The apparel manufacturers and retailers throughout the world are searching for innovative
solutions to reduce the harmful impact the industry has on the environment. These firms …

Purpose Social media influencers (SMIs) play an increasingly important role in influencing
youth and their shopping behaviours in digital marketing. Research has examined various …

In Pakistan the trend of celebrity endorsement is increasing rapidly as like in other
developed and developing countries. The purpose of this paper is to examine the effect of …

This study aims to investigate and measure the satisfaction of students with the libraries'
services of Malaysian Universities. To achieve this, a self-administered questionnaire was …

Purpose This study explores the intricate relationship between social media communication,
consumer attitude and purchase intention within the context of lifestyle category products …

Instagram's rapid growth and popularity has paved the way for the emergence of the so-
called influencer, known as the new celebrities of the digital world. The current research was …

The purpose of this study was to analyze factors affecting word of mouth. A causality
quantitative research design was used to answer this question by involving a sample of 120 …

Celebrity endorsement has become popular marketing strategy for the last decade.
However, it is not always effective. Sometimes, it brings adverse effect to the brand and …

The paper aims to examine the role of localness of a sports celebrity and a level of product
involvement in the mediated impact of the perceived product quality on the relationship …

Fashion products are such dynamic products. Therefore, understanding well to consumer
intention is very important for producers as well as distributors. This study aimed to …