Purpose The recent advancements in smartphone technology and social media platforms
have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China …

This study analyzes the influence of electronic word of mouth (eWOM) on Instagram on
cosmetics purchase intention to identify whether eWOM credibility and quality directly and …

The COVID-19 pandemic has forced many brands to stop using cosmetic testers to avoid the
risk of spreading the infection, jeopardising the future of cosmetic testing. Consequently …

Drawing on social identity theory, this study aims to examine the impact of antecedents of
eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social …

This research aims to determine which dimensions of online convenience influence
generation z consumers' cognitive and affective attitudes and online impulsive buying …

Purpose This paper aims to theorize and investigate the use of effective color features in
artificial intelligence (AI) influencers, an emerging marketing trend in the social media …

Fashion is ever-changing; almost every age and gender of a person is interested to know
and wear the latest trend. Initially, people were dependent on the brick and mortar stores …

This study investigates the impact of heuristic factors on customers' perception of information
credibility of influencers on YouTube channels, and the association between customers' …

Aesthetic labor plays a crucial role in social media influencer marketing. Based on the
theories of aesthetic labor and social media influencers, this study aims to identify the …

This study synthesizes research on evolutionary psychology, emotional appeals, and viral
advertising in order to develop a novel perspective on how sustainable luxury brands can be …