Leveraging Machine Learning to Analyze Influencer Credibility’s Impact on Brand Admiration and Consumer Purchase Intent in Social Media Marketing

Human Behavior and Emerging Technologies, Journal Year: 2025, Volume and Issue: 2025(1)

Published: Jan. 1, 2025

This study harnesses the power of machine learning to unravel intricate dynamics influencer credibility in shaping brand admiration and consumer purchase intent within realm social media marketing. A survey 423 consumers, analyzed using JASP software advanced structural equation modeling (SEM), provides a data‐driven lens into how dimensions—experience, trustworthiness, attractiveness, conformity—influence perceptions actions. Findings highlight pivotal roles experience trustworthiness fostering admiration, while attractiveness yields inconclusive results. Conformity emerges as subtle yet significant factor driving intent. Notably, serves critical intermediary, bridging gap between decisions. research underscores transformative potential decoding behavior, offering fresh insights for marketers aiming optimize influencer‐driven campaigns ever‐evolving digital landscape.

Language: Английский

The impact of team psychological safety on employee innovative performance a study with communication behavior as a mediator variable

PLoS ONE, Journal Year: 2024, Volume and Issue: 19(10), P. e0306629 - e0306629

Published: Oct. 30, 2024

This study aims to delve into the impact of team psychological safety on employee innovative performance and analyze mediating role communication behavior in this process. Given central innovation sustained competitiveness enterprises, understanding how promotes through is significant theoretical practical importance. The employs a structural equation model (SEM) survey data from 580 employees across various high-tech enterprises. results indicate that three dimensions safety—team collaboration understanding, information sharing, give-and-take balance—have positive performance. Moreover, plays between reveals influence behavior, emphasizing importance building environment stimulate potential. It provides empirical evidence for enterprise managers optimize strategies enhance

Language: Английский

Impacts of Social Media Advertising on Purchase Intention and Customer Loyalty in E-Commerce Systems

ACM Transactions on Asian and Low-Resource Language Information Processing, Journal Year: 2023, Volume and Issue: 23(8), P. 1 - 15

Published: Aug. 7, 2023

The emergence of new technologies has had a noteworthy impact on communication systems, leading to the importance conducting research in this area due significant influence social media. Marketing operators must implement necessary infrastructure identify and fulfill customers' expectations, considering advantages increasing number users networks. This paper presents comprehensive framework for evaluating purchase intention electronic commerce taking into account media advertising customer loyalty. aims enhance e-commerce through examine influential factors that improve online shopping performance, including advertising's effectiveness behavior brand develops theoretical nine hypotheses evaluate with focus effect loyalty intention. To validate proposed model test hypotheses, we make use information obtained from an international company located China. results demonstrate positive pleasurable motivation intention, significance level 3.776 path coefficient 0.279. Moreover, investigation recommended advertisement confirms 32.815 0.788.

Language: Английский