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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News use across social media platforms 2017
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.
Journal ArticleDOI
Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product
Wayne D. Hoyer,Steven P. Brown +1 more
TL;DR: This paper found that consumers with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness, when quality differences exist among competing brands, consumers may pay a price for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort.
Journal ArticleDOI
Use of structural equation modeling in operations management research: Looking back and forward ☆
TL;DR: It is found that while SEM is a valuable tool for testing and advancing OM theory, OM researchers need to pay greater attention to these highlighted issues to take full advantage of its potential.
Journal ArticleDOI
Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude
TL;DR: In this paper, the authors found that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular, while if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers' likeability.
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