Purpose Based on the stimulus-organism-response theory, this research constructs the
influence of the stimulus factors of the live-streaming shopping environment on consumers' …

Corporate social responsibility (CSR) has become a global norm for organizations to
observe. In today's shifting media landscape, social media influencers (SMIs) have become …

Purpose Online influencers are increasingly used by brands around the globe to establish
brand communication. This study aims to investigate the characteristics of social media …

Purpose By acknowledging the importance of micro-influencers and all decision-making
process stages, this study aims to explore the impact of perceived influencer's credibility …

With the prevalence of social media usage among consumers, brands have increasingly
utilized paid social media influencer (SMI) endorsements in their corporate social …

This article compares how micro-and macroinfluencers promote audience likes, shares, and
brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the …

This study investigates behavioral routes deployed by e-commerce influencers in product
promotion in China. By analyzing videos posted on Douyin (China's version of TikTok), it …

Purpose “Idol pilgrimage tour” is a popular trend among young Chinese fans who travel for
idol-related purposes, engage in interactive events and have co-created experiences at …

Purpose Live streaming has become an extremely popular form of online service and allows
live audiences to give virtual gifts or money to their favorite streamers. This study aims to …

Purpose Celebrity endorsement is common in the marketing communications context,
especially in the Asian market. Thanks to the popularity of online DIY celebrities, many …