Universidad Pablo de Olavide, Sevilla https://hdl.handle.net/10419/59071 2026-10-24T00:46:04Z 2026-10-24T00:46:04Z Akter, Salma Khan, Raihan Ahamed https://hdl.handle.net/10419/341715 2026-07-02T12:28:37Z 2026-01-01T00:00:00Z

Title: Investigating the role of influencer marketing in shaping luxury brand perceptions Authors: Akter, Salma; Khan, Raihan Ahamed Abstract: This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of luxury brands. This study clearly focused on how the perception of the subject matter. It explores their attitudes, preferences, and behaviours rather than focusing on business or industry perspectives. In doing so, it highlights insights directly from perception in a prominent manner. A quantitative technique was used to collect data from 393 respondents, and a standardised questionnaire was used to investigate how consumer perceptions of luxury brands were influenced. Data analysis was conducted using SmartPLS 4.0, which includes structural equation modelling (SEM), to test the developed hypotheses and assess the correlations among variables. Through genuine narrative, emotional ties, and exclusivity, influencer marketing has a favourable impact on how luxury brands are perceived. Compared with famous influencers, micro-influencers foster greater engagement and trust. Reliability and credibility have been shown to be essential components in forming favourable customer perceptions. This study examines the long-term impact of influencer marketing on the exclusivity, desirability, and credibility of luxury brands. It addresses a key research gap by exploring how digital marketing partnerships influence brand equity in the luxury sector. This study seeks to identify strategies that allow luxury brands to leverage influencer marketing without compromising core values, such as exclusivity and authenticity. Ultimately, it provides actionable insights for sectors such as luxury real estate, tourism, resorts, and automobiles to balance modern consumer engagement with traditional luxury appeals in South Asian countries and many others. Managers should match influencer marketing tactics to target audiences and their perceptions of luxury brands. Using relevant real influences may increase the appeal of premium brands without sacrificing their exclusivity. Italy's luxury fashion and tourism sectors, along with Malaysia's emerging influencer economy, illustrate how brands use influencers to carefully balance exclusivity with a wider audience and reach an approach that becomes even more critical in long-term partnerships, where repeated collaborations can strengthen credibility but also risk diluting the sense of scarcity central to luxury brands. By striking a balance between accessibility and exclusivity, this study advances our knowledge on how influencer marketing can maintain and improve premium brand views. It provides managers with practical recommendations on how to successfully traverse the constantly changing digital marketing terrainting.

2026-01-01T00:00:00Z Meitriana, Made Ary Yuliarmi, Ni Nyoman Marhaeni, Anak Agung Istri Ngurah Yasa, I Nyoman Mahaendra https://hdl.handle.net/10419/341707 2026-07-02T12:28:36Z 2026-01-01T00:00:00Z

Title: Improving the welfare of bamboo woven craftsman: Starting from financial literacy and social capital, through to entrepreneurial spirit and business performance Authors: Meitriana, Made Ary; Yuliarmi, Ni Nyoman; Marhaeni, Anak Agung Istri Ngurah; Yasa, I Nyoman Mahaendra Abstract: This study aims to investigate the impact of financial literacy and social capital on the welfare of bamboo woven artisans, as mediated by business performance and entrepreneurial spirit. The study included 209 bamboo weaving artisans from Tigawasa Village actively performing their operational duties. Through the application of the Slovin formula, a sample size of 140 artisans was acquired. We collected data through various methods, including observation, structured, and in-depth interviews. We utilized the SEM-PLS method for data analysis. The study's findings indicate that the welfare of bamboo weavers is influenced by financial literacy, social capital, entrepreneurial spirit, and business performance. Interestingly, the study revealed that their entrepreneurial spirit did not influence the impact of financial literacy and social capital on the welfare of bamboo-woven artisans. In addition, the impact of financial literacy, social capital, and entrepreneurial spirit on the welfare of bamboo artisans is not mediated by business performance. Typically, a strong understanding of finances, a vast network of connections, and a drive for business success contribute to the prosperity of bamboo artisans.

2026-01-01T00:00:00Z Ortiz, Edwin Leonardo Méndez Rincón Castiblanco, Esperanza Lombana Riaño, Rodrigo Infante Sánchez, Elena del Pilar https://hdl.handle.net/10419/341718 2026-07-02T12:28:38Z 2026-01-01T00:00:00Z

Title: Determinantes de la innovación en el sector de fabricación de calzado en Colombia en los periodos 2017-2018 y 2019-2020 Authors: Ortiz, Edwin Leonardo Méndez; Rincón Castiblanco, Esperanza; Lombana Riaño, Rodrigo; Infante Sánchez, Elena del Pilar

2026-01-01T00:00:00Z Zamora-Torres, América Ivonne Marín-Leyva, René Augusto Pineda García, María Guadalupe https://hdl.handle.net/10419/341710 2026-07-02T12:28:36Z 2026-01-01T00:00:00Z

Title: El rol de la incertidumbre en la inversión: Evidencia de sus efectos mediante datos panel en las economías de APEC Authors: Zamora-Torres, América Ivonne; Marín-Leyva, René Augusto; Pineda García, María Guadalupe

2026-01-01T00:00:00Z