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During the COVID-19 crisis, many social media influencers (SMIs) discussed the pandemic on their channels and showcased their behavior in dealing with the virus. Drawing on the two-step flow of […]
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Social media influencers (SMIs) are not only important players in marketing but have also repeatedly posted about political issues on their channels. Yet, we lack insights into the prevalence of […]
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While social media influencers have manifested their convertible marketing value in sponsorship deals, brands and non-profits have also been experimenting with them to promote social causes. Whether and how influencers’ […]
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Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing […]
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Afforded by the unprecedented interactivity of social media, social media influencers (SMI) can build strong and trusting relationships with their followers. Such connections carry great potential and may be a […]
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Influencers, characterized by their social-media-made fame, are known for endorsing brands, but are also producing political content, which has been shown to resonate with youth. However, research on how their […]
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Social media influencers promote not only products and brands but also their opinions on serious topics like party politics or climate change. These so-called digital opinion leaders may exert a […]
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So-called “influencers” increasingly use their popularity on social media to raise their voice to promote political topics such as climate change, human rights, or party politics. As digital opinion leaders […]
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Politicians from both major political parties in the United States have been raising concerns about the rise of TikTok, a popular social media platform founded by Chinese entrepreneurs, with some […]
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The question of authority is taken up here with respect to digital spoken communication, specifically social media oratory, disseminated via videos (reels) that are uploaded to social media. Social media […]
