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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Open Access

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Journal Article•DOI•

The contribution of studies of source credibility to a theory of interpersonal trust in the communication process

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Kim Giffin

01 Aug 1967-Psychological Bulletin

TL;DR: A theory of the dimensions of interpersonal trust in communication is presented in this paper, which is based on a listener's perceptions of a speaker's expertness, reliability, intentions, activeness, personal attractiveness, and the majority opinion of the listener's associates.

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Abstract: Interpersonal trust in the communication process is denned as reliance upon the communication of another person in order to achieve a desired but uncertain objective in a risky situation. A theory of the dimensions of interpersonal trust in communication is presented. Experimental studies of ethos and factor-analytic studies of source credibility support the hypothesis that interpersonal trust is based upon a listener's perceptions of a speaker's expertness, reliability, intentions, activeness, personal attractiveness, and the majority opinion of the listener's associates. The word "trust" has been prominent in our vocabulary for years; however, the concept is somewhat similar to Mark Twain's notion of the weather: Everybody knows about trust, but few people have studied it. The term is used to indicate one's attitude toward such things as paper money, dogs, line fences, and women.

...read moreread less

735 citations

Journal Article•DOI•

Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

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Elmira Djafarova¹, Chloe Rushworth¹•Institutions (1)

Northumbria University¹

01 Mar 2017-Computers in Human Behavior

TL;DR: The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users, however, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities.

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693 citations

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

...In particular, Djafarova and Rushworth (2017) used the results of their in-depth interviews to argue that Instagram users’ trust in celebrities’ product reviews was shaped by the celebrities’ expertise and knowledge relating to those products, as well as the celebrities’ relevance to users....
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...Moreover, although there has been some recent research on influencer advertising (e.g., De Veirman, Cauberghe, and Hudders 2017; Djafarova and Rushworth 2017; Evans et al. 2017; Johansen and Guldvik 2017), none of this research has focused directly on the fundamental mechanisms of what makes…...
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...Neither has it empirically tested any comprehensive theoretical model (e.g., Djafarova and Rushworth 2017)....
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...A second major finding of this study relates to the effects of source credibility (or influencer credibility) on followers’ trust and brand awareness, which is in line with the findings of previous research (Djafarova and Rushworth 2017)....
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...…researchers have investigated factors that contributed to the effectiveness of influencer marketing across various contexts (e.g., Colliander and Dahl en 2011; De Veirman, Cauberghe, and Hudders 2017; Djafarova and Rushworth 2017; Johansen and Guldvik 2017; Lu, Chang, and Chang 2014; Woods 2016)....
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Journal Article•DOI•

Who are the social media influencers? A study of public perceptions of personality

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Karen Freberg¹, Kristin C. Graham², Karen McGaughey³, Laura A. Freberg³•Institutions (3)

University of Tennessee¹, University of Virginia², California Polytechnic State University³

01 Mar 2011-Public Relations Review

TL;DR: In this paper, a q-sort technique was used to identify core perceived attributes of four sample social media influencers, and a better understanding of the perceived personality of SMIs provides tools for optimizing an organization's SMI capital.

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673 citations

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

...Freberg et al. (2011) described social media influencers as “a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media” (p. 90)....
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Journal Article•DOI•

Scales for the measurement of ethos

[...]

James C. McCroskey¹•Institutions (1)

Pennsylvania State University¹

01 Mar 1966-Communication Monographs

643 citations

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

...Source expertise is a source’s competence or qualification, including the source’s knowledge or skills, to make certain claims relating to a certain subject or topic (McCroskey 1966)....
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Journal Article•DOI•

An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon's Mechanical Turk

[...]

Jeremy Kees¹, Christopher Berry², Scot Burton², Kim Sheehan³•Institutions (3)

Villanova University¹, University of Arkansas², University of Oregon³

23 Jan 2017-Journal of Advertising

TL;DR: The authors examines whether one popular Internet data souring trend is a good fit for social science disciplines, including advertising, and examines whether it can be used in the context of data collection using Internet based samples.

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Abstract: Data collection using Internet-based samples has become increasingly popular in many social science disciplines, including advertising. This research examines whether one popular Internet data sour...

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623 citations