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....

In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...