... Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Social media influencers Marketing channel Source credibility Machine learning fsQCA Endorsement effectiveness Influencer marketing has become a central mechanism in contemporary digital...

... Limited Licensed re-use rights only Source credibility Parasocial relationships Consumer-based brand equity Social media endorsements Influencers Celebrities The rise of the internet and social media networks (SMNs) has transformed marketing communication by reshaping how consumers...

... nationalities offer important theoretical implications for exploring purchase decisions in cross-border live streaming. Cross-border live streaming e-commerce Live streamers Country-of-origin effects Purchase intention Source credibility Match-up hypothesis Cross-border live streaming e...

...Md Moynul Hasan; Yu Chang; Abul Kalam; Fazlul K. Rabbanee Purpose Drawing on service-dominant logic of value co-creation literature, this research delves into the effects of the source credibility of social media physician influencers (SMPIs) on patients’ participation in value co-creation (PVCC...

...Matthew Tingchi Liu; Jin Xue; Yongdan Liu Purpose This study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers on social commerce through social media platforms in different interpersonal...