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

Background of the study Nowadays, the business pattern is changing globally. The business
organization is influenced customers to purchase their necessary goods and services from …

Customer purchase intention in online shopping stores can be influenced by electronic word
of mouth (eWom) communication generated by the comments of consumers on social …

The present study intends to unleash the influence of social media marketing (SMM) on
purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel …

Customers are diverse, and their preferences have changed tremendously, especially post-
pandemic, as many business organizations are facing major challenges in meeting those …

Purpose For Internet celebrities, self-disclosure (SD) is a crucial step in building
relationships with their followers who perceive this communication as para-social interaction …

본 연구의 목적은 가상 인플루언서의 특성이 소비자의 구매 의도에 미치는 영향과 소비자의
가상 인플루언서에 대한 지각된 현실성이 가상 인플루언서의 특성과 브랜드 태도 사이에 …

Previous studies on reading habits overlooked the potential role of celebrities in reading
books. This study assesses how celebrities influence young people to purchase books. The …

Purpose This study explored the role that Instagram, a prominent social media platform,
plays in the consumer decision-making process of young adults (age 18–27 years) in the …

Influencers or celebrities have been gaining a lot of attention and marketers are looking to
utilise the credibility of celebrities to increase the sales of their products. Celebrities …