Titlebook: Celebrity, Social Media Influencers and Brand Performance; Exploring New Dynami Saloomeh Tabari,Qing Shan Ding Book 2024 The Editor(s) (if

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Introduction,ate endorser, the marketer may enhance attitudes and reinforce behavioural intentions (Knoll & Matthes, 2017) and shape brand perceptions (Erdogan et al., 2001). Companies devoted a lot to celebrity endorsement to exploit emotional bonds between consumers and brands to accomplish higher brand image,

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Conceptualising Influencer, Brand, and Audience Relationships on Social Media Platforms,es, definitions as to what constitutes an influencer and/or celebrity have evolved. This is alongside re-evaluations concerning how to classify various forms of influencer marketing communications as the lines become blurred. Furthermore, as influencers move from independent opinion-sharing towards

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,The Effect of Social Media Influencers’ Trustworthiness on Customers’ Perceived Brand Value, and Puand value and purchase intentions. This study collected online survey data from 312 Gen Z restaurant customers in the United States in the spring of 2023. The partial least squares structural equation modeling (PLS-SEM) was used to analyze the data and concluded that Gen Z customers’ perceived high

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Impact of Social Media Influencers (SMIs) on Millennials Choosing a Travel Destination,est demographics with considerable purchasing power have become a crucial market segment for the travel and tourism industry. With the rise of social media, travel-related content is increasingly being generated and shared by social media influencers (SMIs) who have amazing following on various soci

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,Research on the Effect of Brand Virtual Influencers on Consumers’ Purchase Intention,eby enhancing consumer interest in purchasing. In the intelligent age, brands are utilizing more and more virtual influencers to enhance their brands’ value. This research study explores the impact of brand virtual influencers on consumer behavior. The data was collected from 486 Chinese consumers v

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Influencers, Materialism, Mental Health and Sustainability,tic impact on society and consumers is less examined, especially the negative influence on materialism and mental health among adolescents. As suggested by Belk ( 1985), materialism does not necessarily lead to negative outcomes; it could increase compulsive buying behaviour (Islam et al., 2017) wil