Prior examinations of relationship development and the leverage of trust among artificial
intelligence (AI) influencers and followers have been few. This study employed complexity …

Purpose This study aims to explore the impact of social media influencers'(SMIs) intimate
self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial …

Is it already the end of the influencers' era? More specifically the human influencers' era?
Indeed, AI-powered digital avatars called “virtual influencers” are replacing them as …

The term metaverse refers to a collective virtual shared space created by the convergence of
virtually enhanced physical reality and physically persistent virtual space, including the sum …

This study aims to examine the impact of self-influencer congruence on purchase intentions
via the sequential mediation of parasocial relationships and credibility. A research model is …

Considering the advantages of using AI influencers compared to human influencers, fashion
marketers increasingly using AI influencers to promote their products. Hence, continuous …

Influencer marketing on social media platforms has garnered considerable attention in
recent years. This study focuses on beauty and fashion influencers on Instagram and …

Companies seek to demonstrate their commitment to social issues such as cultural diversity
through their advertising. When a company engages in advertising that suggests a corporate …

Blockchain Technology (BCT) offers several possible applications in the field of electronic
commerce (e-commerce), such as decentralised marketplaces or payments in …

This study examines the importance of using digital channels in increasing marketing and
customer loyalty by addressing digital marketing and customer experience strategies. The …