This paper presents a narrative review of celebrity endorsement research. The review
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …

Use of celebrities as part of marketing communications strategy is a fairly common practice
for major firms in supporting corporate or brand imagery. Firms invest significant monies in …

Purpose The importance of influencer marketing is constantly growing. However, little
empirical research has examined influencers' success requirements. This study aims to fill …

Two online studies analyzed the impact of the fit between Instagram influencers and the
endorsed brand. The first study used an experimental design and focusedon internal …

Purpose The purpose of this paper is to better understand the role of closeness and the
relationships between social media influencers and their followers, and, more specifically …

Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …

As digital and social media continue to grow in terms of usage and advertising expenditures,
the advertising industry has been forced to develop innovative strategies. One such strategy …

Purpose There is growing interest among marketers in advertising and promoting their
brands by adopting an online celebrity endorsement strategy. However, how online …

Building on source-credibility theory, the authors tested a structural model for advertisers
and scholars to explain brand outcomes of celebrity endorsement. the empirical context is …

Celebrities frequently endorse products, brands, political candidates, or health campaigns.
We investigated the effectiveness of such endorsements by meta-analyzing 46 studies …