Despite the growing popularity and commercial potential of live streaming, research on live streaming trade is still in its early stages. Moreover, previous studies have produced inconsistent results regarding the influence of digital celebrity perceptions on consumer shopping intentions....

To infer product fitness information, consumers often consult digital influencers who exert effort to learn and evaluate product features and then propagate information to their followers. However, influencers' recommendations are not limited to products that exactly match their expertise, which...

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and...