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
Digital influencers, social power and consumer engagement in social commerce
Pan Pan Wang,Qian Huang +1 more
TL;DR: In this article , the role of digital influencers in consumer engagement and purchase behavior in online social commerce communities was investigated, and the authors found that several forms of social power from digital influence from influencers (e.g., expert power, informational power, referent power and legitimate reciprocity power) could influence consumer engagement behaviors (including content participation and content creation).
Journal ArticleDOI
Anthropomorphism in CSR Endorsement: A Comparative Study on Humanlike vs. Cartoonlike Virtual Influencers’ Climate Change Messaging
TL;DR: In this article , the authors compared the persuasive power of virtual influencers with different humanness, and examined how humanness and endorser-CSR fit interplay in affecting source credibility via drawing upon the expectancy violation theory.
Journal ArticleDOI
The effect of stereotypical music on the customer selection of wine in an online environment
TL;DR: In this paper, the authors explore how sound influences consumer product selection in a digitalized setting and conclude that auditory stimuli strongly influence consumer selection. But only limited attention has been paid to the role and effects of audition in online marketing.
Book ChapterDOI
When Fake Becomes Real: The Innovative Case of Artificial Influencers
TL;DR: A detailed classification of computer-generated imagery influencers (CGIIs) according to the categories demographics, positioning, behaviour and brand collaborations, and followers is provided in this article.
Journal ArticleDOI
Analyzing Twitter Users' Behavior Before and After Contact by the Internet Research Agency
Upasana Dutta,Rhett Hanscom,Jason Shuo Zhang,Richard Han,Tamara Lehman,Qin Lv,Shivakant Mishra +6 more
TL;DR: In this paper, the authors compare the before and after behavior of contacted users to determine whether there were differences in their mean tweet count, the sentiment of their tweets, and the frequency and sentiment of tweets mentioning @realDonaldTrump or @Hillary Clinton.
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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