Search results

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).

This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.

This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.

This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.

The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.

This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

The COVID-19 pandemic has disrupted the ‘real’ world and substantially impacted the virtual world and thus the Internet ecosystem. It has caused a significant exogenous shock that offers a wealth of natural experiments and produced new data about broadband, clouds, and the Internet in times of crisis. In this chapter, we characterise and evaluate the evolving impact of the global COVID-19 crisis on traffic patterns and loads and the impact of those on Internet performance from multiple perspectives. While we place a particular focus on deriving insights into how we can better respond to crises and better plan for the post-COVID-19 ‘new normal’, we analyse the impact on and the responses by different actors of the Internet ecosystem across different jurisdictions. With a focus on the USA and Europe, we examine the responses of both public and private actors, with the latter including content and cloud providers, content delivery networks, and Internet service providers (ISPs). This chapter makes two contributions: first, we derive lessons learned for a future post-COVID-19 world to inform non-networking spheres and policy-making; second, the insights gained assist the networking community in better planning for the future.

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

The data are evaluated using statistical tests, correlation and cluster analysis.

It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.

The generalizability of the results across different regional settings requires further investigation.

Good labeling of native advertising leads to greater success.

This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Este trabajo tiene como objetivo explorar el reconocimiento y el éxito de diferentes formas de branding de publicidad nativa en el marketing de influencers.

Los datos se evalúan mediante pruebas estadísticas, correlación y análisis de conglomerados.

Se encontró que cuanto mayor es la tasa de reconocimiento de un post etiquetado de una manera particular, mejor es el método de etiquetado para el marketing de influencers en Instagram. Basándose en los resultados de este estudio, se recomienda en primer lugar el etiquetado por palabras porque es flexible y tiene una de las tasas de reconocimiento más altas.

Un buen etiquetado de la publicidad nativa conduce a un mayor éxito.

Este estudio puede ser utilizado por directores de marketing, anunciantes e influencers para obtener información sobre el tema, así como para seleccionar mejor el método de etiquetado adecuado para su contenido publicitario.

La generalizabilidad de los resultados en diferentes entornos regionales requiere más investigación.

本文旨在探讨影响者营销中不同方式的品牌原生广告的识别和成功。

使用统计测试、相关性和聚类分析对数据进行评估。

研究发现, 以特定方式标记的帖子的识别率越高, Instagram上影响者营销的标记方式就越好。基于这项研究的结果, 首先推荐单词标签, 因为它很灵活, 而且有最高的识别率之一。

对原生广告进行良好的标注会带来更大的成功。

本研究可供营销经理、广告商和影响者使用, 以深入了解这一问题, 并更好地为其广告内容选择合适的标签方法。

研究结果在不同地区环境中的普适性需要进一步调查。

Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products.

An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined.

The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity.

The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain.

Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.

This study aims to test the effect that the perceived legitimacy of influencers has on the attitude toward the brand from the consumer point of view, as well as the mediating effect brand trust has on the relationship between the perceived legitimacy of influencers and attitude toward the brand.

By using Google Forms to distribute links on various social media platforms, data were collected between January 15, 2021, and February 20, 2021. The population participants were all over 18 and had social media accounts. In the questionnaire, participants were asked to write down three influencers that they followed. They were then asked to answer the other statements in the survey with these three influencers in mind. Participants were included through convenience sampling from the population. A total of 514 people answered the questionnaire. These questions were then subjected to a statistical analysis using PLS-SEM.

The results showed that cognitive, moral and pragmatic legitimacies significantly affect brand trust. Moreover, the moral and pragmatic legitimacies significantly affect the attitude towards the brand. Regarding the mediation effect, results showed that brand trust has a mediating effect between the perceived legitimacy of influencers and attitude towards the brand.

One of the main limitations of this study is that the data were collected by convenience sampling. Therefore, the research results cannot be generalised. Another limitation is that the study measures general perceptions of influencers' legitimacy, so it has not been addressed in terms of a specific product group, follower or influencer self-branding issues.

The managerial contribution of this research centers on the ability to evaluate the influencers and their legitimacy in society; not only by their follower count but also by the legitimacy factors that can be named under the name of primary legitimacy norms. Managers will then be able to use this framework to determine which influencers they want to work with.

When the literature was reviewed, no study was found that examined and measured the perceived legitimacy of influencers in terms of social norms, values and morals. This research aims to add the concept of the perceived legitimacy of influencers to the discussion in the literature, embody the legitimate framework of influencers' activities and provide a more general conceptual basis for persuasiveness in influencer marketing.

The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.

This research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.

Based on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.

This research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing “Homefluencer's Endorsement Model for Purchase Intention” (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects “change-of-persuasion meaning” on Instagram and Facebook, where research is rare.

This research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.

The authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.

The case examines the development and launch of an exchange-traded fund (ETF) based on JUST Capital's socially responsible corporate ranking methodologies. The case provides a market overview of Environment, Social, and Corporate Governance (ESG) and socially responsible investing (SRI), what has driven growth in those areas worldwide, and several best-practice investment approaches. Following the overview, the case describes the founding and development of JUST Capital, explores JUST Capital's ranking methodologies, and presents the decision point faced by the CEO: requisite selection of one of three strategies in order for JUST Capital to generate “self-sustaining” revenue.

This paper aims to depart from the national innovation system (NIS) arguments that countries' institutional arrangements and performance result from various complementary factors that generate innovative activities and products within economies.

To further explore these dimensions, the main objective of this paper is to address the determinants of global heterogeneity in the innovation outcomes of the nations. Thus, the research employs descriptive data analysis and multivariate regression models, using data from the Global Innovation Index (GII) to analyze innovation systems cross-regionally concerning institutional arrangements and performance. Since 2013, the GII, has annually measured and ranked the innovation inputs and outputs of more than a hundred countries based on a comprehensive and sophisticated approach and a multidimensional perspective.

The author found the empirical results remarkably interesting in many respects. The different indexes of innovation inputs affect the country's performance level, but not all show a statistically significant impact on innovation outputs. Institutions and infrastructure indexes do not affect the innovative performance of the economies. The main determinants of innovation performance worldwide are business sophistication, human capital & research (HC&R) and market sophistication. In short, the research presents an original contribution, mainly because it explores different views on NIS disparities worldwide, using complementary methodological strategies and based on comprehensive data on innovative inputs and outputs in the countries.

The findings add new evidence-based knowledge on the determinants of innovation performance in different realities, such as political, economic and administrative. These realities formulate innovation policies and implement them worldwide.

The purpose of this paper is to investigate the mediating role of international networking in the relationship between entrepreneurial mindset and small- and medium-sized enterprise (SME) internationalization using evidence from exporting SMEs in Uganda.

This study adopted a cross-sectional research design. Data were collected through a questionnaire survey of 206 exporting SMEs that are members of the Uganda Export Promotions Board. Data was analysed using SPSS and SmartPLS.

The study established that international networking mediates the relationship between entrepreneurial mindset and SME internationalization. This suggests that international networking is a conduit through which entrepreneurial mindset relates to SME internationalization.

This study was conducted within the particular national context of Uganda. Replication of this research within other settings is needed to cross-validate the present findings. The study reveals that the entrepreneurial proclivity of managers and owners of exporting SMEs in Uganda can be enhanced through establishing networks in foreign markets to realize international expansion. SMEs should therefore initiate, build and strengthen partner relationships in foreign markets for successful international expansion.

The study reveals that the entrepreneurial proclivity of managers and owners of exporting SMEs in Uganda can be enhanced through establishing networks in foreign markets to realize international expansion. SMEs in Uganda should, therefore, strive to support entrepreneurial-oriented individuals to initiate and establish foreign market partnerships for successful international expansion.

To the best of the authors’ knowledge, this is the first study to investigate the mediating role of international networking in the relationship between entrepreneurial mindset and SME internationalization from a developing country of Uganda.

The purpose of this paper is to discuss the legal barriers to termination of an insurance arrangement where there is suspicion of money laundering when paying insurance premiums.

Trials in court between insurance firm and outlaw biker gangs regarding insurance of their clubhouses.

Protection of insured seems more important than prevention of money laundering.

This is a case study that cannot be generalized.

Anti money laundering is difficult when competing with other considerations.

Accusations of money laundering is not sufficient to terminate an insurance contract. Rather, solid evidence is needed.

This is a real case of failing anti-money laundering efforts.