Influencer marketing effectiveness: A meta-analytic review
Influencer marketing significantly impacts consumer behavior and decision-making.
However, identifying the drivers of influencer marketing effectiveness and conditions that …
However, identifying the drivers of influencer marketing effectiveness and conditions that …
[HTML][HTML] Bridging the gap between B2B and B2C: Thought leadership in industrial marketing–A systematic literature review and propositions
The importance of social networks as part of the marketing mix has increased significantly in
recent years. Although marketing researchers have comprehensively investigated the …
recent years. Although marketing researchers have comprehensively investigated the …
David and Goliath: When and why micro-influencers are more persuasive than mega-influencers
Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the
determinants of SMI advertising effectiveness is undeveloped. The present research …
determinants of SMI advertising effectiveness is undeveloped. The present research …
[HTML][HTML] Human or virtual: How influencer type shapes brand attitudes
As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …
influencers rather than traditional celebrity endorsements. Technological advancements in …
Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps
Advertising during short-form videos (SFVs) to take advantage of users' fragmented attention
provides a new touchpoint to reach potential consumers, while the unique elements of …
provides a new touchpoint to reach potential consumers, while the unique elements of …
Digital engagement on social media: how food image content influences social media and influencer marketing outcomes
Social media is emerging as a powerful platform for marketing communications. More than
half of the world's population, companies, influencers, and celebrities use social media …
half of the world's population, companies, influencers, and celebrities use social media …
Short video marketing: what, when and how short-branded videos facilitate consumer engagement
X Dong, H Liu, N **, J Liao, Z Yang - Internet Research, 2023 - emerald.com
Purpose This study explores whether and how four main factors of short-branded video
content (content matching, information relevance, storytelling and emotionality) facilitate …
content (content matching, information relevance, storytelling and emotionality) facilitate …
Green advertising on social media: Brand authenticity mediates the effect of different appeals on purchase intent and digital engagement
This research investigates the effects of digital context on perception of green advertising.
We challenge the common advertising practice of posting similar content across platforms by …
We challenge the common advertising practice of posting similar content across platforms by …
Influencer marketing on social media: how different social media platforms afford influencer–follower relation and drive advertising effectiveness
Research on influencer marketing has grown exponentially over the past few years. Overall,
the extant literature has been classified into three major clusters that examine sources …
the extant literature has been classified into three major clusters that examine sources …
Understanding digital consumer: A review, synthesis, and future research agenda
A Sağkaya Güngör… - International Journal of …, 2022 - Wiley Online Library
In the last 20 years, the proliferation of digital technologies has significantly impacted both
businesses' operations and how consumers get information, engage, and buy. Through the …
businesses' operations and how consumers get information, engage, and buy. Through the …