... with livestreams. The study also highlights that initial intentions to watch a livestream often translate into watching other livestream sessions by the same influencer. Originality/value This research contributes to the growing literature on influencer marketing by highlighting the role of teaser videos...

...Do Yuon Kim; Hye-Young Kim Purpose This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory. Design/methodology/approach An online self-administered survey by 490 US adults who...

..., company response style (personalized vs automatic) and complaint source (ordinary Twitter user vs influencer) were manipulated to test the hypotheses. Findings Complaint source moderates the effect of company response style on brand image, purchase intention and electronic word-of-mouth (eWOM). Thus...