...Fang-Yi Lo; Muhammad Dliya’ul Haq; Yuan-Yi Shen Purpose This study explores the impact of online events, social presence and professional domain knowledge on followers’ purchase behavior and loyalty, focusing on how platform utilization strategies (single vs multi-platform) moderate...

... and verify the hypothesized model. Findings The results show that: (1) reference groups’ behavior positively stimulated social presence and enhanced consumer purchase intention through the chain-mediating effect of social presence and trust in online celebrities; (2) celebrity characteristics...

...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...