Purpose The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model. Design/methodology/approach The study adopted a content analysis method based on data gathered from the official Twitter...

Purpose This research aims to explore the way companies can use social network sites, in particular Facebook, to understand the elements of the actual and ideal-selves of their target market. An important issue is whether the brand’s personality should match consumers’ actual or ideal-self;...