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

▪ Abstract We review empirical and conceptual developments over the past four years (1992–
1995) on attitudes and persuasion. A voluminous amount of material was produced …

As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …

This study investigates the impact of celebrity endorsement and the moderating effect of
negative publicity on consumer purchase intention or attitudes in an emerging market …

The year 2021 is one of the most significant years for live streaming commerce, since
numerous sectors and businesses have begun to sell their items in the form of live broadcast …

Leveraging social media influencers allows companies to provide information on their
products in a more social and interactive way. Yet, scholarly research on the implications of …

Two experiments examined the impact of Twitter followers, electronic word-of-mouth (eWoM)
valence, and celebrity type (prosocial versus antisocial) on consumer behavior in Twitter …

An online experiment examined the effects of Instagram posts' source types and product-
placement types on brand attitude and credibility perception. A 2 (source: brand versus …

The celebrity credibility scale developed by Singh and Banerjee [Singh, RP, & Banerjee,
N.(2018). A study on exploring the factors influencing celebrity endorsement credibility …

Technology has irreversibly changed the way that firms identify who is more likely to buy,
what they are more likely to buy, when they are more likely to buy, why they are likely to buy …