... of persuasive communication. Hence, the purpose of this study is to investigate how adolescents perceive exposure to virtual influencer marketing and the role parents play in adolescents’ coping with persuasive mediums on social media. Design/methodology/approach Focus groups were conducted: four...

... followee count to avoid diluting a virtual influencer’ impact. Crucially, creators should avoid excessive identity disclosure to sustain user engagement. Originality/value Grounded in the parasocial relationship theory, this research advances virtual influencer marketing literature by examining how...

... to be followers of the influencer. From this perspective, the results suggest that marketers should cooperate with mega-influencers. Originality/value Through emphasizing the value of followers rather than nonfollowers as audiences, this study expands the literature on influencer marketing and the explanatory...

... This research adds to the literature on value co-creation by investigating how, why and when influencers’ value co-creation enhances consumer responses to the post. Our investigation concretizes value co-creation behavior in the context of influencer marketing and demonstrates its signaling effect with nuanced...

... experience more positive emotions like feeling motivated or inspired because of the perceived attainability of an influencer as an ideal self. The authors contribute to the influencer marketing literature by examining the influencer–follower relationship and its implications for an individual’s self-concept...

... but negatively influences shares if they are produced by mega and expert influencers. Research limitations/implications This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory...

...Simone Lykke Tranholm Mouritzen; Valeria Penttinen; Susanne Pedersen Purpose The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications. Design/methodology...

...Dean Charles Hugh Wilkie; Rebecca Dolan; Paul Harrigan; Harriet Gray Purpose The continued evolution of influencer marketing has created a need to better understand influencer marketing effectiveness. With brands increasingly partnering with influencers, research is yet to provide an integrated...

... to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Influencer marketing Argument quality Number of followers Consumer neuroscience Source credibility Social media influencers...

...@kcl.ac.uk 09 01 2020 17 05 2021 23 08 2021 11 01 2022 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence (AI) Social media Influencer marketing Agency Social media influencers are a dominant force...

.... Findings The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness. Research limitations/implications The study reveals that a heuristic-based account of self...

... for the endorsement of their brands and products on social media platforms such as YouTube, Twitter and Instagram. Indeed, global expenditure on “influencer marketing” is predicted to reach $15bn by 2022 (Schomer, 2019). Influencer marketing can involve endorsements by traditional celebrities whose fame transcends...