The increasing use and effectiveness of social media influencers in marketing have
intrigued both academic scholars and industry professionals. To shed light on the …

Strategic influencer communication is a relatively new domain in communication
management. Organizations and their agencies have to adapt existing or even develop new …

This study analyzes the effect of the parasocial relationship on the audience's intention to
adopt the recommendations of micro, macro and mega-influencers, considering the number …

Social media influencers have become a more effective modern marketing approach used
by businesses to influence consumers' intention and attitude. This study explores this …

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 …

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities,
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …

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

Purpose As social media use rises, the impact of social media influencers on customer
buying decisions increases, due to customers viewing influencers as ideal role models who …

Despite the ubiquity of social media influencers (SMIs) and the clear value they hold for
marketers, little is understood about the sociopsychological motives that drive consumers to …

Purpose This study aims to investigate the influencers' credibility dimensions (ie
attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating …