Purpose Conceptual and empirical research over the past 20 years has moved the social
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …

In an era where both human and virtual influencers play pivotal roles in sha** consumer
behavior, understanding their influence on consumers' reactions to service failures has …

Purpose The recent livestreaming commerce has magnified the role of influencer marketing,
where the influencers are partnering with brands for product promotion. This study examines …

Purpose Triggered by the extensive use of social media brand communities (SMBCs) in
interactive marketing, this article aims to explore how brand connectedness (BC) affects …

Global crises significantly disrupt established consumption patterns, requiring consumers to
adapt their behaviors and routines in response to market system changes. Despite the …

Purpose This study explores the influence of textual social cues on virtual influencers'
perceived attractiveness, homophily and credibility, and their impact on consumers' …

While governments, nonprofits, and influencers differ dramatically in their resource
availability for social media content creation and their duties to public safety, health, and …

The marketing landscape has intensely changed with the rise of digital platforms and social
media. Social media influencer marketing was found by many previous studies to be a …

This study investigates the use of live streaming as a strategic tool in the tourism industry,
with a focus on the attributes of live streamers that influence viewer engagement, particularly …

The rise of virtual influencers (VIs) in digital marketing channels, such as social media
platforms and the metaverse, raises critical, under-researched questions about blame …