Concepedia

Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model

Qi Zhou, Bin Li, Yueqiu Lei

Journal of Retailing and Consumer Services · 2023 · 120 citations · 73 references

Concepts

BusinessMarketingMarketing ManagementBrand ManagementPersuasionSocial InfluenceBrand AssociationsBrand ExperienceInfluencer CommunicationInfluencer MarketingSource CredibilityBrand Communication EffectivenessBrand-influencer FitCopycat LearningCopycat MotivationInfluencer Brand EndorsementModerated MediationSerial MediationSocial Media Influencer Endorsement

References

73

Mass Communication and Para-Social Interaction

Donald Horton, Robert Wohl · Psychiatry · 1956 · 4K citations

Social Sciences, Communication, Psychiatry +8

Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation

Andrew F. Hayes · Communication Monographs · 2017 · 3.2K citations

Public Health, Behavioral Sciences, Biostatistics +14

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Chen Lou, Shupei Yuan · Journal of Interactive Advertising · 2018 · 2.5K citations

Business, Marketing, Marketing Management +15

Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Elmira Djafarova, Chloe Rushworth · Computers in Human Behavior · 2016 · 1.7K citations

Social Sciences, Communication, Marketing +12

Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions

Karina Sokolova, Hajer Kéfi · Journal of Retailing and Consumer Services · 2019 · 1.5K citations

Business, Communication, Marketing +10