Considerable research suggests that advertising executional cues can influence
communication effectiveness. Related research indicates that communication effectiveness …

The rise of influencer marketing makes YouTube an ideal media platform to implement such
marketing strategies. Many scholars consider the success of YouTube influencer marketing …

Half a century of research on celebrity endorsement has led to the advancement of four
grand celebrity endorsement theories. Most scholars have adopted the meaning transfer …

A new digital marketing tool that has emerged today is that of social media influencer
marketing. Social media influencers are those individuals who shape consumers' …

We propose that attributions about an endorser truly liking, using, or desiring a promoted
product mediate the relationship between source and message factors and persuasion via …

The present study provides and tests a conceptual framework aimed at comparing the
relative effectiveness of celebrity–user, brand–celebrity, and user–brand personality …

The purpose of this study was to develop a scale for measuring celebrity endorsers'
perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale …

Advertisers frequently use endorsers or spokespersons as credible sources to influence
consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a …

This study tested the matchup hypothesis regarding choice of celebrity spokesperson by
examining the fit or congruence between image type and the product advertised from an …

Conventional wisdom regarding the matching of spokesperson and brand in advertising is
empirically tested. Within the theoretical framework of social cognition, celebrity-brand …