Social media influencers are first explored in the advertising field, particularly to create buzz
in the younger markets and further expand social media coverage in businesses. This study …

Purpose The purpose of this study is to examine the impact of fashion influencer measures
on consumers' purchase intentions and the mediation of attitudes to understand the …

Neuroscience has revealed the importance of emotion in the human cognitive process. For
the first time, a GfK-EMO Scan, a facial expression recognition software developed by the …

Purpose The clothing industry is one of the earmarked industries in many countries following
the rising demand and consumption of clothing products among millennials. Malaysia and …

The biggest challenge in fostering social commerce is to stimulate the willingness of social
media influencers (SMIs) to create unboxing reviews of products and to impact customers' …

Although scholars describe consumer behaviour as a process of acquisition, consumption,
and disposition, limited research is done on disposition decisions, especially in the context …

Purpose The purpose of this paper is to serve as groundwork to investigate the determinants
of ethnic food consumption intention in the context of developing markets. Using the theory …

The article proposes a conceptual model based on social media advertising, which
examines the impact of some identified antecedents such as entertainment, informativeness …

Purpose The purpose of this paper is to examine the effects of identity-based consumer
perceptions on the brand avoidance of foreign brands across multiple markets …

Purpose This paper aims to understand the religio-spiritual insights of the consumers and
investigate their relationship with the consumers' attitude towards advertising and its …