Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses

Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

Roobina Ohanian · Journal of Advertising · 1990 · 3.6K citations

Customer Satisfaction, Behavioral Decision Making, Social Psychology +23

The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

Marian Friestad, Peter Wright · Journal of Consumer Research · 1994 · 3.4K citations

Behavioral Decision Making, Consumer Study, Persuasive Technology +24

Statistical mediation analysis with a multicategorical independent variable

Andrew F. Hayes, Kristopher J. Preacher · British Journal of Mathematical and Statistical Psychology · 2013 · 3.2K citations

Control Group, Engineering, Social Skills +15

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

Feng Zhu, Xiaoquan Zhang · Journal of Marketing · 2010 · 1.7K citations · Full text

Customer Satisfaction, Online Gaming, Digital Marketing +20

Measuring Attitude toward the Brand and Purchase Intentions

Nancy Spears, Surendra N. Singh · Journal of Current Issues & Research in Advertising · 2004 · 1.6K citations

Marketing, Customer Satisfaction, Advertising Scholars +12