Influencer marketing has been lauded as one of the most thriving marketing strategies within
the contemporary marketing landscape. Nonetheless, numerous opportunities and …

Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

This work examines the determinants of the success of influencer marketing on the youth-
focused TikTok, the fastest growing social network. It analyses the effects of influencers' …

Strategic influencer communication is a relatively new domain in communication
management. Organizations and their agencies have to adapt existing or even develop new …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Influencers' follower count, or indegree, is a key criterion that advertisers use when devising
influencer marketing campaigns. However, whether influencers with lower or higher follower …

Artificial Intelligence (AI) has become essential to Electronic-Commerce technology over the
past decades. Its fast growth has changed the way consumers do online shop**. Using …

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 …

Consumers' changing media consumption behaviors and skepticism toward traditional forms
of advertising have prompted the growth of influencer marketing. Even as regulatory …

The crisis arising from the COVID-19 pandemic has affected the entire tourism system,
including communication and marketing practices. Of these practices, in recent years …