Digital celebrities found on social media platforms are found to be successful in endorsing
brands and products, and influencing purchase intentions of their followers. However …

This article examines how YouTube and Instagram micro-celebrities are able to influence
pop culture trends in regards to fashion and beauty at greater extents than the traditional …

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 …

An experiment was conducted to examine the level of social presence and the mediating
role of parasocial interaction in influencer marketing. In a simulated fitness influencer's …

The rise of social media has expanded the opportunities for brands to communicate with
their target audiences. In addition to mass communication and direct advertising, brands …

The main focus of this study is to understand why young people buy the products endorsed
by social influencers on social media platforms. Specifically, the first aim of this study was to …

Background Eating disorders among adolescents are an ongoing public health concern.
Sustainable health promotion programmes require a thorough understanding of the social …

Nowadays social network influencers play an important role in marketing by introducing
products to their audience. In this article, we investigate the persuasion cues related to …

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 …

Research has shown that young people post a lot of alcohol-related posts (ie, alcoholposts)
on social media and these posts have been shown to increase drinking behaviors. Because …