Chapter 1. Introduction -- Chapter 2. Conceptualising influencer, brand, and audience relationships on social media platforms -- Chapter 3. The effect of social media influencers on customers' perceived brand value, brand influencer, and purchase intention: A perspective of Gen Z -- Chapter 4....

Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...