... control, on online brand engagement. It uses attachment transfer and brand fit as key mechanisms to uncover the dynamics of this relationship. The findings provide valuable insights into the role of social media influencers in brand marketing communications, thus contributing to a deeper understanding...

...Ameet Pandit; Fraser McLeay; Moulik M. Zaveri; Jabir Al Mursalin; Philip J. Rosenberger, III Purpose The emergence of social media platforms has revolutionized how brands develop partnerships with social media influencers (SMIs). However, users are seeking more meaningful engagement with SMIs...

... alleged social media influencers (SMI) on their YouTube and Instagram channels. Latent Dirichlet allocation (LDA) followed by netnography is used for thematic analysis. LDA is a social media topic modeling method that processes a statistically representative set of words to explain the tone and tenor...