Social media platforms offer brands an opportunity to freely engage with their consumers
and form value-laden relationships. They also offer influencers, acting as representatives of …

Abstract Online Word-of-Mouth communication, or eWOM, has dramatically changed the
way people network, interact, and share knowledge. Studies have examined why …

Most businesses have online social media presence; therefore, understanding of working
adult's perception on buying through online social networks is vital. The aim of this study is …

O marketing de influência é uma estratégia cada vez mais utilizada pelas marcas. Não
obstante a crescente investigação nesta área, verificam-se ainda algumas lacunas, em …

A business can continue in a highly competitive market only if it is able to have a competitive
edge from the rest by providing unique and desirable products and services (Bridges et al …

Results from this thesis have been published in the following paper: https://doi.
org/10.1016/j. digbus. 2021.100018 Social media has developed to become an integral part …

This study examines the effectiveness of social media influencers by assessing the roles of
media richness and media naturalness, in driving parasocial interactions and developing …

IT identity is a relatively new concept in the area of Management Information Systems (MIS).
Its importance has become increasingly pronounced as identity is one of the predictors of …