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

Instagram has become a popular platform for consumers and marketers. Using the stimulus-
organism-response theory, this study compared lifestyle and brand influencer types of …

Purpose As social media use rises, the impact of social media influencers on customer
buying decisions increases, due to customers viewing influencers as ideal role models who …

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 …

The impact of the use of influencers in recommending certain products to the audience has
been highlighted in recent literature on social media marketing. However, this literature has …

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 present study compares the influence of text‐based recommendations; traditionally
known as online consumer reviews, and the influence of voice‐based recommendations …

Purpose The current study has drawn attention to investigating the impact of social media
influencers'(SMIs) authenticity on followers buying behavior by using followers who have an …

This study explores how the value of sponsored Instagram advertisements (ads) can
enhance consumer ad-related involvement (cognitive and affective) and flow experience …

Abstract Applying the Investment Model to the social media context, this study investigated
the impacts of influencer playfulness and content expertise of influencer on social media …