Purpose Internet celebrities have become key resources for consumers making purchase
decisions. An increasing number of internet celebrities have begun to exert their influence …

Mindful consumption (MC) has ancient roots, but the scholarship has recently received
industry and academic attention. This research examines MC through a hybrid systematic …

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' …

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 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 …

Prior examinations of relationship development and the leverage of trust among artificial
intelligence (AI) influencers and followers have been few. This study employed complexity …

Influencer marketing aims to promote brands and influence consumer decisions, and recent
technological advances have created options for non-human, virtual influencers. Such …

Virtual influencers (VIs), digitally created characters with a significant presence on social
media, are progressively engaged to promote products and brands. Understanding the …

Over the last decade, influencer marketing has become one of the most important tools for
companies and brands to increase awareness, sales, or image strength. Since consumers …

Consumers increasingly post videos in which they review products and experiences,
spreading electronic word-of-mouth (eWOM). Despite the relevance of consumer-generated …