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 influencer marketing affects consumers via social media. It proposes an integrated model—the social media influencer value model—to...

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Main Authors: Lou, Chen, Yuan, Shupei
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2020
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Online Access:https://hdl.handle.net/10356/144817
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1448172020-11-25T05:41:18Z Influencer marketing : how message value and credibility affect consumer trust of branded content on social media Lou, Chen Yuan, Shupei Wee Kim Wee School of Communication and Information Social sciences::Communication Influencer Marketing Advertising Value In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media. It proposes an integrated model—the social media influencer value model—to account for the roles of advertising value and source credibility. To test this model, we administered an online survey among social media users who followed at least one influencer. Partial least squares (PLS) path modeling results show that the informative value of influencer-generated content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and purchase intentions. Theoretical and practical implications are discussed. Nanyang Technological University This study was funded by the 2017 Nanyang Technological University Start-up Grant [grant number M4081983.060]. 2020-11-25T05:41:18Z 2020-11-25T05:41:18Z 2019 Journal Article Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. doi:10.1080/15252019.2018.1533501 1525-2019 https://hdl.handle.net/10356/144817 10.1080/15252019.2018.1533501 1 19 58 73 en M4081983.060 Journal of Interactive Advertising © 2019 American Academy of Advertising. All rights reserved.
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
Influencer Marketing
Advertising Value
spellingShingle Social sciences::Communication
Influencer Marketing
Advertising Value
Lou, Chen
Yuan, Shupei
Influencer marketing : how message value and credibility affect consumer trust of branded content on social media
description In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media. It proposes an integrated model—the social media influencer value model—to account for the roles of advertising value and source credibility. To test this model, we administered an online survey among social media users who followed at least one influencer. Partial least squares (PLS) path modeling results show that the informative value of influencer-generated content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and purchase intentions. Theoretical and practical implications are discussed.
author2 Wee Kim Wee School of Communication and Information
author_facet Wee Kim Wee School of Communication and Information
Lou, Chen
Yuan, Shupei
format Article
author Lou, Chen
Yuan, Shupei
author_sort Lou, Chen
title Influencer marketing : how message value and credibility affect consumer trust of branded content on social media
title_short Influencer marketing : how message value and credibility affect consumer trust of branded content on social media
title_full Influencer marketing : how message value and credibility affect consumer trust of branded content on social media
title_fullStr Influencer marketing : how message value and credibility affect consumer trust of branded content on social media
title_full_unstemmed Influencer marketing : how message value and credibility affect consumer trust of branded content on social media
title_sort influencer marketing : how message value and credibility affect consumer trust of branded content on social media
publishDate 2020
url https://hdl.handle.net/10356/144817
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