... The results showed that the four dimensions of the viewer's customer experience (cognitive, affective, sensory and social) predicted his/her social identification with players/teams. In turn, social identification positively influenced purchase intentions for the sponsoring brand. The cognitive, affective...

...Kian Yeik Koay; Weng Marc Lim; Simran Kaur; Kimberly Soh; Wai Ching Poon Purpose This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among...