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ABSTRACT. The purpose of this study was to empirically examine whether social media influencers can shape corporate brand reputation. Building my argument by drawing on data collected from Activate, BI Intelligence, Captiv8, eMarketer, The Economist, Fullscreen, Linqia, Shareablee, MarketingCharts, Mediakix, and Zine, I performed analyses and made estimates regarding the most/least important social media channels for influencer marketing (%), average earnings for influencer posts on selected social media platforms ($), primary social media platform used by social influencers worldwide for brand collaborations (%), tactics used by influencers worldwide for sponsored campaigns on Instagram (%), effective content formats for influencer marketing (%), top success metrics for influencer campaigns (%), and how U.S. adults feel about social media influencers (%). The structural equation modeling technique was used to test the research model.

Keywords: social media influencer; corporate brand reputation; trust; purchase intention

How to cite: Bratu, Sofia (2019). “Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers’ Trust, Value Creation, and Purchase Intentions,” Review of Contemporary Philosophy 18: 157–163. doi:10.22381/RCP18201910

Received 14 March 2019 • Received in revised form 17 July 2019
Accepted 21 July 2019 • Available online 29 July 2019

Sofia Bratu
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Spiru Haret University, Bucharest, Romania

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