitis worldwide.

6 citations

References
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Journal ArticleDOI
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

Journal ArticleDOI
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

Journal ArticleDOI
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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Trending Questions (2)
How message value and credibility affect consumer trust of branded content on social media?

The paper states that the informative and entertainment value of influencer-generated posts, along with influencers' credibility components, positively affect followers' trust in influencer-generated branded posts.

When users pay close attention to influencer content, they tend to have greater recall and trust?

Yes, when users pay close attention to influencer content, they are more likely to have greater recall and trust.