[HTML][HTML] Customer engagement and social media: Revisiting the past to inform the future
Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …
social media has further amplified the importance of this concept. Yet, our understanding of …
The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers
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 …
influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic …
[HTML][HTML] Influencer marketing on TikTok: The effectiveness of humor and followers' hedonic experience
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' …
focused TikTok, the fastest growing social network. It analyses the effects of influencers' …
Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …
have explored the parasocial relationship (PSR) formation between influencers and …
Effective influencer marketing: A social identity perspective
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 …
social media communication that has profound implications on the identity dynamics and …
[HTML][HTML] Understanding influencer marketing: The role of congruence between influencers, products and consumers
Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …
Grounded in balance, cognitive dissonance, and congruity theories, the current article …
Social media influencer marketing: foundations, trends, and ways forward
The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …
intrigued both academic scholars and industry professionals. To shed light on the …
Followers' engagement with instagram influencers: The role of influencers' content and engagement strategy
Influencer marketing has emerged as an effective approach for brands to connect with
customers through social media influencers. Although influencer marketing has attracted …
customers through social media influencers. Although influencer marketing has attracted …
Attractiveness, trustworthiness and expertise–social influencers' winning formula?
KP Wiedmann, W Von Mettenheim - Journal of Product & Brand …, 2020 - emerald.com
Purpose The importance of influencer marketing is constantly growing. However, little
empirical research has examined influencers' success requirements. This study aims to fill …
empirical research has examined influencers' success requirements. This study aims to fill …
[HTML][HTML] Building influencers' credibility on Instagram: Effects on followers' attitudes and behavioral responses toward the influencer
Collaborations between influencers and brands have become increasingly popular in recent
years. Previous research has mainly focused on influencer marketing as a commercial …
years. Previous research has mainly focused on influencer marketing as a commercial …