Twenty‐five productive years have passed since the late Barbara Stern called for marketing
scholars to take the topic of brand authenticity into consideration. Brand authenticity is now …

Amidst a rapidly changing marketplace, sharp behavioral changes, and increased social
media usage, brand authenticity, already an important attribute, has become an essential …

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the
determinants of SMI advertising effectiveness is undeveloped. The present research …

There are growing discussions of social media influencers and their effectiveness in
endorsing products. Further, recent policy regulations are requiring social media influencers …

Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key
driver of the latter's persuasiveness as brand endorsers. Despite its importance, no …

As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged
as a key challenge confronting the sport industry. While navigating social distancing …

Purpose Facilitated by image retouch tools, social media influencers can digitally enhance
their self-image in product recommendation posts. This paper proposes that image …

Utilizing social media celebrities as a communication channel has become a strategic
practice for many organizations. By using the concepts of celebrity endorsement and …

Purpose Social media influencers (SMIs) are becoming a powerful force within the
marketing and branding landscape, with several leading brands opting to use SMI …

Social media influencers are increasingly approached by marketers to advocate brands and
products. This practice is commonly called 'influencer marketing'. Influencers can take …