This research theorizes and empirically examines whether and how educating customers—
a brand's efforts to enhance customers' product-related knowledge—affects customer word …

This paper aims to perform a comprehensive analysis, map** the main areas of the
endorser marketing literature of the last ten years and offering a classification of the subject …

Using source credibility theory and social comparison theory as theoretical lenses, this study
investigates the relationship between attractive celebrity endorsements (eg, from showbiz …

Compensatory consumption is a typical strategy used by consumers to alleviate feelings of
self‐discrepancy. This phenomenon occurs in multiple contexts, and the related literature …

Marketers often face challenges when pursuing and working with social-media influencers.
However, these challenges can be bypassed when choosing virtual influencers. This paper …

Consumer switching behaviors are influenced by the word-of-mouth (WOM) phenomenon,
yet our knowledge on the relationship between WOM and mobile payment application …

The present research delves into the concept of celebrity co‐creation from the consumer
behavior perspective. It explores the impact of the degree of a celebrity's involvement with a …

Adapting the design and configuration of robots to human social needs is a challenge for the
future. Individuals may be caught in social structures in which they feel dominated, which …

The current research investigates whether, when, and why power states, a prevalent
experience in everyday life, influence negative WOM (NWOM). The authors find that low …

Self or others? The interaction effect between benefit appeals and message sidedness on green
consumption | Emerald Insight Books and journals Case studies Expert Briefings Open Access …