Purpose Internet celebrities have become key resources for consumers making purchase
decisions. An increasing number of internet celebrities have begun to exert their influence …

While the literature related to this topic has predominantly focused on investigating the
influence mechanism that social media influencers (SMIs) impose over their followers, less …

Purpose The purpose of this study is threefold. First, human brands are conceptualized and
the distinction between them and personal brands is established. Second, human-brand …

ABSTRACT Research Question: Social media platforms provide opportunities for athletes to
promote their personal brands and attract engagement from consumers. Through this …

Purpose Social media influencers (SMIs) are becoming a powerful force within the
marketing and branding landscape, with several leading brands opting to use SMI …

This research contributes to our understanding of the name, image, and likeness (NIL) value
of student-athletes' social media profiles. In Study 1, we scraped data from the Twitter (N f …

An emerging form of social media service–livestreaming–has been increasingly adopted by
sports organizations to foster fan engagement. The National Football League (NFL) is no …

Purpose Celebrity-branded products constitute a brand extension growing phenomenon.
Authenticity may explain why some of these offerings are successful despite low perceived …

This research explored the role of athlete on-and off-field brand image on consumer
commitment toward the athlete and associated team, preference by the athlete's sponsor …

Although brand research has become a widely accepted and thus mature field in sport
management, many aspects remain to be investigated. The increase in commercialization …