... 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...

... effectiveness, particularly the role of consumers’ perceptions of their similarity to an influencer and sense of belonging (Ye et al., 2021). Responding to that call, we assumed that: Geo-social identities Social identity Social media influencers influencer marketing Patronage intentions...

... 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...

... of social psychology). Figure 1 An interdisciplinary model of the typology of trust (McKnight et al., 2002) The present study integrates a typology of trust into source credibility theory to enhance understanding of the dimensions of trust in micro-influencer marketing...

... Expectancy violation Influencer switching Psychological contract violation Cynicism Influencer marketing Social media influencers (SMIs) are individuals who possess expertise in specific areas (e.g. travel, fashion or technology), create content and post them on social media platforms (e.g...

...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...

... 2022 Emerald Group Publishing Limited Licensed re-use rights only Tutorials Consumer learning Learning value Information processing Influencer marketing This research thereby contributes to the understanding of leveraging digital media in marketing research (Kumar et al...