罗马尼亚和德国用户对社交媒体影响者可信度的看法

IF 1.3 Q2 COMMUNICATION
D. Balaban, Maria Mustățea
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引用次数: 55

摘要

本研究从用户的角度探讨了社交媒体影响者的来源可信度问题。社交媒体网红被定义为在一个或多个社交媒体平台上拥有大量粉丝的在线人物。他们扮演着复杂的角色,既是内容创造者,又是在线意见领袖,甚至是企业家。网红营销正在成为当前全球广告活动中越来越重要的组成部分。大量文献都强调了广告来源可信度对广告效果的重要性。信息源可信度理论研究进展(Teng et al ., 2014;贾法罗娃&拉什沃斯,2016;Munnukka et al . 2016;Lou &Yuan, 2018)强调了可信度、专业知识、相似性和吸引力作为来源可信度要素对网红营销中感知信任的影响。为了获得更好的见解,我们选择进行定性研究,这可以让我们深入了解网红营销中的来源可信度现象。我们在德国进行了四次小组讨论,在罗马尼亚进行了五次小组讨论。我们探讨了用户对社交媒体影响者感知可信度的感知差异和相似之处。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany
The present research addresses the issue of source credibility of social media influencers from the perspective of users. Social media influencers are defined as online personalities with a large number of followers, across one or several social media platforms. They have a complex role, being content creators, online opinion leaders, and even entrepreneurs. Influencer marketing is becoming a more and more relevant component of current advertising campaigns worldwide. A consistent body of literature has underlined the importance of source credibility for the effectiveness of advertising. Recent researches on Source Credibility Theory (Teng et al, 2014; Djafarova & Rushworth, 2016; Munnukka et al 2016; Lou &Yuan, 2018) have stressed the influence of trustworthiness, expertise, similarity and attractiveness as elements of source credibility on perceived trust in influencer marketing. In order to gain better insights, we chose to conduct qualitative research that can allow us an in-depth perspective on the phenomenon of source credibility in influencer marketing. We carried out four group discussions in Germany and five in Romania. We explored the differences and similarities regarding the users’ perception of the perceived credibility of social media influencers.
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来源期刊
CiteScore
1.40
自引率
0.00%
发文量
7
审稿时长
12 weeks
期刊介绍: The Romanian Journal of Communication and Public Relations welcomes high quality contributions investigating topics in the fields of mass media, communication and public relations, from theoretical, empirical and critical perspectives. The RJCPR mainly favors original and articulate research papers, but theory-focused articles, book reviews and other scientific contributions are also welcome
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