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IS THE PRODUCT GIFTED? THE IMPACT OF NON-MONETARY SPONSORSHIP IN INFLUENCER MARKETING
Ruoding Wang,Eunsoo Kim,Xinlong Li 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Sponsored product reviews have emerged as an important tool in influencer marketing. In particular, non-monetary sponsorships, where brands give influencers a product as a gift for a free trial, are widely used in influencer marketing. Yet, there is little understanding of i) the impact of non-monetary sponsorship on consumers’ downstream behaviors, such as social media engagement, ii) the moderating effect of influencer type, and iii) the underlying mechanisms through consumer perceptions of the brand (i.e., brand trust) and product (i.e., perceived product quality). To fill this gap, we first empirically examined the impact of non-monetary sponsorship on customer engagement using an Instagram dataset through regression analyses. In this analysis, the propensity score matching (PSM) method was employed to match non-monetary sponsored posts with other similar posts, which controls unobserved confounding variables and resolves the endogeneity problem. The empirical analysis shows that non-monetary sponsorship increases social media engagement, and the positive impact is stronger when a micro-influencer generates a non-monetary sponsored post. Next, using a lab experiment, we provide evidence for a causal link between non-monetary sponsorship and consumers’ downstream behavior (i.e., social media engagement, purchase intention, and brand attitude) and support the mediation through higher perceived product quality and brand trust. We contribute to the literature on influencer marketing by documenting the positive impact of non-monetary sponsorship on social media engagement, examining the moderating role of influencer type, and providing novel mechanisms underlying the effect of non-monetary sponsorship. The findings also highlight the changes in consumer perception of sponsorship and offer insights into the design of influencer marketing campaigns for marketing practitioners.
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Remote control system based on the internet and machine vision for tracked vehicles
Shuai Wang,Shubing Zhang,Ruoding Ma,E. Jin,Xinhui Liu,He Tian,Ruipeng Yang 대한기계학회 2018 JOURNAL OF MECHANICAL SCIENCE AND TECHNOLOGY Vol.32 No.3
A remote control system based on the Internet and machine vision is designed in this study for tracked vehicles. The system consists of remote monitoring, remote control, and visual navigation subsystems. The on-board computer receives control commands issued by the monitoring center and controls the speed and steering angle of the tracked vehicles. The front camera collects navigation line information, and the collected image is processed by filtering, gray processing, binarization processing, and interference elimination to obtain the center point coordinates of the navigation line. Proportional-integral-derivative (PID), fuzzy PID, and neural network control algorithms are compared based on the distance and angle deviations of the preview point to control the operation of tracked vehicles through simulation. The Internet remote control system with the fuzzy PID control algorithm is then tested on a tracked vehicle. Experimental results indicate that the trajectory of the tracked vehicle fits the navigation path well.
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