What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers' purchase intentions
W Rungruangjit - Heliyon, 2022 - cell.com
The year 2021 is one of the most significant years for live streaming commerce, since
numerous sectors and businesses have begun to sell their items in the form of live broadcast …
numerous sectors and businesses have begun to sell their items in the form of live broadcast …
[PDF][PDF] The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers
Introduction: The power of young celebrities and brand image in influencing young
consumers are becoming more relevant in the marketing and advertising of products and …
consumers are becoming more relevant in the marketing and advertising of products and …
Managing the transparency paradox of social-media influencer disclosures: How to improve authenticity and engagement when disclosing influencer–sponsor …
Companies increasingly collaborate with social-media influencers to promote their products
and services. Compared with micro-influencers, however, macro-influencers face difficulties …
and services. Compared with micro-influencers, however, macro-influencers face difficulties …
Study on influential role of celebrity credibility on consumer risk perceptions
RR Deshbhag, BC Mohan - Journal of Indian Business Research, 2020 - emerald.com
Purpose The purpose of this study is to determine the influence of celebrity credibility
(trustworthiness, attractiveness and expertise) on risk perception and buying intention of …
(trustworthiness, attractiveness and expertise) on risk perception and buying intention of …
The power of endorsement in upcycled food promotion: Investigating the moderating effect of perceived food familiarity
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 …
food (UF), a category often viewed as uncertain due to its origin from repurposed …
Moderating role of leadership between mass collaboration and quality of knowledge: a case of Iraq's pharmaceutical sector
Purpose The purpose of this paper is to investigate the moderating role of leadership
between mass collaboration and quality of knowledge in the pharmaceutical sector of Iraq …
between mass collaboration and quality of knowledge in the pharmaceutical sector of Iraq …
Celebrity endorsement on Instagram: impact on purchase intention
The paper aims to explain the influence of celebrity Instagram endorsement on consumers'
purchase intention. The use of celebrity endorsement is considerably growing on various …
purchase intention. The use of celebrity endorsement is considerably growing on various …
[PDF][PDF] A conceptual model for promotion on digital platforms
The purpose of this paper is to present a conceptual model for promotion on digital
platforms. The case study of Swiggy (an online food ordering and delivery app in India) acts …
platforms. The case study of Swiggy (an online food ordering and delivery app in India) acts …
[PDF][PDF] Effect of social media influencers and celebrity endorsers on brand loyalty through brand image
Celebrity endorsers (CE) have been part of advertising strategy for a long time. With the
rising focus on social media, Social media influencers (SMI) have become important in last …
rising focus on social media, Social media influencers (SMI) have become important in last …
Understanding bad-boy celebrity endorser effectiveness: The fantasy-based relationship, hedonic consumption, and congruency model
Current theories of source persuasion and endorser credibility posit that celebrities become
ineffective endorsers when they have been involved in a scandal. However, little attention …
ineffective endorsers when they have been involved in a scandal. However, little attention …