Purpose The aim of this paper is to summarize the celebrity endorsement literature to
identify trends and challenges related to key research areas. Based on a critical review of …

Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the
effects of celebrity trust on advertising credibility, brand credibility and corporate credibility …

Influencer marketing in travel and tourism builds on the importance of word-of-mouth in the
travel context. Tourism marketers started working with bloggers early on as blogs quickly …

Celebrity endorsements raised with short-form travel videos have nurtured a new channel
for tourism destinations. The present paper aims to identify the features of endorsers and the …

Over the last decade, destination marketers and Destination Marketing Organizations
(DMOs) have increasingly invested in Web 2.0 technologies as a cost-effective means of …

Purpose The purpose of this paper is to assess the effect of two promotional methods,
namely, celebrity endorsed advertisement and selfie promotion, on customers' decision …

Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity
endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed …

With exponential rise of social media, marketers identify the power and effectiveness of
influencer's advertising on social networking site (SNS). Despite comprehensive …

There has been exponential growth in the power exercised by social media in hospitality
and tourism. The power of social media platforms as stakeholders has been widely accepted …

This article integrates cultural theory and marketing strategy to examine the complex
relationship between on-screen popular culture and tourism destination place-making. Its …