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
Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining
TL;DR: In this paper , a systematic review of the literature on hotel marketing management is presented, which provides evidence that hotel marketing contributes to organizational performance and satisfaction, and provides insights into how hotel operators can successfully implement it.
Book ChapterDOI
The Relevance of Social Media and Corporate Influencers as Potential Change Agents in Corporate Communications
Book ChapterDOI
Business Is Business: The Difference in Perception of Influencer’s Morality Between Generation Y and Z
TL;DR: In this article, the results of four focus groups among members of Generations Y and Z showed there are four types of unethical conduct noticed, and they vary depending on the respondent's age.
Proceedings ArticleDOI
The Influence of Attitude Factors Toward Beauty Influencer on Brand Attitude and Consumers’ Repurchase Intention
TL;DR: In this article, the authors examined how attitudes toward beauty influencers can stimulate consumer attitudes towards brands and repurchase intentions and found that the factors that influence consumer attitudes toward influencers identify as having the power for several changes.
Journal ArticleDOI
How Instagram Influencers Contribute to Consumer Travel Decision: Insights from SEM and fsQCA
TL;DR: Doi et al. as mentioned in this paper investigated the role of social media influencers (SMIs) in influencing travel behaviors and found that highly attractive SMI and similarity with followers can lead to parasocial interactions.
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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