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
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Employee influencer management: evidence from state-owned enterprises in Indonesia
N. Nurlaela Arief,Anne Gregory,Aria Bayu Pangestu,Dany Muhammad Athory Ramdlany,I Made Ariya Sanjaya +4 more
TL;DR: In this article , the authors explored how Indonesian state-owned enterprises select and manage employee influencers in order to engage more effectively with younger generations, and proposed a conceptual model of employee influencer management for Indonesia.
Journal ArticleDOI
Social Media Influencers and Consumer Engagement: A Review and Future Research Agenda
TL;DR: A systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement as discussed by the authors , which can be further used to test and validate the impact of social media marketing efforts on consumer engagement.
Journal ArticleDOI
Fake it and make it: How Gen Y and Z manage Facebook as a news source
Jessica Lichy,Maher Kachour +1 more
TL;DR: In this article, les internautes appartenant aux generations Y et Z and leur interaction face a contenu en ligne lors de la recherche and du partage d'information, and the results suggerent que Facebook avait une fonctionnalite et une valeur limitees pour promouvoir la participation of ces generations au partage de nouvelles et des informations.
Journal ArticleDOI
How Do Social Media Influencers Affect Digital Natives 2.0 To Travel Inside Egypt? Integrating the Theory of Planned Behavior and Elaboration Likelihood Model
TL;DR: In this article , the authors investigated the influence of social media influencers on travel behavioral intention among the Digital Natives 2.0, people born after 1990, in Egypt, through integrating the Elaboration Likelihood Model of persuasion and Theory of Planned Behavior, and investigated the influences of the central route, argument quality, and the peripheral route, attractiveness, and credibility, on the attitude towards tourism SMIs.
Journal ArticleDOI
Bridging the Trust Gap in Influencer Marketing: Ways to Sustain Consumers’ Trust and Assuage Their Distrust in the Social Media Influencer Landscape
Chung-Wha Ki,Tsz Ching Chow +1 more
TL;DR: In this paper , the authors used a mixed-method approach to investigate whether consumers experience attitudinal ambivalence in trust and distrust in the social media landscape, and if so, why.
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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