Social Networks and Digital Influencers in the Online Purchasing Decision Process DOI Creative Commons
María José Gonçalves, Adriana Oliveira, António Abreu

и другие.

Information, Год журнала: 2024, Номер 15(10), С. 601 - 601

Опубликована: Сен. 30, 2024

Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers played an essential role shaping consumers’ opinions. sense, studying social and online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill purpose: Technology Acceptance Model (TAM) Unified Theory Use (UTAUT). conducted exploratory study using quantitative approach, with data being collected through questionnaire distributed online. The statistical analysis empirical model employed partial least squares structural equation modeling (PLS-SEM) technique. Analyzing 135 responses allowed us conclude that are relevant This research highlights importance credibility influencers, emotional connections audiences, dynamics media consumer behavior. It strong influence on decisions makes methodological contribution rigorous model. also suggests avenues for future order deepen understanding influencer marketing strategies.

Язык: Английский

Directed Consumer-Generated Content (DCGC) for Social Media Marketing: Analyzing Performance Metrics from a Field Experiment in the Publishing Industry DOI Creative Commons

Eleni Ntousi,

Chris Lazaris, Pavlina Katiaj

и другие.

Systems, Год журнала: 2025, Номер 13(2), С. 124 - 124

Опубликована: Фев. 17, 2025

This study examines the efficacy of a novel form consumer-generated content (CGC) digital advertising, termed “directed” (DCGC), in comparison to traditional brand-created social media advertisements. The analysis focuses on performance metrics and return ad spend (ROAS). Data were gathered from campaigns incorporating both DCGC non-CGC through field experiment, followed by rigorous statistical identify most effective advertising strategies. Findings indicate that typically results significantly higher conversion rates, increased conversions, superior ROAS. Overall, advertisements demonstrate enhanced relative campaigns, suggesting they represent more strategic allocation brand’s marketing resources, particularly when primary objective is drive sales achieve elevated rates. research contributes academic discourse practical implementation highlighting advantages as cost-effective efficient approach for brands.

Язык: Английский

Процитировано

0
Social Networks and Digital Influencers in the Online Purchasing Decision Process DOI Creative Commons
María José Gonçalves, Adriana Oliveira, António Abreu

и другие.

Information, Год журнала: 2024, Номер 15(10), С. 601 - 601

Опубликована: Сен. 30, 2024

Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers played an essential role shaping consumers’ opinions. sense, studying social and online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill purpose: Technology Acceptance Model (TAM) Unified Theory Use (UTAUT). conducted exploratory study using quantitative approach, with data being collected through questionnaire distributed online. The statistical analysis empirical model employed partial least squares structural equation modeling (PLS-SEM) technique. Analyzing 135 responses allowed us conclude that are relevant This research highlights importance credibility influencers, emotional connections audiences, dynamics media consumer behavior. It strong influence on decisions makes methodological contribution rigorous model. also suggests avenues for future order deepen understanding influencer marketing strategies.

Язык: Английский

Процитировано

1