...Shahryar Sorooshian Purpose The main objective of this study is to lay the groundwork for a systematic approach to selecting social media influencers (SMI) for influencer marketing campaigns. Design/methodology/approach This study achieves its objective by presenting an innovative framework...

...Matthew A. Hawkins; Fathima Z. Saleem Purpose Recent literature identifies the importance of influencer-brand fit, a congruence between the narrative of the social media influencer (SMI) and the branded product being reviewed, on purchase intentions. In creating brand-related content, SMIs can...