Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

doi:10.1080/15252019.2018.1533501

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Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Journal Article•DOI•

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Chen Lou¹, Shupei Yuan²•Institutions (2)

Nanyang Technological University¹, Northern Illinois University²

12 Feb 2019-Journal of Interactive Advertising (Routledge)-Vol. 19, Iss: 1, pp 58-73

TL;DR: 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.

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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...

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Journal Article•DOI•

Measuring social media influencer index- insights from facebook, Twitter and Instagram

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Anuja Arora¹, Shivam Bansal, Chandrashekhar Kandpal, Reema Aswani², Yogesh K. Dwivedi³ - Show less +1 more•Institutions (3)

Jaypee Institute of Information Technology¹, Indian Institute of Technology Delhi², Swansea University³

01 Jan 2019-Journal of Retailing and Consumer Services

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.

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274 citations

Journal Article•DOI•

Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns:

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Christian Hughes, Vanitha Swaminathan, Gillian Brooks

04 Jun 2019-Journal of Marketing

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.

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Abstract: Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The fi...

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255 citations

Cites background from "Influencer Marketing: How Message V..."

...Lou and Yuan (2019) demonstrate the importance of message content, source credibility, and homophily in influencer marketing....
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Journal Article•DOI•

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

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Chung Wha ‘Chloe’ Ki¹, Youn-Kyung Kim²•Institutions (2)

Hong Kong Polytechnic University¹, University of Tennessee²

01 Oct 2019-Psychology & Marketing

209 citations

Journal Article•DOI•

The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention

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David Jiménez-Castillo¹, Raquel Sánchez-Fernández¹•Institutions (1)

University of Almería¹

01 Dec 2019-International Journal of Information Management

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.

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200 citations

Journal Article•DOI•

Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs

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Chung Wha ‘Chloe’ Ki¹, Leslie M. Cuevas², Sze Man Chong¹, Heejin Lim²•Institutions (2)

Hong Kong Polytechnic University¹, University of Tennessee²

01 Jul 2020-Journal of Retailing and Consumer Services

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.

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185 citations

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References

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Journal Article•DOI•

Social media advertising value: The case of transitional economies in Southeast Asia

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William Van Tien Dao¹, Angelina Nhat Hanh Le², Julian Ming Sung Cheng¹, Der Chao Chen¹•Institutions (2)

National Central University¹, Vietnamese-German University²

01 Jan 2014-International Journal of Advertising

TL;DR: In this article, the antecedents of social media advertising value and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia were investigated, and the results showed that the advertising value had a significant impact on online purchasing intention.

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Abstract: This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. More...

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138 citations

"Influencer Marketing: How Message V..." refers background or methods or result in this paper

...Dao et al. (2014) examined how social media advertising value affected consumers’ online purchase intentions....
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...This finding is only partly consistent with the claims of a recent study (Dao et al. 2014) in which researchers examined the antecedents of social media advertising’s value in Southeast Asia....
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...…model to account for the effects of influencer marketing on SNSs. Compared with previous studies that have applied advertising value models (e.g., Dao et al. 2014; Dehghani et al. 2016; Lee et al. 2016; Zha, Li, and Yan 2015), this SMIV model extends its theoretical arguments further to account…...
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Posted Content•DOI•

Changing needs for brands

[...]

Stuart J. Agres, Tony M. Dubitsky

01 Jan 1996-Journal of Advertising Research

TL;DR: The authors argue that marketers should create and leverage the power of the brand to realize anything more than commodity margins and that failing to do so will force marketers to seek lowest-cost provider status, to compete against other goods or services primarily on price, and to realize no more than a commodity margin.

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Abstract: As we move into the next millennium, we are already seeing economic and marketing shifts—the move toward supply-dominated economies and the loosening of constraints on commerce across geopolitical boundaries—that are gaining momentum worldwide. These shifts will demand that marketers create and leverage the power of the brand to realize anything more than commodity margins. Failing to do so will force marketers to seek lowest-cost provider status, to compete against other goods or services primarily on price, and to realize no more than commodity margins.

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137 citations

Journal Article•DOI•

Credibility of a peer endorser and advertising effectiveness

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Juha Munnukka, Outi Uusitalo, Hanna Toivonen

09 May 2016-Journal of Consumer Marketing

TL;DR: In this article, the authors explored the formation of peer-endorser credibility and its influence on attitude formation and found that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers' attitude toward an advertisement and a brand.

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Abstract: Purpose Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined. Design/methodology/approach A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated. Findings The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement. Originality/value The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.

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135 citations

"Influencer Marketing: How Message V..." refers background or methods in this paper

...This study measured the four dimensions of an influencer’s credibility with items extracted from Munnukka, Uusitalo, and Toivonen (2016)....
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...…effect of advertising on consumers in such outcomes as consumers’ attitudes toward ads, their attitudes toward brands (e.g., Lafferty, Goldsmith, and Newell 2002; Lee and Koo 2015; Munnukka, Uusitalo, and Toivonen 2016), and their perceptions of brand equity (Dwivedi, Johnson, and McDonald 2015)....
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...In this study, we aim to test such relationships empirically; therefore, we propose four dimensions of influencer credibility (Munnukka, Uusitalo, and Toivonen 2016) that will affect followers’ trust in influencers’ branded posts: H2: Influencers’ credibility components (a) expertise, (b)…...
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Journal Article•DOI•

Factors affecting consumers' trust in online product reviews

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Pradeep Racherla¹, Munir Mandviwalla², Daniel J. Connolly³•Institutions (3)

West Texas A&M University¹, Temple University², University of Denver³

01 Mar 2012-Journal of Consumer Behaviour

TL;DR: In this article, the authors apply the uncertainty reduction theory from communication to delineate the antecedents of consumers' trust in online product reviews, and test the competing effects of information content (argument quality) and social component (perceived background similarity).

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Abstract: In this study, we apply the uncertainty reduction theory from communication to delineate the antecedents of consumers' trust in online product reviews We test the competing effects of information content (argument quality) and social component (perceived background similarity) on consumers' trust in reviews We also hypothesize that the strength of the effect is moderated by consumers' involvement To test the hypotheses, we adopted a 2 × 2 × 2 repeated measures experimental design The results show that both argument quality and perceived similarity contribute to increased trust but in varying degrees The results provide mixed support to the moderating role of involvement While argument quality played an important role in the high involvement mode, perceived similarity explained more variance in the low involvement mode We discuss the implications of these results for both research and practice Copyright © 2012 John Wiley & Sons, Ltd

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125 citations

"Influencer Marketing: How Message V..." refers background in this paper

...Racherla, Mandviwalla, and Connolly (2012) investigated consumers’ trust in online product reviews and argued that message argument quality (a content element) and perceived background similarity (reflecting a social element) contributed to increased trust....
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Journal Article•DOI•

The Role of Trust in Customer Relationships: Asking the Right Questions

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Deborah Cowles¹•Institutions (1)

Virginia Commonwealth University¹

01 Dec 1996-Asia-Australia Marketing Journal

TL;DR: In this article, the authors take an in-depth look at the meaning of trust in customer relationships by drawing from the economics and communications literatures, where researchers distinguish between concepts of trustworthiness and trusting behaviour.

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123 citations

"Influencer Marketing: How Message V..." refers background in this paper

...Numerous disciplines, including communication, marketing, politics, sociology, and psychology, among others, have examined trust, as a broad and elusive term (Cowles 1997; Fisher, Till, and Stanley 2010)....
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