Social media influencer marketing: foundations, trends, and ways forward
The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …
intrigued both academic scholars and industry professionals. To shed light on the …
Social media influencers and consumer engagement: A review and future research agenda
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 …
academicians and marketers. Academicians try to understand the effect of influencers on …
[HTML][HTML] Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis
The power of livestreaming commerce to rake in billions of revenues within hours has thrust
this nascent commercial model into the global spotlight; that said, despite the prevalence of …
this nascent commercial model into the global spotlight; that said, despite the prevalence of …
Social media influencers: An effective marketing approach?
Drawing upon the source credibility theory, interactivity theory, gratification-opportunities,
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …
“I follow what you post!”: the role of social media influencers' content characteristics in consumers' online brand-related activities (COBRAs)
The purpose of this research is to examine the underlying mechanisms through which social
media influencers'(SMI) content characteristics (information, design, and technology quality …
media influencers'(SMI) content characteristics (information, design, and technology quality …
Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants
Artificial intelligence is disrupting the retail industry. Digital voice assistants as one of the
most popular AI technologies are poised to revolutionize consumers' shopping journeys yet …
most popular AI technologies are poised to revolutionize consumers' shopping journeys yet …
Impact of social media influencers on customer engagement and purchase intention: A meta-analysis
This research aims at providing a meta-analysis of empirical findings of the literature on the
characteristics of social media influencers on customer engagement and purchase intention …
characteristics of social media influencers on customer engagement and purchase intention …
Effects of human versus virtual human influencers on the appearance anxiety of social media users
F Deng, X Jiang - Journal of Retailing and Consumer Services, 2023 - Elsevier
The association between social media use and an individual's appearance dissatisfaction
has generated broad scholarly interests. This study explored the specific appearance …
has generated broad scholarly interests. This study explored the specific appearance …
Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products
Consumers increasingly post videos in which they review products and experiences,
spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated …
spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated …
The Impact of Mukbang Live Streaming Commerce on Consumers' Overconsumption Behavior
Food live streaming shopping, which features a host eating and promoting the products to
viewers, has become a new form of food marketing. In three studies, the authors examine …
viewers, has become a new form of food marketing. In three studies, the authors examine …