Identifying and categorizing influencers on Instagram with eye tracker

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F23%3A43897744" target="_blank" >RIV/44555601:13510/23:43897744 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2022-0156/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2022-0156/full/html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/SJME-07-2022-0156" target="_blank" >10.1108/SJME-07-2022-0156</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Identifying and categorizing influencers on Instagram with eye tracker

Popis výsledku v původním jazyce

Purpose: This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing. Design/methodology/approach: The data are evaluated using statistical tests, correlation and cluster analysis. Findings: It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates. Research limitations/implications: The generalizability of the results across different regional settings requires further investigation. Practical implications: Good labeling of native advertising leads to greater success. Originality/value: This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Název v anglickém jazyce

Identifying and categorizing influencers on Instagram with eye tracker

Popis výsledku anglicky

Purpose: This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing. Design/methodology/approach: The data are evaluated using statistical tests, correlation and cluster analysis. Findings: It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates. Research limitations/implications: The generalizability of the results across different regional settings requires further investigation. Practical implications: Good labeling of native advertising leads to greater success. Originality/value: This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Spanish journal of marketing-ESIC

ISSN

2444-9695

e-ISSN

2444-9709

Svazek periodika

28

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

ES - Španělské království

Počet stran výsledku

18

Strana od-do

1-18

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85165367504