...Paul Rohde; Gunnar Mau Purpose This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products. Design/methodology/approach...

...Honghong Zhang; Xiushuang Gong Purpose This study aims to empirically investigate how susceptibility to social influence in new product adoption varies with one’s structural location in a social network. Design/methodology/approach The social network data were collected based on a sociometric...

... in their intensity of love for the team. Findings The results support our measurement model and its distinctive features, especially the importance of the perceived two-way bond fans have with their team. While overall intensity of team love is not related to social influence or on-field performance...

...Hans Risselada; Lisette de Vries; Mariska Verstappen Purpose This study aims to study to what extent the helpfulness votes others attach to a review affect a consumer’s perceived helpfulness of that review. In addition, the purpose of this study is to investigate whether this social influence...