Live streaming has become an important means for tourism product marketing in the internet
age. However, from value-based marketing perspective, the value attributes and factors of …

Purpose Nowadays, star athletes are global brand personalities. The increased popularity of
the professional sport has contributed to elevating exceptional athletes to international star …

在互联网时代, 直播已成为旅游产品营销的重要渠道之一. 然而, 尚未有研究审视过娱乐氛围和
名人光环在旅游电商直播中对观众购买意愿影响的场景效应. 文章基于刺激-机体 …

The use of celebrity endorsement in environmental conservation interventions aiming to
influence human behavior has increased in recent decades. Although good practice in …

The volume of discussions concerning brands within social media provides digital marketers
with great opportunities for tracking and analyzing the feelings and views of consumers …

Purpose This research explores the purchasing behavioural drivers of young Chinese
consumers purchasing foreign clothing brands. The aim is to include a range of drivers …

The flourishing lucrative business of Umrah pilgrimage in Indonesia has disrupted pilgrims
from the substantial meaning of Umrah as a form of worship. The travel business industry …

Non-profit organisations are increasingly collaborating with celebrities to increase charitable
donations. Consequently, choosing the right endorser to promote charitable giving is central …

Research with the aim of knowing the role of Trust as mediating the influence of Viral
marketing and Celebrity endorsers on purchase decisions on Ms. Glow products at the …

Although there are many attempts to define celebrity endorsement (Fang & Jian, 2015), one
of the popular versions was proposed by Bergkvist and Zhou (2016, p. 3) and refers to “an …