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Can social media influencer (SMI) power influence consumer brand attitudes? : the mediating role of perceived SMI credibility
Nafees, Lubna; Cook, Christy M.; Nikolov, Atanas; … - In: Digital business 1 (2021) 2, pp. 1-10
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...
Persistent link: https://www.econbiz.de/10012594512
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Perceived source credibility of social media influencers and consumer attitudes toward brands : an exploration of differences between India and the United States
Nafees, Lubna; Cook, Christy; Nikolov, Atanas; … - In: Contemporary issues in social media marketing, (pp. 326-347). 2025
Persistent link: https://www.econbiz.de/10015358461
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Typology and impact of follower responses to social media influencer "promotional crisis"
Rynarzewska, Ania Izabela; Nafees, Lubna; Nikolov, Atanas - 2025
Persistent link: https://www.econbiz.de/10015373127