Nanoinfluencer marketing: How message features affect credibility and behavioral intentions
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2021.07.049
Abstract: Abstract The present study investigates the effectiveness of nanoinfluencers in persuading consumers on social media platforms. Specifically, we propose that message features, such as message construal and message valence, determine message credibility, which influences behavioral… read more here.
Keywords: credibility; behavioral intentions; message features; nanoinfluencer marketing ... See more keywords
Transparency tested: The influence of message features on public perceptions of organizational transparency
Sign Up to like & getrecommendations! Published in 2017 at "Public Relations Review"
DOI: 10.1016/j.pubrev.2017.12.002
Abstract: Abstract The concept of transparency has been promoted within the public relations and business literature as both ethical and advantageous; however, the effectiveness of transparency is seldom empirically put to the test. In particular, the… read more here.
Keywords: features public; organizational transparency; message features; transparency tested ... See more keywords