In response to high‐profile calls, and the apparent demand from consumers, brands in a
wide variety of categories have sought to define, articulate, communicate, and act according …

The importance of social networks as part of the marketing mix has increased significantly in
recent years. Although marketing researchers have comprehensively investigated the …

This mixed-method investigation proposes and empirically tests a human-Artificial
Intelligence (AI) relationship development model in the context of social chatbots. Utilizing …

Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …

While the literature related to this topic has predominantly focused on investigating the
influence mechanism that social media influencers (SMIs) impose over their followers, less …

Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key
driver of the latter's persuasiveness as brand endorsers. Despite its importance, no …

Purpose This paper aims to present a mechanism that explains how followers become loyal
to social media influencers. It suggests influencer interactivity as a unique feature of …

Purpose The purpose of this paper is to better understand the role of closeness and the
relationships between social media influencers and their followers, and, more specifically …

Virtual influencers (VI) are fictional entities operated by third parties (freelance creators,
digital agencies, or brands). Despite their increasing popularity, the way people approach …

Social media influencers as human brands: an interactive marketing perspective | Emerald
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