Purpose Young consumers are increasingly using online reviews and celebrity influence to
make purchase decisions. The purpose of this study is to ascertain the influence of online …

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 …

In addition to the intrinsic value of the product, social, cultural and psychological factors also
have a major influence on the consumer's purchasing decision. They are also influenced by …

Smartphone e-waste has been largely ignored in the academic literature despite its
devastating effects, especially in lower-income countries. This research explores the role of …

This article investigates the influence of digital influencers on healthy food purchase
intention within the context of Instagram. The research model is guided by the theory of …

This study investigates the effects of endorsements on consumer acceptance of upcycled
food (UF), a category often viewed as uncertain due to its origin from repurposed …

Little can be added about the worldwide concern over the exponential increase in obesity
and child overweight problems. Much of the unhealthy eating habits occur at the time of food …

This study aims to analyze the effect of using two types of endorsers, namely celebrities and
expert endorsers, on consumer purchase intentions between halal fashion products. The …

Celebrity endorsement is nowadays a frequently used technique in marketing and
advertising. On the one hand, celebrities have the ability to attract attention towards the …

Background Maintaining healthy eating habits among children is challenging due to
industrial tactics. There is little research on the effect of nutritional labels and tv ads on the …