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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Does Influencer Marketing Really Improve Sustainable Brand Awareness and Sales
Nadia Ferina,Gede Sri,Luh Putu +2 more
TL;DR: In this paper, the authors conducted a qualitative study to determine whether influencer marketing can improve sustainable brand awareness and sales, especially for start-up businesses, and the results of the study indicate that influencers marketing affects the improvement of brand awareness temporally.
Journal ArticleDOI
Análisis de la capacidad de menores en España para reconocer los contenidos comerciales publicados por influencers.
TL;DR: Roozendal et al. as discussed by the authors present a study to identify elements of the dimensiones conceptuales y actitudinales presentes in the procesamiento that menores hacen del contenido generado by influencers.
Journal ArticleDOI
Engaging in Dialogues: The Impact of Comment Valence and Influencer-Viewer Interaction on the Effectiveness of YouTube Influencer Marketing
TL;DR: In this paper , the influence of negative comments on consumers and the strategy to combat the negativity was investigated, which revealed that negative comments have a strong influence on consumers, and if an influencer is actively replying to negative comments, the negative influence is likely to be mitigated.
Journal ArticleDOI
The Virtuous Cycle: Social Media Influencers’ Potential for Kindness Contagion
TL;DR: In this article , the authors introduce the concept of kindness contagion and conceptualize social media influencers' kind contagion cycle, including six authentic kindness practice forms in which influencers are most likely to reinforce their kindness-embedded relationship (e.g., posts of encouragement to be kind and kindness meditations).
Journal ArticleDOI
Application of Blockchain Technology to Podcast-Based Enterprise Content Marketing
TL;DR: In this article , the authors explore the potential of blockchain technology to enhance podcast content marketing and propose a new distributed podcast platform, which provides enterprises with a more robust podcast platform and more opportunities for niche creators to showcase and optimize the podcast platform as a useful advertising and marketing tool.
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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