Social media has changed the marketing phenomenon, as firms use social media to inform,
impress, and retain the existing consumers. Social media marketing empowers business …

Understanding influencer credibility and online advertising and explaining its implications is
the basis for analyzing customer purchase behavior. Novelties in digital marketing are …

With the age of the Internet upon us, many marketing strategies have come to focus on
social media influencers. Current research about social media influencers conveys the …

Introduction. Social media is a network that allows information to be shared globally with
millions of users. It is a platform that is primarily used for entertainment but lately, the trend …

Purpose For Internet celebrities, self-disclosure (SD) is a crucial step in building
relationships with their followers who perceive this communication as para-social interaction …

This study explains the strategic application of influencer marketing in the business to
business (B2B) context and reveals the challenges that B2B organisations face in influencer …

Globally and in South Africa, the beauty industry, which includes high‐involvement products
such as skincare, fragrance, makeup, and haircare products, is experiencing robust growth …

The growing usage of digital platforms has made influencer marketing the most cost-
effective marketing tool, especially for products consumed by young digital natives. Among …

Social media influencer has become an important component of marketing communication.
Hence, this research aims to determine the facets of social media influencers' reputation …

Purpose This study aims to identify factors affecting attitudes towards social media
influencers (SMI) on halal cosmetics products. It subsequently examines how the latter …