This paper aims to perform a comprehensive analysis, mapping the main areas of the
endorser marketing literature of the last ten years and offering a classification of the subject …

The use of social media influencer collaboration is growing exponentially. This study
explores the persuasive power of influencers on followers' perceived brand credibility and …

Brand managers use social media influencers (SMIs) to influence consumers' attitudes and
intentions. However, there is still ambiguity about the mechanisms by which SMIs influence …

Despite the exponential growth of influencer marketing, little research has examined how
consumers' coping mechanism differs with two types of influencers (AI vs. human). Drawing …

This study aimed to gain insight into how people engage with branded apps and adopted
the media engagement framework to examine how different types of engagement …

Purpose This study aims to examine how virtual influencers (VIs) affect purchase intentions
in tourism and hospitality e-commerce live streaming (THCLS) by focusing on the roles of …

Influencer advertising has emerged as an integral part of social media marketing. Within this
realm, consumer engagement is a critical indicator for gauging the impact of influencer …

This study examines corporate accounts in social media as new endorsers. A corporate
account is a virtual spokesperson for advertising and promotions; they behave sometimes as …

Purpose Few studies have explained how and when consumers are willing to engage in
online brand-related activities (COBRAs). This study examines the role of brand love in a …

Purpose Live Streaming Marketing has emerged as a transformative medium, facilitating
real-time product promotion and brand messaging and reshaping consumer engagement …