These proceedings represent the work of contributors to the 11th European Conference on Social Media (ECSM 2024), hosted by the University of Brighton, UK on 30

In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidanc

In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving,