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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 project – AskingBristol – uses university students to connect third sector organizations with particular “asks” to organizations which might be able to respond with “offers”. The authors describe the task of the experiment as being an attempt to embed students and their universities within the cities that they are based in, but are often not really very connected to.

This reflective report on practice describes an initiative aimed at producing a piece of “social infrastructure”. Written by the four people involved, the authors theorize and evaluate what we have done so far and what we hope to do in future.

Over two phases, it has had some success, and we think represents a concrete approach to thinking about how “civic” ideas might gain traction within universities. Using ideas about social networks, boundary objects and infrastructure the authors explore the opportunities and problems of such a project, stressing that it allows co-ordination between a wide variety of people and organizations that do not necessarily share common interests.

This is one “experiment”, in one city, but it demonstrates the possibilities of getting “civic” universities engaged with local third sector organizations.

If it became a piece of social infrastructure, such a project could embed ideas about “civic”, “impact”, “engagement” and so on into the routines of the city and the university.

Though Asking Bristol cannot solve the problems of the city, it shows that we can transfer resources, time, skills and space to where they are needed.

The authors do not think anything like this has been attempted before, and hope that sharing it will stimulate some comparisons, and perhaps some dissemination of the idea.

This paper aims to examine the marketing strategies designed by three innovative early 1900s food companies. It traces the coordination of these businesses’ research funding, advertising, direct mail and promotional tactics to show how they intersected and impacted consumers and health professionals in the period when scientists were first able to quantify the relationship between good health and food. The paper analyzes internal company documents, advertisements and marketing materials from Knox Gelatine, Borden and Sunkist.

Research for this paper benefited from the author’s unlimited access to the private documents of the Knox Gelatine Company and its executives. These documents were analyzed chronologically and thematically. They chronicled the company’s attempts to influence the medical world and the ways it cultivated home economists. The paper also used publicly available digitized documents from Sunkist and Borden. The paper would benefit from further detailed analysis of these documents to parse Knox’s targeting by race and ethnicity.

In the 1920s, Knox, Borden and Sunkist developed a marketing strategy which leveraged a new class of experts – the hundreds of thousands of medical professionals, home economists, teachers and government agents who advised American women. By distributing specific laboratory research on the nutritional benefits of their products to this emerging class of health professionals and the consumers who trusted them, these companies developed relationships with opinion leaders designed specifically to influence product sales.

This research benefited from access to the private documents of Knox Gelatine Company which divulge the company’s attempts to influence the medical world and cultivate home economists. The paper would benefit from further analysis of these documents to parse the company’s targeting by race and ethnicity as well as a deeper comparison to companies that tried to work with health professionals unsuccessfully and companies that adopted this tactic in the household products or tobacco area. Opportunities also exist to do a fuller analysis of variations in food marketing by rural versus urban as well as race.

By reconstructing the sequencing and content of these three companies’ 1920s marketing strategies, this research uncovers a form of early 20th century food marketing directed at health and science professionals which has been neglected in advertising histories.

This study examines opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different industries: fashion, travel and tourism, wellness and book and literature. The specific subject of this investigation is how largely openness, exhibitionism and competence in interpersonal relationships and status and attitude homophily affect the opinion leadership and the decision-making of opinion leaders' followers.

The proposed model was tested with the questionnaire shared via stories featured on Instagram among followers of four micro-influencers in different industries. For the purpose of testing the offered hypotheses of this study, the partial least squares method was used.

The findings show that openness, exhibitionism and competence in interpersonal relationships have a substantial effect on opinion leadership. It was also evident that status and attitude homophily impact opinion leadership. The model supports the effect of both personal and social characteristics on opinion leadership; however, based on the results, the effect of personal characteristics on opinion leadership is more remarkable, both in a direct relationship and through the mediating role of para-social interaction.

This study is novel in categorizing opinion leaders' attributes in two different extents of personal and social characteristics. The authors defined a model of the effectiveness of each personal and social characteristic on opinion leaders. The model investigates whether the personal or social characteristics have the most effect on opinion leadership, particularly with the mediating role of para-social interaction.

The family is one of the foundations of society; its significance for societal redistribution in modern societies, though, remains particularly unclear. A major reason for this is that theoretical approaches to societal redistribution have not adequately included family either in social philosophy or in welfare state theory. As a consequence, also empirical analyses of differences and developments in societal redistribution have not included family or only in as far as family is affected by other redistributive principles. This paper contributes to filling this theoretical gap.

This paper theorises family as a redistributive principle. With reference to the major theoretical concepts of redistribution, it identifies the relevant dimensions of family in societal redistribution and develops a typology of its inclusion in societal redistribution.

Approaches to redistribution are shaped by distinct concepts of equal or unequal exchange, the relevant actors they identify and by different understandings of the economy. These distinctions are central to understanding the position of family in societal redistribution. With reference to the major theoretical concepts of redistribution, this paper identifies the relevant dimensions of family in societal redistribution and develops a typology of its inclusion in societal redistribution. Further investigations might draw on this typology and detect the theoretical foundations of its conceptualisations and its similarities to and deviations from the developed types.

This paper provides a theoretical groundwork for theoretical and empirical investigations of societal redistribution and for better comprehending its international variation. It aims to initiate a fundamental rethinking of the usual understanding of societal redistribution that widely ignores family as a redistributive principle of its own.