...Hamza Kaka Abdul Wahab; Faizan Alam; Eva Lahuerta-Otero Purpose In today’s global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage...

...Arash Ahmadi; Amirhossein Taghipour; Marc Fetscherin; Siriwan Ieamsom Purpose The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word...

...Arash Ahmadi; Siriwan Ieamsom Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram...

...Estefania Ballester; Carla Ruiz; Natalia Rubio Purpose The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken...

... marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform...

...Silvia Sanz-Blas; Daniela Buzova; María José Miquel-Romero Purpose Today’s society interest in mobile photography drives consumers’ and brands’ growing usage of Instagram. This paper aims to address the consequences of excessive use of Instagram on the negative feeling of losing information when...