Jin Zhang, Xinmai Li, Banggang Wu, Liying Zhou and Xiang Chen
A critical step in influencer marketing is influencer outreach, where a brand reaches out to an influencer and forms a partnership. Yet little is known about how factors related…
Abstract
Purpose
A critical step in influencer marketing is influencer outreach, where a brand reaches out to an influencer and forms a partnership. Yet little is known about how factors related to this process might influence the outcomes of sponsored posts. To address this gap, the authors investigated whether, how and when the order of influencers' product use and brand outreach (i.e. use/outreach order) affects post persuasiveness.
Design/methodology/approach
The authors conducted three experimental studies. Studies 1 and 2 examined the effect of disclosure type (use-first, outreach-later vs. outreach-first, use-later vs. no disclosure) on consumers' responses to the post. Study 3 investigated the moderating effects of compensation disclosure type.
Findings
The results revealed that when the influencer used the product before (vs. after) being contacted by the brand, consumers had more favorable attitudes about the product and greater purchase intention upon reading the sponsored posts; perceived information diagnosticity mediated this effect. However, this tendency was mitigated if the influencer disclosed the specific monetary payment from the brand.
Originality/value
This research advances understanding of sponsorship disclosure and provides a way to manage its impact on message persuasiveness.
Details
Keywords
Ruilin Guo, Qiufang Wu, Yafei Liu and Yanzhen Liu
The purpose of this paper is to attempt to solve a decision‐making problem for breeding target character showed as an interval number.
Abstract
Purpose
The purpose of this paper is to attempt to solve a decision‐making problem for breeding target character showed as an interval number.
Design/methodology/approach
A new comprehensive evaluation method was proposed based on similarity‐difference theory and interval number theory. The data from Winter Wheat Group I Variety Regional Test in Henan Province in 2009‐2010 were analysed using the proposed method.
Findings
The results showed that Zhou 99233 was a good variety, Yuxhan No.7, An 05‐28, Xun K8, Jinyumai 378 and Zhoumai 18 were better ones, 08 luo 36, and Xuke 718 ordinary ones, and others worse ones. Based on this, the feasibility of the method was discussed. It showed that the proposed method had some obvious merits, such as arithmetic was simple, operation convenient, flexible and practical, fast and effective, etc.
Practical implications
Application to a living example indicated that its evaluation effect was satisfactory. Consequently, the application prospect of the method will be very vast.
Originality/value
The paper succeeds in solving a decision‐making problem for breeding target character shown as an interval number.
Details
Keywords
Guo Ruilin, Wu Qiufang, Liu Yafei, Liu Yanzhen, Mao Guangzhi and Wang Jinshun
The paper seeks to attempt to solve a decision‐making problem for breeding target character shown as an interval number.
Abstract
Purpose
The paper seeks to attempt to solve a decision‐making problem for breeding target character shown as an interval number.
Design/methodology/approach
A new comprehensive evaluation method is proposed based on similarity‐difference theory and interval number theory. Data from Winter Wheat Group I Variety Regional Test in Henan Province in 2009‐2010 were analysed using the proposed method.
Findings
The results showed that Zhou 99233 was a good variety; Yuxhan No. 7, An 05‐28, Xun K8, Jinyumai 378 and Zhoumai 18 were better ones; 08 luo 36,and Xuke 718 ordinary ones, and others worse ones. Based on this, the feasibility of the method was discussed. It showed that the proposed method had some obvious merits, such as simple arithmetic, convenient operation, flexible and practical, fast and effective.
Practical implications
The application of a live example indicated that its evaluation effect was satisfactory.
Originality/value
The paper succeeds in solving a decision‐making problem for breeding target character shown as an interval number.