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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Journal ArticleDOI
Social media influencer popularity and authenticity perception in the travel industry
Sally Rao Hill,Bora Qesja +1 more
TL;DR: In this paper , the authors investigated the effect of SMI popularity on consumers' purchase intention as an outcome of authenticity perception, considering the moderating role of social media influencers perceived motive.
Book ChapterDOI
Recommendation or Advertisement? The Influence of Advertising-Disclosure Language with Pictorial Types on Influencer Credibility and Consumers’ Brand Attitudes
Xinyi Deng,Mengjun Li,Ayoung Suh +2 more
TL;DR: Zhang et al. as discussed by the authors explored how different combinations of advertising-disclosure conditions and pictorial types can affect social media influencer credibility and consumers' brand attitudes, and found that a post that disclosed sponsorship significantly decreased influencers' credibility and consumer's brand attitudes compared to a post without any disclosure.
Journal ArticleDOI
Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus
TL;DR: In this article , the authors systematically synthesize and critically evaluate extant knowledge of social media marketing extracted from 418 articles published during the period 2009-2021, and use an organizing framework focusing on five key areas of Social Media marketing research.
Sikap Pada Iklan Media Sosial Instagram dan Kesadaran Merek Terhadap Niat Pembelian Pada Generasi Y dan Z
TL;DR: Penelitian in this paper bertujuan untuk menganalisis efektivitas iklan di Instagram dalam meningkatkan kesadaran merek and niat pembelian produk untuk konsumen generasi Y and Z.
Journal ArticleDOI
Ranking Micro-Influencers: A Multimedia Framework with Multi-Task and Interpretable Architectures
TL;DR: A novel multi-task learning framework to improve the state of the art in micro-influencer ranking based on multimedia content and provides an effective visual method for interpreting the model’s decisions, which can also be used to inform brands’ media strategies.
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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