The present research addresses the issue of source credibility of social media influencers from t... more 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.
In the present study we focus on the use of social network sites by Romanian and German youth in ... more In the present study we focus on the use of social network sites by Romanian and German youth in a comparative manner. Our research questions are 1. Are there differences in the use of social network sites by young people in Germany and Romania? 2. Are there differences in the motivation to use social network sites? and 3. How do they see the information shared on social networks? The present study is of exploratory nature and it was only the first step in analyzing the differences between Romanian and German students with respect to the use of SNS such as Facebook, Instagram, Snapchat and WhatsApp. Based on a qualitative methodology, our results cannot be subject for generalization. Nevertheless , we emphasized some relevant tendency such as: a migration towards
The present research addresses the issue of source credibility of social media influencers from t... more 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.
In the present study we focus on the use of social network sites by Romanian and German youth in ... more In the present study we focus on the use of social network sites by Romanian and German youth in a comparative manner. Our research questions are 1. Are there differences in the use of social network sites by young people in Germany and Romania? 2. Are there differences in the motivation to use social network sites? and 3. How do they see the information shared on social networks? The present study is of exploratory nature and it was only the first step in analyzing the differences between Romanian and German students with respect to the use of SNS such as Facebook, Instagram, Snapchat and WhatsApp. Based on a qualitative methodology, our results cannot be subject for generalization. Nevertheless , we emphasized some relevant tendency such as: a migration towards
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