Purpose There is growing interest among marketers in advertising and promoting their
brands by adopting an online celebrity endorsement strategy. However, how online …

Influencers are ordinary individuals who have amassed large followings by demonstrating
expertise in various niches on social media sites. We aim to propose (1) the visual …

With the meteoric progress of digital technology and the advent of network economy, there
has been increasing interest in the business model of purchasing with B2B network among …

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 …

Purpose Consumers are increasingly spending more time on social media platforms to cope
with anxiety and loneliness resulting from the recent pandemic. The extraordinary times …

In line with Kang and Herr's work (2006), this research questions the ELM's contention that
celebrity credibility serves foremost as a peripheral element in a persuasive communication …

This paper aims to perform a comprehensive analysis, mapping the main areas of the
endorser marketing literature of the last ten years and offering a classification of the subject …

In this article, we explore the relative endorsement effectiveness of mainstream celebrities
versus social media influencers in the materialistic cultural environment of India. Based on …

Purpose Celebrity endorsement has been profusely used to promote the consumption and
purchase intention of diverse product categories; however, there is scarce research about …

Purpose Celebrity-branded products constitute a brand extension growing phenomenon.
Authenticity may explain why some of these offerings are successful despite low perceived …