Weng Marc Lim

When Social Media Influencers Work: A Meta‐Analysis of Brand Engagement, Behavioral Intention, and Boundary Conditions

This study examines how social media influencers (SMIs) shape brand engagement and behavioral intention and when these effects vary across contexts. Drawing on 97 studies with a sample of 40,330 participants, we employ one‐stage meta‐analytic structural equation modeling (OSMASEM) to estimate the effects of SMI credi...

Guidelines for Meta‐Analytic Structural Equation Modeling: Steps, Resources, and Illustrations

The goal of science is to build incremental, structured, and reliable knowledge over time. Yet, many strands of marketing and related disciplines exhibit symptoms of cumulative stagnation, including lack of replicability and weak theoretical integration. Existing remedies such as replication studies, multistudy inves...

Credibility and consumer-based brand equity: A multidimensional ‘between-within’ perspective in low involvement settings

This study adopts a multidimensional ‘between-within’ perspective of credibility to investigate the impact of celebrity credibility on consumer-based brand equity (CBBE) and the mediating role of brand credibility in this relationship, with each construct conceptualized and operationalized as multidimensional. To do so...

From disclosure to accountability under generative and agentic AI in tourism research