Purpose This study deployed a bibliometric analysis of 604 academic articles on celebrity
endorsement collected from the Scopus database from January 1960 to August 2021 (the …

This research aims at providing a meta-analysis of empirical findings of the literature on the
characteristics of social media influencers on customer engagement and purchase intention …

Business' ethics have changed the landscape of commerce around the world lately.
Legitimacy, robustness, and morality are among the most important factors that build …

The development of the “metaverse” has created new opportunities for brands' crypto
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …

Given that tourism e-commerce live streaming has become an important driver of tourism
development after the outbreak of Covid-19 but limited attention has been paid to this area …

Livestreaming is an important marketing channel that could create viewers' emotional
engagement with hotels and hence boost purchase. Parasocial interaction theory explains …

In recent years, influencer marketing has gained significant prominence within the digital
marketing landscape, particularly on platforms such as TikTok. This study seeks to …

In the context of the continuous development of Internet technology and international
logistics, the impact of cross-border e-commerce is expanding. Cross-border e-commerce …

Following an increased research focus on influencer marketing and social media influencers
(SMIs) in recent years, marketers continue to face the critical challenge of selecting effective …

Purpose This paper aims to explore how parasocial relationships with Korean celebrity
endorsers on social media result in brand credibility and loyalty. Design/methodology …