... brand Purchase intention Xenocentrism Communication Influencer marketing Luxury brands are generally regarded as status symbols in most societies. These brands have substantial market share, and their demand is affected by brand consciousness, social comparison, price, fashion, product...

... to synthesize existing literature through an organizing framework to examine how various antecedents influence these constructs and subsequent consumer behavior and marketing outcomes in the context of online influencer marketing. Design/methodology/approach A systematic literature review identified...

... at Link to the terms of the CC BY 4.0 licence. Geo-social identities Social identity Social media influencers influencer marketing Patronage intentions Self-congruence The locality versus globality of social media influencers may affect their marketing effectiveness. A larger number...

... and encouraging policymakers to safeguard consumer well-being, particularly among younger audiences, in virtual influencer marketing. Originality/value To the best of the authors’ knowledge, this study is among the first to examine both the bright and dark sides of virtual influencers, illustrating how...

.... The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Attractiveness Expertise Influencer Influencer marketing Source credibility theory Trust Social media influencers and influencer marketing have become an integral part of brand...

... they were exposed to the disclosure Influencer marketing: brand control, commercial orientation and post credibility Martínez-López et al. (2020) Perceived brand control and the commercial orientation of the influencer’s message Trust in the influencer, post/message credibility, interest...

...Beatriz Feijoo; Charo Sádaba; Luisa Zozaya-Durazo; Ini Vanwesenbeeck Purpose The purpose of this study is exploring teenagers’ (aged 11–17) and their parents’ reflections and insights regarding influencer marketing on social media, with a particular focus on advertising literacy and associated...

... entertainment videos, tutorials provide added learning value that affects purchase behaviors to a greater extent. The results present in learning components that are recommended when developing learning tutorials. Tutorials Consumer learning Learning value Information processing Influencer marketing...