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Social media--and, in particular, social media influencers--are playing an increasingly central role in shaping public opinion on a variety of issues. The political sphere is no exception. In response to the impact that social media influencers have on citizens' political views and voting behaviors, political parties adapt their messages and policies during election campaigns. Media outlets, too, faced with competition for readership from social media, are adjusting their news coverage. To analyze the nature and extent of the impact of social media on parties' policies, media outlets' news reports, and citizens' opinions, we used a game theoretical model of electoral competition involving four key stakeholders--citizens, political parties, media outlets, and social media influencers. Our results show that with social media, parties' policy positions become more moderate while media outlets' editorial positions become more extreme. We also show that citizens' opinions may become more polarized when the influencers' true editorial positions are more homogeneous as a result of increased information distortion. [ABSTRACT FROM AUTHOR]

Research has documented the emergence of embedded entrepreneurs within consumer collectives. This phenomenon is increasingly prevalent as social media enables ordinary consumers to become social media influencers (SMIs), a distinct form of embedded entrepreneur. Whilst research has considered the implications of embeddedness for embedded entrepreneurs themselves, we lack insight into embedded entrepreneurship's impact on consumer collectives. To address this gap, we draw from a longitudinal, qualitative study of the YouTube beauty community, where SMIs are pervasive. Informed by interactionist role theory, we document the Polanyian "double movement" prompted by the emergence of SMIs within the community. We demonstrate that the economy within the community was initially highly embedded, constrained by behavioral norms linked to established social roles. SMIs' attempts to disembed the economy created dysfunctional role dynamics that reduced the benefits of participation for non-entrepreneurial community members. This prompted a countermovement whereby SMIs and their followers attempted to re-embed SMIs' economic activity via role negotiation strategies. Our analysis sheds new light on the negative implications of embedded entrepreneurship for non-entrepreneurial members of consumer collectives, highlights the role of social media platforms in negotiations of embeddedness, and advances wider conversations surrounding the evolution of consumer collectives and the impact of SMIs. [ABSTRACT FROM AUTHOR]

Prior research examines how social media use in general affects experiences of loneliness, but few studies have investigated the specific effects of interaction with social media influencers on loneliness and well-being. The study investigates how followers' interaction with social media influencers affects loneliness through mediation mechanisms underlying this process. An online survey was adopted using Qualtrics, and participants were U.S. residents recruited through Dynata, a professional sampling corporation. Results suggested that interaction with influencers was positively associated with loneliness through parasocial relationships and perceived social support. In addition, a sense of belonging and perceived social support significantly mediate the relationship between interaction with influencers and loneliness. Our study suggests that while interactions with SMIs may foster parasocial relationships, a sense of belonging, and social support, they can paradoxically also increase feelings of loneliness. This indicates that SMIs can act as a double-edged sword, namely providing social bonds but simultaneously amplifying loneliness. Thus, it is critical for followers to be aware of their emotional attachment to SMIs and the potential adverse effects on their well-being. Our study has important implications for how we conceptualize the role of social media influencers in the modern information environment. The study provides empirical support and is a starting point for future research on SMIs' impacts on emotional, social, and psychological well-being. Findings from the study contribute to the scholarly works investigating the adverse effects of following and interacting with SMIs. Our finding differs from previous research suggesting active social media use helps reduce loneliness through enhanced social support. Such contradictions may be attributed to the nature of interacting with SMIs, which affects loneliness through serial mediators. The study contributes to the scholarly works investigating the adverse effects of following and interacting with SMIs. [ABSTRACT FROM AUTHOR]

Building on Social Comparison Theory and Parasocial Relationship Theory, this study is designed to investigate how followers' wishful identification with YouTube influencers is associated with their psychological well-being and how parasocial relationships with influencers moderate this association. Influencer-fan data (N = 504) is collected through a Qualtrics survey in collaboration with a real-life influencer on YouTube. Hayes Process Modeling was used to conduct mediation and moderation analyses. Results indicate that enjoyment of influencers' videos positively leads to followers' wishful identification, which negatively impacts their well-being. The parasocial relationship with the influencer was found to be a significant moderator on the negative relationship between wishful identification and follower well-being in the models with vlog-oriented videos and skincare videos as independent variables. This study provides guidance for influencers regarding the behaviors to lower the negative psychological impact of their videos on viewers. While influencer content creation is a thriving business, the association between influencer-following and viewer' mental health issues should not be overlooked. From the viewers' perspectives, awareness of social media comparison with influencers and the filtered effects of social media communication are also discussed. As influencers continue to gain prominence on social media, their influence on followers extends beyond providing information, entertainment, companionship, and product endorsements. This study examines the negative effects of influencer content on viewers' psychological well-being, particularly through mechanisms of social comparison and parasocial relationships. [ABSTRACT FROM AUTHOR]

Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer's perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the values behind Instagram live streaming that could potentially build young consumers' trust in and engagement with social commerce sellers. Known for its visually appealing content, simplicity, speed, and mobility, Instagram is unlike other social media platform. More importantly, its targeting ability makes it an influencer dominant social media platform. Analysis using dual-stage PLS-SEM and ANN from 209 respondents revealed that utilitarian and symbolic values significantly influence trust, which subsequently builds customer engagement. Hedonic values and economic values, on the other hand, were found to play no significant role in building trust and customer engagement. [ABSTRACT FROM AUTHOR]

AbstractThis study explores how social media influencers (SMIs), acting as digital entrepreneurs, shape followers’ parasocial relationships, flow, and attachment. It also examines how the perceived authenticity of SMIs moderates these effects. The research involved 749 participants from India who interacted with or followed SMIs on social media. Using AMOS 26 for data analysis, the findings reveal a strong positive link between source credibility and attachment, especially for non-authenticated SMIs. These influencers build trust and emotional connections through transparent collaborations. The study also highlights the role of parasocial relationships and homophily in driving attachment. As the digital landscape evolves, this research offers key insights into the dynamics of influencer-follower relationships, providing a foundation for future studies on digital entrepreneurship. [ABSTRACT FROM AUTHOR]

Environmental influencers have gained immense popularity on social media, promoting a sustainable lifestyle by interweaving environmental topics with their everyday content. Drawing from the theoretical approach of parasocial opinion leaders, we investigate, for the first time, the implications of environmental influencers for different dimensions of youth's participation behavior, and whether parasocial relationships (PSRs) with influencers moderate these associations. We used data from a cross-sectional (N = 576) and a two-wave panel survey (N T2 = 496) among German 16- to 25-year-olds. Findings across both studies showed that following influencers who address green topics was related to higher engagement in political sphere-oriented participation (e.g. signing a petition) as well as cause-oriented participation (e.g. politically motivated consumerism). In the long term, low to moderate PSR increased the impact of environmental content on cause-oriented participation, while high PSRs seem to overshadow the environmental content directing more attention to relational rather than informational content aspects. [ABSTRACT FROM AUTHOR]

With recent advancements in technologies such as artificial intelligence and computer‐generated imagery, virtual influencers (VIs) have become prominent branding tools that command high engagement rates. Most extant research explores the marketing outcomes of using VIs in brand campaigns. However, little is known about how interacting with VIs on social media platforms may affect consumers' well‐being. This research takes a comprehensive approach, developing a nuanced understanding of whether (and how) human‐like VIs (HVIs) impact consumers' well‐being. We employ a conceptual development approach drawing on scholarship from influencer marketing, narrative transportation, and consumer well‐being and gather additional support for the conceptual framework from data collected by interviewing 25 followers of HVIs. The conceptual framework proposes that when interacting with influencers' social media posts, followers experience narrative transportation, which positively influences followers' hedonic and eudaimonic well‐being. However, the conceptual framework also proposes that these relationships are moderated by the type of influencer (human vs. virtual) sharing the post. Specifically, we suggest that interactions with HVIs provide followers with enjoyment (hedonic well‐being) and support their self‐acceptance, personal growth, relationships, and autonomy (eudaimonic well‐being). We also provide initial evidence of the favorable marketing outcomes of enhanced well‐being from engagement with HVIs, including contemplation of brand purchase. The study thus advances extant VI literature by proposing a theoretically and empirically informed conceptual model that examines HVIs' influence on consumer well‐being. Also, it contributes to addressing the broader calls for research on the impact of social media and influencer marketing on consumer well‐being. [ABSTRACT FROM AUTHOR]

Introduction: The study investigates the impact of social media reviews and brand identity on consumer preferences in the non-surgical aesthetics products across different generations. It highlights the evolving landscape of aesthetic medicine and surgery, driven by technological advancements and a cultural shift towards individual well-being. The research aims to explore the interplay between generational preferences, the influence of social media, and the role of brand identity in shaping consumer decisions. Methods: A cross-sectional study design was employed, with a sample size of > 5000 participants stratified across various generational cohorts. The study utilized an online questionnaire to capture both quantitative and qualitative insights into consumer behaviour, with statistical analysis performed to identify patterns and relationships. Results: Analysis of 5850 responses revealed distinct generational preferences and behaviours. Social media engagement varied significantly across generations, with younger cohorts placing a higher emphasis on online reviews. The study also found that brand identity's influence is diminishing in decision-making processes, with consumers increasingly relying on peer reviews and social media content. Conclusion: The findings highlight a pivotal shift in the non-surgical aesthetics consumer market, emphasizing the growing importance of social media and peer reviews over traditional brand identities. Importantly, the study underscores the critical need for integrating patient safety and evidence-based practice within marketing strategies. As consumer preferences evolve towards valuing transparency and authenticity, non-surgical aesthetics providers must prioritize these elements, ensuring that their services are not only appealing but also grounded in safety and scientific validity. Level of Evidence IV: "This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266." [ABSTRACT FROM AUTHOR]

Popular personalities like social media influencers (SMIs) and traditional celebrities can not only be used in the context of for‐profit marketing, but also help non‐profit campaigns address young audiences. Across three experiments (NTotal = 1233), we compared the effectiveness of SMIs' mobilizing appeals in relation to a humanitarian issue to those made by traditional celebrities. Inspired by meaning transfer theory, we expected SMIs and their endorsements to be perceived as particularly authentic, elucidating their possibly unique influence on young people's participation. In Study 1, mobilizing appeals from popular personalities generally increased participation intentions among young people, but SMIs were not more effective in this role than celebrities. Study 2 and Study 3 showed that effects of the two source types are dependent on gender. Controlling for source and endorsement authenticity, we found that SMIs were better at directly mobilizing young women for political participation than celebrities. In contrast, young men were more easily convinced by celebrities to engage in political action, due to higher authenticity attributed to celebrities' endorsements. While SMIs were not consistently perceived as more authentic than celebrities, the success of popular personalities' mobilizing appeals can generally be well explained by perceived source authenticity and perceived authenticity of endorsements. [ABSTRACT FROM AUTHOR]

Social media influencers (SMIs) are not only important players in marketing but have also repeatedly posted about political issues on their channels. Yet, we lack insights into the prevalence of their political communication, their portrayal of different political subjects, and factors driving content popularity among audiences. This comparative study tackles these gaps: Quota-based youth surveys in Germany and Belgium (NTotal = 2,800) informed a YouTube content analysis in both countries (NTotal = 5,740), which was complemented by video metadata (i.e. views and likes per views on videos). Our findings show that most youth encounter political content from SMIs, but on a more occasional basis. Correspondingly, we found that most of the SMIs in our sample addressed political topics rather sporadically. However, their political videos received more views and likes than their nonpolitical content, implying that their discussion of meaningful subjects garners audiences’ attention. Our five-year analysis further suggests that political topics have become more prevalent in their content over time, pointing to an upwards trend in their political communication in recent years. Moreover, findings indicate that lifestyle-based political topics (e.g., gender, health) are most frequently discussed by SMIs. Generally, political topics were most often presented in the form of commentaries or reaction videos, which has several theoretical implications. Last, our results demonstrate that commentary-style videos and those characterized by high infotainment are most liked by audiences, showing that this type of content resonates strongly with SMIs’ viewers. [ABSTRACT FROM AUTHOR]

The Campaign Against Living Miserably (CALM) aims at advocating against suicide and changing the way mental health is addressed in everyday conversation. Social learning theory (SLT) explains how people imitate others’ behaviors—for example, through a process called learning by imitation. Observation and imitation are vital aspects of how people develop behaviors and habits. One of these behaviors is highly negative and controversial: suicide and the unhealthy mental health relationships that come with it. People can emulate the death of another by copying their behavior, sometimes without even entirely meaning to do so. This paper applies the tenets of SLT—i.e. attention, retention, reproduction, and motivation—to aspects of CALM and to the negative impacts of phenomena such as social media influencers (SMIs) and celebrity suicides. What makes this approach interesting is that the CALM campaign can benefit from the use of one of the longest-established theories in the fields of psychology and communication. More precisely, regarding mental health and the media, most studies have focused on how social media is causing depression or anxiety. This is why this manuscript adds fresh insights by using key SLT precepts to raise awareness as to how these suicidal thoughts and symptoms form. [ABSTRACT FROM AUTHOR]

Although smartphone ownership among minors has become an important social phenomenon, its impact on children's and adolescents' well-being, as well as the mechanisms by which this might take place are not yet sufficiently well-established. To date, no research has examined the effect of smartphone ownership on the well-being of minors through the consumption of influencer-generated content, nor has it explored the effectiveness of the main prevention strategies employed by parents in this context. To fill those gaps, 800 Spanish minors (50% female) aged from 8 to 16 years old (M = 12.33, SD = 2.38) participated in a correlational study in which the ownership of electronic devices, the consumption of influencer generated content, the parasocial relationship with the influencer, and the most common parental mediation strategies were considered. The results showed a positive association between electronic device ownership and psychological discomfort, problematic usage, and imitation of dangerous behaviors. This association was mediated by the consumption of influencer-generated content and the parasocial relationship established by the minor with the influencer. Regarding preventive strategies, only active mediation was inversely related to poorer well-being indicators, however this positive effect significantly decreased when a smartphone or a similar electronic device was owned by the minor (vs. no owned). These findings contribute to the understanding of how smartphone ownership can affect the well-being of children, emphasizing the need for thoughtful consideration when deciding whether to provide smartphones to minors. [ABSTRACT FROM AUTHOR]

Social media influencers have the ability to impact the behaviours and attitudes of others (i.e. their followers), affecting people's feelings of connectedness, and well-being. This has become particularly apparent during troubled times such as the COVID-19 pandemic, which has highlighted the importance of relationships and social interactions for people's well-being. However, less attention has been paid to influencers' own well-being in a monetised attention economy, which imposes tensions between the desire for authenticity and the self-presentations of influencers in online interactions. Using in-depth interviews and netnography as methodology, in this study we examine how the decision to engage with the topic of COVID-19 on social media impacted influencers' well-being during the pandemic. We build on self-determination theory to reveal how the contentious nature of the subject led to internal struggles of influencers' self-presentation, and elucidate how influencers navigated the boundaries of autonomy, competence, and relatedness in a quest for well-being. [ABSTRACT FROM AUTHOR]

Whilst social media influencers (SMIs) excel at establishing positive parasocial relationships with their followers, they can also provoke intense negative responses, as evidenced by the prevalence of SMI-focused anti-fan communities. Prior research does not explain how consumers' parasocial relationships with SMIs become negatively charged, nor does it explain why this shift may fuel anti-fan community participation. Drawing from a netnographic study of two SMI anti-fan communities, we reveal that eroded reciprocal and disclosive intimacies, as well as exploitative commercial intimacies, can lead consumers' positive parasocial relationships with SMIs to become negatively charged. We demonstrate that anti-fan communities provide opportunities for consumers reluctant to sever ties with the SMI to sustain their negative parasocial relationship by rebuilding eroded intimacies whilst avoiding and/or retaliating against their exploitation. [ABSTRACT FROM AUTHOR]

Influencer marketing involves multiple stakeholders. Research, however, has predominately explored key influencer marketing concepts, such as disclosure for native advertising from a consumer perspective. In addition, a review of the literature identifies other factors such as content cues and emotions, which may be important in providing a comprehensive understanding of influencer marketing. To address these gaps, this research adopted an exploratory research design using convergent interviews with the three key stakeholder groups consumers, influencers and brands. The findings reveal that beyond disclosure, other content cues within influencer marketing can contribute to advertising recognition. Further, from the perspective of brands, influencers are perceived to have unique credibility attributes relating to expertise on social media platforms and product categories. Emotional responses in influencer marketing are also shown to be predominately positive and directed towards influencers rather than brands, with potential for this to be transferred to the brand through emotional contagion. [ABSTRACT FROM AUTHOR]

The Madiun District Government held the Bulan Timbang Serentak as a step to identify and prevent stunting early on. There is a problem of low participation in the program so a more effective promotion strategy is needed. However, there is a problem of low participation in participating in the program so a more effective promotion strategy is needed. In this case, the public relations department of the Madiun District Government collaborated with social media influencers/SMIs to help the Bulan Timbang Serentak campaign. The purpose of this study is to describe the Madiun Regency Government's Public Relations Strategy in campaigning for Bulan Timbang Serentak with Influencers to build public participation. The method used is descriptive qualitative with a case study research type. The research data was collected by interviewing authorized officials in the Madiun District Government, namely Madiun District Government Public Relations and one of the SMI account owners with the highest engagement who collaborated in campaigning for the Bulan Timbang Serentak. To explore the strategy, the researcher used the Four Steps of Public Relations Theory (Cutlip et al., 2006). In general, the results showed that the Madiun District Government Public Relations applied the Four Steps of Public Relations in conducting its strategy.

Prior research on social media influencers (SMIs) often examined questions such as their model of communication with followers, ethical concerns, motivations, and ways of gaining capital. How influencers curate intense and intimate relations and strategize their content creation, and how the influencer industry takes a toll on their physical and psychological wellbeing should be carefully addressed. To fill in this gap, we conducted in-depth interviews with 20 SMIs. The findings advance the literature on influencers and influencer advertising by explicating the ways through which influencers maintain intimate and engaged relations with followers, including providing value, creating emotional bond, interacting and co-creating with followers, and disclosing personal life. Second, this research identifies and theorizes four principles - authenticity, topic sensitivity, fact-checking, and strategic sharing of privacy - under which influencers strategize content creations in building human brands. Last, our findings add to the ongoing literature on digital labor by expounding the downsides of influencers being digital labor. This research contributes to the understudied aspect regarding influencers' wellbeing and strategies employed in content creation and relation management in the current influencer literature. [ABSTRACT FROM AUTHOR]

Social media has introduced influencers and influencer marketing (IM), which is becoming increasingly popular among marketers. The effectiveness of IM is significantly influenced by parasocial interactions (PSI) and parasocial relationships (PSR) that develop between followers and influencers. Historically, a variety of scales have been used to measure PSI and PSR, raising concerns about the comparability of research results. Given the recent growth of IM and the importance of PSI and PSR within it, we aimed to examine how these constructs are measured in IM. We conducted a literature review, analyzing 72 studies focused on the empirical measurement of PSI and PSR. We found a significant heterogeneity in the measurement of PSI and PSR, identifying 26 scales for PSI and 29 scales for PSR, with two scales being used for measuring both PSI and PSR. This high degree of variability among scales that are supposed to measure the same constructs raises questions about the comparability of the results. We identified a critical need for clearer conceptual and empirical differentiation between PSI and PSR, which should be reflected in the development of measurement instruments. It is essential to develop reliable and valid scales that account for these differences and distinctly measure PSI and PSR in IM. [ABSTRACT FROM AUTHOR]

The study empirically investigates brand hate experiences and the impact on consumers' patronage intentions as well as on electronic word-of-mouth (e-WOM) via social media. It further examines the involvement of social media influencers (SMIs) in these relationships. Through a quantitative approach, data from 1034 social media respondents were collected via a web-based survey questionnaire using Google Forms. The findings demonstrate that brand hate emotions play a significant role in shaping negative e-WOM on social media and contribute to reduced patronage intentions towardss brands. Moreover, the study reveals that the personas of SMIs and their content exert varying degrees of influence, contributing to ameliorating effects on these relationships. Theoretically, this research represents a pioneering effort, offering fresh insights into how influencer content and personas can affect consumer brand hate reactions, which has not been extensively addressed in existing literature. For brands and managers, the study proffers, amongst other submissions, the need to safeguard brand reputation with the aid of social media monitoring tools, as well as partnering with genuine SMIs whose content align with the brand's strategy, since influencers' interventions can impact consumer sentiments. [ABSTRACT FROM AUTHOR]

We show that in search markets an influencer who recommends a product to her followers improves consumer surplus and total welfare despite the firm paying for her recommendation. As consumers learn their value for the product upon search, they will not buy at the recommended firm if they learn their value is low. The threat of search incentivizes firms to offer the influencer a financial contract involving a commission and incentivizes the influencer to be honest in her recommendation. Provided the influencer's search cost is not too high, she also has an incentive to acquire information and give informative recommendations. These informative equilibria are more difficult to sustain if influencers compete with each other. [ABSTRACT FROM AUTHOR]

This study investigates the significant impact of social media influencers on consumer purchasing behavior, focusing on the role of credibility and trustworthiness. A robust quantitative research approach was used to collect data from an online survey of 500 consumers who actively follow social media influencers. The results show a significant and positive relationship between social media influencers and consumer purchasing behavior. Notably, the credibility of these influencers and the nature of the products or services they promote emerge as important factors influencing consumer decisions. This study offers useful insights for marketers, emphasizing the importance of strategically selecting influencers and cultivating long-term relationships to increase credibility and trustworthiness. These findings provide practical advice for improving influencer marketing strategies and engaging with target audiences. [ABSTRACT FROM AUTHOR]

Social media has emerged as a powerful tool for fostering inclusivity, enabling people with disabilities to convey diverse messages to broad audiences. The TikTok account @jennifernatalie_ exemplifies this by delivering educational content on sign language. As a deaf Social Media Influencer (SMI), @jennifernatalie_ has successfully engaged her followers despite communication challenges. This research aims to analyze the communication strategies employed by @jennifernatalie_ in promoting sign language education on TikTok. Using a qualitative content analysis approach, the study examined 112 short videos from the Sign Language playlist on @jennifernatalie_’s TikTok, supplemented by relevant literature. The findings reveal that @jennifernatalie_ employs specific strategies to effectively deliver sign language education. These include using TikTok’s features, such as closed captions, to enhance accessibility and involving her child as a co-communicator, which adds relatability and diversity to the content. Her messaging targets both disabled and non-disabled audiences, extending her reach and impact. Additionally, she utilizes other platforms like Instagram and YouTube to support her educational efforts. The study highlights @jennifernatalie_’s ability to bridge communication gaps through social media, demonstrating how influencers can educate and raise awareness on important issues. This suggests a model for other educators and influencers to emulate in their efforts to promote inclusivity and accessibility. [ABSTRACT FROM AUTHOR]

Few studies have focused on how source credibility and fairness influence parasocial relationships and product interest, and how product interest impacts consumers' purchase intentions towards new products. But few have examined how these factors can influence purchase intention and eWOM, so this study aims to fill the gap, focusing on Indonesian beauty influencers on Instagram. With 501 respondents, this study used SPSS 26 (pre-test) and SmartPLS for data analysis. The results show that: the variables of attractiveness, similarity, and trustworthiness have a significant and positive effect on parasocial relationships; similarity has a significant and positive effect on product interest. Interpersonal fairness and informational fairness have a positive and significant effect on parasocial relationships; and distributive fairness has a positive and significant effect on product interest. Parasocial relationship has a significant and positive effect on product interest, purchase intention, and eWOM. Product interest has a significant and positive effect on purchase intention and eWOM. [ABSTRACT FROM AUTHOR]

Drawing upon the Persuasion Knowledge Model, this study investigates the boundary conditions and psychological mechanisms aimed at enhancing the effectiveness of corporate social responsibility (CSR) advertising when conveyed by social media influencers (SMI) targeting Generation Z consumers. To this end, two experiments were conducted to examine the interaction impacts of disclosure prominence (implicit vs. explicit), endorsement type (brand vs. CSR), and perceived similarity on online behavioral intentions, mediated by perceptions of manipulativeness. The findings of Study 1 revealed that implicit disclosure played a more significant role in eliciting positive behavioral intentions to SMI-CSR advertising, while the opposite results were found for SMI-brand advertising. The results of Study 2 demonstrated that explicit disclosure was less likely to generate perceived manipulativeness toward SMI-CSR ads endorsed by SMIs with low similarity. However, the level of perceived manipulativeness was similar for SMI-CSR ads by SMIs with high similarity regardless of disclosure prominence. Notably, perceived manipulativeness emerged as a significant mediator underlying these interactions in both studies. The theoretical and practical implications are also discussed. [ABSTRACT FROM AUTHOR]

Background: This study described the marketing strategies tobacco companies use to advertise tobacco products to the Queer community. Methods: In this secondary qualitative analysis, 15 Queer participants were interviewed to explore their life experiences with tobacco product advertisements during the early days of the COVID-19 pandemic. Results: Participants self-reported as male (n = 5), followed by female (n = 4), gender non-binary (n = 4) and, transgender (n = 2). In addition, most participants identified as Black/African American (n = 7) or White (n = 7). Many participants identified as Bisexual (n = 5) or Queer (n = 4). Using narrative analysis, the themes for this study were: (1) tobacco and vaping companies target minoritized and Queer people; (2) tobacco and vape companies maintain their presence by sponsoring local Lesbian, gay, bisexual, transgender, questioning, intersex, asexual, and other community (LGBTQIA+) bars and Pride events, often through giveaways and coupons; and (3) the use of social media influencers represents a new social marketing technique. As a result, Queer participants were more likely to encounter many different types of advertisements from tobacco companies and, most recently, social media influencers. Conclusion: Social media influencers are a new factor that needs further study to understand the new tobacco advertising landscape. [ABSTRACT FROM AUTHOR]

People with a substantial following, established expertise, or reputation on social media sites like Facebook, Instagram, YouTube, TikTok, Twitter, and Facebook are known as social media influencers. By sharing content, promoting goods, and interacting with their audience, they use their platforms to shape the beliefs, actions, and purchasing choices of their followers. This study examines the effects of social media influencers as an independent variable on customer experience, with a particular emphasis on the dependent variables of customer involvement, quality product marketing, and overall satisfaction. The study examines the relationship between social media influencers and customer satisfaction levels using data gathered from online shoppers and statistical analysis. According to the study's findings, social media influencers greatly improve the consumer experience by fostering better customer involvement, high-quality product promotion, and general contentment. [ABSTRACT FROM AUTHOR]

So as to attract younger audiences and increase brand exposure through increased "social media" involvement, advertising businesses give "social media influencers" a high priority. This study will analyse four aspects: source legitimacy, source appeal, product congruence, and message conveyance, to determine the usefulness of "social media" influencers. According to one theory, the attitude of consumers acts as a mediator among two different kinds of connections: one of these interactions is centred on external factors, while the other is centred on internal components. The PLS-SEM approach was utilised to conduct an analysis at dataset that had two hundred respondents after the creation of the data collection strategy employing a purposive sampling method. If we consider the credibility of the sources, we discover that none of our ideas are supported by any evidence. A further recognition is made of the mediating impressions of consumer mindset. They talk about the difficulties, the implications, and the suggestions for more research. [ABSTRACT FROM AUTHOR]

To examine how social media influencers aid in the growth of the wellness industry while simultaneously reifying dangerous existing ideologies, we conducted a thematic analysis of TikTok videos created by a social media influencer during her time at a popular wellness tourism retreat known as The Ranch Malibu. In the findings, we outline how wellness tourism discourse promotes extreme dieting, the moralization of health, and elitism, all outcomes in line with previous studies explicating the dangers of both contemporary and historical wellness rhetoric. We argue that the sharing of wellness tourism content on social media platforms results in the spread of dangerous beliefs alongside health misinformation at a much faster pace than in decades prior. Therefore, we encourage communication scholars to examine wellness tourism discourse on social media platforms as a novel research area within the growing fields of digital health communication, rhetoric of health and wellness, and public health. [ABSTRACT FROM AUTHOR]

Artificial intelligence represents the cutting-edge frontier in influencer marketing, offering a novel approach to leveraging social media data. This study aims to provide a comprehensive analysis of the recent state and future directions of artificial intelligence-infused influencer marketing through bibliometric analysis. For substantial bibliometric analysis, the study contains 316 documents published in journals indexed in the Scopus database for the period ranging from 2004 to 2023. The yearly publications have risen from 2 in 2004 to 55 in 2023, with an average age of 19.06 years and a citation rate of 22.19 yearly. The number of publications in this domain accelerated in 2020. According to the review findings, Hong Kong is the most productive country in this research domain. The leading affiliation is Hanyang University. The top contributing author is Gatica Perez-D. The most prolific source is the AAAI Spring Symposium Technical Report. Keyword occurrence analysis highlights prevalent terms such as Blogs, Social media networking (online) and Data mining alongside emerging keywords such as Influencer marketing, User-Generated Content, Artificial Intelligence, Sentiment Analysis, and Semantic Analysis in this domain to anticipate future inclinations. Performance analysis, further delves into Collaborative efforts among countries, sources, affiliations and authors have also been done using tools like Biblioshiny and Vos Viewer. The study offers novel contributions to the existing literature in terms of comprehensively providing evidence of the current practices of AI-integrated influencer marketing.

Abstract Background Marketing of unhealthy foods to children on digital media significantly impacts their dietary preferences and contributes to diet-related noncommunicable diseases. Canadian children spend a significant amount of time on digital devices and are frequently exposed to unhealthy food marketing on social media, including by influencers with celebrity status who endorse products. This study aimed to examine the frequency, healthfulness, and power of unhealthy food marketing in posts by influencers popular with Canadian children on YouTube, Instagram and TikTok. Methods The top 9 influencers popular amongst Canadian children aged 10–12 years were identified from the 2021 International Food Policy Study Youth Survey. A total of 2,232 Instagram, YouTube and TikTok posts made by these influencers between June 1st 2021 and May 31st 2022 were examined for instances of food marketing. Food products/brands were identified and frequencies were calculated for the number of posts promoting food products/brands, posts promoting products/brands classified as less healthy according to Health Canada’s Nutrient Profile Model (2018) and marketing techniques utilized. Results YouTube had the highest average rate of food marketing instances per post, at a rate of 1 food marketing instance every 0.7 posts, while TikTok and Instagram had instances every 10.2 posts and 19.3 posts, respectively. Overall, fast food restaurants was the most promoted food category (21%), followed by regular soft drinks (13%), snacks (11%), candy and chocolate (11%) and water (8%). The most frequently used marketing techniques were appeals to fun/cool (37%), the use of songs or music (28%) and the product being consumed (25%). In terms of healthfulness, 83% of the products/brands (87% of brands and 82% of products) promoted were classified as less healthy. Conclusions Social media influencers play a substantial role in promoting unhealthy food products to children, primarily fast food items. Given the significant impact of such marketing on children, there is a need for ongoing government-led monitoring, and it is crucial to include social media and influencer marketing in marketing restrictions targeting children in Canada to safeguard this vulnerable demographic.

Instagram and its famous personae are nowadays an important news source for many users, which may stem from celebrities' and social media influencers' (SMIs) repeated engagement with political topics on their otherwise entertainment- or lifestyle-oriented accounts. Yet, to date, no study has systematically investigated the type and framing of this political content. This content analysis examined 1,256 Instagram posts and 2,936 stories of the 59 most popular opinion leaders (19 athletes, 20 celebrities and 20 SMIs) in Western countries, and documented, for the first time, the prevalence of types of political topics and their framing. Results from multilevel analyses suggest that SMIs and athletes are more likely to post lifestyle-oriented political topics, while celebrities engage more with conventional topics. Moreover, political topics appear more often in ephemeral than permanent content. Generic frames were overall rare, but the most dominant frame of political content was the human impact frame. [ABSTRACT FROM AUTHOR]

Social media influencers (SMIs) have emerged as pivotal figures in advertising and critiquing products and services. They serve as credible sources, disseminating persuasive messages that significantly influence consumer purchasing behavior, particularly among Millennials. This paper investigates the factors pertaining to SMIs that shape the purchasing behavior of Muslim Millennials in Malaysia towards halal food products. Employing a non-probability sampling method, the study surveyed 403 respondents using Structural Equation Modelling-Partial Least Square (SEM-PLS). Data collection utilised a structured closed-ended questionnaire as the survey instrument. Results indicate that SMIs’ expertise impacts consumers' attitudes and behaviors towards halal food products, with expertise serving as the sole mediator. Furthermore, SMIs wield significant influence over consumer purchasing behaviour by disseminating product reviews and advertisements to a broad audience. Factors such as trustworthiness, attractiveness, and expertise among these influencers directly impact the purchasing decisions of millennials. This study makes a significant contribution by enhancing comprehension of the latest digital and social media technologies' relevance and importance. [ABSTRACT FROM AUTHOR]

This article focuses on Italian social media influencers whose celebrification is inextricably linked to their performances as mothers. Mom influencers are situated within an economy of visibility that functions to centralise the maternal body in processing marketing models and adopting specific trends and norms of the so-called platformisation of cultural production. I situate these content creators in the context of the ideology of intensive motherhood and the new momism, both of which are discursive ideologies framed in a neoliberal economic system. Through a multimodal analysis of three case studies' Instagram posts, this paper aims to provide a new framework for understanding the self-branding of Italian mom influencers, interrogating how they operate in what I label as a digital maternal ambivalence. This framework acknowledges that – in order to stay relevant for the platform algorithms – mom influencers operate a constant negotiation between the pressure of adhering to idealised representations of motherhood and the need for re-presenting an authentic self, including affects, actions, and emotions that may contrast with popular understandings of what constitutes a good mother image. [ABSTRACT FROM AUTHOR]

Social media influencers, content creators and micro-celebrities can be read as new forms of contemporary celebrity, and yet their rise to fame can be traced back to a century-old film star system. With this in mind, this introduction to the Special Issue on 'Social Media Influencers' offers a brief overview of pre-existing fame cultures, the importance of public curiosity and the significance of authenticity, or at least the perception of authenticity, to old and new forms of fame alike. The article concludes by offering an overview of each original contribution in the volume. [ABSTRACT FROM AUTHOR]

During the COVID-19 pandemic in 2021, British social media influencers posted pictures and stories from Dubai. As a result, the emirate faced an intense backlash from the British media. This study considers the British media's motivations for constituting Dubai as Orientalist 'other' while uncovering earlier imagined geographies of the Orient. The study develops the novel concept of 'intermedia geographies' to trace intertextual links, tales, texts, content, audiences and discourses, as dynamic constellations of the postdigital condition. Unique methods of postdigital critical discourse analysis are developed to map a corpus of 20 British magazine, tabloid and broadsheet newspaper articles, which are the jumping-off point to intertextual references to television, film and earlier Oriental narratives. Theorizing levels up from description to nuanced analysis to illustrate that the themes of content, stance and social actors' positioning within the corpus are indicative of Britain's siloed mainstream audiences and postdigital reinforcements of colonial discourse. [ABSTRACT FROM AUTHOR]