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 […]
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 […]