Influencer Advertising Archive
Influencers’ smiles work regardless of product and message
Abstract: The purpose of this paper is to examine how influencers’ visual content affects consumer attitudinal and behavioral responses to influencer advertising. The proposed model includes smile intensity of influencers […]
Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media
Marilyn Primovic and Dr. Joe Phua, Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media. To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020. […]
Effects of Social Cognition on Influencer Advertising: From the Perspective of SCM and BIAS Map
Abstract : This research examined how visual presentation of social media influencers affects consumers’ social cognition and the effectiveness of influencer advertising. Using the theoretical frameworks of the Stereotype Content […]
“The Effects of Influencer Type (Micro vs. Macro Influencer) and Brand Placement Type of Consumer Responses to Influencer Advertising.”
Taeyeon Kim (Grady PhD Student) was awarded the 2018-2019 American Academy of Advertising Dissertation Award ($2,500) for her proposal “The Effects of Influencer Type (Micro vs. Macro Influencer) and Brand […]