Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
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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
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Journal ArticleDOI
Atributos creativos del branded content: Análisis de piezas premiadas en “El Sol” (2015-2021). Creative attributes of branded content: Analysis of awarded pieces in "El Sol" (2015-2021)
TL;DR: In this paper , a modelo de registro analítico, fundamentado en teorías previas, has been diseñado, which is aplicado a una muestra constituida por las 23 piezas galardonadas con un gran premio and/or un oro en el Festival “El Sol” durante sus últimas seis ediciones.
Journal ArticleDOI
Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention
TL;DR: In this paper , the authors examined how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship.
Book ChapterDOI
Instagram Influencers in Social Media-Induced Tourism: Rethinking Tourist Trust Towards Tourism Destination
TL;DR: In this paper, a conceptual framework is proposed to describe the role of the Instagram influencer in inducing his/her followers to travel and suggests a guide for future research, where the influencers generate persuasive messages for their followers and are typically sources of credibility.
Journal ArticleDOI
Let’s Watch Live Streaming: How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing
TL;DR: In this paper , the authors explore if and how perceived Esports streamer credibility influences the audience's attitude toward the brand endorsed by the streamer and reveal how perceived expertise and trustworthiness of an Esports streamers affect viewer attitudes toward the promoted brands, with theoretical and practical implications outlined.
Journal ArticleDOI
The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement
TL;DR: In this paper , the authors investigated the relationship between parasocial interaction and purchase intention in hotel livestreaming and found that the viewers' self-congruence and value congruence with the hosts of livestreaming programmes enhanced their parasocial interactions, which in turn strengthened their emotional engagement.
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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