Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Citations
274 citations
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....
[...]
200 citations
185 citations
References
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)....
[...]
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”…...
[...]
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)....
[...]
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....
[...]
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,…...
[...]