...Chiao-Chieh Chen; Yu-Ping Chiu Purpose This study applies the multiple-inference model to investigate how varying forms of influencer promotion (voluntary promotion, government collaboration and brand partnership) trigger distinct motivational attributions that shape consumer attitudes...

...Purvendu Sharma; Kapil Khandeparkar Purpose This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers...

...Jie Wu; Nan Guo; Zhixin Chen; Xiang Ji Purpose The purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects. Design/methodology/approach This paper investigates the impact of the social...

...Lin Wang; Zhihua Wang; Xiaoying Wang; Yang Zhao Purpose The purpose of this paper is to assess the influence mechanism of the word-of-mouth reputation of influencers. Design/methodology/approach This study explored word-of-mouth reputation from four characteristics of information source...