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

Internet and social media have revolutionised the way news is distributed and consumed.
However, the constant flow of massive amounts of content has made it difficult to discern …

Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …

A growing number of enterprises begin to utilize user-generated content (UGC) to help build
brand awareness and loyalty on social media platforms. Thus, it is important to investigate …

Following social media influencers is a common activity for social media users. As
influencers endeavour to engage followers and increase their power of influence for …

Purpose The continued evolution of influencer marketing has created a need to better
understand influencer marketing effectiveness. With brands increasingly partnering with …

Companies are increasingly relying on social media brand communities to interact with
consumers and achieve business values. Thus, it is essential to understand how companies …

Purpose Social commerce platforms are prevalent in the explosion of social media and e-
commerce, and they enable conversations across a broad range of topics. However, their …

This research investigates perceptions about online content attractiveness, interactive
engagement and real time conversation capabilities through travel and tourism social media …

Content creators produce content around their interests, hobbies, and experiences and
distribute and monetize it on digital platforms. This study, informed by two-factor theory …