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 …

Although most major brands are utilizing affiliate marketing programs, potential drivers of
engagement with influencer affiliate marketing content have yet to be explored. To address …

Emerging research on social media influencer (SMI) marketing differentiates between micro-
influencers and mega-influencers. In the present research, we establish that these two types …

Given the rise of marketing through social media influencers (SMIs), this study aimed to
investigate the influences of source credibility and content validity factors on followers' …

This research provides a comprehensive overview of micro-influence marketing, analyzing
the characteristics of influencers and the mechanisms of their impact. A systematic review …

This research examines the impact of social media influencers on green product purchasing
intentions through three studies. Study 1 (N= 195) identifies a consumer preference for …

Purpose The purpose of this study is to identify the process of virtual influencer stickiness in
the age of influencer marketing, which has received little attention in the literature. This is …

Celebrity endorsers and social media influencers for leveraging consumer advocacy and
relationship intentions – a multivariate mediation analysis | Emerald Insight Books and journals …

Businesses invest considerable sums in influencer marketing efforts as social media
influencers (SMIs) continue to gain popularity. To understand how marketers might utilize …

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 …