Based on signaling theory, the current research examines the impact of Fashion Influencers
(FIs) on consumers' Urge to Buy Impulsively (UBI) in a social commerce context. This …

Based on the fast-growing sustainable consumption trend and the importance of social
media in consumer decision-making, increasingly companies are introducing green …

The surge in social media's popularity has catalyzed the emergence and growth of social
media influencers (SMIs) and their pivotal role in marketing strategy. This study examines …

With the notable growth of the Internet, a number of platforms have emerged and attracted
an enormous number of users. Based on the impact of these platforms, some 'influencers' …

Purpose This study aims to investigate the rising trend of virtual influencers–digitally created
characters with human-like attributes. It aims to evaluate and compare their effectiveness …

In an age where online shopping permeates daily life, the cascading influences originating
from parasocial interactions play a pivotal role in steering consumers' purchase decisions …

Social media has become an integral part of our daily lives. Influencers have emerged as
significant players in promoting sustainable consumption in recent years. With their reach …

With the rising popularity of immersive virtual reality (iVR) technologies, retailers are
increasingly seeking innovative ways to create unique digital shopping experiences for their …

Despite their impact on contemporary purchase decisions, academic research has given
little attention to how social media influencers are impacting the retail ecosystem. This paper …

The current research investigates the impact of fashion influencers on consumer
engagement and purchase intention. Guided by the heuristic systematic model (HSM), this …