...Luis Quesada Baena; Alice Binder; Ariadne Neureiter; Melanie Saumer; Jörg Matthes Purpose Celebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their consumption behavior or only...

...Kara Chan; Yu Leung Ng; Edwin K. Luk Purpose Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also...

...Varsha Jain; Subhadip Roy; Aarzoo Daswani; Mari Sudha Purpose This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness...

...Michael R. Hyman; Jeremy J. Sierra Purpose Sport celebrities often endorse their team, their sport, and non‐sports‐related products. Increased idolizing of sport celebrities by adolescents is one artifact of this promotional practice. Although seemingly innocuous, adolescents who idolize sport...

...Steve Dix; Ian Phau; Sonia Pougnet Purpose The purpose of this paper is to investigate how sports celebrities can be perceived as role models and influence young adult consumers' purchase and behavioural intentions. Further, it also seeks to examine whether this influence differs between males...

...Carrie La Ferle; Kara Chan Purpose The purpose of this paper is to examine the influence of marketing communication factors (specifically advertising viewing and responses to marketing promotions) as well as social influence factors (specifically influences from peers and media celebrities...

...Kara Chan; Cong Zhang Purpose The purpose of this paper is to examine the influence of peers and media celebrities on young people's endorsement of materialistic values in China. As the Chinese culture is said to be collective, it is expected that social relations, both personal and celebrity...