Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Citations
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6 citations
Cites background from "Influencer Marketing: How Message V..."
...…productos, bienes o servicios, así como, cualquier contenido informativo; en donde los influencers suben sus publicaciones con toques estéticos personales y giros de personalidad, que generalmente crean una experiencia agradable (valor de entretenimiento), para sus seguidores (Chen & Shupei, 2018)....
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...Credibilidad de influencia De acuerdo con los influencers de las redes sociales como micro-endorsers en comparación con los patrocinadores famosos más grandes (Chen & Shupei, 2018)....
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...Por otro lado, un influencer debe poseer varios elementos: el valor de contenido publicitario, credibilidad de influencia y confianza percibida, como lo detalla (Chen & Shupei, 2018)....
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...Para (Chen & Shupei, 2018) los influencers de las redes sociales son personalidades en línea con un gran número de seguidores, en una o varias plataformas de redes sociales, como: YouTube, Instagram, Vine, Snapchat o blogs personales; y que tienen influencia en sus seguidores al poseer cierta…...
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6 citations
6 citations
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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"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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