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Social media influencer marketing: foundations, trends, and ways forward
The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …
intrigued both academic scholars and industry professionals. To shed light on the …
Social media influencer marketing: A systematic review, integrative framework and future research agenda
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 …
exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the …
Virtual influencers' attractiveness effect on purchase intention: A moderated mediation model of the Product–Endorser fit with the brand
The fourth industrial revolution has fundamentally altered the way we live, and social media
has become a crucial channel for the promotion of brands through influencers. This study …
has become a crucial channel for the promotion of brands through influencers. This study …
Authentically fake? How consumers respond to the influence of virtual influencers
Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …
media and affect digital natives' engagement and decisionmaking in remarkable ways …
The effect of social media influencers' characteristics on consumer intention and attitude toward Keto products purchase intention
Social media influencers have become a more effective modern marketing approach used
by businesses to influence consumers' intention and attitude. This study explores this …
by businesses to influence consumers' intention and attitude. This study explores this …
Impact of social media influencers on customer engagement and purchase intention: A meta-analysis
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 …
characteristics of social media influencers on customer engagement and purchase intention …
Consumers' responses to virtual influencers as advertising endorsers: novel and effective or uncanny and deceiving?
Virtual influencers, generated on the computer, are changing the advertising industry. More
and more brands utilize virtual instead of human influencers as endorsers for their marketing …
and more brands utilize virtual instead of human influencers as endorsers for their marketing …
Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …
have explored the parasocial relationship (PSR) formation between influencers and …
Effective influencer marketing: A social identity perspective
Social networking in the form of online communities and social groups is a characteristic of
social media communication that has profound implications on the identity dynamics and …
social media communication that has profound implications on the identity dynamics and …
Parasocial interactions with real and virtual influencers: The role of perceived similarity and human-likeness
Digitally created online celebrities (so-called virtual influencers) have appeared on various
social media and video streaming platforms. While the scientific community has recently …
social media and video streaming platforms. While the scientific community has recently …