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
Evaluating the influence of YouTube advertising for attraction of young customers
TL;DR: The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising, which affects both brand awareness and purchase intention of consumers accordingly.
Journal ArticleDOI
Measuring Trust In Advertising
TL;DR: The ADTRUST Scale as mentioned in this paper is a 20-item Likert-formatted measure of consumer trust in advertising, with four distinct factors: reliability, usefulness, affect, and willingness to rely on.
Journal ArticleDOI
Customer Satisfaction and Loyalty in E-Markets: A PLS Path Modeling Approach
TL;DR: In this paper, the authors investigated the factors that drive customer satisfaction and loyalty in e-markets and found that the positive effect of satisfaction on loyalty is moderated by customer trust and inertia.
Book
Influencer Marketing: Who Really Influences Your Customers?
Duncan Brown,Nick Hayes +1 more
TL;DR: The authors in this article show that most of the money spent on the wrong people, leaving the real influencers all too often untouched, is being spent on people who do not do the buying, are not obvious, cannot be bought and start off neutral.
Journal ArticleDOI
Celebrity endorsement, self-brand connection and consumer-based brand equity
TL;DR: In this paper, a conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity, which is positively moderated by the degree of consumer-perceived endorser-brand congruence.
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