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
A Framework of Matching Algorithm for Influencer Marketing
TL;DR: A new business model was developed for increasing the demand and supply of video advertising and a matching algorithm based on the calculation of the relativity between enterprises and content producers was proposed.
Journal ArticleDOI
Instagram’da Nüfuzlunun İlgi Çekiciliğinin Marka Sadakati, Marka İmajı, Marka Farkındalığı ve Ağızdan Ağıza İletişim Üzerindeki Etkisinin Araştırılması
TL;DR: In this paper , Instagram nüfuzlusunu tanıyanlar ve paylaşımlarını görenlerinde üzerinde meydan getirdiği etkinin araştırılmasıdır. Elde edilen sonuçlar nüfeuzlunun ilgi çekiciliğinin pazarlama iletişimi amaçlarına ulaşmada önemli bir faktör olduğunu göstermektedir.
Journal ArticleDOI
Livsstil til salgs: om influensermarkedsføring på sosiale medier og hvordan ungdom påvirkes
Journal ArticleDOI
Human or virtual: How influencer type shapes brand attitudes
TL;DR: In this article , the authors identify a boundary condition: when virtual influencers use rational language (rather than emotional language) in their endorsements, the effect of influencer type on credibility perceptions of the influencers and attitude toward brands is eliminated.
Journal ArticleDOI
Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases
TL;DR: In this paper, a comparative study of Latvian and Cypriot influencers in the context of brand communication is presented, which analyzes the involvement of influencers and its features in theoretical and practical aspects.
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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