Influencer Authenticity

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

Research Question – This paper has addressed several research questions. First, what is IA, and what are its underlying dimensions? Second, how can IA be measured as a construct? Third, how does IA affect customer engagement and sales performance, two important objectives that practitioners aim to achieve through influencer marketing campaigns, and what are the contingent factors of its impacts on these objectives? Method And Data – We conducted two main studies to develop, purify, and validate the IA scale; test its role in predicting customer engagement and sales performance; and identify boundary conditions. Specifically, in Study 1, we conducted several surveys to develop, purify, and confirm the scales of IA. Study 2 tests our research hypotheses, including the main effect of IA on customer engagement and sales performance and the moderating roles of follower size, expertise, brand popularity, and brand premium.
Original languageEnglish
Title of host publication2022 AMA Winter Academic Conference Proceeding
Publication statusPublished - Feb 2022
Event2022 AMA Winter Academic Conference
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Duration: 18 Feb 202220 Feb 2022
https://www.ama.org/events/academic/2022-ama-winter-academic-conference/

Conference

Conference2022 AMA Winter Academic Conference
Period18/02/2220/02/22
Internet address

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