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

More than 4 billion unique users are now using different social media platforms. This
provides firms with a new avenue to connect and converse with their targeted customers in a …

Purpose This study explores whether and how four main factors of short-branded video
content (content matching, information relevance, storytelling and emotionality) facilitate …

Purpose Increasing followers' positive word-of-mouth (PWOM) is a critical means through
which social media influencers (SMIs) marketers can increase SMIs' follower count. Studies …

Social media influencers (SMI) have gained undeniable importance as brands endorsers.
However, although their credibility can be affected by the way they look, no known studies …

Purpose The purpose of this paper is to provide the theoretical insights with regard to the
green purchasing intention–behavior gap and the role played by social media influences in …

Purpose Despite skepticism, consumers rely on online reviews for their purchase decisions.
However, academics mostly argue that skepticism has an inverse relationship with …

The growing research on social media influencers suggests various key features of
influencers and their post content but lacks a systematical view of their effects, including both …

Purpose Despite the growing popularity of online secondhand platforms globally, there is a
lack of studies exploring how consumers worldwide perceive contamination and the use of …

Customer reviews and brand equity are both key assets that offer hospitality providers
competitive advantages over rivalries. However, how they can complement each other is a …