...Zhong Zhao; Yunhuan Wang Purpose This study aims to explore how endorsement style (explicit vs. implicit) and shopping motivation (utilitarian vs. hedonic) jointly affect consumers' intention to adopt online reviews, and the mediating roles of perceived congruence and persuasion knowledge...

... findings reveal that higher social presence leads to positive persuasive outcomes, whereas the influence of group identity salience appears to be negligible. Crucially, the results demonstrate that attitudinal persuasion knowledge mediates the impact of social presence on consumer attitudes, shedding light...

... mediating roles of attractiveness and perceived cognitive fluency and explores the moderating effects of persuasion knowledge and algorithmic legitimacy to provide a comprehensive understanding of consumer responses to virtual streamers. Design/methodology/approach Two cross-national experiments were...

...Komal Shamim; Muhammad Azam Purpose The present research examines an underlying mechanism outlining how features of the influencers’ content influence the consumers’ urge to buy impulsively through the mediation of trust. Moreover, the moderating role of persuasion knowledge is also investigated...