This review provides insight into the research on the strategic use of social media
influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic …

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

Social media influencers have become a more effective modern marketing approach used
by businesses to influence consumers' intention and attitude. This study explores this …

This study analyzes the effect of the parasocial relationship on the audience's intention to
adopt the recommendations of micro, macro and mega-influencers, considering the number …

Social media influencer marketing has recently received significant attention. Many studies
have explored the parasocial relationship (PSR) formation between influencers and …

Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …

The growing presence of social media influencers (SMIs) is increasingly modulating
consumer behaviour in the travel industry. Trust is a vitally important topic in influencer and …

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 …

Purpose The importance of influencer marketing is constantly growing. However, little
empirical research has examined influencers' success requirements. This study aims to fill …

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the
determinants of SMI advertising effectiveness is undeveloped. The present research …