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Social media influencer marketing: foundations, trends, and ways forward
The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …
intrigued both academic scholars and industry professionals. To shed light on the …
Social media influencers and consumer engagement: A review and future research agenda
The rise of social media influencers (SMIs) in the recent decade garnered wide interest from
academicians and marketers. Academicians try to understand the effect of influencers on …
academicians and marketers. Academicians try to understand the effect of influencers on …
Impact of social media influencers on customer engagement and purchase intention: A meta-analysis
This research aims at providing a meta-analysis of empirical findings of the literature on the
characteristics of social media influencers on customer engagement and purchase intention …
characteristics of social media influencers on customer engagement and purchase intention …
Social media influencers: an effective marketing approach?
Drawing upon the source credibility theory, interactivity theory, gratification-opportunities,
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …
Effective influencer marketing: A social identity perspective
Social networking in the form of online communities and social groups is a characteristic of
social media communication that has profound implications on the identity dynamics and …
social media communication that has profound implications on the identity dynamics and …
[HTML][HTML] The role of influencers in live streaming e-commerce: influencer trust, attachment, and consumer purchase intention
Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon
influencer marketing theory, this study examines the mechanisms through which influencers …
influencer marketing theory, this study examines the mechanisms through which influencers …
[HTML][HTML] Understanding influencer marketing: The role of congruence between influencers, products and consumers
Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …
Grounded in balance, cognitive dissonance, and congruity theories, the current article …
Sweet escape: The role of empathy in social media engagement with human versus virtual influencers
Virtual influencers engage in emotional sharing to gain and keep followers. However, given
that many people use social media for diversion purposes, this emotional sharing may …
that many people use social media for diversion purposes, this emotional sharing may …
Telepresence in live-stream shop**: An experimental study comparing Instagram and the metaverse
Advances in digital platforms allow influencers to use live shows to showcase products,
which has given rise to live-stream shop**. Moreover, new communication forms have …
which has given rise to live-stream shop**. Moreover, new communication forms have …
[HTML][HTML] Effects of in-store live stream on consumers' offline purchase intention
Live stream marketing through social media has attracted the attention of digital retailing
marketers in recent years. However, there is a lack of evidence in understanding the …
marketers in recent years. However, there is a lack of evidence in understanding the …