SOCIAL mediaBRAND loyaltyCONTENT marketingINTENTIONThe number of social media users and users accessing different social media platforms is increasing daily. For this reason, social media influencers and content marketing are increasingly important in businesses' marketing strategies. More studies...
Studies have found that information from celebrities, social media influencers, and people whom they know in real life affects millennial consumers' purchasing decisions. This study investigates how celebrities, influencers, and people whom consumers know personally impacts the ways in which millennials ...
The question whether social media use benefits or undermines adolescents’ well-being is an important societal concern. Previous empirical studies have mostly established across-the-board effects among (sub)populations of adolescents. As a result, it is still an open question whether the effects are...
Social media influencers are increasingly recognized for their ability to influence tourists' decision-making processes. The emergent phenomenon of virtual influencers presents an unprecedented challenge to their human counterparts, reshaping the dynamics of the tourism industry. It remains a challenge to ...
In addition, the intensity of social media usage has a stronger impact on the two dimensions of newcomer socialization when newcomers’ utilitarian motivation is high than when it is low. Introduction With the advancement of the Internet, social media has become increasingly popular in people's ...
"The increasing awareness of social media'snegative effects on the mental health of young peopleis likely to lead to a more discerning approach to consuming mental health content online," says Nicholette Leanza, a licensed professional clinical counselor with mental health care company LifeStance Heal...
Example of the Trickle-Down Effect A modern example of trickle-down distribution is the way social medial influencers on sites like Instagram set fashion trends; sometimes with a single post. For example, in 2018, Kim Kardashian posted a picture of herself wearing a neon pink Yeezy dress for...
Some live-streaming platforms have thrown in the idea of monetizing knowledge through ads. Ad income has always been YouTube's trademark, and YouTube influencers make the number of their income through the AdSense revenue division. When it comes to live streaming, However, showing in-stream ads...
To enhance performance expectancy and leverage social influence, partnering with relevant social media influencers can effectively promote the app and showcase its benefits through their channels. Offering welcome discounts and referral programs can further incentivize first-time purchases and user ...
Since the pandemic, consumers have turned to social media to gather information and ideas for travel plans. To better understand the connection between what consumers read online and their desire to travel, this study aims to analyse the impacts of influencers, including their content and the ...