This study explores how the value of sponsored Instagram advertisements (ads) can
enhance consumer ad-related involvement (cognitive and affective) and flow experience …

The growing prominence of Human-Computer Interaction and Artificial Intelligence has
propelled the popularity of virtual influencers in social media. Nevertheless, the widespread …

Purpose Drawing on the contemporary literature and the theory of employer attractiveness,
the authors aimed to examine key antecedents and consequences of employer …

Purpose Nowadays, star athletes are global brand personalities. The increased popularity of
the professional sport has contributed to elevating exceptional athletes to international star …

Purpose This study aims to explore how social status recognition, perceived value and
immersive enjoyment drive attachment to influencers and endorsements, thus triggering …

Due to the lockdown, more and more people are used to communicating with AI voice
assistants during the post-COVID era. This study investigates the relationship between the …

Advertisers regularly utilize endorsers as credible sources to conciliate purchaser
awareness, customer attitude, and buying objectives. The current paper aims to examine the …

In an era where user experience reigns supreme, an unexpected element is subtly
influencing our interactions with technology—“Cuteness.” However, when discussing the …

The research adopts a moderated mediation analysis framework to explore how consumer
involvement, perceived celebrity attractiveness, and the internet celebrity economy …

India being the largest user base for Instagram is witnessing a tremendous growth in
commercial content on the social media platform. Given the magnitude of promotional clutter …