Brand communication via social media influencers (SMIs) has become a vital constituent of
firms' brand communication strategy. The current study assesses the mediated (via brand …

The COVID-19 pandemic has significantly impacted on the working system, shifting working
from office (WFO) into working from home (WFH) practice that requires employees to be …

Identifying opinion leaders in social networks, particularly in social media, is a crucial
marketing strategy. These individuals have a considerable influence on the purchasing …

In the wake of the global disruption caused by the coronavirus pandemic, digital channels
have emerged as a significant driver of business sales. As such, the value of digital business …

Abstract The Bookstagrammers use Instagram to post about their life as avid readers and
regard themselves as social media influencers (SMIs) for books. Creating a personal brand …

This research, by adopting the Societal Marketing approach, aims to identify and categorize
the antecedents and consequences of online consumer-brand engagement in the …

This study conducts a comprehensive qualitative analysis of influencer marketing, focusing
on Mega, Macro, Micro, Nano, Blog, Vlogging, and Gaming influencers. Each category …

El estudio analizó la percepción de mujeres peruanas millennials sobre la publicidad de
celebridades, enfocándose en la colaboración de MAC Cosmetics con Selena Quintanilla. A …

In context of heightened sustainability awareness on social media, this research investigates
the comparative effectiveness of brand official accounts versus mega-influencer accounts in …

The article focuses on the historical and evolving role of media figures, particularly social
media influencers, in shaping public opinion and behavior. Topics include the development …