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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Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
TL;DR: In this paper, the authors developed a research model based on the theory of persuasion, which was constructed to investigate the relative weight of the parasocial relationship (PSR) formation between influencers and followers.
Journal ArticleDOI
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Sunghee Jun,Jisu Yi +1 more
TL;DR: In this paper, a cross-sectional survey of 282 social media users was conducted to estimate the conceptual model and found that influencer interactivity is positively related to influencer authenticity and emotional attachment.
Journal ArticleDOI
What Do Adolescents See on Social Media? A Diary Study of Food Marketing Images on Social Media.
TL;DR: An in-depth understanding of the social media messages that adolescents encounter on a daily basis is provided and light is shed on food norms typically communicated on social media by marketers, peers, and influencers.
Journal ArticleDOI
Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising
TL;DR: In the context of consumer interactions, consumer interactions are breaking the boundaries of basic assumptions about interpersonal communication, mass communication, and the concepts arising from the digital world as discussed by the authors, and consumer interactions break the assumptions of interpersonal communication and mass communication.
Journal ArticleDOI
The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly by David Merman Scott
TL;DR: The use of mobile technology and social media has affected our daily routine, life style, and decision-making processes as mentioned in this paper, and it has become a ubiquitous presence in our lives today.
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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