This article provides an agenda for future research on brand communication in social media.
Based on an overview of the current state of research, a discussion of the theoretical and …

Children nowadays spend many hours online watching YouTube videos in which their
favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just …

Social media influencers–such as the 'Instafamous'–are required to disclose any commercial
relationship. To achieve transparency, Instagram has introduced a standardized disclosure …

In this study we examined the effect of disclosure language (control/no disclosure,“SP,”“
Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition …

Social media, such as Facebook, offer brands the opportunity to reach their target audience
in a less obtrusive way than traditional media, through sponsored posts. Regulations require …

Many brands are now working on Instagram to promote, showcase their products and
services, and benefit from the potentialities of Influencer Marketing. A detailed investigation …

Social media influencers are on a daily basis conveying their opinion regarding products
and brands through social media postings. Many of these posts are sponsored by a brand …

Empowered by social media, individuals are active content creators in social networking
sites. This has brought new changes in business environment, of which social commerce is …

Increasingly, online video creators are promoting brands to their network of adolescent
followers, a phenomenon known as video influencer marketing. Both the vulnerability of …

To advance theoretical understanding of consumer engagement on social media, this cross-
cultural study evaluates how culture influences consumers' engagement levels and activities …