People often share opinions and information with their social ties, and word of mouth has an
important impact on consumer behavior. But what drives interpersonal communication and …

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' …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Interpersonal communication is an integral part of everyday life. People are constantly
sharing thoughts, opinions, and information with others, both online and offline. Further …

Live streaming commerce, which evolved from social commerce, has continued to flourish
rapidly over the past few years in China. It is a new business model that allows vendors to …

What are the effects of a brand's owned social media? This meta-analysis examines the
impact of owned social media on social media engagement and sales. Whereas the findings …

Opinion leaders are important sources of advice for other consumers. Instagram is the most
used platform by opinion leaders in the fashion industry, and this trend is expected to …

Purpose This research explores the path that social media influencers affect target
consumers to purchase a certain brand posted in their contents. Design/methodology …

In a crowded social media marketplace, restaurants often try to stand out by showcasing
elaborate “Instagrammable” foods. Using an image classification machine learning …

Purpose With the expansion of internet as a tool for exchanging information, companies
include in their websites a virtual space to share information among users. The purpose of …