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
All hype or the real deal? Investigating user engagement with virtual influencers in tourism
TL;DR: In this article , the authors examined salient source and content attributes that stimulate Instagram users' engagement with virtual influencers in a tourism context and found that posts from human-like influencers that combine images of tourism settings with rational messages attract the most engagement from the audience.
Journal ArticleDOI
Information credibility and organizational feedback; a solution to plethora of consumer advocacy, brand avoidance and community usefulness
TL;DR: In this article, the mediating role and impact of organizational feedback on consumer advocacy, brand avoidance and usefulness for society in the implicit perspective was investigated. But, the study revealed that information credibility does not moderate the relationship between consumer advocacy and brand avoidance.
Journal ArticleDOI
The Influence of a Brand’s Visual Content on Consumer Trust in Social Media Community Groups
TL;DR: In this article, the authors investigated the influence of visual content on the building of trust in brands among social media community groups and found that engagement with the brand-created content by community groups may be viewed as a proxy variable when studying the consumer confidence in a brand within consumer groups.
Book ChapterDOI
Kommunikation, Medien und Massenmedien: Grundbegriffe und Konzepte für die Unternehmenskommunikation
Journal ArticleDOI
Intentional ad-viewing to support video creators on digital video-sharing platforms
Eunah Kim,Jisu Huh +1 more
TL;DR: The authors explored intentional ad-viewing on digital video-sharing platforms and focused on a novel type of adviewing behavior to support video creators, in-depth interviews with 20 YouTube users.
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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