Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

This paper investigates what types of Instagram marketing tools are the most effective in
relation to Generation Z's impulse purchasing behaviour within fashion industry in the …

Afforded by new digital technologies, consumer interactions are breaking the boundaries of
basic assumptions about interpersonal communication, mass communication, and the …

This study investigates the effects of influencer advertising attributes on consumer
responses via multiple motive inference processing. Influencer-product congruence and …

Sponsorship disclosure is now mandated for social media marketing, influencer marketing,
and brand-sponsored content (pictures, videos, posts, etc.). This study reviews the research …

Regulation prescribes that sponsored social media posts should clearly disclose their
material connection with brands. However, research on the impact of such disclosures is …

Many brands are now working on Instagram to promote, showcase their products and
services, and benefit from the potentialities of Influencer Marketing. A detailed investigation …

Consumers increasingly use intelligent personal assistants for shopping, given their
advantages of being hands-free and voice-controlled, enabling individuals to multi-task …

Secrets are a double-edged sword. They are crucial for protecting valuable knowledge and
appropriating value from innovation; they also invite consumer curiosity and in doing so may …

TikTok influencer videos are becoming increasingly popular for promotional purposes and
are appealing to adolescents. Yet, the products' level of integration into the storyline of such …