It is essential to conduct research in the field of “The Impact of Social Media Marketing on
Consumer Behavior,” particularly in the fast-paced and competitive environment of the …

Though kidfluencer marketing is becoming more prevalent, research into children as
senders of commercial messages is scarce. Considering the roles of parents, followers and …

This article investigates how livestreaming content can be integrated into influencer
marketing to effectively engage Generation Z—a demographic increasingly wary of …

In social media, remaining authentic while taking advantage of monetizing opportunities is a
key dilemma for online content creators—the creator's dilemma. Individuals typically start as …

The increasing popularity of inclusive marketing as part of the broader strategies of brand
activism, linked to the diversity, equity and inclusion (DEI) movement, is creating new …

Despite the growing significance of virtual influencers (VIs) on social media, the utilisation of
VIs in the tourism sector remains underexplored. Underpinned by the “computers are social …

Purpose The metaverse represents a rapidly evolving digital environment that blurs the lines
between physical and virtual reality, and it offers unique opportunities and challenges for …

This paper identifies and discusses the main issues luxury brands should focus on when
building relationships with content creators. We build on the most recent scholarship into …

If anyone could write a story about a 77-year-old lady dreaming of shagging a pop star, it
was Clarice Lispector. The Ukrainian refugee immigrated to Brazil as her Jewish family fled …

As influencer marketing evolves into a dominant force in the marketing landscape, it
necessitates a deeper theoretical exploration to understand its strategic implementations …