Abstract

The commentary introduces two research articles accepted for the special issue on “social media influencer marketing”. The first article elucidates the role of social media influencers’ attributes in affecting brand attitudes and electronic word-of-mouth (eWOM), whereas the second article illustrates how influencers decode and transmit organizations’ commercial messages to their followers. The commentary ends with a short discussion of emerging influencers such as virtual influencers, pet influencers, and metaverse influencers.

中文翻译：

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社交媒体影响者营销：特刊评论

摘要

评论介绍了“社交媒体影响者营销”特刊接受的两篇研究文章。第一篇文章阐明了社交媒体影响者的属性在影响品牌态度和电子口碑 (eWOM) 中的作用，而第二篇文章说明了影响者如何解码组织的商业信息并将其传递给他们的追随者。评论以对新兴影响者的简短讨论结束，例如虚拟影响者、宠物影响者和元界影响者。