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Article
Publication date: 10 February 2023

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…

655

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

Journal of Research in Interactive Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 8 June 2012

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.

277

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

Kybernetes, vol. 41 no. 5/6
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 19 August 2011

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.

270

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.

Details

Grey Systems: Theory and Application, vol. 1 no. 2
Type: Research Article
ISSN: 2043-9377

Keywords

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