This article investigates the effects of a revelation to blog readers that the blog has been
sponsored by a company in exchange for favorable reviews of their products. We compare …

With the rise of social media over the past few years, influencer marketing became part of
social media marketing and content marketing mix for connecting directly with consumers …

Purpose Adopting the theory of parasocial interaction (PSI) and schema theory, this study
proposes that a brand's personalized response and brand familiarity on a corporate blog will …

The explosion of new media and usage represents one of the most significant trends in
marketing communications today. One of the major challenges in this environment is which …

This study aims to find a deeper understanding of how millennials, a consumer group of
increasing importance, perceives endorsed brands in fitness and health vlogs. The study …

Consumers have a tendency to reviews goods and services first before make a decision to
buy. Consumer often to use the social platform to seek the information. In a current decade …

Today, marketers are starting to promote their CSR initiatives through the most popular SNS,
such as Facebook and Twitter. However, little research has taken into consideration CSR …

ABSTRACT Today the term" Brand Ambassador" has caused a great deal of debate about
whether it really contributes to the promotion of a brand or whether it is just another lazy tool …

Purpose: The purpose of the study is to see the influence brand endorsements have on
millennials in vlogs of health and fitness category Methodology: The study used a …