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 …

Social media have progressed drastically in building successful consumer engagement both
in brand building and sustainable consumption. This paper is a review of the articles …

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

Purpose This study explores some central questions related to the connections between
social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the …

The COVID-19 pandemic has impacted sport and events greatly with a shutdown of leagues
and the postponement of events like the 2020 Tokyo Olympic Games. However, new media …

Sport now has to compete for the consumer dollar with a vast array of leisure activities online
as well as offline. Successful sport marketing is the result of carefully structured planning …

In the last two decades, artificial intelligence (AI) has transformed the way in which we
consume and analyse sports. The role of AI in improving decision-making and forecasting in …

Abstract Applying the Investment Model to the social media context, this study investigated
the impacts of influencer playfulness and content expertise of influencer on social media …

This study adds to our understanding of the role that information and communication
technologies play in facilitating social connections between sports fans and the …

Social media have burst into people's lives, transforming their personal and professional
spheres. The sports industry has not been indifferent to these changes. Indeed, the …