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