...Bo Wang; Tat-Huei Cham; Ian Phau Purpose Drawing from the Stimulus–Organism–Response (SOR) model and relationship quality theory, this study investigates how social media influencers’ persona and content attributes affect relationship quality with followers, leading to recommendation and purchase...

... 08 2023 02 11 2023 30 11 2023 01 12 2023 01 12 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Livestreaming commerce Influencer marketing Social media influencer Impulsive buying Parasocial relationship Consumer...

...Zhucheng Shao Purpose Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework...

...Thi Cam Tu Dinh; Yoonjae Lee Purpose As social media use rises, the impact of social media influencers on customer buying decisions increases, due to customers viewing influencers as ideal role models who they try to imitate. Nevertheless, this phenomenon is still under-researched. This study...