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 …

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

Afforded by new digital technologies, consumer interactions are breaking the boundaries of
basic assumptions about interpersonal communication, mass communication, and the …

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 …

In the current age of emerging technologies and big data, transparency has become an
important issue for technology users and online consumers. However, there is a lack of …

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

Consumers' changing media consumption behaviors and skepticism toward traditional forms
of advertising have prompted the growth of influencer marketing. Even as regulatory …

Despite the growing importance of influencers' word‐of‐mouth through audiovisual content,
little is known about its effect on consumers' brand evaluation, purchase intentions, and …