Many guiding articles on literature reviews exist, but few have delivered an authoritative
protocol that researchers can rely upon with clarity and confidence. To commemorate the …

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

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 …

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 …

The purpose of this research is to examine the underlying mechanisms through which social
media influencers'(SMI) content characteristics (information, design, and technology quality …

Social media influencers are increasingly employed as product endorsers, and a growing
body of academic research confirms that influencers are an effective advertising instrument …

Consumer avoidance of brands and influencers is a widespread phenomenon, especially
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about …

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the
determinants of SMI advertising effectiveness is undeveloped. The present research …

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 …

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 …