This study analyzes the effect of the parasocial relationship on the audience's intention to
adopt the recommendations of micro, macro and mega-influencers, considering the number …

Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …

The celebrity credibility scale developed by Singh and Banerjee [Singh, RP, & Banerjee,
N.(2018). A study on exploring the factors influencing celebrity endorsement credibility …

The cosmetic industry has shown rapid growth worldwide and is seen as a profitable
business yet highly competitive. A popular grab-attention strategy being adopted worldwide …

With the meteoric progress of digital technology and the advent of network economy, there
has been increasing interest in the business model of purchasing with B2B network among …

Fierce competition within the fashion industry compels apparel companies to formulate a
variety of marketing strategies to entice consumers, enhancing their purchase intention (PI) …

Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity
endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed …

Celebrity endorsement has become a popular choice in advertising due to the its originality
and the celebrity's attractiveness that make a big impact on brand awareness and customer …

Due to cluttering in advertisements, firms are unable to communicate effectively with
potential customers forcing them to use the celebrity endorsement strategy. This paper aims …

This research is conducted on “impact of celebrity endorsement on consumer's buying
behavior”; this behavior judges the purchase intention of consumers in the field of cosmetics …