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 …

Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

Influencers' follower count, or indegree, is a key criterion that advertisers use when devising
influencer marketing campaigns. However, whether influencers with lower or higher follower …

Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …

In today's world, social media is playing an indispensable role on the learning behavior of
university students to achieve sustainable education. The impact of social media on …

People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …

Purpose An increasing number of brands are using algorithms to embed brand-related
content to targeted consumers' social media pages. This paper aims to analyze how do …

Scholars and industry stakeholders have exhibited an interest in identifying the underlying
dimensions of viral memes. However, the recipe for creating a viral meme remains obscure …