Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA
Given the rise of marketing through social media influencers (SMIs), this study aimed to
investigate the influences of source credibility and content validity factors on followers' …
investigate the influences of source credibility and content validity factors on followers' …
Ten years of evolving traditional versus non-traditional celebrity endorser study: review and synthesis
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 …
endorser marketing literature of the last ten years and offering a classification of the subject …
Solidarity brand activism influences Black-Asian American linked fate: toward a minority-minority advertising paradigm shift
M Li - International Journal of Advertising, 2024 - Taylor & Francis
The concurrence of sociopolitical movements concerning multiple marginalized racial
groups (eg# BlackLivesMatter and# StopAsianHate during the COVID-19 pandemic) has …
groups (eg# BlackLivesMatter and# StopAsianHate during the COVID-19 pandemic) has …
[PDF][PDF] Ethnic Marketing in Bibliographic Analysis in 2013-2022: Current Trend and Issue
D Hermawan - Asian Journal of Business Research Volume, 2022 - researchgate.net
This study assesses the most relevant themes linked to ethnic marketing by bibliometric
analysis utilizing the keywords" ethnic" and" marketing" as input to acquire a comprehensive …
analysis utilizing the keywords" ethnic" and" marketing" as input to acquire a comprehensive …
Impact of Racial Diversity in Advertising on the Perception of Mass-Customized Products by Consumers
Although diversity is of great importance in many contexts and a legitimate goal in
developing a more inclusive global world, the term itself seemingly has become a business …
developing a more inclusive global world, the term itself seemingly has become a business …
[图书][B] Critical success factors of Latino entrepreneurs
CA Linares - 2023 - search.proquest.com
Latino entrepreneurs in the US face myriad challenges in their pursuits, with unique
obstacles owing to their minority and, sometimes, immigrant status. This study investigated …
obstacles owing to their minority and, sometimes, immigrant status. This study investigated …