Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
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.
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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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.
274 citations
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.
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...
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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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.
200 citations
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.
185 citations
References
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01 Jan 2019
46 citations
TL;DR: In this article, the authors proposed wardrobe utilization as a means of explaining consumer clothing use behavior, and explored its relationship with other antecedent variables, such as fashion innovativeness and fashion involvement, and found that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes.
Abstract: This study proposed wardrobe utilization as a means of explaining consumer clothing use behaviour, and aimed to explore its relationship with other antecedent variables We posit that use innovativeness functions as an antecedent of wardrobe utilization within a model comprised of fashion-related variables, such as fashion innovativeness and fashion involvement An empirical study was conducted to test this relationship with 211 adult women between the ages of 20 and 40 years In order to calculate wardrobe utilization, the number of clothing items worn by each respondent was divided by the total number of clothes that the respective respondent owns The findings of this study revealed a measureable effect of use innovativeness on wardrobe utilization and apparel purchase behaviour In addition, fashion innovativeness and fashion involvement was shown to affect use innovativeness; however, the two variables did not have a significant impact on influencing wardrobe utilization These results showed that use innovativeness plays a role of the full mediator variable in the path from fashion involvement and fashion innovativeness to wardrobe utilization These also indicated that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes Finally, the impact of purchase behaviour on wardrobe utilization was dismissed, as purchase behaviour and use behaviour were found to be clearly distinguished from one another Clothing utilization is related to the life cycle of clothes including their purchase, usage and disposal And in better understanding clothing utilization, the needless waste of clothing would be reduced and would encourage better management of clothes after their purchase In the context of the product life cycle, this study of clothing use behaviour can assist in building a more sustainable environment for the textile and fashion industry
35 citations
"Influencer Marketing: How Message V..." refers background in this paper
...In addition, we measured the participants’ involvement level in social media influencer following by asking them to indicate their agreement to five statements, such as “Following their posts/updates on social media is a significant part of my life” (Choo et al. 2014)....
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TL;DR: In this paper, the structural relationships among the variables of advertising value, attitude toward advertising, attitude towards the brand, and purchase intention in the context of golf products were examined, and the structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation.
Abstract: We examined the structural relationships among the variables of advertising value, attitude toward advertising, attitude toward the brand, and purchase intention in the context of golf products. The sample ( N = 357) comprised members of 6 golf ranges in 2 major provinces in Korea. Structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation. Further, attitude toward advertising and attitude toward the brand played mediating roles in the relationship between advertising value components and purchase intention. We have redefined Ducoffe’s outcome advertising value model in a golf-product advertising context and shed light on how consumers of these products form purchase intentions through tripartite advertising values.
26 citations
"Influencer Marketing: How Message V..." refers methods in this paper
...…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 not only for the roles advertising…...
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...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 not only for the roles advertising content factors play (i....
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Dissertation•
01 Jan 2017
TL;DR: In this article, the authors investigate how influencer marketing affects consumers' purchase intentions based on the theoretical framework Theory of Reasoned Action, and they show that it has no direct effect on consumers purchase intention and that it is not a more efficient marketing strategy than regular online advertisement.
Abstract: Influencer marketing has been experiencing a wave of popularity the last years, and predicted to be the marketing strategy of 2017. Since influencer marketing is a relatively new term, it has no academic definition, and a scarce theoretical foundation exists. Earlier research on influencer marketing has mainly focused on identifying influencers and if they are perceived to be credible. To the best of our knowledge there has been no research investigating the relationship between influencer marketing and purchase intention. Therefore, this master thesis sets out to investigate how influencer marketing affects consumers’ purchase intentions based on the theoretical framework Theory of Reasoned Action. By studying how influencer marketing affects the theoretical framework, we combine the fields of marketing strategy with consumer behaviour. In addition, we have examined how influencer marketing measures up against regular online advertisement. A modified experiment was conducted through the means of an online questionnaire distributed through Facebook. The questionnaire generated responses from 180 respondents, and the results show as expected that influencer marketing positively influences consumers’ “attitude towards the behaviour”, and has no effect on consumer “subjective norm” in the Theory of Reasoned Action framework. However, more surprisingly the results show that influencer marketing has no direct effect on consumers purchase intention, and that influencer marketing is not a more efficient marketing strategy than regular online advertisement. Still, we encourage more research into the field of influencer marketing to further examine this result.
22 citations