...Qiang Yang; Qianqian Han; Jingpeng Li; Jiaji Zhu; Yushi Jiang Purpose The purpose of this study is to investigate the impact of the language style of certainty in social media influencers’ (SMIs) generated content on consumers’ purchase behavior. It aims to provide insights into how the use...

...@fuuast.edu.pk 14 10 2023 04 03 2024 04 06 2024 18 06 2024 19 06 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Social media influencers Branded content attributes Brand content engagement Brand attitude Spillover...

... of purchasing rival brands; however, this effect is not influenced by perceived control. Originality/value This study unveils a key aspect of the endorser–follower relationship by analyzing the effect of envy toward social media influencers on followers' intention to purchase endorsed or rival brands...

...Fernanda Polli Leite; Paulo de Paula Baptista Purpose This study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of SMIs' self-disclosure. The authors further evaluate the extent...

...Jung Ah Lee; Matthew S. Eastin Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media influencers...