Understanding influencer credibility and online advertising and explaining its implications is
the basis for analyzing customer purchase behavior. Novelties in digital marketing are …

Social media marketing influencer is one of the digital marketing promotion strategies that is
known to be very effective in approaching consumers. This research is a literature review …

Social media branding is increasingly undertaken by small and individual accommodation
businesses. Based on the heuristic-systematic model (HSM), this study investigates factors …

Purpose: In 2021, influencer marketing generated a global turnover of US $13.8 billion and
social media influencers (SMIs) represent a successful and relevant group of media …

Social media influencers (SMIs) have gained critical standing due to their capability to
generate trust and alter behaviors. Trust in the influencer has further encouraged the …

Athletes often use social media to help build their personal brand, communicate with
stakeholders, and promote endorsements. Research suggests that athletes who elicit …

The study analyses how youth perceive social media Influencers and whether they affect
their purchasing intentions and buying decisions. It also measures influencers' …

Influencers have established themselves as key allies for brands by cultivating a powerful
public image to promote them. In the case of Instamoms, these collaborations can offer …

Applying source credibility and attribution theory as a theoretical framework, this study aims
to find the role of follower size on the success of influencer marketing, along with the …

At the request of brands, influencers promote products in their social media feed. They
publish both authentic and sponsored content and, to distinguish one from the other, they …