Abstracts
Abstract
This research examines the role of social media influencers (SMIs) in higher education brand strategy, focusing on how their characteristics influence attitudes in a multicultural context. The model explores the relationships between SMIs’ attributes—social attractiveness, attitude homophily, and interactivity—and perceived expertise, authenticity, and trustworthiness, as well as their impact on brand trust. Based on a study of 276 participants using structural equation modeling, the findings reveal that SMIs significantly influence brand trust, with trustworthiness being the strongest predictor. Interestingly, authenticity had less impact, while global identity behaviors led to more uniform perceptions across diverse groups.
Keywords:
- cross-cultural,
- digital marketing,
- higher education and research,
- influencer marketing,
- influencer power,
- social media
Résumé
Cette recherche examine le rôle des influenceurs sur les réseaux sociaux (SMI) dans la stratégie de marque de l’enseignement supérieur et leur influence sur les attitudes dans un contexte multiculturel. Le modèle analyse les relations entre les attributs des SMI (attractivité sociale, homophilie d’attitude, interactivité) et les attributs perçus (expertise, authenticité, fiabilité), ainsi que leur impact sur la confiance dans la marque. L’étude, menée auprès de 276 participants, utilise la modélisation par équations structurelles et une analyse multigroupe. Les résultats montrent que les SMI sont cruciaux dans la stratégie des marques, la fiabilité étant le meilleur prédicteur de la confiance, tandis que l’authenticité joue un rôle moindre. L’identité globale conduit à des perceptions plus uniformes.
Mots-clés :
- cross-culturel,
- enseignement supérieur et recherche,
- marketing d’influence,
- marketing digital,
- réseaux sociaux,
- pouvoir de l’influenceur
Resumen
Esta investigación examina el papel de los influencers de redes sociales (SMI) en la estrategia de marca de la educación superior y su impacto en las actitudes en un contexto multicultural. El modelo explora las relaciones entre los atributos de los SMI (atractividad social, homofilia de actitud e interactividad) y los atributos percibidos (expertise, autenticidad y confiabilidad), y su impacto en la confianza en la marca. El estudio, con 276 participantes, usó modelado estructural y análisis multigrupo. Los resultados destacan la importancia de los SMI en la estrategia de marca, siendo la confiabilidad el mayor predictor de confianza, mientras que la autenticidad tuvo menor impacto. La identidad global generó percepciones más uniformes.
Palabras clave:
- educación superior e investigación,
- interculturalidad,
- marketing de influencia,
- marketing digital,
- medios sociales,
- poder de los influencers
Appendices
Bibliography
- Alfonzo, P. (2023). “Getting granular—Uncovering actionable insights for effective social media management in the higher education sector.” Journal of Nonprofit & Public Sector Marketing, 35(5), 468-493. https://doi.org/10.1080/10495142.2021.1970078
- Baker, S., & Martinson, D. L. (2002). “Out of the red-light district: Five principles for ethically proactive public relations.” Public Relations Quarterly, 47(3), 15.
- Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). “Antecedents and consequences of university brand identification.” Journal of Business Research, 69(8), 3023-3032. https://doi.org/10.1016/j.jbusres.2016.01.017
- Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). “Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.” Business Horizons, 55(3), 261-271. https://doi.org/10.1016/j.bushor.2012.01.007
- Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “’This post is sponsored’: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook.” Journal of Interactive Marketing, 38, 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
- Bolat, E., & O’Sullivan, H. (2017). “Radicalising the marketing of higher education: Learning from student-generated social media data.” Journal of Marketing Management, 33(9-10), 742-763. https://doi.org/10.1080/0267257X.2017.1319405
- Brislin, R. W. (1970). “Back-translation for cross-cultural research.” Journal of Cross-Cultural Psychology, 1(3), 185-216. https://doi.org/10.1177/135910457000100301
- Buunk, A. P., & Dijkstra, P. (2011). “Does attractiveness sell? Women’s attitude toward a product as a function of model attractiveness, gender priming, and social comparison orientation.” Psychology & Marketing, 28(9), 958-973. https://doi.org/10.1002/mar.20416
- Campus France. (2022). “Key figures on higher education in France.” Campus France. https://ressources.campusfrance.org/publications/chiffres_cles/en/chiffres_cles_2020_en.pdf
- Carpenter, A., & Wilson, R. (2022). “A systematic review looking at the effect of entrepreneurship education on higher education students.” The International Journal of Management Education, 20(2), 100541. https://doi.org/10.1016/j.ijme.2022.100541
- Chapleo, C. (2011). “Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities?” Journal of Brand Management, 18(6), 411-422. https://doi.org/10.1057/bm.2010.53
- Chaudhuri, A., & Holbrook, M. B. (2001). “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty.” Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
- Chronis, A., & Hampton, R. D. (2008). “Consuming the authentic Gettysburg: How a tourist landscape becomes an authentic experience.” Journal of Consumer Behaviour, 7(2), 111-126. https://doi.org/10.1002/cb.241
- Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). “Does brand trust matter to brand equity?” Journal of Product & Brand Management, 14(3), 187-196. https://doi.org/10.1108/10610420510601058
- Dotson, M. J., & Hyatt, E. M. (2000). “Religious symbols as peripheral cues in advertising: A replication of the elaboration likelihood model.” Journal of Business Research, 48(1), 63-68. https://doi.org/10.1016/S0148-2963(98)00078-7
- Duran, R. L., & Kelly, L. (1988). The influence of communicative competence on perceived task, social, and physical attraction. Communication Quarterly, 36(1), 41-49. https://doi.org/10.1080/01463378809369716 .
- Faham, E., Rezvanfar, A., Mohammadi, S. H. M., & Nohooji, M. R. (2017). Using system dynamics to develop education for sustainable development in higher education with the emphasis on the sustainability competencies of students. Technological Forecasting and Social Change, 123, 307-326. https://doi.org/10.1016/j.techfore.2016.03.023.
- Farace, S., van Laer, T., de Ruyter, K., & Wetzels, M. (2017). Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies. European Journal of Marketing, 51(11/12), 1961-1979. https://doi.org/10.1108/EJM-11-2016-0660.
- Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227. https://doi.org/10.1016/j.techfore.2018.09.006.
- Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. https://doi.org/10.1016/j.pubrev.2010.11.001.
- Gai, L., Xu, C., & Pelton, L. E. (2016). A netnographic analysis of prospective international students’ decision-making process: Implications for institutional branding of American universities in the emerging markets. Journal of Marketing for Higher Education, 26(2), 181-198. https://doi.org/10.1080/08841241.2016.1245233.
- Gao, H., Zhang, Y., & Mittal, V. (2017). How does local–global identity affect price sensitivity? Journal of Marketing, 81(3), 62-79. https://doi.org/10.1509/jm.15.0210.
- Geyser, W. (2022). The State of Influencer Marketing 2022: Benchmark Report. Influencer Marketing Hub. Available at: https://influencermarketinghub.com/influencer-marketing-benchmark-report-2022/.
- Gopichandran, V., & Chetlapalli, S. K. (2013). Dimensions and determinants of trust in health care in resource-poor settings–a qualitative exploration. PLOS ONE, 8(7), e69170. https://doi.org/10.1371/journal.pone.0069170.
- Government of Canada. (2022). Facts and stats. Universities Canada. Available at: https://www.univcan.ca.
- Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonisation in the international higher education market. Journal of Business Research, 60(9), 942-948. https://doi.org/10.1016/j.jbusres.2007.01.019.
- Hemsley-Brown, J., & Oplatka, I. (2015). Higher education consumer choice. Springer. https://doi.org/10.1007/978-1-137-45659-6.
- Hemsley‐Brown, J., & Oplatka, I. (2010). Market orientation in universities: A comparative study of two national higher education systems. International Journal of Educational Management, 24(3), 204-220. https://doi.org/10.1108/09513541011031565.
- Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89. https://doi.org/10.29244/jcs.4.2.76-89.
- Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222-238. https://doi.org/10.1108/EJMBE-12-2018-0136.
- Horai, J., Naccari, N., & Fatoullah, E. (1974). The Effects of Expertise and Physical Attractiveness Upon Opinion Agreement and Liking. Sociometry, 37(4), 601-606. https://doi.org/10.2307/2786431.
- Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. New Haven: Yale University Press.
- Huang, Y., Li, C., Wu, J., & Lin, Z. (2018). Online Customer Reviews and Consumer Evaluation: The Role of Review Font. Information & Management, 55(4), 430-440. https://doi.org/10.1016/j.im.2017.10.001.
- Islam, J. U., & Rahman, Z. (2017). The Impact of Online Brand Community Characteristics on Customer Engagement: An Application of Stimulus-Organism-Response Paradigm. Telematics and Informatics, 34(4), 96-109. https://doi.org/10.1016/j.tele.2017.01.004.
- Jan, M. T., & Ammari, D. (2016). Advertising Online by Educational Institutions and Students’ Reaction: A Study of Malaysian Universities. Journal of Marketing for Higher Education, 26(2), 168-180. https://doi.org/10.1080/08841241.2016.1233165.
- Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The Role of Digital Influencers in Brand Recommendation: Examining Their Impact on Engagement, Expected Value, and Purchase Intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009.
- Jin, S. A. A., & Phua, J. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebrities. Journal of Advertising, 43(2), 181-195. https://doi.org/10.1080/00913367.2013.827606.
- Jun, S., & Yi, J. (2020). What Makes Followers Loyal? The Role of Influencer Interactivity in Building Influencer Brand Equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-03-2019-2292.
- Khanna, M., Jacob, I., & Yadav, N. (2014). “Identifying and analysing touchpoints for building a higher education brand.” Journal of Marketing for Higher Education, 24(1), 122-143. https://doi.org/10.1080/08841241.2014.920460
- Kim, D. Y., & Kim, H. Y. (2021). “Trust me, trust me not: A nuanced view of influencer marketing on social media.” Journal of Business Research, 134, 223-232. https://doi.org/10.1016/j.jbusres.2021.05.027
- Kim, M., Park, J. E., Dubinsky, A. J., & Chaiy, S. (2012). “Frequency of CRM implementation activities: A customer‐centric view.” Journal of Services Marketing, 26(2), 83-93. Https://DOI.ORG/10.1108/08876041211215248
- Kretz, G., & de Valck, K. (2010). “Pixelize me!: Digital storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs.” In Research in Consumer Behavior. Emerald Group Publishing. Https://DOI.ORG/10.1108/S0885-2111(2010)0000012011
- Lacka, E., & Wong, T. C. (2021). “Examining the impact of digital technologies on students’ higher education outcomes: The case of the virtual learning environment and social media.” Studies in Higher Education, 46(8), 1621-1634. Https://DOI.ORG/10.1080/03075079.2019.1698533
- Ladhari, R., Massa, E., & Skandrani, H. (2020). “YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise.” Journal of Retailing and Consumer Services, 54, 102027. Https://DOI.ORG/10.1016/j.jretconser.2019.102027
- Leite, F. P., & Baptista, P. D. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311. Https://DOI.ORG/10.1080/10696679.2022.2026743
- Liu, H., Liu, W., Yoganathan, V., & Osburg, V. S. (2021). COVID-19 information overload and generation Z’s social media discontinuance intention during the pandemic lockdown. Technological Forecasting and Social Change, 166, 120600. Https://DOI.ORG/10.1016/j.techfore.2021.120600
- Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567. Https://DOI.ORG/10.3389/fpsyg.2019.02567
- Lou, C. (2022). Social media influencers and followers: Theorisation of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21. https://doi.org/10.1080/00913367.2021.1880345
- Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
- Luo, X. R., Zhang, W., Burd, S., & Seazzu, A. (2013). Investigating phishing victimization with the Heuristic–Systematic Model: A theoretical framework and an exploration. Computers & Security, 38, 28-38. https://doi.org/10.1016/j.cose.2013.03.006
- Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378-387. https://doi.org/10.1016/j.jbusres.2017.12.047
- Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
- McGuire, W. J. (1985) “The nature of attitudes and attitude change.” Handbook of social psychology 2: 233-346.
- McGuire, W. J. (2001). Input and output variables currently promising for constructing persuasive communications. Public communication campaigns, 22-48.
- McMillan, J. J., & Cheney, G. (1996). The student as consumer: The implications and limitations of a metaphor. Communication Education, 45(1), 1-15. https://doi.org/10.1080/03634529609379028
- McNicholas, C., & Marcella, R. (2022). An interactive decision-making model of international postgraduate student course choice. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2022.2048220
- McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27(1), 415-444. https://doi.org/10.1146/annurev.soc.27.1.415
- Minocha, S., Reynolds, M., & Hristov, D. (2017). Developing imaginators not managers–How to flip the business school model. The International Journal of Management Education, 15(3), 481-489. https://doi.org/10.1016/j.ijme.2017.08.002
- Molleda, J. C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14(3), 223-236. https://doi.org/10.1108/13632541011064508
- Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology & Marketing, 32(2), 173-186. https://doi.org/10.1002/mar.20772
- Nevzat, R., Amca, Y., Tanova, C., & Amca, H. (2016). Role of social media community in strengthening trust and loyalty for a university. Computers in Human Behavior, 65, 550-559. https://doi.org/10.1016/j.chb.2016.09.018
- Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44. https://doi.org/10.1016/j.ijinfomgt.2014.09.004
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
- Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International Marketing Review, 30(1), 56-71. https://doi.org/10.1108/02651331311298573
- Pentina, I., Zhang, L., & Basmanova, O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29(4), 1546-1555. https://doi.org/10.1016/j.chb.2013.01.045
- Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2023). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29(8), 770-795. https://doi.org/10.1080/13527266.2021.2011380
- Poole, R., Thompson, D., & Galloway, D. (2023). Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study. Journal of Marketing for Higher Education, 1-22. https://doi.org/10.1080/08841241.2023.2182280
- Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298. https://doi.org/10.1080/0267257X.2019.1708781
- Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-Heterophily: Relational Concepts for Communication Research. Public Opinion Quarterly, 34(4), 523-538. https://doi.org/10.1086/267838
- Royo-Vela, M., & Hünermund, U. (2016). Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory research. Journal of Marketing for Higher Education, 26(2), 143-167. https://doi.org/10.1080/08841241.2016.1233165
- Shelton, C., Schroeder, S., & Curcio, R. (2020). Instagramming their hearts out: What do edu-influencers share on Instagram? Contemporary Issues in Technology and Teacher Education, 20(3), 529-554.
- Simons, H. W., Berkowitz, N. N., & Moyer, R. J. (1970). Similarity, credibility, and attitude change: A review and a theory. Psychological Bulletin, 73(1), 1-16. https://doi.org/10.1037/h0028429
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
- Statista. (2022a). Distribution of Instagram users in France as of September 2022, by age group. Retrieved from https://www.statista.com/statistics/1196396/instagram-users-by-age-france/
- Statista. (2022b). Share of Instagram users in Canada as of June 2022, by age group. Retrieved from https://www.statista.com/statistics/859285/instagram-user-share-in-canada-age/
- Sternthal, B., Phillips, L. W., & Dholakia, R. (1978). The persuasive effect of scarce credibility: a situational analysis. Public Opinion Quarterly, 42(3), 285-314. https://doi.org/10.1086/268454
- Sundar, S. S. (2008). The MAIN model: A heuristic approach to understanding technology effects on credibility. In M. J. Metzger & A. J. Flanagin (Eds.), Digital Media, Youth, and Credibility (pp. 73-100). The MIT Press. https://doi.org/10.1162/dmal.9780262562324.073
- Sundermann, G., & Raabe, T. (2019). Strategic communication through social media influencers: Current state of research and desiderata. International Journal of Strategic Communication, 13(4), 278-300. https://doi.org/10.1080/1553118X.2019.1618306
- Suomi, K., Kuoppakangas, P., Hytti, U., Hampden-Turner, C., & Kangaslahti, J. (2014). Focusing on dilemmas challenging reputation management in higher education. International Journal of Educational Management, 28(4), 461-478. https://doi.org/10.1108/IJEM-04-2013-0046
- Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16, 249-263. https://doi.org/10.1007/s40558-015-0048-6
- Thorson, K. S., & Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 5-44. https://doi.org/10.1080/15252019.2006.10722117
- Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. journal of advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
- Toma, C. L. (2014, May). Counting on friends: Cues to perceived trustworthiness in Facebook profiles. In Eighth International AAAI Conference on Weblogs and Social Media.
- Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267-1276. https://doi.org/10.1002/mar.21266
- Towers, A., & Towers, N. (2020). Re-evaluating the postgraduate students’ course selection decision-making process in the digital era. Studies in Higher Education, 45(6), 1133-1148. https://doi.org/10.1080/03075079.2019.1576162
- Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
- Vannini, P., & Franzese, A. (2008). L’authenticité du soi: Conceptualisation, expérience personnelle et pratique. Sociology Compass, 2(5), 1621-1637. https://doi.org/10.1111/j.1751-9020.2008.00151.x
- Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16-32. https://doi.org/10.2501/jar-2017-042
- Wang, Z., Walther, J. B., Pingree, S., & Hawkins, R. P. (2008). Health information, credibility, homophily, and influence via the Internet: Web sites versus discussion groups. Health Communication, 23(4), 358-368. https://doi.org/10.1080/10410230802229738
- Warner, H. W., & Forward, S. (2016). The effectiveness of road safety interventions using three different messages: Emotional, factual or a combination of both messages. Transportation Research Part F: Traffic Psychology and Behaviour, 36, 25-34. https://doi.org/10.1016/j.trf.2015.10.002
- Weinswig, D. (2016). Influencers are the new brands. Forbes.
- Wiedmann, K.-P., & von Mettenheim, W. (2021). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
- Yu, H., Fang, L., & Sun, W. (2018). Forecasting performance of global economic policy uncertainty for volatility of Chinese stock market. Physica A: Statistical Mechanics and Its Applications, 505, 931-940. https://doi.org/10.1016/j.physa.2018.03.084
- Zhang, K. Z., Barnes, S. J., Zhao, S. J., & Zhang, H. (2018). Can consumers be persuaded on brand microblogs? An empirical study. Information & Management, 55(1), 1-15. https://doi.org/10.1016/j.im.2017.03.003
- Zhou, L., Poon, P., & Wang, H. (2015). Consumers’ reactions to global versus local advertising appeals: A test of culturally incongruent images in China. Journal of Business Research, 68(3), 561-568. https://doi.org/10.1016/j.jbusres.2014.09.020
- Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293. https://doi.org/10.1016/j.ijinfomgt.2020.102293