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 …

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

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

Augmented reality (AR) filters are a popular social media feature affording users a variety of
visual effects. Despite their widespread use, no research to date has examined either …

The increased availability of social media big data has created a unique challenge for
marketing decision-makers; turning this data into useful information. One of the significant …

Instagram is emerging as the most influential social network; this phenomenon is especially
apparent in the fashion industry. Fashion brands are launching creative campaigns on …

The purpose of this study was to explore the motivation of young consumers' use of TikTok
(Douyin) in China and how such motivations may relate to influencer videos' persuasion …

Social networking sites are a new ecosystem of social relations in which adolescents follow
public figures or influencers: instagrammers, tweeters and youtubers. Their behaviour in the …

This study aims to integrate the literature on social media influencers into a framework that
classifies (potential) social media influencers and highlights their features. Previous …

Purpose The purpose of this study is to analyze how positive behaviors toward influencers
(customer interaction) and promoted products (looking for product information) can be …