Elmira Djafarova

TL;DR: The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users, however, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities.

TL;DR: In this article, the authors examined the relationship between source credibility, self-presentation, and consumer behavior towards micro-celebrity endorsements and found that users deem microcelebrities credible if they follow certain criteria of online behavior and self-Presentation.

TL;DR: In this article, the authors investigated what types of Instagram marketing tools are the most effective in relation to Generation Z's impulse purchasing behavior within fashion industry in the context of the United Kingdom, concluding that advertisements, opinion leaders and user-generated content act as stimuli in evoking positive emotions (O), which subsequently trigger impulse purchases (R) in Generation Z females.

TL;DR: Research findings show mothers with children of pre-school age are the most regular users of social media, and mothers with initially lower self-esteem feel under pressure to maintain positive image to be in line with other mothers' presentation on social media.

TL;DR: In this paper, an exploratory research consisting of 51 interviews with Chinese students enrolled on the course at a Business School was conducted to explore the influences that have an effect on Chinese students' decision making.