... for each and all product categories. To some extent, these findings are similar to those of Study 2. Research limitations/implications The study selected influencers’ demarketing branded product reels on Instagram based on the maximum number of likes. Practical implications Micro-influencers mainly...

...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...