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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Journal ArticleDOI
The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness
TL;DR: In this article , the effects of digital marketing forms on customer attitudes toward digital marketing and purchase intention were investigated. And the results showed that brand awareness only moderates the relationship between attitude toward digital advertising and customer purchase intention.
Book ChapterDOI
Kommunikation, Medien und Massenmedien: Grundbegriffe und Konzepte für die Unternehmenskommunikation
Journal ArticleDOI
Managing the Transparency Paradox Of Social-Media Influencer Disclosures
TL;DR: The authors investigated the moderating role of sponsorship disclosure in understanding large communities' perceptions of authenticity and engagement, and found that disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).
Book ChapterDOI
Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns
Yi Xuan Ong,Tao Sun,Naoya Ito +2 more
TL;DR: In this article , the authors examined how consumers perceive content produced by social media influencers, a key component of destination marketing campaigns, and the effect of parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs.
Journal ArticleDOI
Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing
TL;DR: In this article, the authors examined the relative effect of two types of digital content marketing on brand defense, taking into consideration the mediation effect of behavioral engagement and the moderation effect of age generation.
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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