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

The power of livestreaming commerce to rake in billions of revenues within hours has thrust
this nascent commercial model into the global spotlight; that said, despite the prevalence of …

Digitally created online celebrities (so-called virtual influencers) have appeared on various
social media and video streaming platforms. While the scientific community has recently …

Social media influencers are increasingly employed as product endorsers, and a growing
body of academic research confirms that influencers are an effective advertising instrument …

Live streaming allows streamers and viewers to watch, create, and share videos in real time
on topics from gaming, shop**, and social channels to tourism and entertainment. It is …

As virtual agents become prevalent in many domains, virtual influencers have gone live on
social media platforms, integrating human networks and interacting with users. Building on …

Many adolescents and young adults spend countless hours a day on social media, where
they can engage with social media influencers and may establish parasocial relationships …

The emergence of virtual influencers, who possess realistic human-like appearances and
intelligence, has provided new opportunities for brand endorsement strategy and gradually …

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

Purpose Live streaming commerce has grown rapidly in recent years. Although the way
streamers communicate with viewers is the key to influencing users' purchase behaviors …