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How Black Creators Reesa Teesa, Shannon Sharpe, Keith Lee Hit a Billion Views.

Black creators break all the rules to the tune of millions of views. Learn from us.

United-states , Hollywood , California , America , Tiger-woods , Teresa-mccoy , Milana-sarenac , Teesa-tiktok , Keith-lee , Serena-williams , Simone-biles , Katt-williams

Abbott Elementary proves viral Internet stars can shine on TV

Once a viral star herself, Quinta Brunson lets the Internet-famous prove themselves on Abbott Elementary

Hollywood , California , United-states , Canada , Canadian , Kate-peterman , America-ferrera , Caleb-hearon , Casey-frey , Billie-eilish , Vince-staples , Justin-halpern

Opinion | To attract tourists again, Hong Kong must look to Harbin, China's ice capital, for lessons. But could we ever offer that city's warmth?

Hong Kong needs new ideas to attract tourists after underwhelming campaigns like ‘Night Vibes’. The success of Harbin, mainland China’s ice capital, offers valuable pointers.

China , Heilongjiang , Hong-kong , Beijing , Hong-kong-international-film-festival , Hong-kong-international-film , Harbin-ice , Snow-festival , Winter-olympics , Ong-kong-tourism , Ourism

What! Orry and Palak Tiwari's Alleged Feud: Unverified Source Spills Details, Revealing the Truth Behind the Controversy

The publicized spat between Orry (Orhan Awatramani) and Palak Tiwari has become the talk of the town, with conflicting stories circulating. | Tellychakkar.com

Mumbai , Maharashtra , India , Orhan-awatramani , Deepak-kalal , Palak-tiwari , New-year , Orry , Alak-tiwari , Eud , Ontroversy

Italian Influencer Says She's Sorry for 'Error' in Profiting From Charity Sale

Chiara Ferragni apologized to her 30 million followers after an investigation revealed the sales of a "designer" pandoro didn't go to a children's hospital.

Balocco , Piemonte , Italy , Regina-margherita , Italian , Chiara-ferragni , Giorgia-meloni , Instagram , Blonde-salad , Great-pandoro-ponzi-scheme , Prime-minister , Nternet-celebrity

The Root's Favorite Black Influencer It-Girls of 2023

From Monet McMichael to Karen Blanchard to Jackie Aina, these influencers have been showing us all of the best fashion, beauty and other lifestyle tips.

Black-it-girls , Iris-beilin , Ennille-murphy , Ocial-influence , Ntertainment , Ulture , Atricia-bright , Eauty-youtuber , Ayla-henry , Aylor , Orbes

The Best Black Influencer Red Carpet Moments

From Tabitha Browne to Keith Lee, these influencers were styled to perfection at major events

Met-gala , The-2023-bet-awards , Ocial-influence , Ntertainment , Ulture , He-76th-cannes-film-festival , Uen-blackwell , Ntonio-neville , Essamyn-stanley , Hayla-mitchell , He-2022-mtv-video-music-awards

These Influencers Made The Root 100 List

From sports to fashion to technology, The Root salutes those with the power to engage, inform and influence

Kentrell-kenny-beecham , Stephena-smith , Espn , Youtube , Kenny-beecham-podcast , Sports-media , Keke-palmer , Astern-bank , Arques-brownlee , Arack-obama , Ntertainment , Ulture

E.l.f raises revenue guidance for the second quarter in a row

The affordable cosmetics brand is exceeding Wall Street's expectations

China , Tarang-amin , August-naturium , Old-navy , Facebook , Wall-street , Media-impact-value , Business , Inance , Ocial-media , E-lf- , Obile-applications

"The Role of Parasocial Relationships, Congruence and Source Credibilit" by Caroline Lawrence and Bryna Meivitawanli

This study aimed to investigate how parasocial relationships, congruence, and source credibility influence purchase intention in TikTok Live Streaming commerce for cosmetics among Indonesian Generation Z users. Data was collected from 270 respondents through an online questionnaire, and validity and reliability tests were conducted. The data were analyzed using Structural Equation Modeling (SEM-PLS). Results showed that celebrity endorsers' attractiveness, trustworthiness, and expertise positively impact purchase intention. Parasocial relationship mediated the connection between celebrity characteristics and purchase intention. Moreover, celebrity-product congruence positively influenced endorsers' perceived credibility and mediated the relationship with purchase intention. The findings emphasize the importance of celebrity attractiveness, trustworthiness, and expertise in shaping purchase intention. The mediating role of parasocial relationships highlights the significance of strong celebrity-audience connections. Additionally, celebrity-product congruence enhances endorsers' credibility and positively influences purchase intention. These insights assist brands and marketers in optimizing influencer marketing strategies on TikTok, fostering engagement and driving purchase behavior.

Indonesia , Indonesian , Tiktok-live-streaming , Structural-equation-modeling , Congruence , Nternet-celebrity , Atch-up-hypothesis , Arasocial-relationships , Ource-credibility , Iktok-live-streaming ,