Purpose E-commerce live streaming is a new influencer advertising method that allows
influencers to interact directly with consumers on e-commerce platforms. Although evidence …

Purpose The recent livestreaming commerce has magnified the role of influencer marketing,
where the influencers are partnering with brands for product promotion. This study examines …

Drawing from the stimulus–organism–response (SOR) model, this study explores the impact
on consumer attitudes in the context of Chinese online influencers'e-commerce live …

We conducted expert interviews and a consumer experiment to investigate practitioners' and
consumers' attitudes toward and adoption of virtual influencers to substitute human …

The persuasive potential of influencer advertising (IAd) has become a relevant field in
academia. Followers see influencers as a source of inspiration, and inspiration can play a …

Purpose Despite the increasing popularity of influencer marketing, there exists a lack of
understanding of how content created by social media influencers stimulates the pre …

Purpose As social media use rises, the impact of social media influencers on customer
buying decisions increases, due to customers viewing influencers as ideal role models who …

This paper focuses on consumer electronics products and observes the comparative effect
of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The …

Despite the growing popularity of influencer advertising among advertisers, little is known
regarding influencer advertising effectiveness, particularly in relation to advertising design …

Brands' investments in influencer marketing have been escalating over the past few years.
This study proposes and explicates how two similar and comparable sets of advertisements …