Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers' persuasive effects on their followers
P Breves, J Amrehn, A Heidenreich… - … Journal of Advertising, 2021 - Taylor & Francis
With the rise of social media, social media influencers (SMIs) have steadily gained
importance as brand endorsers by establishing strong parasocial relationships (PSRs) with …
importance as brand endorsers by establishing strong parasocial relationships (PSRs) with …
The influence of consumer–brand relationship on the personalized advertising privacy calculus in social media
Advertisers increasingly use personalized advertising that is tailored to consumers based on
data concerning their preferences and behaviors, which is gained by collecting their …
data concerning their preferences and behaviors, which is gained by collecting their …
The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness
TikTok represents a new form of marketing communication technology due to its features
and attributes. However, despite its ability to share brands' viral content, scant research has …
and attributes. However, despite its ability to share brands' viral content, scant research has …
A meta-analysis of when and how advertising creativity works
Although creativity is often considered a key success factor in advertising, the marketing
literature lacks a systematic empirical account of when and how advertising creativity works …
literature lacks a systematic empirical account of when and how advertising creativity works …
Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses
Short-form video influencer advertising offers new opportunities for user sensory experience
to promote advertising effectiveness and induce positive user responses. This unique …
to promote advertising effectiveness and induce positive user responses. This unique …
Millennials' purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity
MS Rahman, MA Hossain, MT Hoque… - Journal of Fashion …, 2021 - emerald.com
Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …
Analyzing intention to purchase brand extension via brand attribute associations: the mediating and moderating role of emotional consumer-brand relationship and …
W Bian, G Yan - Frontiers in Psychology, 2022 - frontiersin.org
The aim of this study is to investigate the drivers of brand extension attributes and its impact
on intention to purchase brand extensions mediated by emotional consumer-brand …
on intention to purchase brand extensions mediated by emotional consumer-brand …
Programmatic advertising: An exegesis of consumer concerns
Programmatic advertising is a nascent and rapidly growing information technology
phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its …
phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its …
# Instafame: exploring the endorsement effectiveness of influencers compared to celebrities
A series of three studies explore the endorsement effectiveness of 'macro'influencers
compared with 'regular'celebrities. Using multidimensional scaling, we provide evidence of …
compared with 'regular'celebrities. Using multidimensional scaling, we provide evidence of …
Consumer response toward native advertising on social media: the roles of source type and content type
Purpose Drawing upon attribution theory, this study aims to examine how different types of
product information sources (mainstream celebrities vs micro-celebrities) interact with …
product information sources (mainstream celebrities vs micro-celebrities) interact with …