Although Generation Z is known for its ethical and conscientious values, they are a major
consumer segment of SHEIN fashion, a leading non-sustainable brand. This study explores …

This research examined the influence of social media advertising conducted by beauty
influencers. The researchers analyzed the impact of Celebrity Credibility (ie, Expertise …

Scholars around the world have studied electronic word of mouth (eWOM) heavily in the
past decade. However, despite extensive knowledge of the effect of eWOM on consumer …

Purpose In recent years, negative spokesperson incidents have raised significant concerns
in academia and industry. While several studies have addressed celebrity endorser …

Purpose This study aims to develop and test a new research model of consumer response to
celebrity transgression. It examines the effects of celebrity past transgression and …

This study investigates the primary effect of positive, neutral, and negative exposure to
Lesbian, Gay, Bisexual, and Transgender (LGBT) TV portrayals in entertainment programs …

Payment formats have many important influences on consumer behavior. However, few
studies have examined how the payment format affects hedonic consumption. This study …

Purpose Drawing on embodied cognition and construal level theory perspectives in
marketing literature, the purpose of this study is to propose that closed eyes make events …

This paper investigates if celebrity endorsement offsets the negative effect low prices have
on quality perceptions. This research highlights the interactive effect between celebrity …

Social influencer marketing has developed into a powerful form of marketing
communication. Influencers, akin to any type of endorser, may commit transgressions. As …