scispace - formally typeset
Search or ask a question
Journal ArticleDOI

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

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.
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...
Citations
More filters
Journal ArticleDOI
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

Journal ArticleDOI
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....

    [...]

Journal ArticleDOI
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

Journal ArticleDOI
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
More filters
Journal ArticleDOI
TL;DR: In this article, a conceptual model is proposed and tested via a mall intercept survey and a portion of the model focusing on how informativeness and entertainment influence advertising value is examined in an experimental study.
Abstract: This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.

609 citations


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

  • ...Advertising value refers to a “subjective evaluation of the relative worth or utility of advertising to consumers” (Ducoffe 1995, p. 1)....

    [...]

Journal ArticleDOI
TL;DR: In this paper, the authors provided a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising and used the Kruskal-Wallis nonparametric test to identify the most influential celebrity source effects on effectiveness.
Abstract: This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

594 citations


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

  • ...Despite the existence of many studies that have investigated the effects of celebrity endorsers on advertising (e.g., Amos, Holmes, and Strutton 2008), this body of literature does not closely consider the uniqueness of social media influencers—in other words, content generators with “celebrity”…...

    [...]

Journal ArticleDOI
TL;DR: In this article, a replication of a study of Hoyer and Brown that used a controlled experiment to examine the role of brand awareness in the consumer choice process was conducted, with a different (but similar) product category, a larger sample, and a sample group that included experienced as well as inexperienced consumers.

578 citations


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

  • ...Brands of which consumers are aware are more likely to be included in consumers’ consideration set when making purchase decisions (MacDonald and Sharp 2000)....

    [...]

Journal ArticleDOI
TL;DR: The results show that system quality and information quality significantly influence customers' trust and satisfaction, and that interface design quality does not.

572 citations


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

  • ...Likewise, Lee and Chung (2009) sought to untangle how the various quality factors associated with mobile banking could impact satisfaction and trust....

    [...]

Journal ArticleDOI
TL;DR: In this article, the authors proposed a theory of the combined influence of corporate and endorser credibility, and found that the dual credibility model partially predicts and explains advertising effectiveness for these dual sources of credibility.
Abstract: This study proposes a theory of the combined influence of corporate and endorser credibility. Participants assessed the credibility of the companies and spokespersons as well as their attitudes toward the ads and brands, and their intent to purchase the advertised product. The covariance matrix was subjected to a path analysis. The model fit the data, and the findings corroborated prior research indicating that both types of source credibility have an impact on attitudes and purchase intentions albeit a differential one. The results suggest that the Dual Credibility Model partially predicts and explains advertising effectiveness for these dual sources of credibility.

439 citations


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

  • ...Because previous research (Lafferty, Goldsmith, and Newell 2002; Lee and Koo 2015) examined celebrity endorsers, current findings suggest that social media influencers’ source credibility may function differently from celebrity credibility during persuasive communication....

    [...]

  • ...Moreover, previous research has demonstrated endorsers’ characteristics (e.g., expertise, trustworthiness, and attractiveness) exert positive effects on consumers’ purchase intentions (e.g., Lafferty, Goldsmith, and Newell 2002; Lee and Koo 2015)....

    [...]

  • ...Previous research has demonstrated that consumers’ attitudes toward ads and brands, electronic word of mouth (eWOM), and/or brand awareness affect their purchase intentions (e.g., Alhabash et al. 2015; Lafferty, Goldsmith, and Newell 2002; Lee and Koo 2015)....

    [...]

  • ...In addition, and departing from the findings of previous studies (e.g., Lafferty, Goldsmith, and Newell 2002; Lee and Koo 2015), none of the source credibility dimensions positively influenced purchase intentions....

    [...]

  • ...…influences the 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,…...

    [...]

Trending Questions (2)
How message value and credibility affect consumer trust of branded content on social media?

The paper states that the informative and entertainment value of influencer-generated posts, along with influencers' credibility components, positively affect followers' trust in influencer-generated branded posts.

When users pay close attention to influencer content, they tend to have greater recall and trust?

Yes, when users pay close attention to influencer content, they are more likely to have greater recall and trust.