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
‘My Mom Got Influenced by Yours’: The persuasiveness of mom influencers in relation to mothers' food assessments and decisions
Emma Beuckels,Steffi De Jans +1 more
TL;DR: In this paper , the authors investigated how mothers' food assessments and decisions for their children are affected by sponsored posts on social media and found that mothers like sponsored Instagram posts better when they are posted by a mom influencer compared to a brand.
Journal ArticleDOI
'The Big Women:' A Textual Analysis of Chinese Viewers’ Perception towards Femvertising Vlogs
TL;DR: Wang et al. as mentioned in this paper employed textual analysis to understand how Chinese viewers make sense of Bobbi Brown's ‘The Big Women’ vlog endorsed by the female vlogger Zhuzi on Weibo.
Journal ArticleDOI
Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers
TL;DR: In this paper , the authors investigate how ad disclosures and benefits appeals affect the credibility of sustainability influencers and the interest in sustainable products among young consumers, and find that highlighting personal benefits instead of ecological benefits increased the influencers' credibility compared to appeals emphasizing benefits for the environment.
Journal ArticleDOI
Impact of the pandemic on social media influencer marketing in fashion: a qualitative study
Kent Le,Gökhan Aydin +1 more
TL;DR: In this article , the authors explore whether influencers were impacted by diminishing perceived authenticity, market saturation or the prolonged pandemic, and investigate influencers' perception of the future of influencer marketing post-pandemic.
Journal ArticleDOI
importance of understanding the application of marketing strategy for household MSME products on social media networks
TL;DR: In this paper , a literature review aims to gain an in-depth understanding of many practical applications as a strategy to increase the marketing of small household business products, mainly social media networking applications.
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