A fast emerging area of public health interest is the potential role of social media influencers
in spreading health information and affecting health behaviour. The aim of this research was …

Influencer marketing aims to promote brands and influence consumer decisions, and recent
technological advances have created options for non-human, virtual influencers. Such …

The considerable marketing potential brought by the rapid growth of social media has been
extensively examined in the literature, particularly in terms of the impact of influencers' …

Purpose This study aims to focus on the dynamics in influencer-consumer relationships to
understand how Generation Z consumers' identification and social comparison with …

Purpose This study aims to reveal the knowledge structure of social media influencer
marketing literature by performing science mapping analysis through a state-of-the-art …

Influencer marketing has become an outstanding method that entrepreneurs use to enhance
their value by collaborating with popular social media users. Numerous researchers have …

This paper explores the evolution of academic consumer research on Facebook by
consolidating the existing body of literature. The study consists of 336 papers on the topic of …

Livestreaming commerce research has grown amazingly and gained tremendous attention;
however, a comprehensive model that explains and reveals customers' trustworthiness in …

Cultured meat is a promising substitute for regular meat, but its introduction faces challenges
and expected consumer resistance. While some studies investigate how communication …

Purpose Utilizing the extended transportation-imagery model, this study categorizes three
storytelling elements into six distinct factors–character types, influencer-character …