Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities
The apparel manufacturers and retailers throughout the world are searching for innovative
solutions to reduce the harmful impact the industry has on the environment. These firms …
solutions to reduce the harmful impact the industry has on the environment. These firms …
Influence for social good: Exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising
M Li - International Journal of Advertising, 2022 - Taylor & Francis
Brands have increasingly collaborated with influencers on their social advocacy efforts
through social media influencer advertising. This study explores the effects of influencer …
through social media influencer advertising. This study explores the effects of influencer …
[HTML][HTML] Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green …
Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity
endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed …
endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed …
Influencers as endorsers and followers as consumers: exploring the role of parasocial relationship, congruence, and followers' identifications on consumer–brand …
Given the benefits and effectiveness of consumer online brand engagement, influencer
advertising and marketing have become increasingly popular on social media. Consumer …
advertising and marketing have become increasingly popular on social media. Consumer …
Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude
The proliferation of technology in today's world has led consumers to gain insight into
brands via digital communication and shape their purchase intentions accordingly …
brands via digital communication and shape their purchase intentions accordingly …
[HTML][HTML] Consumer store experience through virtual reality: its effect on emotional states and perceived store attractiveness
B Jin, G Kim, M Moore, L Rothenberg - Fashion and Textiles, 2021 - Springer
Based on the stimuli-organism-response model, this study aims to examine whether
consumers' store experience through virtual reality (VR), compared to website experience …
consumers' store experience through virtual reality (VR), compared to website experience …
Influencer marketing: Role of influencer credibility and congruence on brand attitude and eWOM
Despite marketers increasing interest in influencer marketing, selecting the right influencer
(s) for such campaigns remain a challenge. The success of any marketing strategy can …
(s) for such campaigns remain a challenge. The success of any marketing strategy can …
[HTML][HTML] Covid-19 is driving fear and greed in consumer behaviour and purchase pattern
K Satish, A Venkatesh… - South Asian Journal of …, 2021 - emerald.com
Purpose This research aims to study the recent changes in consumer behaviour and
purchase pattern during the Covid-19 pandemic. Covid-19 pandemic has forced consumers …
purchase pattern during the Covid-19 pandemic. Covid-19 pandemic has forced consumers …
Literary celebrity, tourists' self-destination connection, and brand engagement: Based on a marketing perspective of celebrity endorsement effects
Despite the growing role of celebrity effects in shaping favorable tourist reactions to
destination brands, little is known about how the construct is structured or functions in …
destination brands, little is known about how the construct is structured or functions in …
The moderating role of parasocial relationships in the associations between celebrity endorser's credibility and emotion-based responses
R Burnasheva, YG Suh - Journal of Marketing Communications, 2022 - Taylor & Francis
Drawing on stimulus-organism-response theory, the current paper was an investigation of
the associations among a celebrity endorser's credibility and brand affection, self-brand …
the associations among a celebrity endorser's credibility and brand affection, self-brand …