The goal of this study is to understand the differences in scope and patterns of frequency of
use and interactive and active consumption on three leading social media platforms …

In recent years, the number of live streaming platforms and the number of viewers have
exploded. For example, in China, there are already more than 100 live streaming platforms …

This study evaluates the impact of influencer marketing on consumers. Although online
influencers are long established in German B2C markets, research in the field is scarce …

In recent years, with the growth of social networks such as Instagram, network influencers
and micro-celebrities with a mass audience of followers have begun to emerge …

The article presents the results of empirical research conducted on a group of 622
respondents. The aim of the research was to define the role of influencers in customer …

Abstract Drawing upon Media Dependency Theory, the study examines the emergence of
digital influencer's trustworthiness from antecedents ie content value and influencer's …

This study applied pedagogically-focused project design by using Instagram as a platform to
investigate how the use of social media such as Instagram in a multimodal digital storytelling …

Penelitian ini bertujuan menguji pengaruh penggunaan Influencer dan User Generated
Content (UGC) dalam keputusan pembelian di platform Instagram dengan Perceived value …

A substantial growth of using social media is the new marketing trend in last few years.
Influencers are now recognized as new micro-celebrities. So that, marketing professionals …

In response to the digital landscape, the nature of cosplay, in which the cosplayer constructs
an identity complementary to the character via costuming, has changed from a performative …