... affects consumer purchase decision behavior through embedded information and persuasion, as natural prescribers enjoy greater credibility than corporate ones. the social media influencer is a person with a large community of followers who value the information offered by him/her and with whom he...

...Muhammad Naeem Purpose Customers are increasingly interested in reading discussions, experiences, recommendations and reviews on social media platforms related to services and products in which they are highly interested. The purpose of this paper is to find the availability of user-generated...