The fourth industrial revolution has fundamentally altered the way we live, and social media
has become a crucial channel for the promotion of brands through influencers. This study …

This study investigates the impact of celebrity endorsement and the moderating effect of
negative publicity on consumer purchase intention or attitudes in an emerging market …

Anthropomorphization is the tendency to attribute human-like traits to non-human entities. It
is prevalent in many social contexts--children anthropomorphize toys, adults do so with …

I love my cosmetics: educated young Muslim’s behaviour of non-halal certified cosmetics |
Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with …

As Indian youths have more choices than ever before and purchase products that define
them, it becomes necessary for marketers and companies to explore youth behavioural …

Celebrity endorsement has been an important area of study from the perspectives of
marketers as well as consumers. This research aims at developing and testing a model of …

Background: Increasingly, celebrities are used as spokespeople for nearly all types of
marketing. Endorsements can build positive celebrity-brand associations, resulting in …

As public figures, cinematic celebrities' behaviors have widespread influence on the whole
society, and this also applies to China. Their influence is reflected in public recognition. This …

Mina (Anna Maria Mazzini, born Lombardy, 1940) is an Italian popular music icon who
throughout her sixty-year-long career has come to represent a range of diverse meanings …

We often hear about various cases of fraud or inappropriate investment practices in
Indonesia, one of which was carried out by DNA Pro. This study aims to investigate the …