Marta Flavián
University of Zaragoza
AdvertisingCongruence (geometry)Product (category theory)SociologyBusinessTrustworthinessHumanitiesPsychologyWork (electrical)Emerging technologiesConsumer behaviourInfluencer marketingPerceptionKnowledge transferAction (philosophy)Congruence (manifolds)Perceived controlContext (language use)CredibilityMobile appsPersuasive communicationFood deliveryIntention to useResearch modelPerceived credibilityAffect (psychology)Public relationsSocial mediaReinforcementCognitive dissonanceTheory of planned behavior
7Publications
2H-index
20Citations
Publications 7
Newest
#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
view all 4 authors...
Abstract Influencers increasingly provide sources of information and innovation to followers. Grounded in balance, cognitive dissonance, and congruity theories, the current article highlights how a congruence psychological mechanism, leveraged in influencer marketing campaigns, can contribute to the success of this novel form of persuasive communication. To understand consumers’ behavioral intentions when they encounter product recommendations from fashion influencers on Instagram, this study ad...
2 CitationsSource
#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
view all 4 authors...
Abstract Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their...
Source
#1Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
#2Marta Flavián (University of Zaragoza)H-Index: 2
Last. Daniel Belanche (University of Zaragoza)H-Index: 16
view all 4 authors...
Source
Last. Raquel GurreaH-Index: 16
view all 3 authors...
Source
#1Daniel BelancheH-Index: 16
#2Marta FlaviánH-Index: 2
Last. Alfredo Pérez-RuedaH-Index: 6
view all 3 authors...
This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the be...
15 CitationsSource
The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships.,The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on th...
5 CitationsSource
#1Daniel BelancheH-Index: 16
#3Luis V. CasalóH-Index: 30
Last. Sergio Ibáñez-SánchezH-Index: 8
view all 5 authors...
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