Ahmadi, Arash; Fakhimi, Shahab; Ahmadi, Yavar - In: Journal of Contemporary Marketing Science 5 (2022) 1, pp. 65-80
Purpose The objective of this paper is to compare the effects of two types of celebrities (Instagram celebrity vs … to give “like” the promoted brand post) and Instagram involvement are examined as applied moderators in the proposed … randomly assigned to one of the two conditions (Instagram celebrity vs. traditional celebrity). An American-South African woman …