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

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 …

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' …

Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …

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 …

Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …

Collaborations between influencers and brands have become increasingly popular in recent
years. Previous research has mainly focused on influencer marketing as a commercial …

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 has emerged as an effective approach for brands to connect with
customers through social media influencers. Although influencer marketing has attracted …

Based on the impulse purchase decision-making process, the stimulus-organism-response
framework, and technology acceptance model, this study investigated the role of cognitive …