Although more and more brands are partnering with virtual endorsers for marketing, little is
known about whether this approach benefits brands. Drawing on Entity-Referent …

How well are adolescents prepared to competently cope with sponsored influencer content?
This article provides a systematic mapping of influencer-specific dispositional persuasion …

Due to the disruption of the media industry, strategic communication has become
increasingly important for media companies to build intangible organizational assets such …

Live streaming viewership has grown rapidly in recent years, driven by its unique features of
bidirectional, real-time interaction and personalized content. These qualities have …

Despite substantial research on disclosure-related effects in social media influencer
advertising, less is known about the impact of varied exposure levels on social media …

Purpose This study aims to empirically test how sponsored video customization (ie the
degree to which a sponsored video is customized for a sponsoring brand) affects video …

Influencer marketing is a marketing strategy used in the digital ecosystem to promote
products or services through influencers or influential people in the digital environment …

This study examined the role of sponsorship disclosures in YouTube eating shows that
include a large amount of unhealthy food. To see the mechanism through which …

Purpose Social free sampling (SFS) campaigns are an increasingly popular marketing
practice in which firms provide trial users with free sampling products and collect posted trial …

This study examines antecedents that drive platform users to manipulate artificial
intelligence (AI) recommendation algorithms. Based on the persuasion knowledge model …