بررسی تأثیر محتوای تولیدشده در رسانه‌های اجتماعی توسط اینفلوئنسرها و کاربران بر قصد خرید مشتریان کم‌درآمد، کاربست مدل SOR

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران.

2 استاد، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران.

3 دانشجوی دکتری، گروه منابع انسانی، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران.

چکیده

هدف: گسترش تکنولوژی و استفاده از رسانه‌های اجتماعی، شیوه‌های بازاریابی شرکت‏ها را تغییر داده و شکل‌های نوینی برای تأثیرگذاری بر مصرف‌کنندگان ایجاد کرده است، محتواهایی که توسط کاربران رسانه‌های اجتماعی منتشر می‌شود، نمونه‏ای از این شیوه‌های بازاریابی است. با توجه به این موضوع، هدف پژوهش حاضر، بررسی تأثیر کیفیت اطلاعات و اعتبار منبع محتوای به اشتراک گذاشته شده توسط مشتریان و کاربران، بر قصد خرید مشتریان کم‌درآمد است.
روش: پژوهش حاضر از نظر هدف، کاربردی و از نظر شیوة جمع‌آوری داده‌ها، پیمایشی ـ تحلیلی است. جامعة آماری پژوهش حاضر، کاربران عضو شبکه‌های اجتماعی اینستاگرام، توییتر، فیسبوک و... در مشهد در سال 1402 است. برای تعیین حجم نمونه، از قاعدۀ معادلات ساختاری، یعنی 5 تا 15 برابر تعداد گویه‏های پرسش‏نامه استفاده شده است؛ بنابراین از آنجایی که پرسش‏نامۀ پژوهش حاضر مشتمل بر 27 گویه است، حجم نمونه 135 (135=27× 5) تعیین شد که در نهایت 164 پرسش‏نامه جمع‌آوری شد. ابزار پژوهش پرسش‏نامۀ استاندارد بوده است. برای روایی ابزار، از روایی صوری با تأیید خبرگان، روایی سازه با بارهای عاملی، روایی هم‌گرا با AVE و روایی واگرا با آزمون فورنل لارکر استفاده و همه تأیید شد. پایایی ابزار پژوهش با استفاده از آزمون آلفای کرونباخ و پایایی ترکیبی انجام گرفت و تأیید شد. برای تجزیه‏وتحلیل داده‌ها و آزمون فرضیه‌ها نیز، از روش مدل‌یابی معادلات ساختاری با حداقل مربعات جزئی استفاده شد.
یافته‌ها: یافته‌های این پژوهش نشان داد که کیفیت اطلاعات و اعتبار منبع، بر اهمیت مرتبط با به ‌اشتراک‏گذاری مشارکتی توسط اینفلوئنسرها و کاربران در بین کاربران شبکه‏های اجتماعی تأثیر مثبت و معناداری دارد. همچنین مشخص شد که اهمیت مرتبط با به ‌اشتراک‏گذاری غیر مشارکتی توسط اینفلوئنسرها و کاربران در بین کاربران شبکه‏های اجتماعی بر قصد خرید مشتریان کم درآمد تأثیر مثبت و معناداری دارد.
نتیجه‌گیری: یافته‌های پژوهش نشان می‌دهد که تا چه اندازه اعتبار منبع و کیفیت محتوای به‌اشتراک گذاشته‌شده توسط دو گروه کاربران رسانه‌های اجتماعی و اینفلوئنسرها، می‌تواند بر قصد خرید مصرف‏کنندگان تأثیر بگذارد. همچنین راه‌کارهایی را برای بهبود استراتژهای بازاریابی و افزایش بازدهی کمپین‌های تبلیغاتی ارائه می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Impact of Social Media Content by Influencers and Users on the Purchase Intention of Low-Income Customers Using the SOR Model

نویسندگان [English]

  • Niloofar Pourdelan 1
  • Fariborz Rahimnia 2
  • Omid Behboodi 1
  • Zeinab Sheikheslami 3
1 MSc Student, Department of Business Management, FFaculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Prof., Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
3 PhD Candidate, Department of Human Resources, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
چکیده [English]

Objective
Nowadays, considering the variety of products and services offered by organizations, individuals review the desired product or service before making a purchase to reduce the uncertainty arising from decision-making. This issue is particularly significant among the low-income group, as these individuals benefit from a lower level of welfare and income (United Nations,2017). Content produced by consumers and influencers on social media plays an important role in shaping potential consumers' purchasing decisions by meeting their informational needs (Barta et al.,2023; Stephen,2016). Therefore, brands have shifted their marketing strategies and budgets more in this direction. Two factors, the quality of information and the credibility of the source, are among the determining factors in the impact of published content. The quality of information refers to the extent to which the shared content is understandable, sufficient, and objective (Monczka et al.,1998; Park et al.,2007). On the other hand, trustworthiness refers to the degree to which the message receiver accepts and trusts the message sender (Ohanian,1990). The more consumers consider the content available on social media to be of high quality or the source to be reliable, the more they evaluate the content as useful (Sussman and Siegal,2003). The aim of this research is to examine the impact of the information quality and source credibility of content published by users and influencers on social media pages on the purchase intention of low-income consumers.
Research Methodology
The present study is applied in terms of its objective and is survey-analytical in terms of its method and execution. The statistical population of the present study includes active users who are members of social networks such as Instagram, Twitter, Facebook, etc. The year is1402. To determine the sample size, the structural equation modeling rule of5 to15 times the number of questionnaire items was used. Therefore, since the present study's questionnaire has27 items, the sample size was determined to be between135 and405, with164 samples collected. The data collection tool in this research is a27-question questionnaire that consists of two sections. The first section includes questions related to the respondents' personal information, while the second section includes questions aimed at examining the impact of the content produced by influencers and customers on social media on the willingness of potential customers to pay more. In this section, the variable "information quality" was measured using three items adapted from the studies of Sussman and Siegel (2003) and Billey and Pearson (1983). The variable "source credibility" was adapted using four items from the studies of Sussman and Siegel (2003) and Bhattacharya and Sen (2006). The variable "importance related to participant sharing" was measured using eight items, and "importance related to non-participant sharing" was measured using eight items based on the scale developed by Dadavolu (2016). Additionally, "purchase intention" was measured using four items adapted from Luo et al. (2010). The scoring in this questionnaire was based on a5-point Likert scale (strongly disagree =1 to strongly agree =5). To determine the reliability of the questionnaire items, composite reliability was used, and to examine the convergent validity of the questionnaire, the Average Variance Extracted (AVE) test was conducted. Finally, to assess the discriminant validity, according to the Fornell-Larcker test, the square root of AVE should be greater than the correlation values between the constructs (Fornell & Larcker,1981). For data analysis in the descriptive statistics section, SPSS software was used, and for the inferential statistics section, Smart PLS3 software was used.
Findings
In this study, the variables of information quality and source credibility were considered independent variables, while the variables of user-generated content and influencer content (with dimensions of importance related to participatory and non-participatory sharing) were considered mediating variables. The purchase intention was considered the dependent variable. Twelve hypotheses were formulated in the present study, and data collected from active users in the virtual space were used for their analysis. The results showed a positive and significant relationship between the quality of information and the importance related to the sharing of influencer posts by both participating and non-participating users. This research also showed a positive and significant relationship between source credibility and the importance related to sharing influencer posts by both participating and non-participating users. Furthermore, a positive and significant relationship was found between the importance of sharing influencer posts by both participants and non-participants and the consumer's purchase intention. Ultimately, the findings confirm the role of information quality and the credibility of the sources of content published by influencers and users on the purchase intention of low-income consumers.
 
Discussion & Conclusion
The conceptual model of the research is a blend of the conceptual models of Tangher and Cartel (2023) and Onfry et al. (2022), and the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical knowledge, the present study provides practical insights for marketers and managers to operate in the social media space. Social media managers should consider the role that influencers and users play in influencing people's decision-making. Low-income individuals, due to their limited budgets for purchases, scrutinize information published on social media more carefully than others. As this study also showed, the dimensions of information quality and source credibility have a significant impact on people's purchase intentions. Since the more real and tangible the content is perceived, the greater its impact on purchase intention, it is suggested that marketing managers utilize users and media influencers.

کلیدواژه‌ها [English]

  • Information quality
  • Source credibility
  • Social media content
  • Purchase intention

مراجع

ایزدی، حمید؛ بحرینی‎زاد، منیژه؛ اسماعیل‎پور، مجید (1398). بخش‎بندی مصرف‎کنندگان در شبکه‎های اجتماعی بر اساس انگیزه‎های اجتماعی مشارکت در ارتباطات دهان‎به‎دهان الکترونیک. فصلنامه مدیریت بازرگانی، 11(1)، 201- 218.
رحیم‌نیا، فریبرز؛ رمضانی، یوسف و زرگران، سحر (1398). تأثیر تعامل کاربران در رسانه های اجتماعی بر قصد خرید به واسطة نگرش نسبت به برند و هنجارهای ذهنی. تحقیقات بازاریابی نوین، 9(1)، 213- 232.
بهرام‌زاده، محمدرضا؛ ممدوحی، مجید و گلچین، فرحناز (1402). نقش افراد تأثیرگذار در شبکه‌های اجتماعی بر قصد خرید مشتریان. جستارهایی در مدیریت، 2(1)، 88- 111.
مالکی، حسین (1399). تأثیر بازاریابی محتوا بر قصد خرید و وفاداری به برند در شبکه‌های اجتماعی. دومین کنفرانس بین‎المللی نوآوری در مدیریت کسب‌وکار و اقتصاد. ‏شهریور 1399، تهران.
شکاری، حمیده و قره‌چاهی، حمیدرضا (1402). بررسی تأثیر بازاریابی محتوا و تبلیغات الکترونیک بر قصد خرید مشتری با توجه به نقش میانجی تبلیغات شفاهی الکترونیک. کنفرانس ملی چالش‌ها و راه‌کارهای نوین در مدیریت، حسابداری و صنعت بیمه، اردبیل.
حسین‌زاده شهری، معصومه؛ علیزاده امیرآبادی، نیلوفر و سعدی‌پور، یاسمن (1401). تأثیر داستان‌سرایی به‌عنوان یک راهبرد محتوا بر قصد خرید: پژوهشی با استفاده از سناریوسازی روایتی. پژوهش‌های مدیریت منابع سازمانی، ۱۲ (۴)، 75- 96.
خادمی گراشی، مهدی؛ بخش‌نژاد، رضا و نصرتی، شیوا (1401). تأثیر کیفیت بحث و اعتبار منبع بر پذیرش اطلاعات در فضای آنلاین. تحقیقات بازاریابی نوین، 12 (4)، 151- 176.
حسینی، میرزاحسن و مسعودی، سیدسامان (1401). تأثیر عوامل اعتبار، محتوا و ارزش بر قصد خرید مجدد مشتریان با تأکید بر نقش درگیری مشتری در تجارت اجتماعی (موردمطالعه: شبکه اجتماعی اینستاگرام). دومین کنفرانس بین‌المللی آزمایشگاه مدیریت و رویکردهای نوآورانه در مدیریت و اقتصاد، تهران.
References
Ahmad, S. N. & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce construct. International Journal of Information Management, 37(3), 202-213.
Ahn, T., Ryu, S. & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & management, 44(3), 263-275.
Aladwani, A. M. & Dwivedi, Y. K. (2018). Towards a theory of SocioCitizenry: Quality anticipation, trust configuration, and approved adaptation of governmental social media. International Journal of Information Management, 43, 261-272.
Annous, R. M. MDDM (Doctoral dissertation, Universidade Nova de Lisboa).
Arora, A., Bansal, S., Kandpal, C., Aswani, R. & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. Journal of retailing and consumer services, 49, 86-101.
Bahram Zadeh, M., Mamdouhi, M. & Golchin, F. (2023). The role of influencers on social networks in customer purchase intentions. Journal of Management Research, 2(1), 88-111. 10.22034/jsm.2023.406158.1013 (in Persian)
Bigley, I. P. & Leonhardt, J. M. (2018). Extremity bias in user-generated content creation and consumption in social media. Journal of Interactive Advertising, 18(2), 125-135.
Chaffey, D. (2022). Global social media statistics research summary. Smart Insight. https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
Chang, T. Z. & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22, 16-27.
Chen, C. Y., Chen, T. H., Chen, Y. H., Chen, C. L. & Yu, S. E. (2013). The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook. Natural hazards, 65, 2077-2103.
Chen, X. & Chua, A. Y. (2020, March). Reviewing the landscape of research on influencer-generated content. In 2020 6th International Conference on Information Management (ICIM) (pp. 244-248). IEEE.
Choi, B. & Lee, I. (2017). Trust in open versus closed social media: The relative influence of user-and marketer-generated content in social network services on customer trust. Telematics and Informatics, 34(5), 550-559.
Colicev, A., Kumar, A. & O'Connor, P. (2019). Modeling the relationship between firm and user generated content and the stages of the marketing funnel. International Journal of Research in Marketing, 36(1), 100-116.
Daugherty, T., Eastin, M. S. & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of interactive advertising, 8(2), 16-25.
Dedeoğlu, B. B. (2016). The relationship between social media, involvement and destination brand equity. Unpublished doctoral dissertation). Akdeniz University, Antalya, Turkey.
Dedeoglu, B. B. (2019). Are information quality and source credibility really important for shared content on social media? The moderating role of gender. International journal of contemporary hospitality management, 31(1), 513-534.
Dedeoğlu, B. B., Taheri, B., Okumus, F. & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954.
Eagly, A. H. (1993). The psychology of attitudes. Fort Worth/Harcout Brace Jovanovich College Publishers.
Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gamage, T. C. & Ashill, N. J. (2023). Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information. Journal of Product & Brand Management, 32(2), 316-329.
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales & Marketing, 3(2), 73-86.
Gotlieb, J.B. & Sarel, D. (1991). Comparative advertising effectiveness: The role of involvement and source credibility. Journal of advertising, 20(1), 38-45.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L. & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hoseinzadeh Shari, M., Alizadeh Amirabadi, N. & Saadipoor, Y. (2022). The impact of storytelling as a content strategy on purchase intention: A study using narrative scenario building. Organizational Resource Management Research, 12(4), 75-96. (in Persian)
Hosseini, M.H. & Masoudi, S.S. (2022). The Impact of Credibility, Content, and Value Factors on Customers' Repurchase Intentions with Emphasis on the Role of Customer Engagement in Social Commerce (Case Study: Instagram Social Network). Second International Conference on Management Laboratory and Innovative Approaches in Management and Economics, Tehran. (in Persian)
Hovland, C. I. & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650.
Huang, Z. & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
Ismagilova, E., Slade, E., Rana, N. P. & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
Izadi, H., Bahrinizad, M. & Esmaeilpour, M. (2019). Segmenting consumers in social networks based on social motivations of engagement in electronic word of mouth relationships. Journal of business management, 11(1), 201-218. (in Persian)
Jacoby, J. (2002). Stimulus‐organism‐response reconsidered: an evolutionary step in modeling (consumer) behavior. Journal of consumer psychology, 12(1), 51-57.
Jia, Y. & Liu, I. L. (2018). Do consumers always follow “useful” reviews? The interaction effect of review valence and review usefulness on consumers' purchase decisions. Journal of the Association for Information Science and Technology, 69(11), 1304-1317.
Kang, J. W. & Namkung, Y. (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78, 189-198.
Kawa, L. W., Rahmadiani, S. F. & Kumar, S. (2013). Factors affecting consumer decision-making: a survey of young-adults on imported cosmetics in Jabodetabek, Indonesia. SIJ Transactions on Industrial, Financial & Business Management, 1(5), 175-180.
Khademi Gerashi, M., Bakhshnezhad, R. & Nosrati, S. (2023). The Effect of Information Quality and Source Credibility on Information Adoption in Online Communities. New Marketing Research Journal, 12(4), 151-176. (in Persian)
Khamis, S., Ang, L. & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
Kotler, P. & Armstrong, G. (2004). Principle of Marketing: 10thnEdition.
Lai, L. & Peng, L. (2020) Research on Influencing Factors of Online Purchase Intention of Agricultural Products Based on Two-factor Analysis. Price Theory Pract, 40, 99–102+163.
Lee, I. (2017). A study of the effect of social shopping deals on online reviews. Industrial Management & Data Systems, 117(10), 2227-2240.
Leung, F. F., Gu, F. F. & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251.
Lin, X., Li, Y. & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 37(3), 190-201.
Lou, C. & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in psychology, 10, 2567.
Maleki, H. (2020). The impact of content marketing on purchase intentions and brand loyalty on social networks. Second International Conference on Innovation in Business Management and Economics, Tehran, September 2020.  (in Persian)
Martínez-Navarro, J. & Bigné, E. (2017). The value of marketer-generated content on social network sites: media antecedents and behavioral responses. Journal of Electronic Commerce Research, 18(1), 52.
Mendes-Filho, L. & Tan, F. B. (2009). User-generated content and consumer empowerment in the travel industry: A uses & gratifications and dual-process conceptualization. PACIS 2009 Proceedings, 28.
Mikalef, P., Framnes, V. A., Danielsen, F., Krogstie, J. & Olsen, D. (2017). Big data analytics capability: antecedents and business value.‏ Pacific Asia Conference on Information Systems.
Mirabi, V., Akbariyeh, H. & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Monczka, R. M., Petersen, K. J., Handfield, R. B. & Ragatz, G. L. (1998). Success factors in strategic supplier alliances: the buying company perspective. Decision sciences, 29(3), 553-577.
Moorman, C., Deshpande, R. & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
Morrison, M. A., Cheong, H. J. & McMillan, S. J. (2013). Posting, lurking, and networking: behaviors and characteristics of consumers in the context of user-generated content. Journal of Interactive Advertising, 13(2), 97-108.
Mukherjee, S., Jebarajakirthy, C. & Datta, B. (2020). Retailer selection compulsion in the subsistence markets. Journal of Retailing and Consumer Services, 52, 101904.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Pagani, M. & Mirabello, A. (2011). The influence of personal and social-interactive engagement in social TV web sites. International Journal of Electronic Commerce, 16(2), 41-68.
Park, D. H., Lee, J. & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades' evidence. Journal of applied social psychology, 34(2), 243-281.
Rahimnia, F., Ramazani, Y. & Zargharan, S. (2019). The impact of user interaction on social media on purchase intentions through attitudes toward the brand and subjective norms. Journal of Modern Marketing Research, 9(1), 33-52. (in Persian)
Shekari, H. & Ghareh Chahi, H. R. (2023). Examining the impact of content marketing and electronic advertising on customers' purchase intentions considering the mediating role of electronic word of mouth advertising. In Proceedings of the National Conference on Challenges and Modern Solutions in Management, Accounting, and Insurance Industry. Ardabil. (in Persian)  
Singh, D. & Pandey, V. (2024). The Dimensions and Roles of Online Content in Social Commerce: A Systematic Literature Review and Future Research Agenda. International Journal of Consumer Studies, 48(1), e13004.
Stsiampkouskaya, K., Joinson, A., Piwek, L. & Ahlbom, C. P. (2021). Emotional responses to likes and comments regulate posting frequency and content change behaviour on social media: An experimental study and mediation model. Computers in Human Behavior, 124, 106940.
Sultan, P., Wong, H. Y. & Azam, M. S. (2021). How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. Journal of Cleaner Production, 312, 127807.
Teng, S., Wei Khong, K., Wei Goh, W. & Yee Loong Chong, A. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online information review, 38(6), 746-768.
Tuncer, İ. & Kartal, A. S. (2024). Do the importance of influencer‐and customer‐generated content on social media affect willingness to pay more for potential customers? Journal of Consumer Behaviour, 23(2), 1002-1013.‏
United Nations. (2017). World population prospects: The 2017 revision, key findings and advance tables. United Nations, New York.
United Nations. (2022). The Sustainable Development Goals Report. https://unstats.un.org/sdgs/report/2022/The-Sustainable-Development-Goals-Report-2022.pdf.
Venugopal, S. & Viswanathan, M. (2017). The subsistence marketplaces approach to poverty: Implications for marketing theory. Marketing Theory, 17(3), 341–356.
Wang, Q., Zhang, W., Li, J., Mai, F. & Ma, Z. (2022). Effect of online review sentiment on product sales: The moderating role of review credibility perception. Computers in Human Behavior, 133, 107272.
Wangenheim, F. V. & Bayón, T. (2004). The effect of word of mouth on services switching: Measurement and moderating variables. European Journal of Marketing, 38(9/10), 1173-1185.
Woodworth, R. S. (1929). Experimental psychology (Revised ed.). Henry Holt.
Wu, J., Fan, S. & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258-270.
Xiao, M., Wang, R. & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213.
Yang, F., Tang, J., Men, J. & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683.
Yang, S. M. & Kim, H. G. (2016, June). The influence of the direction of online word-of-mouth information on usefulness of information and purchase intention: Focusing on moderating effect involvement. In International Conference on Business and Economics (ICBE) (Vol. 2016, No. 1, pp. 545-546).
Zhang, H. & Xu, X. (2015). Nonnegative cross-media recoding of visual-auditory content for social media analysis. Multimedia tools and applications, 74, 577-593.
Zhao, K., Zhang, P. & Lee, H. M. (2022). Understanding the impacts of user-and marketer-generated content on free digital content consumption. Decision Support Systems, 154, 113684.
بررسی‌های مدیریت رسانه
دوره 3، شماره 2
1403
صفحه 260-287

فایل ها

هم رسانی

ارجاع به این مقاله

آمار