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The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility

Cogent Business & Management, 2021
This study investigates the effects of team identification on consumer purchase intention in sports influencer marketing in South Korea. Specifically, it examines the mediation effect of ad content value moderated by sports influencer credibility in the ...
Jin Kyun Lee
doaj   +4 more sources

Consumer's Attitude Towards Sponsored Content and the Impact of Influencer's Credibility, Brand Credibility, and Influencer's Motive

Sustainable Business and Society in Emerging Economies, 2023
Purpose: Sponsored content in the form of covert messages is deceptive on consumers' behalf. When a consumer is aware of the sponsored content, they infer influencer motives and starts to resist such content hurting engagement.
Jan Mohammad, Saima Wasim, Syed Aamir Alam Rizvi, Zain Ul Abideen   +3 more
doaj   +2 more sources

Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers

International Journal of Online Marketing, 2022
The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser.
Anshu Rani, Arijit Roy, Maria Boaler, Itam Urmila Jagadeeswari   +3 more
openaire   +2 more sources

The Role of Product-influencer Congruence, Influencer credibility, and Attitude toward Advertising on Purchase Intention

Southeast Asian Business Review, 2023
The aims of this study to see whether there is an effect of product-influencer congruence on influencer credibility and attitude toward advertising and how it impacts purchase intention. This study examines the suitability of Avoskin Your Skin Bae Shield
Nadia Ramadhani Nugroho Putri, Tanti Handriana   +1 more
doaj   +2 more sources

Millennial social media users' intention to travel: the moderating role of social media influencer following behavior [PDF]

International Hospitality Review, 2022
Purpose – Social media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel.
Joyce Han, Han Chen
doaj   +1 more source

Credibility of digital influencers on YouTube and Instagram [PDF]

International Journal of Internet Marketing and Advertising, 2021
This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18–21 and less powerful for older target group, suggesting beauty reference group influence decreases as the ...
Djafarova, Elmira, Matson, Natasha
openaire   +1 more source

Believe it or not: Factors influencing credibility on the Web [PDF]

Journal of the American Society for Information Science and Technology, 2001
AbstractThis article reviews selected literature related to the credibility of information, including (1) the general markers of credibility, and how different source, message and receiver characteristics affect people's perceptions of information; (2) the impact of information medium on the assessment of credibility; and (3) the assessment of ...
C. Nadine Wathen, Jacquelyn A. Burkell
openaire   +1 more source

Influence: The Impact of language, credibility and gender [PDF]

The Conservator, 2005
Psychology and communication studies can help conservators to examine the impact of gender, the expectations of others and the components of credibility. A small selections of theories from psychology are used to analyse the way that people expect others to communicate and the impact on situations where expectations are breached.
openaire   +1 more source

Trust dynamics of virtual influencers: Exploring their influence on fashion purchase decisions [PDF]

Innovative Marketing
Type of the article: Research Article AbstractThis study seeks to investigate the role of an influencer’s credibility, personality congruence, and engagement on consumer trust and the role of such trust on purchasing propensity in the global fashion ...
Suchita Jha, Richa Chaudhary, Bharti Shukla   +2 more
doaj   +1 more source

The Influence of Football Player Endorsement on Company Credibility, Ad Credibility, and Brand Credibility at East Hooligan Apparel Store

Asian Journal of Social and Humanities, 2023
This research aims to examine and analyze the effect of celebrity trust with the use of endorsed football players on company credibility, advertising credibility, and brand credibility at the East Hooligan Apparel store. Model and hypothesis testing were clear using a sample of 250 respondents with a population of consumers who were interested in the ...
Thomi Yasri Setiawan, Raden Roro Ratna Rostika   +1 more
openaire   +1 more source