Over the past few years, the popularity of social media influencers (SMIs) has been growing
exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the …

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 …

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

Purpose Social media influencers (SMIs) have become an important source of influence that
affects consumer behaviours in their decision-making processes. As such, this justifies …

The surge in social media's popularity has catalyzed the emergence and growth of social
media influencers (SMIs) and their pivotal role in marketing strategy. This study examines …

Influencer marketing is a recently emerging strategy that involves engaging people who are
influential in the digital domain to share sponsored content of a brand with their followers …

This special issue is devoted to the fascinating world of influencer marketing. Spending on
this new marketing tactic saw a steep rise in the past few years, with prediction that …

Influencer marketing has been lauded as one of the most thriving marketing strategies within
the contemporary marketing landscape. Nonetheless, numerous opportunities and …

The interdisciplinary nature and rapidly expanding literature stream devoted to influencer
marketing makes it difficult to stay abreast of the current research while simultaneously …

We explore the mechanism through which social media influencers (SMIs) persuade
consumers to adopt brands. Guided by the influence framework, we propose and test …