This chapter provides an overview of the economics of influencers and social media stardom. It provides the state-of-research regarding success factors, revenue and payment models, social media platforms and ecosystems, and welfare effects. It describes the role of social media content providers...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....

The growing importance of natural beauty care products among consumers is increasingly driven by social media networks, which play a substantial role in promoting sustainable consumption. This study examines the influence of Celebrity Credibility, Celebrity Attractiveness, and Social Media...

This paper describes and discusses social media infuencers' health-related costs of keeping traction as infuencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media infuencers' contradictory circumstances: (1) the social media infuencer's...

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...

Influencers need to balance their tolerance for negative and even insulting comments with followers' expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers' highly valued method of voice expression....

The nature of influencers' relationships with their followers is attractive to brands. However, consumers' positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into...

Despite the seductive promises of freedom, flexibility and creative autonomy, influencer careers are beset with challenges and risks. Influencers' status as independent contractors means they lack many of the safeguards associated with formal employment, such as a stable income or paid leave....

Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form-robots, animals, cartoon figures, human avatars or even aliens -and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research...

The rise of social media has significantly influenced the cryptocurrency market, driving volatility through sentiment-driven trading. This study employs a bibliometric and content analysis approach to examine how social media, particularly Twitter, impacts cryptocurrency price movements. Using...

Artificial intelligence (AI) has become a game changer for Instagram influencers. AI assists influencers in refining their attributes by providing insights into the latest trends and enables influencers to create tailored content that engages audiences at a profound level. Despite such...

The rapid development of live streaming has given rise to live-streaming shopping, a novel channel of online shopping that has gained considerable market value. While previous studies have explored various factors influencing consumers' intentions to engage in live-streaming shopping, most have...