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 …

With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

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

Purpose The purpose of this study is to present a complete framework that defines the link
between choices and decision criteria based on existing research on digital influencers (DIs) …

Purpose This study examines the impact of attitudes toward fashion influencers (FIs) on
brand attitude and consumer purchase intention. It also aims to identify factors affecting …

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that
drive success of online brand engagement at different stages of the consumer purchase …

In the past few years, expenditure on influencer marketing has grown exponentially. The
present study involves preliminary research to understand the mechanism by which …

The study aims to develop concepts originating through empirical research models to build
superior competitiveness and optimal performance achievement. Therefore, to bridge these …

Purpose Young consumers are increasingly using online reviews and celebrity influence to
make purchase decisions. The purpose of this study is to ascertain the influence of online …

Social media influencers (SMIs) are increasingly being approached by brands to promote
products, a practice commonly called influencer marketing. SMIs can take advantage of their …