This study aims at: understanding the influence of the number of followers of the celebrity
and the effect of the messages conveyed by them in the intention to buy as well as their …

The ability of social media influencers (SMIs) to shape their followers' intentions to purchase
the recommended brands (IPB) by creating content on social media platforms is critical. This …

Purpose This study aims to compare the effects of YouTube information sources (influencer
vs word of mouse) on the consumer purchase decision. This paper extends the information …

The extant literature on celebrity endorsements lacks the multidimensional approach for
evaluating the effectiveness of promotion. Also the role of social influence in celebrity …

Primarily originating from characters (models) in a story, empathy is essential for enhancing
the effectiveness of marketing communications with the condition that concept-based …

This research examines the effects of consumers' culture and celebrity's gender role on
source credibility and attitude toward brand. Using culture difference theory (individualism …

While the model chosen for campaigns is crucial in gaining empathy, previous literature has
primarily considered celebrities. Remarkably, literature includes no examples of unknown …

This research examines the first-person effect (FPE) of anti-panhandling public service
announcement (PSA) messages on promotional behaviors and donation intentions. A …

Brand authenticity is difficult to define objectively and hard to execute effectively. Yet, it
remains a requirement in winning the hearts of consumer audiences. Generation Z (Gen Z) …

The purpose of this qualitative multiple case study was to understand what motivates a
celebrity to do more than entertain, and to move into a significant place of leadership …