Erdogmus, Irem Eren; Arslan, Melisa Karakaya - In: Istanbul business research 51 (2022) 1, pp. 359-373
Social media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not … only consume but also contribute to the content they face on social media. Through their narratives and content, they may … even become social media influencers who have the power to shape the attitudes and behavior of fellow consumers. An …