Social media stars: how influencers shape consumer’s behavior on Instagram
Purpose – In today’s global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage and the credibility of SMIs shape the dynamics of consumer purchase...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2025-03-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2023-0257/full/pdf |
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