Zhiying Cui
Biographic Data
| ID | 9720135 |
|---|---|
| NAME | Zhiying Cui |
| GIVEN NAMES | Zhiying |
| FAMILY NAME | Cui |
| SIGNATURE | CUI Z |
| AFFILIATIONS | ETH Zurich |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 1 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2023 |
| LATEST PUBLICATION YEAR | 2023 |
| H-INDEX | 0 |
How to Make Influencer Advertising Engaging on Instagram
This research investigates how emotional storytelling (ES) in advertising messages in sponsored Instagram posts by microinfluencers compared to macroinfluencers affects social media engagement. In particular, we explore how the tone and intensity of the ES used in sponsored posts affect their engagement. Based on our analysis of 6,122 sponsored posts on Instagram, we find that social media users engage more with sponsored posts with ES than with …
No prominent works on this page.
How to Make Influencer Advertising Engaging on Instagram
This research investigates how emotional storytelling (ES) in advertising messages in sponsored Instagram posts by microinfluencers compared to macroinfluencers affects social media engagement. In particular, we explore how the tone and intensity of the ES used in sponsored posts affect their engagement. Based on our analysis of 6,122 sponsored posts on Instagram, we find that social media users engage more with sponsored posts with ES than with …
Advertising (1 works) · Art (1 works) · Business (1 works) · Computer Science (1 works) · Digital Communication and Language (1 works) · Digital Marketing and Social Media (1 works) · Exploit (1 works) · Gender, Feminism, and Media (1 works) · Influencer marketing (1 works) · Marketing (1 works)