Over the past few years, the popularity of social media influencers (SMIs) has been growing
exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the …

This review provides insight into the research on the strategic use of social media
influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic …

Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often
not perceived by consumers as advertising and guarantees a wide reach to very engaged …

Purpose The continued evolution of influencer marketing has created a need to better
understand influencer marketing effectiveness. With brands increasingly partnering with …

Objective Social media fitness influencers are evolving into a new digital form of health
communicators whom consumers might turn to for assistance with more physical activity and …

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 …

With social media becoming the primary channel for travelers to acquire travel-related
information, tourism service providers are increasingly partnering with social media …

This study develops an underlying mechanism outlining the impact of digital influencers on
consumer impulse-buying behavior in the context of social networking sites (SNSs). Based …

With growing numbers of digital users, social media advertising becomes a vital marketing
channel for attracting and sustaining consumers. Drawing on the heuristic-systematic model …

While influencer marketing has been shown to be effective at promoting food low in
nutritional value among children, it is less clear whether influencers can also be used to …