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 …

Two online studies analyzed the impact of the fit between Instagram influencers and the
endorsed brand. The first study used an experimental design and focused on internal …

The advertising and marketing literature have established that celebrity endorsements
constitute an effective way to enhance attitudes toward brands and increase purchase …

As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …

The purpose of this study was to explore the underlying mechanisms through which the use
of social media affects endorser effectiveness. Based on theories related to parasocial …

Findings of two experimental studies show that Instagram influencers with high numbers of
followers are found more likeable, partly because they are considered more popular …

This study uses the theories of parasocial interaction, perceived authenticity, and self‐
congruity to analyze the antecedents of source credibility and to confirm the positive effects …

Purpose Social media campaigns by fashion brands typically rely on two types of accounts:
official brands' accounts and social media influencers' accounts. The current study …

In an examination of influencer success, the current research draws from brand personality
literature and identifies social media influencers (SMIs) as human brands. Specifically, this …

Social media technologies have given rise to influencers who shape the purchasing
behaviors of their followers (peer consumers), thus enabling consumer-initiated social …