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Livestreaming commerce for luxury brands : how to enhance luxury perceptions through strategizing streamers?
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Cute but concerning : investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness
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A little context, please! Understanding consumer responses to online advertising
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Are gambling company sports sponsorships a losing game? Investigating consumer responses on gambling, brand and team outcomes
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- Journal Article
- A1
- open access
Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention
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- Journal Article
- A1
- open access
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations
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A new era of influencer marketing : lessons from recent inquires and thoughts on future directions
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Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts
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Gender effects in influencer marketing : an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram
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The commercialization of social media stars : a literature review and conceptual framework on the strategic use of social media influencers