This research aims at providing a meta-analysis of empirical findings of the literature on the
characteristics of social media influencers on customer engagement and purchase intention …

Despite the current relevance of social media influencers in brand communication
strategies, questions remain about the factors that determine their influential power and how …

Influencer marketing is an emerging area in the field of marketing. Specifically, this topic
grabs the attention of several academicians and practitioners because of the key role played …

During the recent Covid-19 pandemic SMEs in the hospitality sector had to develop new
ways of increasing consumer engagement and maintaining business activity. This study …

Purpose The study tests a model that considers online brand trust in different nonbrand-
owned touchpoints as a multifactorial construct constituted by: social network influencers …

This study investigates how the endorsements of Internet celebrities (ICs) may drive
consumer trust in their marketing campaigns, and subsequently affect impulse buying in …

Across four studies, over 1,100 participants, and two product categories, we examine the
impact of endorser type (celebrity vs. influencer) on consumers' willingness to pay for an …

Purpose The study aims to present a systematic literature review (SLR) to understand the
current status of research on social media usage among the bottom of the pyramid (BOP) …

Purpose The purpose of this study is to explore the comparative effects of mainstream
celebrities and social media influencers on consumer advocacy and relationship intentions …

The research on blockchain use cases is becoming critical across all disciplines as this
technology is expected to transform business processes and their individual operations …