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

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 …

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the
determinants of SMI advertising effectiveness is undeveloped. The present research …

Despite the ubiquity of social media influencers (SMIs) and the clear value they hold for
marketers, little is understood about the sociopsychological motives that drive consumers to …

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 …

While sponsored posts by social media influencers (SMIs) on Instagram have dramatically
increased as an advertising strategy, empirical results on their efficiency have yet to emerge …

In this paper, we examine which content characteristics lead to increased sharing of political
information on social media, and which role political ideology has in user sharing behavior …

Emerging research on social media influencer (SMI) marketing differentiates between micro-
influencers and mega-influencers. In the present research, we establish that these two types …

Social media influencers are increasingly approached by marketers to advocate brands and
products. This practice is commonly called 'influencer marketing'. Influencers can take …

The considerable marketing potential brought by the rapid growth of social media has been
extensively examined in the literature, particularly in terms of the impact of influencers' …