Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …

popularity, with a poor match between the product/brand and the endorser. This study explores the factors of celebrity …-ended questionnaires were distributed in person and online. SmartPLS was used for data analysis. The results indicate that product/brand …. Therefore, marketers in Pakistan should focus on the three pillars of celebrity endorsement: the product/brand and celebrity …

intention by improving their brand image in the minds of the consumers. This research study gives a detailed and comprehensive … variable. A firm should carefully select the celebrity to endorse its brand for effective communication of the message and …

from 303 respondents using self-administered online questionnaire that was distributed among social media users in Malaysia … important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its …

often ignore the standards set by the censor bodies like PEMRA (Pakistani Electronic Media Regulatory Authority) and 4 A …

media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this … engagement. In conclusion, this contribution identifies future research avenues on influencer marketing through social media …Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social …

endorsement on social media networks. Objectives: This paper explores the parallel mediating effect of brand awareness and … is significant when mediated by brand awareness and influencer credibility. Conclusions: The contribution of the research … adds to the new knowledge in the field of influencer marketing and gives practical implications for brand managers who want …

social graph of the experiment users, we also explore how users are affected by their friends who are exposed to ads. Our … include any incentive for social action, e.g., discount for recommending friends …

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games … important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author …. According to the analysis, it can be distinguished by the following typology: place of brand placement (before logging, inside …