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The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.

The data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.

The results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.

The findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.

Until now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

The purpose of this paper is to describe a study that examined the perceived credibility of blogs on the internet and the medical information published in them as perceived by the readers of these blogs.

A total of six blogs each with two posts were constructed, one on conventional treatment and the other on an alternative treatment of diabetes. In total, 361 participants viewed one blog each and filled in a questionnaire of the perceived credibility of the blog, the author of the blog and its message.

The results of the study indicate an attitude of scepticism and/or criticism of many aspects of the information in the blogs, together with the growing use of blogs to find information on medical topics. It seems that users apply scepticism as a way to deal with the lack of certainty as to the credibility of the information in spite of their desire and readiness to use this information.

The users who took part in the experiment did not actually have a real need for the health information provided in the blog posts. They only saw two blog posts in an artificial blog, and in order to fully assess credibility there is need for a longer‐term interaction.

Findings from this study may help the health community to design messages that are perceived as credible by the public.

The users in this study, unlike previous studies, were more critical of the information presented to them. One possible reason could be their older age.

Despite the increasing popularity of influencer marketing, there exists a lack of understanding of how content created by social media influencers stimulates the pre-purchase behaviour of followers. Based on the stimulus-organism-response framework, this paper aims to address this lacuna by examining how influencer-created content affects the willingness of followers to search for more information related to the posted product.

A cross-sectional research design uses a web-based questionnaire among Instagram users in Sri Lanka. Structural equation modelling with analysis of moment structures 27 and SPSS PROCESS macro are used for hypothesis testing.

Findings indicate that the commercial orientation of influencer-created content reduces follower trustworthiness towards them and the perceived credibility of the content. Mediation results demonstrate that the commercial orientation of influencer-created content negatively affects follower willingness to search for more information related to the posted product through trustworthiness and perceived credibility.

When adopting influencer marketing to stimulate information search behaviour, marketing practitioners should carefully examine the commercial orientation of the content of the messages posted by social media influencers to maintain high levels of follower trustworthiness towards the influencer and positive follower credibility perceptions of the message.

This paper adds to influencer marketing literature by demonstrating the underlying process through which the commercial orientation of influencer-created content impacts follower willingness to search for product-related information.

When promoting sustainable products on Instagram, influencer marketing can be an effective tool when they are perceived as credible because consumers usually cannot verify the sustainability of products themselves. However, when they disclose their posts as an ad, their credibility might be weakened which can lead to less interest in the product. Moreover, influencer marketing strategies usually focus on personal benefits and experiences, while advertisements for sustainable products emphasize altruistic motives. The purpose of this study is to investigate if the interest in the product and the credibility might be affected by such different benefit appeals.

A 2 (sponsorship: no disclosure vs disclosure) × 2 (benefit: ecological vs personal) between-subjects experiment with influencer posts promoting a sustainable travel accommodation was conducted to investigate how ad disclosures and benefits appeals affect the credibility of sustainability influencers and the interest in sustainable products among young consumers.

Disclosures and benefits appeals have no direct impact on the interest in further information about the product but on the credibility of the influencer. If an Instagram post for a sustainable accommodation was labeled as sponsored, the perceived expertise and likeability of the influencer were diminished. However, highlighting personal benefits instead of ecological benefits increased the influencers’ credibility compared to appeals emphasizing benefits for the environment.

In addition to sponsorship disclosures, other strategies of advertising literacy might be required to show young consumers how to cope with influencer advertising. Furthermore, it seems to be more important that influencers are popular and liked by their followers than that they are trusted.

The purpose of this paper is to explore the dark side of news community forums: the proliferation of opinion manipulation trolls. In particular, it explores the idea that a user who is called a troll by several people is likely to be one. It further demonstrates the utility of this idea for detecting accused and paid opinion manipulation trolls and their comments as well as for predicting the credibility of comments in news community forums.

The authors are aiming to build a classifier to distinguish trolls vs regular users. Unfortunately, it is not easy to get reliable training data. The authors solve this issue pragmatically: the authors assume that a user who is called a troll by several people is likely to be such, which are called accused trolls. Based on this assumption and on leaked reports about actual paid opinion manipulation trolls, the authors build a classifier to distinguish trolls vs regular users.

The authors compare the profiles of paid trolls vs accused trolls vs non-trolls, and show that a classifier trained to distinguish accused trolls from non-trolls does quite well also at telling apart paid trolls from non-trolls.

The troll detection works even for users with about 10 comments, but it achieves the best performance for users with a sizable number of comments in the forum, e.g. 100 or more. Yet, there is not such a limitation for troll comment detection.

The approach would help forum moderators in their work, by pointing them to the most suspicious users and comments. It would be also useful to investigative journalists who want to find paid opinion manipulation trolls.

The authors can offer a better experience to online users by filtering out opinion manipulation trolls and their comments.

The authors propose a novel approach for finding paid opinion manipulation trolls and their posts.

This two-country comparative study’s purpose is to investigate antecedents to, and the consequences of a sense of belonging to a firm’s Facebook community.

The model was grounded in the theory of sense of community and tested through structural equation modelling. Consumer panels were used via online surveys.

Of the three antecedents hypothesised to influence an individual’s sense of belonging, enjoyment is a very strong predictor in both countries; while the credibility of posts was also a significant predictor for Australia, but not for South Africa. The findings also show no direct relationship between a sense of belonging and continuing behaviour. However, for both countries, there is a strong relationship between a sense of belonging and the involvement with firm offerings in Facebook; and that involvement is significant for the intention to continue engaging with firms through this social media environment.

The findings support the framing of the study, in the sense of community theory and enhance researchers’ understanding of the role of a sense of belonging in moving visitors from simply clicking “like” to a deeper sense of engagement with the firm’s social media community and the flow-on effect to managerial relevant outcomes.

The model is developed from the theory of sense of belonging, thus providing a fresh perspective to this research context. Additionally, there is limited research into the psycho-social antecedents and the outcomes of consumers’ sense of belonging to a firm’s Facebook community.

The paper aims to offer an exploration of the Banking Act 1987 which was passed following the failure of Johnson Matthey Bankers (JMB) in 1984. This Act extended the role of auditors in banking supervision by removing traditional confidentiality constraints and created a new role of “reporting accountant”. The paper seeks to examine the origin and development of these new reporting roles. In addition, the paper considers the extent to which the findings of this historical investigation might contribute to current debates on the role of auditors in banking supervision.

The paper draws on official documents, personal accounts of individuals responsible for dealing with the JMB crisis, and semi‐structured interviews conducted with audit partners and banking supervisors who had direct experience of implementing the supervisory reforms instituted under the Banking Act 1987. Power's explanatory schema of controversy, closure and credibility is adopted as a framework for the analysis of documentary sources and interview data.

The failure of JMB generated sufficient controversy so as to require reform of the system of banking supervision. The paper shows that JMB was a controversy since it disturbed what went before and carried with it sufficient allies for change. To achieve closure of the controversy, agreement by key actors about changes to the nature of the role of auditors was required to ensure legitimacy for the reforms. Backstage work undertaken by the auditing profession and the Bank of England provided the necessary credibility to renormalise practice around the new supervisory arrangements.

The paper develops Power's schema which is then employed to analyse the emergence of the new role of reporting accountant and extended role for auditors in UK banking supervision. The paper provides empirical evidence on the processes of controversy, closure and credibility that help to ensure the legitimacy of accounting and auditing change.

This study analyses the advantages and weaknesses of using Facebook to aid the learning of Japanese as a foreign language.

A questionnaire survey was conducted to collect data from 100 Hong Kong Japanese language learners (who are generally fluent in Chinese and English), ranging from total amateur to advanced learners (Japanese Language Proficiency Test (JLPT) qualified at different levels).

The authors' results suggest that the advantages of using Facebook to help learn Japanese include: (1) serving as a free-of-charge, casual, and convenient learning platform; (2) enriching learners' knowledge beyond the language learning and (3) encouraging interactive and collaborative learning with other users for practicing the language. However, the low credibility and unstructured educational materials posted on Facebook and being easily distracted by other Facebook feeds are the major weaknesses of learning a language through Facebook. Furthermore, the authors' result shows that Facebook is especially effective for Japanese learning when learners fall into either one of the following groups: young, female, or intermediate (N2/3) learners.

Scant studies focus on the aid of learning Japanese via Facebook, especially Hong Kong learners' perceptions, or generally in the East. Therefore, this study aims to fill this research gap. The authors' findings will facilitate the students, teachers, and language institutions from Hong Kong and other countries to improve the students' effectiveness in learning and teaching Japanese.

The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster.

This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees’ evaluation.

The first study identified nine types of advertisements as the most used by advertisers. The second study showed that the most common ad types had the worst evaluations by the public. In addition, the evaluation of the ads was directly related to three dimensions: opinion with regard to the advertised brand, evaluation of the ad’s performance, and perception of commercial intent.

It is important to consider some limitations of this study: this paper used only print advertising, and the sample was selected from Chilean internet users (50 percent of the population).

This paper provides recommendations for for-profit and non-profit organizations that need or want to effectively develop campaigns in the context of a disaster.

Within the context of a few studies on the development of campaigns in the context of a catastrophe, this paper seeks to test and expand upon the scarce findings in this field.

This chapter develops a predictive approach to Granger causality (GC) testing that utilizes k -fold cross-validation and posterior simulation to perform out-of-sample testing. A Monte Carlo study indicates that the cross-validation predictive procedure has improved power in comparison to previously available out-of-sample testing procedures, matching the performance of the in-sample F-test while retaining the credibility of post- sample inference. An empirical application to the Phillips curve is provided evaluating the evidence on GC between inflation and unemployment rates.