Aug 2026
Why We Buy What They Post: The Role of Empathy, Loyalty and Social Acceptance in Influencer Marketing
Abstract The study investigates the relationship between social media influencers and consumer behaviour, with a focus on the mediating roles of brand loyalty, social acceptance and empathy. Drawing on social influence theory, source credibility theory, theories of social approval and normative influence, the research...
Nikolitsa Koutsogiannopoulou, Efthimios Dragotis, D. A. Karayanni
· Review of Marketing Science · 0 citations