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 …

This paper reviews the empirical evidence of the effect of credibility of the message source
on persuasion over a span of 5 decades, primarily to come up with recommendations for …

Drawing upon the stimulus–organism–response framework, this study investigates
contextual and environmental stimuli effects (streamer attractiveness, para-social …

Live streaming e-commerce is a novel type of shopping that induces widespread instances
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …

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

With the increasing influence of online consumer reviews (OCRs) on a consumer's decision
making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This …

This paper reviews the current boom in celebrity advertising. More specifically, the
objectives of this paper are fivefold:(1) to provide a historical overview of celebrities in …

Advertisements containing product endorsements by a third-party organization (TPO),
product endorsements by a celebrity, or no endorsement were compared for their ability to …

The ability of three advertising cues—third-party product endorsement, brand popularity, and
event sponsorship—to affect consumer perceptions with regard to product quality …

This research examines the effect of three celebrity credibility dimensions (attractiveness,
trustworthiness, and expertise) on purchase intention with 880 Singaporean …