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International Journal of Advertising
The Review of Marketing Communications
Volume 40, 2021 - Issue 8: Digital transformation and advertising
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Articles

The benefits and pitfalls of humblebragging in social media advertising: the moderating role of the celebrity versus influencer

Widya Paramitaa Faculty of Economics and Business, Gadjah Mada University, Yogyakarta, Indonesia;b School of Marketing, University of New South Wales, Sydney, AustraliaView further author information
&
Felix Septiantoc UQ Business School, University of Queensland, St Lucia, QLD, AustraliaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-7487-761XView further author information
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Pages 1294-1319 | Received 18 Dec 2020, Accepted 10 Sep 2021, Published online: 27 Sep 2021

Citations (7)

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Read on this site (1)

Matthew Pittman & Tyler Milfeld. (2023) Enviro-Bragging: When Influencers Should Not Be Humble about a Brand’s Sustainability. Journal of Interactive Advertising 23:3, pages 259-274.
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Articles from other publishers (6)

Bo Yang, Xinrui Zhang, Xusen Cheng & Tong Xue. (2024) Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on “Qiafan” videos of Bilibili. Electronic Commerce Research and Applications 64, pages 101377.
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Sindy Chapa & Talalah Khan. (2024) Social Influencer or Celebrity Endorser, To Whom Do Multicultural Consumers Pay Attention in Instagram? Comparing Medium- and High-Involvement Products Across Ethnic Groups. Journal of Marketing Development and Competitiveness 18:1.
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Wenting Li, Fang Zhao, Ji Min Lee, Jiwoon Park, Felix Septianto & Yuri Seo. (2024) How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset. Journal of Business Research 171, pages 114387.
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Ka Wing Chan, Felix Septianto, Junbum Kwon & Revathi Sridhar Kamal. (2023) Color effects on AI influencers’ product recommendations. European Journal of Marketing 57:9, pages 2290-2315.
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Shiyun Tian, Su Yeon Cho, Xiaofeng Jia, Ruoyu Sun & Wanhsiu Sunny Tsai. (2023) Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers. Journal of Product & Brand Management 32:7, pages 1046-1062.
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Wenting Feng, Dihui Chang & Hongjie Sun. (2023) The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness. Frontiers in Psychology 13.
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