Influencer marketing is an emerging area in the field of marketing. Specifically, this topic
grabs the attention of several academicians and practitioners because of the key role played …

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 …

Purpose This study examines the impact of attitudes toward fashion influencers (FIs) on
brand attitude and consumer purchase intention. It also aims to identify factors affecting …

This study explores if, how and through what channels millennials' sustainability values
translate into action when it comes to fashion garments. By testing a research model on 448 …

Several kinds of research from both global and local perspectives have discussed social
entrepreneurship and inclusive development. Accordingly, this article aims to highlight the …

Research on digital influencers' role in marketing strategies under ongoing development.
This study explores the role of digital influencer marketing on consumer purchase intention …

During the recent Covid-19 pandemic SMEs in the hospitality sector had to develop new
ways of increasing consumer engagement and maintaining business activity. This study …

Purpose The purpose of this paper is to introduce a new perspective on ambidextrous
innovation orientation looking at how the current digital transformation is accepted in the …

Purpose The study aims to contribute to the knowledge on the role of the fashion bloggers in
the product adoption process in both advanced and emerging markets. Specifically, the …

This study builds on the growing literature of social media and brand authenticity literature
through an exploration of the impact of Instagram images' expressive facial and visual …