This study explores whether and how varying levels of social media influencers (SMIs)
personal authenticity affect consumer behavior in four experimental studies. Though …

Streamers are the individuals at the core of e-commerce live streaming (ELS), which is a
successful influencer marketing strategy. However, a systematic profile of ELS streamers is …

In today's internet ecosystem, social media influencers serve a central purpose in the
creation of a compelling online presence that engages their followers. This study examines …

It is rather contradictory that there is a high demand for authenticity in today's virtual space,
where some platforms encourage the proliferation of idealized images, the products of …

The tourism sector increasingly relies on technology to acquire new clients in a world
overflowing with information. So, the main question that needs to be answered is: What …

Purpose This study explores how digital storytelling (DST) approaches can be used for
social media campaigns to create more engaging digital content. The ability to better …

This study examines the effects of influencer posts on Instagram users. Based on uses and
gratifications theory, this experiment‐based investigation analyses the effect of three …

Short-form video influencer advertising offers new opportunities for user sensory experience
to promote advertising effectiveness and induce positive user responses. This unique …

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 …

This meta‐analytic review offers a comprehensive framework for studying social media
influencers by integrating multiple theoretical perspectives and measures. It analyzes 250 …