...Shiv Ratan Agrawal; Divya Mittal Purpose The present paper attempts to unearth how firms and marketers can deal with the demarketing of branded products on social media platforms, especially Instagram. Design/methodology/approach We conducted two studies using AI-powered Atlas.ti 24.0...

... product endorsement on Instagram on young female followers’ brand attitudes and purchase intentions. Design/methodology/approach Primary data were collected from 435 female micro-celebrity followers. The impact of micro-celebrity endorsement on follower’s attitude toward brands and purchase intention...

... influencer took part in an Instagram self-administered online survey. Findings The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness. Originality...

... 10 2021 10 03 2022 11 03 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Social media marketing Influencer marketing Consumer psychology Social perception Admiration Instagram One of the ways to build positive...

...Aloisio Henrique Mazzarolo; Emerson Wagner Mainardes; Felipe Almeida Innocencio Purpose The purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an account and interact with it positively...

... In order to identify the different content types and their corresponding marketing goals, content analysis method was served to analyze the content of Instagram pages of 24 top-ranked corporates from three different industries. SPSS version 22 was used to investigate the significant difference levels...

...S. Venus Jin; Aziz Muqaddam; Ehri Ryu Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity...