Social media influencers have proved to be a major influence on customers' purchasing
decisions, especially with the increased usage of social media platforms. Social media …

The rapid growth of social media platforms has revolutionized marketing communications,
and the recent trend of how people use social media led to the inception of the term" …

The present study examined the impact of social media influencers (SMIs) on consumers'
purchasing decisions, by examining the factors affecting purchase intentions of consumers …

The aim of this study was to explore the effects of the antecedents of social media marketing,
brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect …

Instant communications trough social media platforms have enabled consumers to create,
publish and share content, data and information regarding brands and products. It is crucial …

The continuous progress of society in using online resources has given opportunity to many
business executives to utilize social media for their brand promotion or recognition …

Social media influencers are first explored in the advertising field, particularly to create buzz
in the younger markets and further expand social media coverage in businesses. This study …

Purpose The purpose of this paper is to investigate the effect of brand's social media
marketing efforts and individual's online social interaction propensity on various levels of …

Social media marketing activities (SMMA) has been the mainstream form of marketing in
recent years. This research proposes a model wherein SMMA affects purchase intention …

The competition in the fashion retail industry is reaching new heights due to various
demands of the fashion consumers. As per the significant growth in the fashion retailing …