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
The Importance of Influencer-Message Congruence When Employing Greenfluencers to Promote Pro-Environmental Behavior
TL;DR: In this paper , the effects of influencer-message congruence on influencer credibility and pro-environmental intentions were examined and compared between micro- and meso- influencers.
Journal ArticleDOI
Supply–Demand Docking Joint Decision of Cross-border E-commerce under the Influence of Internet Celebrity
Rupert Wimmer,Rupert Wimmer +1 more
TL;DR: Wang et al. as mentioned in this paper proposed a business-to-business to-consumer (B2B2C) supply-demand docking business model and accordingly four incentive mechanisms (namely high-quality production incentive, Internet celebrity marketing incentive, equity sharing incentive and cooperative voting mechanism) to achieve the CBEC supply chain vertical integration.
Journal ArticleDOI
Source Credibility Theory: SME Hospitality Sector Blog Posting During the Covid-19 Pandemic
Zehra Serman,Julian Sims +1 more
TL;DR: In this paper , the authors examined the effect of using blogs to counter the detrimental effect of pandemic lockdowns and found that trustworthiness and reputation positively affects credibility, but promotional incentives and expertise do not affect credibility.
Journal ArticleDOI
Influence of Internet Celebrity Medical Experts on COVID-19 Vaccination Intention of Young Adults: An Empirical Study From China
TL;DR: Wang et al. as mentioned in this paper constructed a conceptual model of COVID-19 vaccination intention based on the professionalism, morality, interaction dimension, and information content of Internet celebrity medical experts, to generate perceived value by establishing a trusting relationship between them and the influenced people.
Journal ArticleDOI
Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study
TL;DR: In this paper , the authors identify the effect of various attributes of social networking that influence credibility and brand image, eventually leading to the purchase intention of consumers in Delhi NCR (National Capital Region), India.
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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