Purpose The current study has drawn attention to investigating the impact of social media
influencers'(SMIs) authenticity on followers buying behavior by using followers who have an …

Avatar marketing gained momentum as a brand endorsement strategy. However, there is a
lack of studies encompassing the benefits, risks, and operational mechanisms regarding …

The study integrated the social identity theory and the uses and gratification theory in
probing factors behind the stickiness of audience to podcast programs, mainly in the two …

Firms need help retaining and attracting new customers in the prevailing competitive era.
Therefore, besides other strategies, they have started using social media influencers to …

Endorsement merupakan salah satu jenis pemasaran yang menggunakan influencer untuk
mengiklankan suatu produk atau layanan dengan memanfaatkan ketenaran dalam sebuah …

Penelitian ini bertujuan untuk menganalisis pengaruh satisfaction, brand trust, dan brand
loyalty terhadap repurchase intention. Penelitian ini didasarkan pada asumsi bahwa …

Considering the perspective of beauty social media influencers, this study investigates the
variables influencing Gen Z's intentions to purchase makeup, emphasising source …

Social media makes it common to find short videos promoting various products, and
sportswear is one of the popular types. This thesis examines the relationship between the …

Influencers in supporting a product (endorse) on Instagram, of course, make various
utterances to attract other Instagram users to buy the product being promoted. In promoting …

Marketing en redes: El impacto de la publicidad antitabaco mediante Instagram Stories
sobre los niveles de conocimiento en torno a los peligros de fumar entre los nuevos …