... in this manuscript. 03 01 2026 19 03 2026 15 06 2026 20 06 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Short video advertising Influencer marketing Online second-hand platforms fsQCA Perceived diagnosticity...

.... This paper aims to systematically review the live-stream influencer marketing literature to identify key theoretical models and influential factors from the user (influencers and consumers) perspective. Additionally, we also provide insights for future research directions. Design/methodology/approach We...

... Emerald Publishing Limited Licensed re-use rights only Social media Live stream shopping Influencer marketing Social media influencers Purchase intention Despite significant advancements in understanding the psychological and behavioral mechanisms driving consumer behavior in SMLS (Jiang...

...Lili Liu; Ying Xu; Haiying Liu Purpose Influencer marketing has become a new area of concern for traditional marketing managers. As a potential marketing channel, as a bridge between products and consumers, social media influencers (SMIS) have great potential to spread product information...

... Anthropomorphism Virtual influencers Social presence Perceived authenticity Influencer marketing Virtual influencers, digitally created personas designed to engage audiences on social media, have emerged as a prominent trend in digital marketing. With meticulously crafted human-like features...

... to enhance influencer marketing effectiveness. Originality/value This research provides a better understanding of the potential linear and nonlinear effects of influencers’ self-disclosure on followers’ parasocial relationships and engagement in social media marketing. Honghong Zhang can be contacted...

... by influencer marketing. Design/methodology/approach This research applies a between-subject experiment to measure the impact of the proposed model. Each participant was exposed to a different influencer: an attractive influencer (Treatment 1, n = 101), an expert influencer (Treatment 2, n = 94...

... (Engert et al., 2022). In influencer marketing, there is a growing focus on understanding the factors that impact consumer trust and purchase intention (Han et al., 2021 ; Cai and Wohn, 2019 ; Ho and Rajadurai, 2020). The role of KOLs or bloggers and the influence of traffic in live e...

...Rang Wang; Sylvia Chan-Olmsted Purpose Since influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study aims at helping marketers cope with the challenge by developing conceptual...

...). Therefore, the negative relationship between opinion leadership and susceptibility to ISI may be attenuated in densely knit networks. We hypothesize that: Influencer marketing has received growing attention from marketing researchers and practitioners in recent years because of the popularity of social...

...Haejoo Han; Jisu Yi; Sunghee Jun; Sungsook Ahn Purpose In the context of influencer marketing, this study examines the effects of explicit advertising disclosure on consumers' inference regarding influencers' sincere recommendation intent, and its consequences for consumers' purchase intentions...