Purpose The purpose of the study is to explore the suitability of social media influencers
(SMIs) for communicating public health messages via social media platforms. The study …

The Covid-19 pandemic that has hit the whole world has caused economic problems.
Household consumption or the purchasing power of the Indonesian people fell very deeply …

This study provides a model for brand communication from social media influencers (SMIs)
that evaluates the effect of source and content characteristics in the formation of consumers' …

This preliminary research is motivated by the phenomenon of the use of social media
influencers to influence E-commerce users to generate purchase intentions. Social media …

Instagram's rapid growth and popularity has paved the way for the emergence of the so-
called influencer, known as the new celebrities of the digital world. The current research was …

The main purpose of this paper is to understand the relationship between the use of
celebrity endorsement on social media advertising and consumer purchasing intention. The …

This research project explores the factors influencing consumers' purchase intention via live
streaming in Malaysia, including trustworthiness, social influence, perceived ease of use …

Live-stream shopping is growing exponentially in Malaysia but limited research has been
conducted to investigate the driving factors that lead consumers to shop via live-stream …

In Malaysia, live-stream shopping is becoming increasingly popular. Varshneya, Pandey, &
Das (2017) and Sharma & Garga (2020) argued against requiring or specifying the …

Integration of marketing and technology provided an opportunity for the emergence of new
concepts. Influencer marketing has recently become one of these new concepts. In order to …