Awareness and Visibility
Gender And Advocacy: Social Causes And Brand Endorsements Among Global Social Media Influencers
This study explores the intersection of social advocacy and commercial brand endorsements, with a particular focus on the role of gender in shaping these dynamics. Drawing from Social Role Theory, Read More »
Author: Marta Mensa, Yang Yang, Shudipta Sharma, Louisa Ha
Contributor: eb™ Research Team
DIGITAL HEALTH INFLUENCERS: REDEFINING HEALTH COMMUNICATION IN THE SOCIAL MEDIA ERA
The emergence of social media has altered the landscape of health communication, with digital health influencers serving a vital intermediary between medical information and the public. These Read More »
Eco-Consciousness Of Celebrities: A Theoretical Exploration Into How Celebrities Affect Sustainable
Celebrities have become spokespeople for the environment. They have raised people’s interest and awareness of sustainability. However, this has also depoliticised and individualised sustainability. Read More »
The Influence Of Product Information On Status Consumption: The Mediating Role Of Perceived
For status conveying goods conspicuously consumed, perceived awareness of others about a product should play a key role in the purchase process. In 3 experiments we show that providing more Read More »
Author: Reza Movarrei, Olivier Trendel, Saeedeh Rezaee Vessal
Contributor: eb™ Research Team
THE MODERATING ROLE OF GENERATION DIFFERENCES DETERMINANT FACTORS OF SUSTAINABLE APPAREL BEHAVIOR
Consumer awareness of the negative impacts of fast fashion has driven a shift towards sustainable apparel. This study aims to understand the determinants of consumer intention to engage in Read More »
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