Over the past few years, the popularity of social media influencers (SMIs) has been growing
exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the …

Women largely dominate the influencer business, and previous studies often either have
focused on female social media influencers, or else matched the influencer's gender with the …

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

Purpose The continued evolution of influencer marketing has created a need to better
understand influencer marketing effectiveness. With brands increasingly partnering with …

There is a growing need to understand how consumers will interact with artificially intelligent
(AI) domestic service robots, which are currently entering consumer homes at increasing …

Virtual influencers, or computer-generated virtual characters, have attracted numerous
followers on social media like Instagram with their unconstrained physical bodies and …

Abstract Applying the Investment Model to the social media context, this study investigated
the impacts of influencer playfulness and content expertise of influencer on social media …

Companies are increasingly relying on influencer marketing as a relevant pillar of their
marketing communication strategy. It is therefore of vital importance to practitioners to …

Endorsers such as social media influencers who aim to match consumers' personality to
strengthen their credibility must consider that actual self‐congruence and ideal self …

The Rich Kids of Instagram (RKOI) portray luxury lifestyles on social media. The potential
roles of travel and transport within these online displays of affluence have not yet been …