Social media influencers have become a more effective modern marketing approach used
by businesses to influence consumers' intention and attitude. This study explores this …

Purpose Social media influencers (SMIs) have become an important source of influence that
affects consumer behaviours in their decision-making processes. As such, this justifies …

Given the rise of marketing through social media influencers (SMIs), this study aimed to
investigate the influences of source credibility and content validity factors on followers' …

Celebrity influence plays a significant role in fostering the consumers' impulse buying
tendency and purchase intention. In the modern advertising era, the celebrity endorsement …

The use of celebrity endorsement in advertising and branding has set a global trend and
proven to be a winning strategy in building a favourable image of a corporation. Although …

The prominence of social media influencers (SMI) has dramatically shifted in recent years.
SMI enables brands to connect with users through unique and original content, thereby …

Purpose The purpose of this study is to develop a framework to investigate the mediating
role of attitude toward advertising for the relationship between the exogenous constructs …

Celebrity endorsement is the most used strategy since consumers value celebrities in
advertisements. Organizations invest in celebrity endorsements in the expectation that they …

Background: Internet disruption has unprecedentedly made social media a global village
and global digital market where business and customers interacts boundlessly. People's …

Objective: In recent years, vlogging or a trending term, especially among YouTube viewers,
has increasingly bombarded content on Google's video site. This study examines the …