Xiaofan Wei

Using social media influencers to help promote a brand has become an increasingly important marketing strategy. But questions remain about selecting an influencer to represent a brand online. Celebrity endorsements aren’t new, but the online influencer/follower relationship is considered less stable than the relationship between traditional celebrities and fans. University…

A new study has revealed that consumers’ personal and social identification are related to their favorite influencers, and the brands endorsed by these influencers lead consumers to participate in higher-level brand-related activities. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor, doctoral…