This review provides insight into the research on the strategic use of social media
influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic …

The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …

Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …

Social networking in the form of online communities and social groups is a characteristic of
social media communication that has profound implications on the identity dynamics and …

Social media influencers are widely employed as a marketing strategy as they successfully
attain trust from followers. Applying the social exchange theory and its principle of …

Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …

Given the rise in influencer marketing on social media, this paper explores how homophily
between influencers and their audiences affects customer value co-creation behaviour …

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 …

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

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