Results 31 to 40 of about 10,286,312 (361)

The Influencer Marketing strategy applied to the Smart Home sector. Analysis of the Nice S.p.A case [PDF]

, 2022
openL’influencer marketing è una strategia di marketing che, negli ultimi anni, ha assunto una nota importanza per le aziende, che adottano questa possibilità per aumentare la visibilità del proprio brand e la promozione dei prodotti e servizi ...
TINAZZI, GIORGIA
core  

I Wish I Could Be Like Her/Him! How Self-Congruence Stimulates a Desire to Mimic

Journal of Theoretical and Applied Electronic Commerce Research, 2021
Influencer marketing acquires customers who follow their favorite celebrities, who have shared beliefs and opinions. This research explores the self-motives and influencer-related factors that lead to influencer congruence.
Li Xiao, Aysha Saleem, Sana Muhammad Tariq, Junaid Ul Haq, Mengmeng Guo   +4 more
doaj   +1 more source

Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer

Journal of Retailing and Consumer Services, 2021
Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted ...
D. Belanche, L. Casaló, M. Flavián, Sergio Ibáñez-Sánchez   +3 more
semanticscholar   +1 more source

Influencer Marketing and Artificial Intelligence Influencer Marketing and Artificial Intelligence [PDF]

This chapter aims to review artificial intelligence (AI) in influencer marketing literature to identify gaps and provide directions for future research. In this direction, the authors critically assess 21 articles that have appeared in the Web of Science
Rahman, Mushfiqur, Erkan, Ismail, Cil, Ebru, Zeren, Deniz, Elwalda, Abdulaziz   +4 more
core   +1 more source

Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences

Journal of Theoretical and Applied Electronic Commerce Research
Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metrics ...
Stavros P. Migkos, N. Giannakopoulos, D. Sakas   +2 more
semanticscholar   +1 more source

Customer Review, Influencer Endorsement, and Purchase Intention: The Moderating Role of Brand Image

Shirkah, 2023
Investigating the increasing prominence of influencer endorsements and customer reviews represents a crucial and compelling area of research. Influencer endorsement and customer reviews can influence a customer's purchasing interest in a product.
Dedi Iskamto, Khaerunnisa Fauziah Rahmalia   +1 more
doaj   +1 more source

Influencer marketing effectiveness: A meta-analytic review

Journal of the Academy of Marketing Science
Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,
Meizhi Pan, Markus Blut, Arezou Ghiassaleh, Zach W. Y. Lee   +3 more
semanticscholar   +1 more source

The Nexus of Influencers and Purchase Intention: Does Consumer Brand Co-Creation Behavior Matter?

Journal of Theoretical and Applied Electronic Commerce Research
The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the ...
Jerum William Kilumile, Li Zuo
doaj   +1 more source

Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

BMC Public Health, 2020
Background Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods.
Frans Folkvord, Elze Roes, Kirsten Bevelander   +2 more
doaj   +1 more source

Influencer marketing unlocked: Understanding the value chains driving the creator economy

Journal of the Academy of Marketing Science
As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts.
B. Libai, Ana Babić Rosario, Maximilian Beichert, B. Donkers, Michael Haenlein, R. Hofstetter, P. Kannan, R. V. D. Lans, Andreas Lanz, H. A. Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, Lingling Zhang   +14 more
semanticscholar   +1 more source