Virtual influencers' attractiveness effect on purchase intention: A moderated mediation model of the Product–Endorser fit with the brand
H Kim, M Park - Computers in Human Behavior, 2023 - Elsevier
The fourth industrial revolution has fundamentally altered the way we live, and social media
has become a crucial channel for the promotion of brands through influencers. This study …
has become a crucial channel for the promotion of brands through influencers. This study …
[HTML][HTML] The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps
The purpose of this research is to understand the main factors that determine users'
continuance intention to use social mobile Apps, considering two utilitarian (ie, perceived …
continuance intention to use social mobile Apps, considering two utilitarian (ie, perceived …
[HTML][HTML] Understanding influencer marketing: The role of congruence between influencers, products and consumers
Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …
Grounded in balance, cognitive dissonance, and congruity theories, the current article …
Understanding consumers' social media engagement behaviour: An examination of the moderation effect of social media context
Social media has become a norm for retailers seeking to engage actively with consumers.
There is growing evidence that some consumers choose not to engage with social media …
There is growing evidence that some consumers choose not to engage with social media …
[HTML][HTML] Be creative, my friend! Engaging users on Instagram by promoting positive emotions
Instagram is emerging as the most influential social network; this phenomenon is especially
apparent in the fashion industry. Fashion brands are launching creative campaigns on …
apparent in the fashion industry. Fashion brands are launching creative campaigns on …
Why do college students prefer Facebook, Twitter, or Instagram? Site affordances, tensions between privacy and self-expression, and implications for social capital
Whereas the bulk of research on social media has taken a granular approach, targeting
specific behaviors on one site, or to a lesser extent, multiple sites, the current study aimed to …
specific behaviors on one site, or to a lesser extent, multiple sites, the current study aimed to …
Endorsement and visual complexity in food advertising on Instagram
S Kusumasondjaja, F Tjiptono - Internet Research, 2019 - emerald.com
Purpose The purpose of this paper is to investigate the differences in consumer pleasure,
arousal and purchase intention when consumers encounter food advertising on Instagram …
arousal and purchase intention when consumers encounter food advertising on Instagram …
[HTML][HTML] Followers' reactions to influencers' Instagram posts
D Belanche, M Flavián… - Spanish Journal of …, 2020 - emerald.com
Purpose The purpose of this study is to analyze how positive behaviors toward influencers
(customer interaction) and promoted products (looking for product information) can be …
(customer interaction) and promoted products (looking for product information) can be …
[HTML][HTML] Exploring how influencer and relationship marketing serve corporate sustainability
C Berne-Manero, M Marzo-Navarro - Sustainability, 2020 - mdpi.com
Influencer marketing furthers the goals of relationship marketing. Companies use influencers
to advertise their products through social networks such as Instagram. This digital …
to advertise their products through social networks such as Instagram. This digital …
Associations between Instagram addiction, academic performance, social anxiety, depression, and life satisfaction among university students
The use of social networking sites (SNSs) has become increasingly popular. Although
several studies have been carried out on the addictive use of SNSs such as Twitter and …
several studies have been carried out on the addictive use of SNSs such as Twitter and …