Love me, love my endorsed brand: unveiling the impact of Generation Z fan’s celebrity worship on online brand advocacy

Assistant Professor Dr Lokweetpun Suprawan currently serves as a Lecturer in Marketing at Mahidol University International College, Mahidol University, Thailand. Before this role, she was the MBA Program Director at Bangkok University and a Lecturer at Mae Fah Luang University. She received her PhD in Marketing from Curtin University, Australia. Her published research encompasses studies on consumer behavior within human–computer interaction and the metaverse, influencer marketing and corporate social responsibility branding. Her academic contributions highlight her expertise in understanding digital consumer dynamics and the strategic implications for marketing practices in contemporary digital environments.

Assistant Professor Dr Wanny Oentoro is an academic specializing in business administration with a focus on management and operations. She earned her Doctor of Business Administration from Chulalongkorn University. Dr Oentoro has extensive teaching experience at institutions like Mahidol University, Assumption University and Webster University of Geneva. Her research, published in high-impact journals, explores human resource practices, service recovery performance and employee engagement. With service industry experience at EVA Airways and luxury hotels, she combines practical insights with academic excellence to foster the next generation of business leaders.

Dr Sarinya L. Suttharattanagul is currently a full-time lecturer at Bangkok University, Thailand. She is passionate in consumer behavior with extensive experience in research and consultation both in business and academic. She received her PhD in consumer study focusing on retail business and has experience in consumer research for more than 10 years with well-known organizations. Her experiences are in retail business and FMCGs focuses for sales tracking, panel data and customized research from understanding customer needs to segmentation and utilization of data for strategy and implementation purposes.