social influence Archive
The Role of Engagement in Travel Influencer Marketing: The Perspectives of Dual Process Theory and the Source Credibility Model.
Abstract: The purpose of this study is to examine the relative effects of travel social influencers (TSI)’ total number of follower and engagement level on consumers’ intention to travel to […]
The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism.
Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of […]