... Social media influencers Strategic influencer communication Finfluencer Media effects Persuasion Vienna University of Economics and Business Small-scale projects by WU junior faculty Funding: This work was supported by the Vienna University of Economics and Business (Small...

...Nils S. Borchers; Hanna Reinikainen; Meda Mucundorfeanu; Delia Cristina Balaban Purpose While corporate communicators have been quick to embrace collaboration with social media influencers, communication managers in political parties have been more hesitant. However, as it is becoming obvious...

...Srishti Bachwani; Anubhav Mishra; Moutusy Maity Purpose Social media influencers are persuasive communication sources as they can alter their followers' views and influence their purchase decisions. This research aims to address the uncertainty surrounding the impact of influencer’s communication...