...Ruchi Gupta; Kiran Nair; Seema Bhardwaj; Justin Paul Purpose Due to growing interest in micro-celebrity endorsements as a brand communication strategy, further research is needed to understand their influence on consumers. This study aims to assess the impact of a micro-celebrity’s cosmetic...

...Svend Hollensen; Christian Schimmelpfennig Purpose This paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually taken...