... to greater behavioral intentions, including intent to engage on social media and intent to purchase an endorsed product when compared with more traditional lifestyle posts. Both homophily and wishful identification play an important mediating role in the processing of influencer content. Originality/value...

...Stephanie Schartel Dunn; Gwen S. Nisbett Purpose Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are affiliated with is particularly important. This study aims to examine how...

...Karla McCormick Purpose The purpose of this paper is to determine if the star power of an athletic endorser influenced consumers’ consumption of the advertised product. Specifically, does the amount of star power an athlete is thought to have impact consumers’ direct consumption of the advertised...

... sports agent ice skating endorsements 08 01 2003 © 2003 by Winthrop Publications Limited 2003 licensed reuse rights only --> Keywords: Olympic Games, sports agent, ice skating, endorsements Craig Fenech, President, Sparta Group Media/Coaches Inc, Parsippany, New...