Influencer marketing: How message value and credibility affect consumer trust of branded content on social media
In the past few years, expenditure on influencer marketing has grown exponentially. The
present study involves preliminary research to understand the mechanism by which …
present study involves preliminary research to understand the mechanism by which …
How do social media influencers induce the urge to buy impulsively? Social commerce context
Based on signaling theory, the current research examines the impact of Fashion Influencers
(FIs) on consumers' Urge to Buy Impulsively (UBI) in a social commerce context. This …
(FIs) on consumers' Urge to Buy Impulsively (UBI) in a social commerce context. This …
Building value co-creation with social media marketing, brand trust, and brand loyalty
Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …
media. Despite its importance, scholars have not adequately explored the role of social …
The effect of characteristics of source credibility on consumer behaviour: A meta-analysis
The aim of this research is to synthesise findings from existing studies on the characteristics
of source credibility of electronic word of mouth (eWOM) communications in a single model …
of source credibility of electronic word of mouth (eWOM) communications in a single model …
Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model
The rise of influencer marketing makes YouTube an ideal media platform to implement such
marketing strategies. Many scholars consider the success of YouTube influencer marketing …
marketing strategies. Many scholars consider the success of YouTube influencer marketing …
The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions
U Chakraborty - Journal of Research in Interactive Marketing, 2019 - emerald.com
Purpose This study aims to highlight the importance of brand equity dimensions which act as
a mediator between online reviews and consumer's purchase intention. In particular, the …
a mediator between online reviews and consumer's purchase intention. In particular, the …
Social media in marketing of ride-hailing: A systematic literature review
AP Subriadi, H Baturohmah - Procedia Computer Science, 2022 - Elsevier
Social media creates digital communication channels to interact with customers and needed
attention to the broadening understanding of marketing. This study aims to examine the …
attention to the broadening understanding of marketing. This study aims to examine the …
I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing
SV Jin, E Ryu, A Muqaddam - Journal of Fashion Marketing and …, 2021 - emerald.com
Purpose Social media campaigns by fashion brands typically rely on two types of accounts:
official brands' accounts and social media influencers' accounts. The current study …
official brands' accounts and social media influencers' accounts. The current study …
Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying
This study develops an underlying mechanism outlining the impact of digital influencers on
consumer impulse-buying behavior in the context of social networking sites (SNSs). Based …
consumer impulse-buying behavior in the context of social networking sites (SNSs). Based …
Coloring the destination: The role of color psychology on Instagram
Color psychology plays important roles in product packaging, the retail environment, and
online marketing. This study analyzed current practices related to color composition in …
online marketing. This study analyzed current practices related to color composition in …