Instagram is used as an effective and visual marketing channel for building brand equity in
the minds of consumers. Therefore, this study aims to classify Instagram marketing activities …

Purpose This study aims to explore the impact of social media influencers'(SMIs) intimate
self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial …

Purpose This study aims to provide a holistic review of social media influencers (SMIs)
research based on a unique approach of bibliometric analysis and content analysis between …

Instagram is a critical tool for the selection of tourism destinations. Instagram travel
influencers seem to play a significant role in this process, often using geo-location data to …

Given the mediating role of value co-creation, this paper tries to demonstrate how social
network marketing (SNM) could influence consumer purchase behavior (CPB). The …

The surge in social media's popularity has catalyzed the emergence and growth of social
media influencers (SMIs) and their pivotal role in marketing strategy. This study examines …

Celebrity influence plays a significant role in fostering the consumers' impulse buying
tendency and purchase intention. In the modern advertising era, the celebrity endorsement …

Purpose Grounded in self-congruency theory, this study aims to investigate the impact of
different types of congruence in social media influencer marketing on consumers' online …

Drawing on social comparison theory, this study investigates the associations between
social comparison to influencers on social media and impulsive purchase behavior, through …

Purpose This study analyzes the indirect (ie through brand content engagement-BCE) and
direct effects of informative, credible, novel, and aesthetically pleasing attributes of …