Despite firms' continued interest in using influencers to reach their target consumers,
academic and practical insights are limited on what levers an influencer can use to enhance�…

Recent years have seen a significant increase in influencer advertising, a strategy applied to
drive brand awareness and purchase by leveraging everyday opinion leaders on social�…

Through in-depth interviews with 15 women in the United States, this pilot study contributes
to filling the gap in scholarship on consumer perceptions of sponsored content posted by�…

Within the social media community, influencers engage in a variety of collaborative practices
such as tagging, reposting content from, or forming partnerships with other influencers and�…

This special issue is devoted to the fascinating world of influencer marketing. Spending on
this new marketing tactic saw a steep rise in the past few years, with prediction that�…

Social media influencers (SMIs) are now a significant element in organizations' marketing
mix. However, there has been little attention paid to how SMIs might change the way people�…

Despite the growing popularity of influencer advertising among advertisers, little is known
regarding influencer advertising effectiveness, particularly in relation to advertising design�…

There are growing discussions of social media influencers and their effectiveness in
endorsing products. Further, recent policy regulations are requiring social media influencers�…

Purpose The purpose of this paper is to better understand the role of closeness and the
relationships between social media influencers and their followers, and, more specifically�…

We explore the mechanism through which social media influencers (SMIs) persuade
consumers to adopt brands. Guided by the influence framework, we propose and test�…