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 …

Social media influencers are increasingly employed as product endorsers, and a growing
body of academic research confirms that influencers are an effective advertising instrument …

Collaborations between influencers and brands have become increasingly popular in recent
years. Previous research has mainly focused on influencer marketing as a commercial …

The impact of the use of influencers in recommending certain products to the audience has
been highlighted in recent literature on social media marketing. However, this literature has …

Virtual influencers have become increasingly prevalent because of technological
advancements and the fact that they offer benefits similar to human influencers. Studies …

In the past decade, the social media platform has dramatically changed individuals' daily
activities in real life and on the Internet, including shopping, socialization, entertainment …

Purpose Influencer marketing is a newer interactive marketing model that has attracted the
attention of scholars and marketers. The study aimed to examine the mediation role of …

Objective Social media fitness influencers are evolving into a new digital form of health
communicators whom consumers might turn to for assistance with more physical activity and …

On the basis of the parasocial interaction and social presence that e-commerce livestream
marketing can create, this study used structural equation modeling and the bootstrapping …

Purpose The purpose of this study is to present a systematic methodological review of the
application of field experiments in the domain of marketing research. By performing this …