Keywords: Source credibility
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Journal Articles

Young female consumers’ perceptions of sustainability virtual influencers: a perspective from goal-framing and source credibility

Jennifer (Yeeun) Huh, Leslie Cuevas, Hye-Young Kim, Yuju Rubie Kao, JinHyeok Im
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (9): 71–89.
https://doi.org/10.1108/YC-11-2025-2843
Published: 25 June 2026
...Jennifer (Yeeun) Huh; Leslie Cuevas; Hye-Young Kim; Yuju Rubie Kao; JinHyeok Im Purpose The purpose of this study is to investigate the impact of sustainability virtual influencers (SVIs)’ source credibility on young female consumers’ pro-environmental motivations predicting to engagement...
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Journal Articles

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

Fei Fan, Lin Fu, Qinghua Jiang
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (3): 329–348.
https://doi.org/10.1108/YC-08-2023-1811
Published: 05 December 2023
... 16 11 2023 17 11 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Virtual idol Source attractiveness Source credibility Celebrity endorsement Advertising persuasiveness Celebrity endorsement is a popular tactic used...
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Journal Articles

Electronic word-of-mouth in travel social networking sites and young consumers’ purchase intentions: an extended information adoption model

Bee Lian Song, Chee Yoong Liew, Jye Ying Sia, Kanesh Gopal
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (4): 521–538.
https://doi.org/10.1108/YC-03-2021-1288
Published: 04 August 2021
... usefulness and information adoption as consequences of argument quality, source credibility, information quantity and emotive word comprehension, and as an antecedent of purchase intentions. Design/methodology/approach Data are collected through survey questionnaire from 405 hotel young customers...
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