The interdisciplinary nature and rapidly expanding literature stream devoted to influencer
marketing makes it difficult to stay abreast of the current research while simultaneously …

Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …

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 …

Purpose Young consumers are increasingly using online reviews and celebrity influence to
make purchase decisions. The purpose of this study is to ascertain the influence of online …

This study explores the dynamics of influencer marketing in the B2B sector by drawing on
employee advocacy, customer reference marketing and organisational endorsement …

Aiming to explore the process of social influence in the social media environment, this study
addresses consumers' complex psychological processes, attitudes, and behaviors when …

The growth of social media influencer marketing has created sophisticated opportunities for
deceptive marketing practices to proliferate online. While sponsorship disclosures alert …

This study examines the predicting effect of celebrity involvement on destination authenticity
(object-based authenticity and existential authenticity) and hence travel intention in the …

Research has documented the emergence of embedded entrepreneurs within consumer
collectives. This phenomenon is increasingly prevalent as social media enables ordinary …

Alongside the impressions they make from their professional careers, many celebrities have
started to present themselves in seemingly private moments and create content that not only …