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
Using Influencers to Build Self–Brand Connections: The Impact of Influencer Presence, Ad Source, and Consumer Age
Jamie L. Grigsby,Jenifer Skiba +1 more
TL;DR: In this article , the authors explored how influencer presence and ad source interact with consumer age to influence self-brand connections and found that the effectiveness of influencers is limited for younger consumers.
Journal ArticleDOI
Influencer Marketing and Consumer Behaviour: A Systematic Literature Review
TL;DR: In this article , a systematic literature review has been conducted from the period of 2016 to 2021 based on 65 articles from the ABDC journal to fetch relevant research themes, methodology, theories, variables, antecedents and consequences and potential research gaps.
Journal ArticleDOI
Apakah Influencer Marketing berpengaruh pada Pengambilan Keputusan Pembelian di Marketplace Shopee pada Generazi Z?
TL;DR: Kunci et al. as discussed by the authors conducted a survey with a descriptive approach with survey research methods to social media users who use the shopee marketplace as a place to shop and found that influencer marketing has an impact on their followers on purchasing decisions.
Proceedings ArticleDOI
The Impact of Influencers’ Credibility Towards Purchase Intention
TL;DR: In this article , the authors analyzed influencers' credibility, including attractiveness, trustworthiness, and expertise and their impact on purchase intention on the shopee marketplace during the Covid-19 pandemic.
Journal ArticleDOI
The development of reputational capital – How social media influencers differ from traditional celebrities
TL;DR: In this article , the authors investigated the relationship between celebrities and social media influencers and found that celebrities' perceived weak parasocial relationship/interaction with consumers can be detrimental to their effectiveness yet has little impact on traditional celebrities' influence.
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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