Emotional, Cognitive and Conative Response to Influencer Marketing
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F22%3A00009860" target="_blank" >RIV/46747885:24310/22:00009860 - isvavai.cz</a>
Result on the web
<a href="https://www.sciencedirect.com/science/article/pii/S2664329422000231" target="_blank" >https://www.sciencedirect.com/science/article/pii/S2664329422000231</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.techum.2022.07.004" target="_blank" >10.1016/j.techum.2022.07.004</a>
Alternative languages
Result language
angličtina
Original language name
Emotional, Cognitive and Conative Response to Influencer Marketing
Original language description
Current business statistics and extant academic research stress the importance of influencer marketing. In 2019, the YouTube beauty community witnessed the largest product launch in ecommerce history, in which controversial YouTubers, Shane Dawson and Jeffree Star, published a 7-episode series documenting the process of creating a makeup product. The series garnered more than 152 million views, and led to the breakdown of e-retailer websites and resulted in 2 million people waiting in an online queue to purchase products on www.jeffreestarcosmetics.com. In our experiment, we examine the emotional effects of the series on viewers’ attitudes and purchasing behavior. We observe the development of tester perceptions of the two YouTubers and the presented products post three days of media cultivation using the FaceReader software for facial expression recognition, eye-tracking, Emotional Expressivity Scale (EES), and Personality Inventory Scale.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
<a href="/en/project/TJ02000206" target="_blank" >TJ02000206: Developing the skills necessary for the digital business transformation</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
New Techno-Humanities
ISSN
2664-3294
e-ISSN
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Volume of the periodical
2
Issue of the periodical within the volume
1
Country of publishing house
CN - CHINA
Number of pages
11
Pages from-to
59-69
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-105018880001