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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Parasocial relations and social media influencers' persuasive power. Exploring the moderating role of product involvement.
TL;DR: In this paper , the authors explore the impact of follower status on parasocial relations with SMIs considering the moderating role of the involvement with the product the SMI is advertising on Instagram.
Journal ArticleDOI
The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram
Ran Huang,Sejin Ha +1 more
TL;DR: In this paper, the authors investigated consumers' cognitive processing of visually appealing digital content in social media (i.e., Instagram) of retail brands and found that both comprehension fluency and imagery fluency positively influence mental imagery.
Journal ArticleDOI
Influencers' “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty
TL;DR: Zhang et al. as discussed by the authors conducted two studies across different influencers, product categories, and respondents' gender and tested the hypotheses using covariance-based and partial least square structural equation modeling.
Journal ArticleDOI
Online service failure: antecedents, moderators and consequences
Mohd Adil,Mohd Sadiq,Charles Dickens Pirithiviraj Jebarajakirthy,Haroon Iqbal Maseeh,Deepak Sangroya,Kumkum Bharti +5 more
TL;DR: In this paper , a systematic review of the online service failure literature is presented and a conceptual framework integrating the frequently reported antecedents, mediators, moderator and consequences in the extant literature is developed.
Journal ArticleDOI
Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z
TL;DR: In this article , the authors identify the possibility of using influencer marketing to promote green energy in the perspective of Generation Z in Poland, which is the generation that spends a lot of time on various social media channels, and the content posted there is a source of information, inspiration and motivation for them.
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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