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

Over the past few years, the popularity of social media influencers (SMIs) has been growing
exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the …

Social networking in the form of online communities and social groups is a characteristic of
social media communication that has profound implications on the identity dynamics and …

This review provides insight into the research on the strategic use of social media
influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic …

Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often
not perceived by consumers as advertising and guarantees a wide reach to very engaged …

The development of the “metaverse” has created new opportunities for brands' crypto
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …

Digital marketing campaigns increasingly utilize social media influencers. Research in
influencer marketing has investigated popularity metrics but found conflicting results on how …

What factors drive consumers to use artificial intelligence (AI)-powered chatbots? The
current study examined the associations among AI-powered chatbots' anthropomorphism …

Women largely dominate the influencer business, and previous studies often either have
focused on female social media influencers, or else matched the influencer's gender with the …

This review article offers insights into the current issues in influencer marketing. We first
provide a historical overview of extant research that mainly focuses on its bright side, and …