Influencer marketing : how message value and credibility affect consumer trust of branded content on social media

• Main Authors: Lou, Chen, Yuan, Shupei
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2020
• Subjects: Social sciences::Communication; Influencer Marketing; Advertising Value
• Online Access: https://hdl.handle.net/10356/144817
• Institution: Nanyang Technological University

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...