Chen Lou
Chen Lou is a researcher and first author of the 2019 Journal of Interactive Advertising paper on message value, credibility and consumer trust of branded content from influencers.
Who they are
The work of Chen Lou reaches this site through the paper listed below. On this site the name is tied to Influencer Endorsement, Source Credibility.
Key papers
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. What it reports: Survey of social media users who followed at least one influencer, analysed with partial least squares path modelling. The informative value of influencer content and the influencer's trustworthiness, attractiveness and similarity to followers positively affected followers' trust in the influencer's branded posts, which in turn affected brand awareness and purchase intention.
Key ideas
Influencer Endorsement: A recommendation delivered by a social media creator whose audience sees them as an ordinary, relatable person, studied as a route to trust and purchase intention.
Source Credibility: How far a message source is seen as trustworthy and expert, the two parts of credibility used in the influencer experiments.
Sources
- 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.