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 is a transformative digital technology, collapsing the “six degrees of
separation” which have previously characterized many social networks, and breaking down …

Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often
not perceived by consumers as advertising and guarantees a wide reach to very engaged …

Afforded by new digital technologies, consumer interactions are breaking the boundaries of
basic assumptions about interpersonal communication, mass communication, and the …

Consumer avoidance of brands and influencers is a widespread phenomenon, especially
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about …

Instagram is at the heart of global digital culture, having made selfies, filters and square
frames an inescapable part of everyday life since it was launched in 2010. In the first book …

We explore the mechanism through which social media influencers (SMIs) persuade
consumers to adopt brands. Guided by the influence framework, we propose and test …

Despite the growing interest in digital influencers as a brand communication tool in recent
years, much remains to be explored to understand how they can build a bond with their …

Strategic social media influencer communication has become a major topic in strategic
communication. However, despite the growing relevance of this new strategic …

Algorithms are said to affect social realities, often in unseen ways. This article explores
conscious, instrumental interactions with algorithms, as a window into the complexities and …