Influencer marketing significantly impacts consumer behavior and decision-making.
However, identifying the drivers of influencer marketing effectiveness and conditions that …

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' …

Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …

El marketing de influencia es un fenómeno en auge. Cada vez más organizaciones recurren
a influencers para comunicar su mensaje a través de las redes sociales, sobre todo en …

This study explores if, how and through what channels millennials' sustainability values
translate into action when it comes to fashion garments. By testing a research model on 448 …

Instagram is a critical tool for the selection of tourism destinations. Instagram travel
influencers seem to play a significant role in this process, often using geo-location data to …

With the prevalence of social media networks (SMNs) as platforms for community
engagement, substantial attention from academics and practitioners has been paid to …

This study explores whether and how varying levels of social media influencers (SMIs)
personal authenticity affect consumer behavior in four experimental studies. Though …

Purpose Social media influencers (SMIs) are becoming a powerful force within the
marketing and branding landscape, with several leading brands opting to use SMI …

In today's internet ecosystem, social media influencers serve a central purpose in the
creation of a compelling online presence that engages their followers. This study examines …