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 …

Influencers' follower count, or indegree, is a key criterion that advertisers use when devising
influencer marketing campaigns. However, whether influencers with lower or higher follower …

The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …

Measuring the impact of social media communication is a prominent and pertinent
challenge; the commercialization of social media influencers (SMIs) in the form of so-called …

The increased availability of social media big data has created a unique challenge for
marketing decision-makers; turning this data into useful information. One of the significant …

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 …

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 …

Purpose–The emerging new influencer community is wielding significant power over the
perceptions of brands and companies, largely driven by the rapid expansion of social media …

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer
Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the …

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 …