Emotional, Cognitive and Conative Response to Influencer Marketing

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Emotional, Cognitive and Conative Response to Influencer Marketing

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Emotional, Cognitive and Conative Response to Influencer Marketing

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

New Techno-Humanities

ISSN

2664-3294

e-ISSN

—

Svazek periodika

2

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CN - Čínská lidová republika

Počet stran výsledku

11

Strana od-do

59-69

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-105018880001