Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often
not perceived by consumers as advertising and guarantees a wide reach to very engaged …

Despite the recent influx of studies examining the role of influencers in a campaign, most
studies examine influencer marketing, leaving the public relations approach to influencers …

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 …

With the rise of social media, social media influencers (SMIs) have steadily gained
importance as brand endorsers by establishing strong parasocial relationships (PSRs) with …

Research on influencer marketing has grown exponentially over the past few years. Overall,
the extant literature has been classified into three major clusters that examine sources …

Previous literature has found underlying differences in purchasing behaviors, consumption
habits, and Internet and social media usage between Generation X and Millennials. The …

Abstract Social Media Influencers (SMI) is one of the favorite domains for many researchers
because of its powerful ability to connect stakeholders. The importance of this topic has …

Kehadiran para influencer di media sosial dianggap memiliki pengaruh yang kuat bagi
masyarakat, sehingga banyak perusahaan atau organisasi yang telah mendorong …

Digital communication tools and practices improve the spread and impact of organisational
messages. Quite often, however, they also pose moral problems. This article examines how …

El marketing de influencia es un fenómeno en auge. Cada vez más organizaciones recurren
a influencers para comunicar su mensaje a través de las redes sociales, sobre todo en …