...Chih-Chien Wang; Shu-Chen Chang; Yi-Feng Lin Purpose This study examines how social media influencer (SMI) attributes shape endorsement effectiveness across awareness, interest and purchase behavior. Design/methodology/approach Using 6,633 valid survey responses, this study integrates extreme...

... 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...

.../approach Based on the stimulus-organism-response (SOR) model and cognitive response theory (CRT), this study uses 483 questionnaire data from Chinese consumers to analyse the social media influencers’ (SMIs) source credibility on green experience, green brand image (GBI), and sustainable consumption. PLS...

..., and other narratives, while non-fictional characters are real-life individuals, such as social media influencers. Existing literature in influencer marketing indicates that virtual influencers face several disadvantages compared to real influencers, suggesting that non-fictional characters are more...

...Edward Shih-Tse Wang; Yu-Jou Weng Purpose Increasing followers' positive word-of-mouth (PWOM) is a critical means through which social media influencers (SMIs) marketers can increase SMIs' follower count. Studies have reported that authenticity and credibility increase followers' PWOM and have...

... is a lucrative market for various foreign beauty products and technological innovations. This research aims to investigate the adoption of AI color cosmetics applications and their electronic word-of-mouth (e-WOM) intention among Chinese social media influencers. Several key concepts have been proposed...