The social exchange theory emphasises the meaning of interaction, exchange, and
reciprocity. This relationship will continue if the parties feel continuous profit projections in …

The emergence of virtual influencers, who possess realistic human-like appearances and
intelligence, has provided new opportunities for brand endorsement strategy and gradually …

Companies increasingly use social media influencers to engage with consumers and to
promote their products. However, despite growing research interest in these parasocial …

The rapid advancement of influencer marketing in today's digitalization era has led to
marketers partnering with social media influencers to seed information and influence …

Purpose Facilitated by image retouch tools, social media influencers can digitally enhance
their self-image in product recommendation posts. This paper proposes that image …

Purpose This study aims to explore the impact of social media influencers'(SMIs) intimate
self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial …

In today's internet ecosystem, social media influencers serve a central purpose in the
creation of a compelling online presence that engages their followers. This study examines …

Livestreaming has become a new channel for tourism marketing due to its high real-time
and interactive characteristics. However, there is not a strong theoretical underpinning in the …

In recent years, influencers on social media platforms have received substantial attention
during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and …

Today, live streaming selling has grown and pioneered sales opportunities for luxury
brands. Through a lens of influencer marketing and source credibility theory, this study …