Samaneh SAFFARIMANESH

Brand Storytelling and Content Marketing on Social Media

Samaneh SAFFARIMANESH & Alev Dilek AYDIN KORPES · Asian Journal of Economics, Business and Accounting · 2026

Influencer marketing has become a central component of brand communication on social media, yet the mechanisms through which influencer credibility translates into consumer behavioral intentions remain insufficiently specified. While prior research has established credibility as...