Social media usage is pervasive, and brands must manage this channel carefully in order to meet their strategic goals. The role of social media influencers (SMI) is progressively becoming crucial for shaping consumer brand attitudes toward the firms’ offerings. The purpose of this study is to...

The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their followers’ purchasing intentions and attitudes towards endorsed products. Our main interest is to...