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 Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior
Da Ye Lee,Calvin Wan +1 more
TL;DR: In this paper , the authors examined the impact of content, influencer, and channel factors of mukbang live streaming on consumers' perceived value and subsequent impulse purchase and food consumption behavior.
Journal ArticleDOI
Home-based workouts in the era of COVID-19 pandemic: the influence of Fitness YouTubers' attributes on intentions to exercise
Hyung-Min Kim,Inje Cho +1 more
TL;DR: In this article , the structural relationship between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTube YouTubers (CIWFY).
Book ChapterDOI
Influencers on Instagram: The Influence of Disclosure, Followers and Authority Heuristic on Source Credibility
TL;DR: In this article, the authors investigated the influence of selected system-generated cues and user-generated content on the perceived credibility of an influencer as brand endorser and thus source to consumers on Instagram.
Journal ArticleDOI
Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior
TL;DR: In this paper, the authors investigate influencer marketing from a consumer perspective through a qualitative method with the help of semi-structured interviews, and find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior.
Journal ArticleDOI
Exploring the synergy between nano-influencers and sports community: behavior mapping through machine learning
TL;DR: The research findings reveal that users are inherently positive towards cybersecurity adoption in sports and the factors such as number of tweets, number of positive words contained in these tweets and the authenticity of the information source boost the pre-established tweeting behavior.
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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