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Journal Articles

Mega-influencer follower effect: the mediating role of sense of control in brand attitudes, purchase intentions and engagement

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Xuebing Dong, Run Zhou, Junyun Liao
Journal: European Journal of Marketing
European Journal of Marketing (2026) 60 (6): 1273–1300.
https://doi.org/10.1108/EJM-04-2023-0278
Published: 26 November 2024
... rights only Social media influencer Influencer marketing Sense of control Social media The extensive use of social media has a significant impact on how people interact, communicate and influence one another (Jacobson et al., 2020). Consumers increasingly rely on information...
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Journal Articles

Charting value creation strategies B2B salespeople use throughout the sales process: learning from social media influencers

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Zixuan Cheng, Kirk Plangger, Feng Cai, Colin L. Campbell, Leyland Pitt
Journal: European Journal of Marketing
European Journal of Marketing (2023) 57 (3): 718–744.
https://doi.org/10.1108/EJM-11-2021-0922
Published: 14 September 2022
...Zixuan Cheng; Kirk Plangger; Feng Cai; Colin L. Campbell; Leyland Pitt Purpose This paper aims to explore how business-to-business (B2B) salespeople use social media and emulate value creation strategies used by social media influencers. Design/methodology/approach Using 28 interviews...
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