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Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship
With the rise of influencer marketing, companies and brands are increasingly cooperating with social media influencers as another important promotion...
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Influencers’ (Parasocial) Relationships with Their Followers: Lessons for Marketers and Influencers
As influencer marketing is growing, research related to the field is following suit. The relationship between influencers and their followers, most...
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Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns
The power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite...
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How Do Virtual AI Streamers Influence Viewers’ Livestream Shop** Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal
With the exponential growth of livestream shop** and the development of artificial intelligence (AI), virtual influencers powered by AI have become...
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Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content
Celebrity endorsement is undoubtedly an investment that can produce both good returns and bad losses. However, compared to the knowledge about human...
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The effect of in-store electronic word of mouth on local competitor spillovers in the quick service restaurant industry
The quick service restaurant (QSR) industry operates in a highly competitive environment with close proximity, facilitating switching behavior....
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Exploring the Role of Influencers in Sha** Employer Brands: A Comparative Study of Corporate and Third-Party Influencers
To succeed in the ‘war for talent’, it is becoming increasingly important for companies to build a strong employer brand, with social media playing a...
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Exploring the Contents of Macro-Influencers’ Instagram
Parasocial relationships are a very important topic because they offer significant benefits to followers who participate in them and are part of...
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How Internet of Things Is Sha** Consumer Behavior? The Interactive Experience Between Customer and Smart Object
Marketers are now employing artificial intelligence (AI) to improve the customer experience, turning it into the key to enterprises’ future success....
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Social media influencer marketing: foundations, trends, and ways forward
The increasing use and effectiveness of social media influencers in marketing have intrigued both academic scholars and industry professionals. To...
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Humanizing Chatbots for Interactive Marketing
Chatbots, also known as conversational agents, are automated computer programs powered by natural language processing designed to engage consumers in...
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Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce
This study aims to examine which streamer attributes enhance consumer trust and thus increase purchase intention. Regarding signalling theory, each...
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Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing
Nowadays the online customer experience is shaped by relationships that are built using interactive technologies. Users can not only interact with...
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Disruptive in Nature: Discussing Advantages and Disadvantages of Media Organizations’ In-House Podcasts
Podcasts are currently experiencing a second heyday across all possible genres and topics, including productions created and aired by journalistic...
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Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi
The purpose of this paper is to explore whether the quality of interaction in the live streaming tourism community (interaction quality,...
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Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram
Influencer types vary, with some more influential than others depending upon the industry context. Whilst some studies have explored the criteria of...
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The role of Youtube channel characteristics in sha** followers’ purchase intentions and behavioural engagement: the serial mediation of satisfaction and channel loyalty
The increasing importance of social media influencers, such as youtubers, in the consumer decision-making process has prompted scholars to study this...
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Do they look human? Review on virtual influencers
A new type of social media influencer, known as a virtual influencer, has gained prominence, driven by technological breakthroughs and artificial...
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Effects of streamer effort and popularity on livestream retailing performance: a mixed-method study
Livestreaming, as a new e-retail medium, empirically enhances performance. This paper proposes a theoretical framework for examining how...
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Consumer Engagement in Online Product Reviews: A Win-Win for Firms and Micro-Influencers: An Abstract
The advances of the Internet and social media allow consumers to access more channels and sources of information to inform their purchase decisions....