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

Social influence plays a significant role in sha** consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

The fourth industrial revolution has fundamentally altered the way we live, and social media
has become a crucial channel for the promotion of brands through influencers. This study …

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 …

This study analyzes the effect of the parasocial relationship on the audience's intention to
adopt the recommendations of micro, macro and mega-influencers, considering the number …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Is it already the end of the influencers' era? More specifically the human influencers' era?
Indeed, AI-powered digital avatars called “virtual influencers” are replacing them as …

Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

Influencers' follower count, or indegree, is a key criterion that advertisers use when devising
influencer marketing campaigns. However, whether influencers with lower or higher follower …