Celebrity credibility constitutes a significant portion of the celebrity brand endorsement
literature. While this field of research is mature with a rich history of 45 years, it lacks a …

Although engagement has been a catchword in public relations practice and theory for over
a decade, the term has been applied rather loosely to imply any form of communicative …

During times of public crises, governments must act swiftly to communicate crisis information
effectively and efficiently to members of the public; failure to do so will inevitably lead …

This study examines the moderating role of audience comments in influencer marketing. A
YouTube vlog entry by a social media influencer featuring the endorsement of a brand was …

In an age where online shop** permeates daily life, the cascading influences originating
from parasocial interactions play a pivotal role in steering consumers' purchase decisions …

Social media is sha** the way companies and brands engage and interact with
consumers, particularly Millennials. In light of this growing trend, this study aims to …

Live stream marketing through social media has attracted the attention of digital retailing
marketers in recent years. However, there is a lack of evidence in understanding the …

The ability of digital influencers to convert their followers into paying customers relies heavily
on the followers'“stickiness”, a topic that has not been adequately investigated in the existing …

Marketers recognize digital celebrities' advertising power and effectiveness, making them
influential models of social media advertising. The concept of parasocial relationships may …

During the# MeToo movement, social movement organizations (SMOs) played a crucial role
in the online mobilization by utilizing various message frames and appealing hashtags …