Purpose This research tests empirically the level of consumer engagement with a product
via a nonbrand-controlled platform. The authors explore how social media influencers and …

Purpose The purpose of this paper is to better understand the role of closeness and the
relationships between social media influencers and their followers, and, more specifically …

Social media influencers rely on emotional connection to maintain and grow their followings
and have value for brands. To date, however, no research has quantitatively examined the …

The rapid growth of social media platforms has revolutionized marketing communications,
and the recent trend of how people use social media led to the inception of the term" …

This study investigates the value of influencer endorsement within brand-owned social
media posts in terms of engagement and online store performance. Specifically, it focuses …

Abstract Social Media Influencers (SMIs) are micro‐celebrities with large followings on
social media platforms who engage consumers and hold the potential to promote customer …

Endorsers are highly effective in promoting customer–brand engagement. New endorsers
are emerging owing to the digital explosion. Who promotes brands better-mega or macro …

The growth of social media has completely revamped the way people interact, communicate
and engage. These platforms play a key role in facilitating greater outreach and influence …

Purpose The study aims to propose an instrument for measuring product-centeredness (ie
the extent to which comment content is related to a product) using word embedding …

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 …