Celebrity, Social Media Influencers and Brand Performance

Saloomeh Tabari is a Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University. Her research centres on customer experience in particular intercultural communication and sensitivity in service and marketing. She has published her research in various leading international academic journals, books and presented at international conferences. Saloomeh is also on the editorial board of international journals and is currently the Associate Editor of the Journal of Islamic Marketing.Qing Shan Ding is a Senior Lecturer in Marketing at Huddersfield Business School, University of Huddersfield. His primary research interest is in consumer behaviour and branding, exploring how various cultural and identity factors influence brand preferences and purchase intentions. His research has been published in leading international journals and has recently moved into digital and social media marketing.

• Chapter 1. Introduction.- Chapter 2. Conceptualising influencer, brand, and audience relationships on social media platforms.- Chapter 3. The effect of social media influencers on customers' perceived brand value, brand influencer, and purchase intention: A perspective of Gen Z.- Chapter 4. Impact of social media influencers (SMIs) on millennials choosing a travel destination.- Chapter 5. Advantages and disadvantages of using social media influencers.- Chapter 6. Research on the Effect of Brand Virtual Influencers Endorsement on Consumer Purchase Intention.- Chapter 7. Play or attack: Identity in the virtual world, a conceptual perspective on virtual influencers and influencer marketing.- Chapter 8. Virtual world, fear of missing out and its impact on impulsive buying.- Chapter 9. Virtual Influencers, the Future of Marketing and Branding?.- Chapter 10. Influencers, Materialism, Mental Health and Sustainability.