Journal ArticleDOI
The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly by David Merman Scott
TLDR
The use of mobile technology and social media has affected our daily routine, life style, and decision-making processes as mentioned in this paper, and it has become a ubiquitous presence in our lives today.Abstract:
Web has a ubiquitous presence in our lives today. Incessant use of mobile technology and social media has affected our daily routine, life style, and decision-making processes. Millions of people a...read more
Citations
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Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
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.
Journal ArticleDOI
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Elmira Djafarova,Chloe Rushworth +1 more
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.
Journal ArticleDOI
Upstream social marketing strategy: An integrated marketing communications approach
TL;DR: In this paper, a conceptual application model and five-stage process for an upstream social marketing strategy based on integrated marketing communications (IMC) is presented for an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers.
Journal ArticleDOI
How functional and emotional ads drive smartwatch adoption
TL;DR: In this paper, the authors examine advertising strategies' influence on consumers' evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory.
References
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Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
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.
Journal ArticleDOI
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Elmira Djafarova,Chloe Rushworth +1 more
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.
Journal ArticleDOI
Upstream social marketing strategy: An integrated marketing communications approach
TL;DR: In this paper, a conceptual application model and five-stage process for an upstream social marketing strategy based on integrated marketing communications (IMC) is presented for an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers.
Journal ArticleDOI
How functional and emotional ads drive smartwatch adoption
TL;DR: In this paper, the authors examine advertising strategies' influence on consumers' evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory.
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