Purpose This study aims to find how can fashion micro-influencers and their electronic word-
of-mouth (eWOM) messages increase consumer engagement on social media, focusing on …

Purpose The purpose of this study is to investigate the perceived exposure of fashion
consumers to different types of fashion brands' social media marketing (SMM) actions in …

Social media influencers (SMIs) as significant stakeholders are increasingly collaborating
with brands to cultivate marketing campaigns. However, literature concerning the narrative …

Micro-influencers have become powerful sources of information for consumers in the digital
age. Marketers have strategically collaborated with micro-influencers as brand endorsers to …

Social media influencers (SMIs) are increasingly involving in influencer marketing to
promote products. However, there are both opportunities and issues with influencer …

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from
academicians and marketers. Academicians try to understand the effect of influencers on …

Customer purchase intention in online shopping stores can be influenced by electronic word
of mouth (eWom) communication generated by the comments of consumers on social …

Emerging research on social media influencer (SMI) marketing differentiates between micro-
influencers and mega-influencers. In the present research, we establish that these two types …

Purpose Consumers are increasingly spending more time on social media platforms to cope
with anxiety and loneliness resulting from the recent pandemic. The extraordinary times …

Purpose The nature of digital media channels are important factors in explaining consumers'
behavior over the Web, and specifically on social network sites (SNS). The purpose of this …