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
Identifying influencers on social media
Paul Harrigan,Timothy M. Daly,Kristof Coussement,Kristof Coussement,Julie A. Lee,Geoffrey N. Soutar,Uwana Evers +6 more
TL;DR: Findings show that market mavens (when compared to non-mavens) have more followers, post more often, have less readable posts, use more uppercase letters, use less distinct words, and use hashtags more often.
Journal ArticleDOI
I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type
Jung Ah Lee,Matthew S. Eastin +1 more
TL;DR: In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands as mentioned in this paper, and this research exa...
Journal ArticleDOI
Understanding followers’ stickiness to digital influencers : The effect of psychological responses
TL;DR: The findings indicate that both wishful identification and parasocial relationships have significant but different impacts on followers’ stickiness in different genres of influencers’ revenue models.
Journal ArticleDOI
Understanding the relationships between social media influencers and their followers: the moderating role of closeness
TL;DR: In this article, the role of closeness and the relationship between social media influencers and their followers was explored, and it was found that closeness moderated the effect of attractiveness and likeability on attitudes toward the influencer, word-of-mouth and purchase intentions.
Journal ArticleDOI
Understanding influencer marketing: The role of congruence between influencers, products and consumers
TL;DR: In this paper, the congruence among influencers, consumers, and sponsored brands was investigated to understand consumers' behavioral intentions when they encounter product recommendations from fashion influencers on Instagram.
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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