This empirical study investigates the structural relationships among virtual influencer
attributes, perceived creepiness, perceived authenticity, emotional attachment, and word-of …

In the context of COVID-19 pandemic lockdowns, fitness influencers on social media are
greatly involved in people's home fitness processes, but there is limited research examining …

Micro-influencers have become powerful sources of information for consumers in the digital
age. Marketers have strategically collaborated with micro-influencers as brand endorsers to …

Social media has become an integral part of our daily lives. Influencers have emerged as
significant players in promoting sustainable consumption in recent years. With their reach …

With the deepening application of Internet technology, social network emotional marketing
has become a new way of sustainability marketing. However, most of the existing emotional …

This article compares how micro-and macroinfluencers promote audience likes, shares, and
brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the …

Background The health and fitness industry has witnessed a rise of influencers on social
media promoting a myriad of brands and products, including some promoting anabolic …

The number of social media platforms and users have reached significant amounts. Users
can interact with millions of other users by sharing their experiences and evaluations …

This study investigates the impact of homophily, influencer social presence, and influencer
physical attractiveness on affinity in the beauty and fashion industry through influencer …

The COVID-19 pandemic has caused the population to change their consumption behavior
and habits to a green living style to protect the environment. The aim of this study was to …