As popular social media channels such as Instagram and TikTok launch new commerce
features, brands are also launching influencer partnerships to facilitate use of new …

The persuasive potential of influencer advertising (IAd) has become a relevant field in
academia. Followers see influencers as a source of inspiration, and inspiration can play a …

The growing research on social media influencers suggests various key features of
influencers and their post content but lacks a systematical view of their effects, including both …

Research on influencer marketing has grown exponentially over the past few years. Overall,
the extant literature has been classified into three major clusters that examine sources …

Purpose Despite the increasing popularity of influencer marketing, there exists a lack of
understanding of how content created by social media influencers stimulates the pre …

Purpose Since influencer marketing becomes more sophisticated, it is difficult for brands to
manage the strategy and process of this marketing practice. With a practical focus, this study …

Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …

Despite the growing popularity of influencer advertising among advertisers, little is known
regarding influencer advertising effectiveness, particularly in relation to advertising design …

Abstract Applying the Investment Model to the social media context, this study investigated
the impacts of influencer playfulness and content expertise of influencer on social media …

Over the last decade, influencer marketing has become one of the most important tools for
companies and brands to increase awareness, sales, or image strength. Since consumers …