Celebrity credibility constitutes a significant portion of the celebrity brand endorsement
literature. While this field of research is mature with a rich history of 45 years, it lacks a …

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from
academicians and marketers. Academicians try to understand the effect of influencers on …

Purpose The continued evolution of influencer marketing has created a need to better
understand influencer marketing effectiveness. With brands increasingly partnering with …

Social media has become an integral part of our lives because of its popularity among users.
However, the dissemination of fake information has been a significant issue for marketers …

Purpose Advertisers use various tactics to influence consumer purchases and create
positive associations with their brands. The purpose of this study is to explore the formation …

Blogging has become part of a consumer's decision making process when shopping online;
however, the understanding of blog recommendation's effect on consumer purchase …

Online reviews, a form of online word-of-mouth (eWOM), have recently become one of the
most important sources of information for modern consumers. Recent scholarship involving …

This paper reviews the empirical evidence of the effect of credibility of the message source
on persuasion over a span of 5 decades, primarily to come up with recommendations for …

In many developed economies, changing demographics and economic conditions have
given rise to increasingly competitive labour markets, where competition for good …

Online product reviews are important determinants of consumers' purchase decision.
Although prior research has articulated various benefits of online product reviews, there are …