... equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can...

...-use rights only YouTube Young people Children Social influence Social psychology Social media marketing Influencer marketing Celebrity endorsement Vlog Long-form video marketing Native marketing Social media influencer (SMI) marketing is a highly relevant contemporary marketing...

...Hayley Cocker; Rebecca Mardon; Kate L. Daunt Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study...

...Maria Sääksjärvi; Katarina Hellén; George Balabanis Purpose The purpose of this paper is to examine women’s reactions to celebrity endorsers holding positive and negative public images and the consequences for purchase intentions of the endorsed product. Design/methodology/approach The paper...