The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived...

Purpose - This study explores the influence of celebrity endorsements on the purchasing intentions of higher education students. Understanding this impact is crucial as the use of celebrity endorsements in marketing continues to rise. Design/methodology/approach - A quantitative approach is...

The growing importance of natural beauty care products among consumers is increasingly driven by social media networks, which play a substantial role in promoting sustainable consumption. This study examines the influence of Celebrity Credibility, Celebrity Attractiveness, and Social Media...

Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behavior globally. Their charisma, public personas, and ability to engage with audiences often make them as...

With the widespread adoption of digital technology and self-media, the rural "internet celebrity economy" has become a leading force in the development of the rural digital economy. Rural internet celebrities quickly attract followers by showcasing local culture, talents, skills, or everyday...

Over the past decade, post purchase regret has attracted scholarly attention in the field of economics, marketing and psychology. This subject has gained prominence given that post-purchase regret has several implications for organizations including consumer satisfaction, consumer repurchase...

While companies often use celebrity endorsement to increase their sales, they fail to realize that the selection of the endorser greatly influences consumer purchase intention. Consequently, they may end up using an endorser based solely on their popularity, with a poor match between the...

Despite the growing popularity and commercial potential of live streaming, research on live streaming trade is still in its early stages. Moreover, previous studies have produced inconsistent results regarding the influence of digital celebrity perceptions on consumer shopping intentions....

This study aims to examine the influence of sports celebrities' personalities as social media endorsers on customers' purchasing intentions, considering the mediating role of perceived product quality. A quantitative research approach was employed to gather data from 228 millennial individuals...

We study the relation between celebrity endorsements of initial coin offerings (ICOs) and their outcomes. Celebrity endorsements have a substitute relation with pre-sales, but increase ex-ante success, resulting in more funds raised and a greater exchange listings. We find little evidence that...

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and...

This paper examines how celebrity endorsement and peer influence affect video game usage and sales using data from a large social network. To investigate these phenomena, we constructed a four-year longitudinal panel dataset of 1.2 million video game players from the popular game Dota 2. We...

To infer product fitness information, consumers often consult digital influencers who exert effort to learn and evaluate product features and then propagate information to their followers. However, influencers' recommendations are not limited to products that exactly match their expertise, which...

Previous research into the relationship between victim-generated content, abuse received, and observer characteristics when considering Twitter abuse has been limited to studies involving male victims. In this study, we evaluated participant perceptions of female celebrity victims and the abuse...