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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Study on the Impact of Online Live Broadcast on College Students’ Consumption
Yang Yashu,Wang Tiantian +1 more
TL;DR: In this paper, a questionnaire was conducted on 736 college students, showing the current situation of college students watching network broadcast, and it was found that the network broadcast has a high degree of familiarity and popularity among college students.
Journal ArticleDOI
Functional interlopers: Lifestyle journalists' discursive construction of boundaries against digital lifestyle influencers
TL;DR: In this paper , the authors conducted interviews with lifestyle journalists from Singapore to understand where lifestyle journalists situate digital lifestyle influencers within the field of lifestyle journalism, and what types of boundary-making strategies these journalists employ in reaction to such influencers.
Journal ArticleDOI
Reach maximization for social lotteries
TL;DR: It is argued that the impact of social influence programs, in particular those that promote a pro-environmental behavior, can be enhanced with direct incentives distributed in a random manner to adopters of the favored behavior according to their efforts.
Journal ArticleDOI
The determinants of Tunisian influencer-mompreneurs’ success: an exploratory study of a new form of female web entrepreneurship on Instagram
TL;DR: In this article , a qualitative exploratory study was conducted through semistructured interviews with 20 female followers of three successful influencer-mompreneurs to identify the determinants of their success.
The Role of Influencer Marketing to Improve Organizational Performance and its Impact on Purchasing Decisions
TL;DR: In this article, the role of influencers had a positive and significant effect on organizational performance and purchasing decisions, and the role has a positive effect on organisational performance through mediation of purchasing decisions.
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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