Social media influencers are first explored in the advertising field, particularly to create buzz
in the younger markets and further expand social media coverage in businesses. This study …

A new digital marketing tool that has emerged today is that of social media influencer
marketing. Social media influencers are those individuals who shape consumers' …

Social networking influencers are those who use images, videos, and other updates on
social media platforms to affect consumers' impressions of a company or product. The …

The purpose of this study is to explore the impact of celebrity endorsement on consumer's
buying intentions. This study concentrated on discovering the thoughts of Pakistani …

Celebrities have been involved in endorsing various activities since the eighteenth century.
This article focuses on five aspects: to examine the present status of literature available on …

Healthy life style has become a choice in the society especially in the big city where people
tend to aware about the importance of consuming healthy food and implement healthy life …

This study aims to examine how Social Media Influencers (SMIs) influence patronage
intentions (PI) through the influence of mediation on the brand credibility (BC) in the …

In the modern age of digitalization, influencer marketing takes place primarily on social
media platforms. Given this trend, the ability of social media influencers (SMIs) to persuade …

The intention of this study is to pinpoint the mediating role of celebrity effective endorsement
in effect of celebrity characteristics (credibility, familiarity, brand and clutter) on purchase …

Purpose The purpose of this paper is to investigate the effectiveness of TikTok, a popular
short-form video marketing platform, on purchase intention for cosmetics among Generation …