... neutral emotional appeals. Furthermore, the effect of HIs using nostalgic appeals is mediated by consumers' concerns for social connection, whereas the effect of VIs using neutral appeals is mediated by concerns for creativity. Originality/value This study contributes to influencer marketing and green...

...Vibhav Singh Purpose Driven by the exponential growth in the online engagement of consumers, it has become essential for brands to promote their products and services through online influencer marketing (OIM) campaigns. OIM stems from the integrated marketing communications (IMC) theory...

...Shweta Jha Purpose Influencer marketing is a widely used digital marketing strategy. Marketers consider follower count as one of the key criteria when deciding promotion strategies using influencers. However, past studies have primarily studied the impact of follower count on engagement, reach...

...Eva A. van Reijmersdal; Marieke Walet; Andrea Gudmundsdóttir Purpose Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the self-presentation strategies of a layperson, opinion...

...Abhishek Kumar Jha; Sanjog Ray Purpose The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must...

... in the promotion of fashion and beauty products, with a notable focus on younger generations. A recent review of influencer marketing research conducted by Vrontis et al. (2021) underscores the prevailing emphasis on the fashion and beauty products within the existing literature. This preference...

..., YouTube, Facebook and TikTok, serve as the conduits for SMIs. As of 2022, Instagram has emerged as the premier platform for influencer marketing (Statista, 2023). The influencer marketing sphere's worth reached an impressive US$16.4 billion in 2022, more than doubling since 2019 (Statista, 2023...

... the customer’s mood, and increases trust in the products (Wongkitrungrueng and Assarut, 2020). Social media Influencer marketing Social interaction Online psychological contract Trust transfer theory Online customer behavior Live video streaming can provide more accurate product information...

...Yi Bu; Joy Parkinson; Park Thaichon Purpose This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing. Design/methodology/approach This study explores audience value co-creation behaviour...

... favorably. Social media marketing Influencer marketing Consumer psychology Social perception Admiration Instagram Influencers have considerable potential to affect consumers' attitudes and purchase behaviors due to their popularity and active interactions with consumers. Consumers discover...

...Abhishek; Mukta Srivastava Purpose The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study...