... and complete responses were included for hypotheses testing. Findings The results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility...

... the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution...