Consumer avoidance of brands and influencers is a widespread phenomenon, especially
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about …

Purpose In recent years, negative spokesperson incidents have raised significant concerns
in academia and industry. While several studies have addressed celebrity endorser …

This study explores how ethnic minority destination endorsers as social media influencers
impact tourists' perception of authenticity and destination image. It sets up a structural model …

This study examines why, and under what conditions, managers of focal brands decide to
maintain the alliance with the partner brand when the latter is involved in negative publicity …

Purpose This study aims to examine the effects of celebrity negative publicity on attitude
towards brand, corporation, brand reputation and corporate reputation, both directly and …

Today's consumers expect brands to act morally to win their hearts and wallets. Yet, existing
marketing literature provides little clarity on what this behavior entails and how it differs from …

This literature review provides a comprehensive survey of research on Social Media
Influencers (SMIs) across the fields of SMIs in marketing, seeding strategies, influence …

With the ever‐increasing digitalization of society, a growing number of people are inspired to
start up their own digital ventures. Within this context, a specific aspect of content …

In this study we examined the impact of a controllable brand crisis vs. an uncontrollable
brand crisis on consumers' repurchase intention depending on degree of product …

This dissertation explores elite athletes' strategic personal brand management on social
media. Social media have become a primary platform for personal branding integrated into …