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
Heuristic processing can bias systematic processing : effects of source credibility, argument ambiguity, and task importance on attitude judgment
TL;DR: High- and low-task-importance Ss read a strong or weak unambiguous message or an ambiguous message that was attributed to a high- or low-credibility source, confirming that heuristic processing can bias systematic processing when evidence is ambiguous and implications for persuasion and other social judgment phenomena are discussed.
Journal ArticleDOI
Measuring Attitude toward the Brand and Purchase Intentions
Nancy Spears,Surendra N. Singh +1 more
TL;DR: In this article, the authors developed measures of attitude toward the brand (Ab) and purchase intentions (PI) and assessed their psychometric validity within a well-established, attitude towards the ad theoretical framework.
Proceedings ArticleDOI
Who are the crowdworkers?: shifting demographics in mechanical turk
TL;DR: How the worker population has changed over time is described, shifting from a primarily moderate-income, U.S. based workforce towards an increasingly international group with a significant population of young, well-educated Indian workers.
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