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Influencer marketing involves a wide range of strategies in which brands collaborate with popular content creators (i.e., influencers) to leverage their reach, trust, and impact on their audience to promote and endorse products or services.…
The social media revolution has changed the way that brands interact with consumers. Instead of spending their advertising budget on interstate billboards, more and more companies are choosing to partner with so-called Internet…
Social media are extensively used in today's world, and facilitate quick and easy sharing of information, which makes them a good way to advertise products. Influencers of a social media network, owing to their massive popularity, provide a…
With 1.3 billion users, Instagram (IG) has also become a business tool. IG influencer marketing, expected to generate $33.25 billion in 2022, encourages companies and influencers to create trending content. Various methods have been…
This paper presents a longitudinal study of more than ten years of activity on Instagram consisting of over a million posts by 400 content creators from four countries: the US, Brazil, Netherlands and Germany. Our study shows differences in…
Online advertisements that masquerade as non-advertising content pose numerous risks to users. Such hidden advertisements appear on social media platforms when content creators or "influencers" endorse products and brands in their content.…
We combine philosophical theories with quantitative analyses of online data to propose a sophisticated approach to social media influencers. Identifying influencers as communication systems emerging from a dialectic interactional process…
Guided by the Persuasion Knowledge Model and the Attribution Theory, this study investigates the perceived source expertise-product attribute congruence and sponsorship disclosure as pertinent factors affecting the communicative…
Influencer Marketing generated $16 billion in 2022. Usually, the more popular influencers are paid more for their collaborations. Thus, many services were created to boost profiles' popularity metrics through bots or fake accounts. However,…
Fashion is a multi-billion dollar industry with social and economic implications worldwide. To gain popularity, brands want to be represented by the top popular models. As new faces are selected using stringent (and often criticized)…
Influencing a target audience through social media content has become a new focus of interest for marketing leaders. While a large amount of heterogeneous data is produced by influencers on a daily basis, professionals in the influ-encer…
As influencers play considerable roles in social media marketing, companies increase the budget for influencer marketing. Hiring effective influencers is crucial in social influencer marketing, but it is challenging to find the right…
The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising…
Impersonators on Online Social Networks such as Instagram are playing an important role in the propagation of the content. These entities are the type of nefarious fake accounts that intend to disguise a legitimate account by making similar…
Impersonators are playing an important role in the production and propagation of the content on Online Social Networks, notably on Instagram. These entities are nefarious fake accounts that intend to disguise a legitimate account by making…
Social media platforms offer unprecedented opportunities for connectivity and exchange of ideas; however, they also serve as fertile grounds for the dissemination of disinformation. Over the years, there has been a rise in state-sponsored…
Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for national and…
Recently, there has been significant interest in social influence analysis. One of the central problems in this area is the problem of identifying influencers, such that by convincing these users to perform a certain action (like buying a…
The fashion industry is establishing its presence on a number of visual-centric social media like Instagram. This creates an interesting clash as fashion brands that have traditionally practiced highly creative and editorialized image…
Bots are user accounts in social media which are controlled by computer programs. Similar to many other things, they are used for both good and evil purposes. One nefarious use-case for them is to spread misinformation or biased data in the…