The main focus of this study is to understand why young people buy the products endorsed
by social influencers on social media platforms. Specifically, the first aim of this study was to …

Internationally, researchers have shown an increased interest in customer decision-making
regarding sustainable food choices that could be changed through tailored interventions …

This study seeks which antecedents affect YouTube followers' intention to purchase
products mentioned in YouTube videos posted by the influencers. We conducted an online …

Celebrity endorsement using different types of new media and advertising formats | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

The current study tested the effects of a celebrity's virtual reality (VR) video on YouTube on
audience transportation, parasocial interaction, identification, worship, and behavioral …

El fenómeno influencer ha permitido a personas previamente desconocidas adquirir altos
niveles de popularidad mediante la exhibición de imágenes que recrean sus actividades …

The proliferation of mobile technology and social media has rendered individuals easy
access to crafting content and sharing personal lives online, and this climate lays a …

The pandemic has accentuated the power that influencers have to influence their followers.
Various scientific approaches highlight the lack of moral and ethical responsibility of these …

Introduction: Public media are essential to offer a service of general interest to the
population to have equitable access to information, culture, democratic participation, and …

This paper reports a three-stage study of user–brand interactions on YouTube. An initial
exploration identified unique, previously unknown, constructs active in this context …