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 …

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

• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …

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

This article offers a new approach to celebrity endorsement. Previous explanations,
especially the source credibility and source attractiveness models are criticized, and an …

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

" This book compiles and integrates highly innovative work aimed at bridging the fields of
anthropology and consumer behavior."—Journal of Consumer Affairs"... fascinating …

This study provides a quantitative summary of the relationship between celebrity endorser
source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is …

Although a number of scholars have investigated effective celebrity endorser characteristics
with consumer samples using experimental methods, there is only one study by Miciak and …

Purpose The overall purpose of this study is to investigate and gain a better understanding
of perceptions of source credibility and consumer motivation to view live-stream broadcasts …