Opinion leadership vs. para-social relationship: Key factors in influencer marketing
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DOI: 10.1016/j.jretconser.2020.102371
Abstract: Abstract The literature on influencer marketing has identified opinion leadership of influencers and parasocial relationship with influencers as two focal constructs affecting followers' purchase intention; yet they are only studied in isolation. This research aims… read more here.
Keywords: relationship; opinion leadership; influencer marketing;
The urgent need for more research on influencer marketing
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DOI: 10.1080/02650487.2020.1822104
Abstract: Journal editors are often asked at ‘Meet the Editor’ sessions at conferences to identify what current hot topics in the field are. It is true that as editors, we have some inside information on wha... read more here.
Keywords: need research; influencer marketing; urgent need; research influencer ... See more keywords
Psychological ownership in social media influencer marketing
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DOI: 10.1108/ebr-08-2019-0165
Abstract: Purpose Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making. Studies have recently begun investigating how influencers affect consumer behaviour. Despite the increasing interest, the purpose of this study… read more here.
Keywords: social media; consumer behaviour; product; consumer ... See more keywords
“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics
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DOI: 10.1108/ejm-06-2019-0530
Abstract: Purpose This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products.… read more here.
Keywords: video; marketing long; marketing; long form ... See more keywords
Discover Micro-Influencers for Brands via Better Understanding
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DOI: 10.1109/tmm.2021.3087038
Abstract: With the rapid development of the influencer marketing industry in recent years, the cooperation between brands and micro-influencers on marketing has achieved much attention. As a key sub-task of influencer marketing, micro-influencer recommendation is gaining… read more here.
Keywords: micro influencers; influencer marketing; influencer; micro influencer ... See more keywords
The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake
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DOI: 10.1111/ijpo.12540
Abstract: Children are active on social media and consequently are exposed to new and subtle forms of food marketing. read more here.
Keywords: marketing food; effect influencer; food; food protective ... See more keywords
Influencer Marketing Effectiveness
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DOI: 10.1177/00222429221102889
Abstract: Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing… read more here.
Keywords: influencer marketing; influencer; message influencer; marketing effectiveness ... See more keywords
Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
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DOI: 10.1177/10949968221087256
Abstract: Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an… read more here.
Keywords: recognition; influencer marketing; advertising recognition; consumer ... See more keywords
How YouTubers Make Popular Marketing Videos? Speech Acts, Move Structure, and Audience Response in YouTube Influencer Marketing Videos
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DOI: 10.1177/21582440231152227
Abstract: In recent years, the promotional discourse has grown more versatile due to the emergence of new social media. YouTube influencer marketing is of increasing significance for brands’ promotion, especially in the beauty category. Many studies… read more here.
Keywords: marketing; youtube influencer; influencer marketing; marketing videos ... See more keywords
A method to detect influencers in social networks based on the combination of amplification factors and content creation
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DOI: 10.1371/journal.pone.0274596
Abstract: A social network is one of the efficient tools for information propagation. The content is the bridge between the product and its customers. Evaluating the user’s content creation is a valuable feature to improve information… read more here.
Keywords: influencer marketing; creation; amplification factors; content creation ... See more keywords
Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship
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DOI: 10.3389/fpsyg.2019.03042
Abstract: Watching online videos is becoming an important part of children’s media diets. Children particularly like content that is specifically created for YouTube by YouTube personalities. Because these personalities have a large reach and are considered… read more here.
Keywords: para social; social relationship; disclosure; brand ... See more keywords