Digitalization is a powerful engine for economic growth in the world. In 2018, digitally
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …

Growing in popularity, social media and related channels (eg Instagram, Twitter, and TikTok)
are utilised as sources for sharing information with the power to influence consumers and …

Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key
driver of the latter's persuasiveness as brand endorsers. Despite its importance, no …

Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …

Purpose Influencer marketing is a newer interactive marketing model that has attracted the
attention of scholars and marketers. The study aimed to examine the mediation role of …

Purpose This study aims to find how can fashion micro-influencers and their electronic word-
of-mouth (eWOM) messages increase consumer engagement on social media, focusing on …

In the last 20 years, the proliferation of digital technologies has significantly impacted both
businesses' operations and how consumers get information, engage, and buy. Through the …

Purpose This study aims to examine the relationships between the online communities'
characteristics and resilience to negative information (RNI) mediated by both brand …

Purpose Omnichannel consumers are more proactive, engage in longer shopping journeys
and share their experiences. However, their postpurchase behavioral responses remain …

Product reviews on YouTube have become highly beneficial to consumers' decision‐
making, as they can help consumers judge and experience products before making …