... analysed data with confirmatory factor and regression analyses. Findings This study reveals positive relationships between micro-influencers’ perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility...

... those that enable consumer engagement. Accordingly, extrinsic factors of social media experiences (SMEs), subjective norms (SN), perceived anonymity (PA) and perceived credibility (PC) trigger previously engaged consumers to terminate their interactions with the brand on social media. Design...