[HTML][HTML] Authentic isn't always best: when inauthentic social media influencers induce positive consumer purchase intention through inspiration
This study explores whether and how varying levels of social media influencers (SMIs)
personal authenticity affect consumer behavior in four experimental studies. Though …
personal authenticity affect consumer behavior in four experimental studies. Though …
Are virtual influencers friends or foes? Uncovering the perceived creepiness and authenticity of virtual influencers in social media marketing in the United States
This empirical study investigates the structural relationships among virtual influencer
attributes, perceived creepiness, perceived authenticity, emotional attachment, and word-of …
attributes, perceived creepiness, perceived authenticity, emotional attachment, and word-of …
Luxury brands' live streaming sales: the roles of streamer identity and level strategy
Today, live streaming selling has grown and pioneered sales opportunities for luxury
brands. Through a lens of influencer marketing and source credibility theory, this study …
brands. Through a lens of influencer marketing and source credibility theory, this study …
Cutting-edge research in social media and interactive marketing: a review and research agenda
Purpose Conceptual and empirical research over the past 20 years has moved the social
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …
Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types
Purpose This study aims to investigate the rising trend of virtual influencers–digitally created
characters with human-like attributes. It aims to evaluate and compare their effectiveness …
characters with human-like attributes. It aims to evaluate and compare their effectiveness …
An artificial intelligence analysis of climate‐change influencers' marketing on Twitter
MT Ballestar, M Martín‐Llaguno… - Psychology & …, 2022 - Wiley Online Library
Designing marketing strategies with social media influencers are becoming increasingly
relevant for setting political agendas. This study focuses on how two representative social …
relevant for setting political agendas. This study focuses on how two representative social …
Justice behind the virtual mask: The influence of race of the virtual influencer and the creator on promoting the Black Lives Matter movement
The rise of virtual influencers is reshaping the landscape of social media, extending even to
the promotion of social causes. Yet, lingering doubts persist regarding the authenticity of …
the promotion of social causes. Yet, lingering doubts persist regarding the authenticity of …
“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM
Purpose The purpose of this paper is to investigate the moderating effect of homophily
between trust in social media influencers (SMIs) and credibility of the post in influencer …
between trust in social media influencers (SMIs) and credibility of the post in influencer …
Social Media Influencer Marketing: A Systematic Literature Review Using TCM and ADO Framework
P Pushparaj, BP Kushwaha - International Journal of Consumer …, 2024 - Wiley Online Library
Social media influencers (SMIs) have a significant impact on consumer decisions, and
research in this area comprises a substantial portion of the literature. Despite marketing …
research in this area comprises a substantial portion of the literature. Despite marketing …
Instagram influencers in health communication: Examining the roles of influencer tier and message construal in COVID-19-prevention public service announcements
This study evaluates the efficacy of social media influencer endorsements for COVID-19-
prevention public service announcements (PSAs) on Instagram and its underlying …
prevention public service announcements (PSAs) on Instagram and its underlying …