Digital celebrities found on social media platforms are found to be successful in endorsing
brands and products, and influencing purchase intentions of their followers. However …

Nowadays social network influencers play an important role in marketing by introducing
products to their audience. In this article, we investigate the persuasion cues related to …

In the past decade, the social media platform has dramatically changed individuals' daily
activities in real life and on the Internet, including shopping, socialization, entertainment …

The buying power of millennial consumers is ever growing. They are social consumers,
sharing all aspects of their experiences on social media. One advertising technique that may …

Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and
Social Impact of Fandom examines the affective, behavioral, and cognitive reactions of fans …

Teenagers currently spend an estimated $153 billion a year on everything from computers to
cars to clothes (Brand, 2000). Trend conscious teens are very active in utilizing the media …

Purpose–The purpose of this paper is to argue that marketers need to create a relationship
between their brand and generation Y consumers through various steps in order to increase …

Sport has evolved into one of the largest industries in Australia and there is a corresponding
increased interest in the factors influencing fan loyalty. This paper presents a theoretically …

While much previous research has been conducted related to the tendencies for sports fans
to bask in reflected glory (BIRG) and cut off reflected failure (CORF), the present work …

In the fashion industry, the effectiveness of influencer marketing, known as “opinion leaders,”
via Instagram remains little known to brand managers and scholars despite the frequent use …