Influencer marketing is a new type of marketing, in which companies pay individuals with
extensive social network for endorsing their products. So far, there is a lack of studies that …

Influencer marketing has steadily grown in the past decade as a strategy utilized by digital
marketers for spreading brand messages with the help of social media influencers (SMIs) …

The growth of Internet and social media have substantially changed how customers engage,
interact, and communicate with brands and marketers. Individuals with strong personal …

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option
for seeding. However, the current managerially relevant question for direct-to-consumer …

While influencer marketing is gaining importance as a social media advertising strategy and
guidelines require influencers to disclose the practice, it is still unclear whether Instagram …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

With the rise of social media, social media influencers (SMIs) have steadily gained
importance as brand endorsers by establishing strong parasocial relationships (PSRs) with …

Short-form video influencer advertising offers new opportunities for user sensory experience
to promote advertising effectiveness and induce positive user responses. This unique …

While researchers have shown notable interest in influencer marketing for promoting
customer-brand relationships, its impact on customer equity and, in turn, purchase intention …

With the growth of influencer marketing, so has the establishment of rules in regard to native
advertising and sponsored content grown. Viewers more than ever question influencers' …