The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

In recent years, social media influencers (SMIs) have become part of the strategic
communication of firms because the traditional form of mass media communication is losing …

With the growing usage of the internet and smartphones, social media platforms have
become essential marketing and advertising tools in the present times. Marketing …

Celebrity endorsements are becoming a popular destination marketing strategy. However,
most existing studies focus on the effect of real celebrity endorsers and less on virtual …

As social media platforms have evolved to be superfluously prevalent, social media
advertising comes out as an appealing avenue for expanding promotion viability. Hence, the …

Purpose The purpose of this paper is to provide the theoretical insights with regard to the
green purchasing intention–behavior gap and the role played by social media influences in …

Purpose Celebrity endorsement is a preferred marketing communication strategy adopted
by business firms. The present study suggests theoretical underpinnings for investigating the …

Celebrity endorsement is one of the most prominent advertising and promotional strategies
used by organizations to seek consumer attention. It has been examined extensively by …

This study explores the links between the drivers of love towards traditional luxury brands
and the key outcomes of these. In more detail, we use the stimulus–organism–response …

Brands often employ spokespersons to serve as the face of their organization and
spokespersons characteristics can influence consumer behavior. We examined whether a …