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
Measuring social media influencer index- insights from facebook, Twitter and Instagram
TL;DR: A mechanism for measuring the influencer index across popular social media platforms including Facebook, Twitter, and Instagram is proposed and findings indicate that engagement, outreach, sentiment, and growth play a key role in determining the influencers.
Journal ArticleDOI
Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns:
TL;DR: In this article, the authors studied the factors that drive success of online brand engagement at different stages of the consumer purchase funnel and found that influencer marketing is prevalent in firm strategies.
Journal ArticleDOI
The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic
Journal ArticleDOI
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention
TL;DR: Results from a sample of 280 followers show that the perceived influential power of digital influencers not only helps to generate engagement but also increases expected value and behavioral intention regarding the recommended brands.
Journal ArticleDOI
Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs
TL;DR: Zhang et al. as discussed by the authors found that social media followers' emotional attachment to influencers is an important precedent that affects the followers' behavioral inclination to accept the SMIs' endorsements.
References
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Journal ArticleDOI
Implications of the Revised Definition of Marketing: From Exchange to Value Creation
Jagdish N. Sheth,Can Uslay +1 more
TL;DR: The distinctive difference between the 1985 and the 2004 American Marketing Association definitions of marketing is the lack of exchange as discussed by the authors, and a focus on creating and delivering value through customer relationships replaces the historical focus on the exchange paradigm.
Journal ArticleDOI
The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival
TL;DR: In this article, a structural equation modeling analysis reveals that attendee evaluation of festival quality positively influences satisfaction with the festival, and that satisfaction exerts a positive and direct influence on awareness of local wines and wineries.
Journal ArticleDOI
Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness
TL;DR: Using these features in blog writings appears to improve online readers’ trust toward and the credibility of sponsored recommendation posts and thus can be a vital online marketing tool for marketers.
News use across social media platforms 2016
TL;DR: For instance, a survey conducted by the Pew Research Center found that a majority of adults in the United States access their news on social media, with 18% doing so often as mentioned in this paper.
Book
The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
TL;DR: The New Rules of Marketing & PR as discussed by the authors is an international bestseller with more than 350,000 copies sold in over twenty-five languages and offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility and increase sales.
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