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The award recognizes business professor Marc Fetscherin’s article, “Analyzing the Influence of Celebrities’ Emotional and Rational Brand Posts,” which examines how different types of celebrity social media content shape consumer perceptions and responses to brands. The study offers important insights into how emotional and rational messaging strategies affect engagement, credibility, and brand effectiveness in digital marketing contexts.

Fetscherin co-authored the article with his international colleagues Arash Ahmadi (Assumption University, Thailand), Amirhossein Taghipour (King Mongkut’s Institute of Technology Ladkrabang, Thailand), and Sriwam Ieamsom (Phranakhon Rajabhat University, Thailand). The research contributes to the growing body of literature on influencer marketing and celebrity endorsements by providing empirical evidence on how message framing influences consumer behavior.

The AEMARK Awards are presented annually by the Spanish marketing academic association Asociación Española de Marketing Académico y Profesional (AEMARK) to recognize outstanding scholarly contributions to the field of marketing.

• Marc Fetscherin |
• Business Management |
• Highlights