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Digital Influence and Market Position: The Role of Social Media Influencers in Shaping Brand Equity within an Emerging Market Insurance Sector

Social media platforms have reshaped marketing practices worldwide, with social media influencers (SMIs) occupying an increasingly prominent role in shaping consumers‘ perceptions of brands. This paper investigates whether SMIs serve as viable entrepreneurial marketing instruments capable of generating brand equity and...

Social Media Marketing Dimensions, Brand Trust, and Smartphone Purchase Decisions: Evidence from an Emerging Digital Market in Malawi

This research examines how key social media marketing dimensions — information quality, content credibility, social proof, content relevance, and user engagement — influence brand trust and smartphone purchase decisions. While social media's marketing role is well recognised, companies lack solid evidence on which cont...

The Dynamics of Influencer Marketing in Shaping Consumer Behavior on Social Media

The rapid expansion of social media has transformed influencer marketing into a relationship-oriented form of digital communication that can shape consumer perceptions and decisions. This study aims to examine how parasocial interaction influences marketing effectiveness through consumer trust and purchase intention, h...

Escalate: Economics and Business

The Mediation Role of Brand Positioning on the Relationship between Social Media Influence and Performance within the Insurance Business Sector

This study investigates the mediating role of brand positioning in the relationship between social media influence (SMI) and business performance among insurance firms in Zimbabwe. Drawing on a cross[1]sectional, correlational survey design, data were collected from 150 marketing professionals across the country‘s insu...

The Influence of Social Media Marketing, Influencer Credibility, and Brand Image on Generation Z's Purchase Intention with Price as a Moderating Variable

This study aims to analyze the influence of social media marketing, influencer credibility, and brand image on Generation Z purchase intentions, with price as a moderating variable. The development of digital technology and Generation Z's heavy use of social media make digital marketing an important strategy for compan...