Over the past few years, the popularity of social media influencers (SMIs) has been growing
exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the …

Video content creation by “amateur” private users has taken on professional (ie work)
characteristics. The emergence of user-centric video sharing services (eg YouTube, Twitch …

There are growing discussions of social media influencers and their effectiveness in
endorsing products. Further, recent policy regulations are requiring social media influencers …

The apparel manufacturers and retailers throughout the world are searching for innovative
solutions to reduce the harmful impact the industry has on the environment. These firms …

Although most major brands are utilizing affiliate marketing programs, potential drivers of
engagement with influencer affiliate marketing content have yet to be explored. To address …

Popularity on YouTube is an important metric for influencers and brands. It is linked to video
relevance, content, and features that attract audience attention and interest. We present and …

Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand
on social media by creating viral marketing. However, how much influence does an opinion …

With the rapid development of the Internet and new media, the enormous data from social
media and other public platforms have attracted increasing attention to user behavior …

Purpose Social live-streaming services are an emerging form of social media that is gaining
in popularity among researchers and practitioners. By facilitating real-time interactions …

Numerous brands utilize social media to capture consumers' interests while promoting their
sustainability goals. To understand how sustainable fashion brands communicate with their …