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
More filters
Journal ArticleDOI
Promoting Sustainable Lifestyle Habits: “Real Food” and Social Media in Spain
TL;DR: Exposure to content created by health professionals, and posted on social media, influences consumers' attitudes, with the results suggesting that trust in the content shared, the perceived credibility of the professional sharing the information and the informative value determine the strength with which consumers acquire more knowledge about endorsed products.
Journal ArticleDOI
The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers
Journal ArticleDOI
Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?
Journal ArticleDOI
Determinants of smartphone brand switching intention of consumers in Hong Kong
Journal ArticleDOI
The social brain of social media – a physiological boundary to the number of online relations
TL;DR: In this article, the authors introduced a mathematical model for the development of follower numbers and the number of followed accounts regarding users/influencers of Social Media platforms, and empirically validated the theoretical upper bound by using a representative data set of 255 influencers on Instagram from the field of women's fashion.
References
More filters
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.
Related Papers (5)
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Elmira Djafarova,Chloe Rushworth +1 more