Findings from two experiments show that Instagram influencers with high numbers of followers are considered more likeable, mostly because they are considered more popular. Important, only in limited cases, perceptions of popularity due to the influencer's number of followers, lead to perceptions of opinion leadership. Furthermore, one should also take into account number of followees, as very low numbers of followees might negatively impact popular influencers' likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this lowers the brand's perceived uniqueness and consequently brand attitudes.

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Advertisers are continuously searching for new ways to persuade children, thereby fully integrating commercial content into media content, actively engaging children with the commercial content, and enlarging the amount of commercial messages a child is confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual paper aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds a light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. In particular, attention is devoted to conceptual and methodological issues, as well as to the need for research on how to improve children's coping with embedded advertising, by emphasizing the value of persuasive intent priming and implementation intentions. To conclude, future research directions are discussed regarding strategies to strengthen children's dispositional (i.e. associative network consisting of cognitive, moral and affective beliefs related to advertising) and situational (i.e. actual recognition of and critical reflection on advertising) advertising literacy, and their coping skills.

Materialism is a way of life characterized by the pursuit of wealth and possessions. Several studies have documented that a materialistic lifestyle is associated with diminished subjective well-being. In spite of this, many people continue to pursue materialistic goals rather than pursue goals that are more beneficial for their well-being. The current paper investigates one mechanism that may contribute to the continued pursuit of materialism. In particular, we propose that luxury consumption may reinforce a materialistic lifestyle. To test this possibility, we investigate the relations between luxury consumption, materialism and cognitive and affective subjective well-being aspects simultaneously, in a structural model. The results of a large scale survey in Dutch-speaking Belgium demonstrate that materialistic consumers are more inclined to consume luxury goods than less materialistic consumers. In addition, luxury consumption leads to enhanced positive mood, diminished negative mood and increased satisfaction with life. Furthermore, although the impact on negative and positive mood is not moderated by materialism, the impact of luxury consumption on satisfaction with life is more pronounced for materialistic consumers than for less materialistic consumers. Together, these results indicate that materialistic consumers not only engage more in luxury consumption than less materialistic consumers, but also benefit more from it (at least in the short run). As a result, luxury consumption may be more rewarding for the former than for the latter and consequently, ''lock in'' materialists in their lifestyle, irrespective of the long-term adverse consequences for self and society.